Agency · In-house · Technology
A career in search, built from three sides
I’ve owned search growth, helped enterprise customers adapt their search technology and measurement as attribution changed and answer engines emerged, and built repeatable ways to turn data into useful work. I solve the hard customer problem, then make what we learn useful beyond that one account.
Agency perspective
Acronym Media · SapientNitroSearch Laboratory
Search demand · Content strategy
In-house perspective
SkyscannerGrowth Manager, SEO Americas
May 2016–Sep 2019
Technology perspective
QuattrSenior Customer Success Manager · Founding CSM
Dec 2020–Aug 2026
Customer work through Quattr
Across B2B and consumer-facing teams
Customer strategy, adoption, implementation and measurement across software, legal technology, education, property and hospitality.
B2C / consumer-facing businesses
Marriott: Gaylord advisory scope.
Among others. These sector groupings are not exclusive business models; Coursera also serves enterprises. Each linked engagement describes its own scope and evidence.
Explore all client engagements →Documented delivery
Opportunity. Decision. Customer delivery
Two actual engagements: a regional growth decision at Skyscanner and hands-on customer work with Simpplr through Quattr.
01 · In-house growth / Skyscanner
SEO center of excellence for Americas regional growth squads
At Skyscanner, I established an SEO center of excellence for the Americas, working as a player-coach to help regional teams grow organic acquisition in their markets. I started with programmatic SEO improvements and launched the first annual Black Friday and Cyber Monday campaigns. Regional teams adopted and expanded the initial playbook in subsequent years, building on the early results.
Inspect the seasonal growth case →02 · Customer delivery / Quattr × Simpplr
Make the platform useful to the customer
I worked with Simpplr as Quattr’s SEO concierge, including collaboration on CRO. Quattr’s published case names my contribution within the wider customer and platform partnership.
Inspect the Simpplr delivery evidence →Customer perspective on Quattr
“It has become an expectation that Quattr will effectively help us target and rank for any topic we choose.”
Her endorsement describes the Quattr partnership; the named concierge and CRO contribution is documented separately in the case.
Useful beyond one account
Solve the customer problem, then make the learning reusable
My repeatable post-sales working practice at Quattr connected analysis, implementation checks, customer context and follow-up. Recognizing a recurring problem made the diagnostic, explanation and handoff useful to the next team.
- Direct customer workClarify the question, investigate the evidence and help put the decision into practice.
- Recurring problemIdentify what repeats across customer needs and implementation constraints.
- Diagnostic or playbookMake the scope, checks and next actions repeatable.
- Commercial enablementGive customer-facing teams a grounded explanation of need, value and adoption.
- Product feedbackTurn practitioner friction into a reproducible scenario and proposed acceptance criteria.
GTM
Explain the next decision
Connect the customer’s business question with a clear recommendation and an adoption path.
Product marketing
Make the use case defensible
Turn practitioner needs into demonstrations and explanations with evidence and limits.
Product
Make the problem repeatable
Translate recurring friction into reproducible scenarios and proposed requirements.
A changing market. A connected career.
How search changed—and how I adapted
Five overlapping shifts. Established search continues alongside new ways to discover, compare and decide.
2013–2016
Beyond the keyword report
- The market changed
- Incomplete query attribution made a single keyword report less useful for understanding customer demand.
- My response
- At agencies, I connected organic and paid search, social and audience signals. I applied and scaled SapientNitro’s Content Topography approach to make content priorities clearer.
2016–2019
Competing for discovery
- The market changed
- Richer search results and Google Flights increased competitive pressure around travel acquisition.
- My response
- At Skyscanner, I combined programmatic route, destination and airport pages with WordPress seasonal content, starting Black Friday work in 2016 and participating in new-channel tests.
2020–2022
From insight to implementation
- The market changed
- Search technology could identify opportunities; customers still needed data, integrations and a workable path to adoption.
- My response
- As Quattr’s founding CSM, I connected analysis with repeatable customer delivery, implementation support and product feedback. That work continued throughout my customer-success tenure.
2022 onward
Pages and generated answers
- The market changed
- Conversational language models became widely accessible in 2022; search-connected answers added another discovery surface from 2024.
- My response
- My Quattr work expanded to inclusion, citations and factual representation in AI answers. Eightfold connects this work with customer-demand, destination and internal-linking decisions.
2024–present
Evidence that holds up
- The market changed
- More discovery surfaces made clear definitions and reliable publishing more valuable. Visibility alone does not establish commercial impact.
- My response
- I separate visibility, referrals, leads and revenue, and preserve the source and scope behind a claim. Targeted Impressions Labs is my current application of that approach.
Dates, sources and scope
The periods describe the career response and overlap; they are not dates when one form of search replaced another. Personal work follows my career account. Linked examples distinguish my contribution from platform capabilities and company results.
The foundation
Enterprise experience
Agency delivery, the in-house buyer’s perspective and the technology provider’s responsibility to make its product useful.
In-house · Travel
Skyscanner
Growth Manager, SEO Americas: programmatic travel search, seasonal acquisition and growth-team collaboration.
Explore the in-house chapter →Platform · Customer implementation
Quattr
Senior Customer Success Manager and founding CSM: search intelligence, post-sales delivery and customer adoption.
Explore the customer-work chapter →Agency · Enterprise search
Agency experience
Hospitality, retail, and brand work through agency roles.
Explore the agency chapters →Agency delivery
At Acronym Media, SapientNitro and Search Laboratory, I worked across hospitality, retail, consumer brands and technology. I connected search demand, paid-search signals and audience research with technical priorities, content planning and client decisions. SapientNitro’s Content Topography work sharpened my interest in making complex data clear enough for a team to act on.
Explore this perspective →In-house growth
As Growth Manager, SEO Americas, I led regional organic-search strategy across programmatic flight pages and editorial acquisition. Seasonal programs and early paid-social experiments sat within a broader growth culture: acquisition had to connect with activation, retention, revenue and referral. Google Flights made the need to evaluate additional acquisition sources especially tangible.
Explore this perspective →Search technology
At Quattr, I served as Senior Customer Success Manager and founding CSM as enterprise SEO expanded into AI search, GEO and AEO. I combined customer analysis, post-sales technical delivery and renewal support with adoption, integration and product feedback. Working on the vendor side taught me to connect a customer’s search priorities with the capabilities, data and working practices needed to address them.
Explore this perspective →From judgment to delivery
Three parts of useful work
Find the opportunity
Demand analysis, competitive gaps and information architecture—so the work starts with something worth improving.
Build the connected experience
Data integration, APIs, publishing workflows and AI-assisted implementation—connecting the recommendation to a usable result.
Verify the delivered result
Performance, consistency and failure checks—looking at what reached the customer, not only what passed in development.
Independent systems
Different interfaces, consistent information
My independent projects continue the career: SERPRadio explores useful travel intelligence, Targeted Impressions OS organizes AI-assisted work, and High Command explores directing that work. The collection explains the problem and evidence available for each.
Public frameworks and experiments, including Constitutional CMS and VIBEnet, provide inspectable examples of the publishing and interface questions behind that work.
Explore the systems and my contribution →Source, scope and effective dateApproved information
- WebsiteA readable explanation
- APIA structured response
- AgentAn answer within scope
Illustrative extensions
Inspect a decision process
This example explains my approach using a fictional scenario, separate from the actual engagements above.
Proposed requirements · Fictional scenario
Make the business question reproducible
Domain scope changes the audience and the answer. Follow a proposed investigation from customer explanation to acceptance criteria.
Inspect the proposed client-to-product example →Ideas from the work
Insights worth acting on
Internal linking is an acquisition decision
Before commissioning more content, examine how well the useful work already on your site is connected.
Read the story ↗
A stable ranking report can hide a changing search page
Look at the kinds of results occupying the page—not only the position of your own URL.
Read the story ↗One source, several interfaces and the same meaning
A page, an API and an AI agent can present information differently without deciding independently what it means.
Read the story ↗Put it to work
One useful next step
For a brand, start with a defined search or implementation problem. For a role, start with the team, the responsibility and what needs to change.