Web strategy, roadmap and delivery

• Owning the strategy, roadmap and prioritisation for LOGO.com, 1,500+ marketing pages and posts across 13 locales in Sanity (headless CMS), sequencing rebuilds of a legacy site prioritising redesigns and experimentation based on projected impact.
• Led the page design of website templates and block architecture, then program managed delivery with engineering, design and growth partners to optimise for usability, SEO/AEO/GEO and conversions.
• Launched new web tools as informational search moved into AI answers, targeting traffic and intent that AI overviews cannot compete with. Recent examples include taking the slogan generator to position 1 and the business name generator to position 3, now ranking for 1,800 keywords, page one against Canva, Squarespace and Wix.
• Redesigned existing tools with AI in the workflow, rebuilding the business name generator UI and UX with one engineer to lift signups on that page 200%, having it live in a week through vibe coded page production with Claude Design and our MCP connectors.
• Built localised website pages across 13 locales and industry specific landing pages tailored to each segment, together driving 68,500 monthly organic visits. The same localisation playbook scales to any local market or vertical.
• Sourced and managed freelancers, vendors and content agencies across design, content, SEO and development, briefing each partner and holding them accountable to KPIs, timelines and budget.

Organic growth, technical SEO, AEO and GEO

• Rebuilt the programmatic page model for an evolving landscape where Google now deranks templated pages, so every page carries bespoke copy, first party LOGO.com data and logos generated for that page specifically, making it genuinely useful to people and quotable for LLMs to drive AEO and GEO.
• Produced bespoke landing pages and campaign pages at speed with AI integrated into marketing workflows, most recently 50 new name generator pages created in one week, each carrying 525 names and 12 AI generated logos.

Conversion, experimentation and revenue

• Ran conversion experimentation in GrowthBook, validated independently in Mixpanel and Google Analytics (GA4), with event tracking managed in Google Tag Manager, editing copy and components directly in Sanity and pairing with engineering for custom changes.
• Increased purchase conversion 30% with A/B tests focused on the upgrade modal, and increased site engagement 30% by removing crown icons that discouraged exploration before users had a reason to convert.
• Increased purchase conversion a further 25% quarter on quarter in the latest quarter, synthesising experiment results into clear executive summaries for leadership.
• Proposed and led a new pricing strategy testing a deep first year offer where I was the DRI behind it and validated the results across Stripe and Mixpanel over 21 months. Purchase conversion rose 168% and blended LTV per new subscriber went from $125 to $243.
• Improved email purchase conversion 18% using AI to analyse and optimise the onboarding flows, rewriting them with custom HTML and CSS templates.

AI native production

• Automated the content engine end to end. Blog production runs 100% AI agent operated, from mining topics in popular Reddit threads, to writing in our brand voice, to pulling first party data that makes each post optimized for AEO, to generating the hero image, then uploading to our CMS and scheduling. Output has increased 4x with no additional budget or headcount.
• Launched an email newsletter and grew it to 40,000+ subscribers in six months, 100% AI agent operated across writing, image generation, QA and upload, driving lead generation and opening a new revenue line through sponsorship.

• Led the rebrand, including naming and brand strategy, that enabled Raiz to list publicly on the Australian Stock Exchange at a $180 million market cap and drove global expansion.
• Scaled acquisition from 150,000 signups to over 3 million, and funds under management past $1 billion, leading marketing across digital, social media, TV, radio and PR and managing CAC, LTV and multi channel attribution across the funnel.
• Owned campaign landing pages, blog content, creative and ASO alongside paid media across Meta, Google, TikTok and programmatic, plus lifecycle across email, push, in-app and SMS.
• Managed paid media, PR, creative and media agencies end to end, from briefing and KPI setting through performance reviews, holding every partner accountable for results and budget.
• Led our first national TV campaign with a $3 million budget, working directly with the creative agency, the media agency on planning and buying, and the TV network. Nominated for Best TV Campaign in Australia (B&T).

• Led media strategy across TV, radio, digital and social media for Universal Sony and Paramount Home Entertainment, Transmission and 3M.

• Built a new social department from two people to manage 20 brands including Paramount Pictures and Activision, proving over $15 million in billings to expand the team.