Featured case studies
Projects connect an analytical question with a decision: what to prioritize, how to use a platform, where to test acquisition and how to organize seasonal demand.
Documented delivery
Two actual engagements: a regional growth decision at Skyscanner and hands-on customer work with Simpplr through Quattr.
01 · In-house growth / Skyscanner
Unmet seasonal flight demand, central template constraints and a regional WordPress route. My initiation and contribution sit beside subsequent team delivery and historical traffic estimates.
Read the seasonal growth case →02 · Customer delivery / Quattr × Simpplr
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.
Read the Simpplr customer story →Actual customer work · Published evidence
Simpplr wanted to develop organic acquisition and reduce dependence on paid channels. I worked with its team as Quattr’s SEO concierge, including collaboration on conversion rate optimization. Quattr’s published case describes that work.
Hands-on SEO concierge support and CRO collaboration with the customer team: turning platform insights into useful decisions and implementation conversations.
The case describes Quattr’s unified paid and organic data, taxonomy, content workflows and automated internal linking, used by Simpplr’s marketing team.
Quattr’s published case reports Simpplr’s organic growth and describes my SEO concierge and conversion-optimization work with its team.
Read Quattr’s published Simpplr case ↗ · Engagement record →
Repeatable working practice · Sanitized illustrative walkthrough
My customer delivery kit was a repeatable working practice combining opportunity analysis, implementation checks, customer context and follow-up. SQL-backed Snowflake analysis and Looker reporting supported data investigation; customer conversations, including Avoma records, added context. This walkthrough explains the practice through a sanitized fictional example.
Page and demand observations, SQL-backed data views and customer questions. Keep source, scope and observation window attached.
Relate audience, question, intent, page purpose and use case. Agree what belongs in the analysis before comparing results.
Define the question, select the scope, inspect coverage and reconcile the interpretation with the customer.
A scoped recommendation, supporting observations and a review checklist. Agree an implementation owner and follow-up.
Customer adoption questions inform the next review. Recurring friction becomes a reproducible scenario for product feedback.
Fictional example · Enterprise HR buyer content
{
"label": "Sanitized illustrative example — not a client record",
"question": "Which enterprise buyer questions should our corporate site answer?",
"context": {
"audience": "Enterprise HR buyers",
"included": "Corporate product and implementation pages",
"excluded": "Candidate preparation and customer-operated service pages",
"relationships": [
"Audience → question → intent",
"Intent → page purpose → proposed action"
]
},
"inputs": [
"Synthetic page-purpose inventory",
"Synthetic search-demand observation",
"Illustrative customer question"
],
"output": {
"recommendation": "Review an implementation resource against buyer questions",
"reviewChecks": [
"Confirm audience and exclusions",
"Retain source type and observation window",
"Separate estimates from first-party outcomes",
"Agree owner and next action before implementation"
]
},
"feedback": {
"customer": "Confirm the recommendation is understandable and usable",
"product": "Record a reproducible scope-selection problem for review"
}
}The practice connects Quattr’s platform capabilities, my analysis and coordination, and implementation by the customer team.
I worked as Quattr’s SEO concierge with Simpplr, including collaboration on CRO. The published case identifies that contribution; its broader content, taxonomy, linking and traffic results belong to the partnership.
Engagement and published evidence →At Quattr, I used paid and organic query data and landing-page analysis to compare demand, existing coverage and opportunities. I made the tracked keyword scope and customer constraints explicit when recommending where to investigate next. My scope here is analysis and recommendations.
Coursera engagement →As Google Flights changed the competitive environment, I participated in new-channel incubation and the content-distribution squad, including early Snapchat, Reddit and Quora advertising tests. The purpose was to evaluate additional sources of acquisition.
Growth-team context →I initiated Black Friday and Cyber Monday work in 2016 using the flexible WordPress news platform. Editorial destinations and product handoffs complemented programmatic route, destination and airport search. Subsequent seasons expanded through team delivery.
Historical case and third-party search estimates →I applied and scaled SapientNitro’s Content Topography approach to connect demand, content and audience signals in a form teams could use. That interest continued through organizational Tableau tools at Skyscanner and Snowflake-backed analysis with Looker at Quattr.
Agency context and client engagements →Original archived SapientNitro example
I applied and scaled SapientNitro’s approach to help enterprise teams discuss content priorities. This is an original example from the agency’s archived SEO capabilities deck.
Credit: SapientNitro, archived SEO capabilities deck, slide 30, “Map & Visualize”; the deck displays 13 November 2014. The labels are preserved as drawn. My contribution was applying and scaling the framework.
Open original · 1362 × 564 pixels ↗
The slide connects search and social signals with topic prioritization. Its caption describes opportunities with high search volume, low competition and high social volume. The original image retains the deck’s search and social-volume axes.
Selected impact
Each record connects the business question to my contribution and the broader delivery team. Historical estimates and company-reported outcomes have their own source boundaries.
Client engagement through Quattr · Senior Customer Success Manager
The problem
Make organic discovery useful to a lead-generation business.
The system
Customer analysis, platform workflows and implementation support.
What I owned
SEO concierge work with the customer, including CRO collaboration.
What I influenced
The customer and Quattr teams delivered the broader content and linking program.
What this proves
Search analysis connected to customer implementation and adoption.
Disclosure: Engagement summary · Inspect at www.quattr.com
In-house leadership · Growth Manager, SEO Americas
The problem
Google Flights increased competitive pressure around travel acquisition. Programmatic route, destination and airport pages remained central while the team evaluated additional sources of demand.
The system
Programmatic travel pages and a flexible WordPress editorial platform; organizational growth datastore and Tableau tools used for analysis.
What I owned
Americas SEO strategy, regional prioritization and seasonal acquisition planning.
What I influenced
Content-distribution squad, new-channel incubation and regional growth work, including early Snapchat, Reddit and Quora advertising tests.
What this proves
Regional growth strategy connected to a product, a market and cross-functional implementation.
Read the seasonal-search story and explore the charts →
Disclosure: Published project or case
In-house leadership · Senior Customer Success Manager
The problem
Enterprise teams needed to turn SEO and emerging AI-search priorities into changes their CMS, data access and working practices could support.
The system
SQL-backed Snowflake analysis and Looker reporting, customer-conversation context and intent/page-family classifications alongside Quattr platform capabilities.
What I owned
Customer discovery, analysis, repeatable post-sales working practices, technical enablement and renewal support within the founding customer-success function.
What I influenced
Integration troubleshooting, adoption and product feedback in partnership with customers, product and engineering.
What this proves
Connecting enterprise SEO, AI search, GEO and AEO to implementation and an ongoing customer relationship.
Disclosure: Published project or case
Independent system · Architect and operator
What I owned
Product architecture, programmatic publishing, performance, and governance.
What this proves
Concept to governed production system — the model working where it can be inspected.
Disclosure: Published project or case · Inspect at serpradio.com
Client engagement through Publicis Sapient · Senior Associate, SEO Strategy
The problem
Large organizations with fragmented data, complex content operations, multiple stakeholders, and extensive web estates.
What this proves
Enterprise content and search methodology that survives organizational complexity.
Disclosure: Engagement summary
Illustrative extensions
This example explains my approach using a fictional scenario, separate from the actual engagements above.
Proposed requirements · Fictional scenario
Domain scope changes the audience and the answer. Follow a proposed investigation from customer explanation to acceptance criteria.
Explore the proposed product requirements →