As the lead SEO specialist across Avanade and Accenture Australia, I support SEO business development, requirements elicitation, strategic activities and implementation, reporting, and client management. Aside from client project wins, one of the most rewarding experiences to date has involved redefining the role of SEO in our website builds and migrations process. Rather than viewing SEO as an afterthought, we realise the benefits of Search data by embedding quantitative research into discovery sprint 1 - informing content strategy, IA development, UX, and the technical build (Sitecore, Drupal and AEM delivered with scrum methodology). This process is now embedded in our design thinking approach, led by our Experience Design team, and has resulted in better efficiency and team collaboration, along with adding significant value to our clients. In addition, a key feature of my role is leading capability building for both clients and our internal teams. This includes assessing current skill levels, developing training materials, running learning workshops, writing blog articles, and documenting our processes and deliverables into technical manuals to help manage key-person risk.During my time at Avanade, I've also developed broader business consultancy skills such as stakeholder engagement, qualitative research, LUMA certification in human-centred design, change management, and inclusive leadership in my roles as National Lead for our Gender Equality workstream and National Co-lead of Avanade Gives and Volunteering.

I picked up a wealth of consultancy experience in my time at WeRD while managing multiple retail and eCommerce accounts and all not-for-profit accounts. I was responsible for developing strategies and providing product ownership (by proxy) across website builds and migrations, app builds, standalone strategy projects and ongoing retainer activity, as well as both account and project management. Managing stakeholders, facilitating workshops, creating documentation, presenting, and executing training and capability development were all embedded in my role as Senior Strategist. My strategic project experience included digital strategy, content strategy, social media strategy, metric modelling and conversion rate optimisation. This was balanced with my work as the SEO lead, leveraging 10+ years experience by managing all SEO audits, strategies, implementation and training. Further, I enjoyed running point on several new business pitches and inductions, supported with recruitment and hiring, and was an unofficial culture lead (I love a good afternoon tea!).

It was a blast working with the SapientNitro team to redefine their creative briefing process to be more insights-led, alongside SME activities like content auditing and planning, SEO management, and website reporting.Using fly-on-the-wall observation and contextual inquiry, we assessed the current way of working and identified gaps in the use of available insights to guide creative strategy for two major Australian FMCG brands. This led to the development of a new process to embed insights at the heart of creative briefings, which improved our ability to gain client confidence, resulting in swifter approvals. To measure the impact of creative on social media performance, we developed new reporting templates that combined media and creative reporting that told a more holistic story.During this time, I also worked closely with the Sydney and Singapore offices to grow SapientNitro's experience optimisation program (conversion rate optimisation), and I left Sapient with a framework for managing Facebook creative testing, aimed to help brands understand what specific image and editorial elements contribute best to audience engagement over time.

(Omnicom Media Group) I spent my days analysing search data, website analytics, and other desktop research to understand inspirations, barriers and seasonality in consumers’ paths to purchase, with a mission to put data at the heart of communications strategies and planning. Projects include digital ecosystems, conversion rate optimisation, competitive analysis, and content strategy.

Lead SEO on a global tourism account, collaborating closely with their content team to take potential travellers from inspiration to planning. Highlights include creating a long-term, data-driven, global content strategy and working closely with OMD's client team to feed insights into other digital and above-the-line media activity.This role was critical in my business consultancy development, as it required significant expertise in stakeholder management, storytelling and presentation skills to engage key decision makers to move the needle.

Managed SEO and link building campaigns for major Canadian and international clients to increase qualified organic visitors and conversions. Evergreen efforts include content strategy and creation, site auditing, keyword optimization and results monitoring/reporting.Frequently contributed to new business development and regularly worked in client-facing positions, directly with group account directors, to guide communications strategy with search and website insights.Enjoyed the opportunity to write four end-user MRM software manuals and conduct a two-day training seminar for USPS.

Developed and executed social media strategies on Twitter, Facebook and YouTube for a brand across the U.S., Canada and the U.K. Managed and deployed weekly email marketing campaigns. Created three blogs and performed content management with a team of talented copywriters, generating new leads and increasing brand awareness and engagement. Directly managed one social media specialist.

Project manager for all site improvements and maintenance. Created, managed and helped implement our link development and social media campaigns, including Twitter, Facebook and our blogs. In addition, I reviewed analytics to drive content development, optimised for natural search. All work was filtered through SEO and social media best practices.Heavily involved in the optimization of two sites, the creation of two blogs and the implementation of NSO recommendations.

Managed a team of five SEO copywriters and wrote and edited SEO-friendly copy where needed.

Wrote and edited keyword-rich SEO copy about online merchants, brands and products with an emphasis on conversion.