In-house / Growth Manager, SEO Americas / May 2016–September 2019
Skyscanner
Regional SEO strategy inside a global travel business: connecting search demand, product priorities and acquisition programs.
The wider search footprint
Overall organic search traffic
skyscanner.com · Semrush US estimates · January 2016–December 2019
Estimated monthly organic traffic across the overall domain in the US database.
- Problem
- Seasonal flight-deal demand needed useful destinations.
- My role
- Americas SEO strategy; identified and initiated the regional seasonal program.
- Decision
- Use regional publishing to complement the programmatic estate.
- Output
- Seasonal destinations, planning exhibits and subsequent team expansion.
- Supported result
- Documented program delivery; the chart is wider domain context.
Source, scope and all 48 monthly observations
Source: Semrush resource_rank_history, US database, retrieved September 23–24, 2026. The monthly observations come from the retained series used by the existing Skyscanner case study. The provider’s observation dates are retained in the downloadable data. Metric: estimated monthly organic traffic.
| Month | Estimated traffic |
|---|---|
| Jan 2016 | 1,121,061 |
| Feb 2016 | 1,342,237 |
| Mar 2016 | 1,216,379 |
| Apr 2016 | 1,374,719 |
| May 2016 | 1,373,728 |
| Jun 2016 | 1,489,101 |
| Jul 2016 | 1,519,873 |
| Aug 2016 | 1,511,396 |
| Sep 2016 | 1,668,824 |
| Oct 2016 | 1,446,192 |
| Nov 2016 | 1,466,763 |
| Dec 2016 | 1,445,575 |
| Jan 2017 | 1,821,994 |
| Feb 2017 | 1,955,533 |
| Mar 2017 | 1,882,445 |
| Apr 2017 | 2,373,152 |
| May 2017 | 2,156,416 |
| Jun 2017 | 1,965,515 |
| Jul 2017 | 1,632,302 |
| Aug 2017 | 1,800,463 |
| Sep 2017 | 1,914,278 |
| Oct 2017 | 1,911,850 |
| Nov 2017 | 1,984,125 |
| Dec 2017 | 1,759,305 |
| Jan 2018 | 2,560,373 |
| Feb 2018 | 3,313,280 |
| Mar 2018 | 2,718,539 |
| Apr 2018 | 2,455,634 |
| May 2018 | 2,456,637 |
| Jun 2018 | 2,473,701 |
| Jul 2018 | 2,432,082 |
| Aug 2018 | 2,748,060 |
| Sep 2018 | 2,209,988 |
| Oct 2018 | 3,294,211 |
| Nov 2018 | 4,073,551 |
| Dec 2018 | 4,290,588 |
| Jan 2019 | 4,220,122 |
| Feb 2019 | 4,589,219 |
| Mar 2019 | 4,473,927 |
| Apr 2019 | 4,016,556 |
| May 2019 | 4,423,954 |
| Jun 2019 | 5,710,879 |
| Jul 2019 | 5,471,861 |
| Aug 2019 | 5,270,120 |
| Sep 2019 | 4,768,024 |
| Oct 2019 | 5,291,274 |
| Nov 2019 | 6,322,169 |
| Dec 2019 | 6,123,131 |
My role
Own the regional growth decision.
Translate Americas search opportunities into work the product and regional teams could deliver.
I led regional organic-search strategy from Miami, working across the programmatic flight, route, destination and airport estate. My remit brought together demand analysis, regional prioritization and seasonal acquisition planning.
I used Skyscanner’s growth datastore and Tableau environment to inform decisions, and worked with editorial, regional, growth and technical colleagues. The wider traffic trajectory reflects a shared business and product effort.
A concrete program within that remit
Capture peak demand.
Give it a useful destination.
The Black Friday and Cyber Monday work shows one growth decision in detail, within the wider SEO role.
I identified seasonal flight-deal demand and initiated the 2016 program on the regional WordPress News platform. That gave the team a practical publishing route while the central programmatic estate continued to serve durable travel needs.
Editorial, regional and technical contributors helped deliver and expand the program. The case study separates documented program scope, original News sessions and later third-party traffic estimates.
What this experience brings to the next role
Inspect the evidence. Plan the next opportunity.
Understand demand, choose an executable opportunity, connect acquisition to the product and learn from the result.