Integrated digital strategy
Clearer systems.
More confident decisions.
I help complex organizations connect search (SEO, GEO, AEO), content, UX, analytics, experimentation and web strategy into clearer digital systems — so teams can make better decisions and execute with more confidence.
Selected work
From fragmented challenges to systems that scale.
A few examples of how I’ve turned fragmented digital challenges into clearer systems, stronger experiences and more scalable ways of working.
Built and scaled a digital experience & search function
Creating the capability, operating structure and shared practices needed to connect disciplines that had previously worked in parallel.
Amex GBT 2.0 / MVP
Applying integrated digital thinking to a consequential web experience while balancing customer needs, organizational complexity and delivery constraints.
Operated digital experience across 10 brands, 15 markets & 36 subdomains
Building enough structure to govern a complex ecosystem without turning governance into a bottleneck.
Built an evidence-based content portfolio decision system
Turning scattered content decisions into a repeatable framework for prioritization, consolidation and reuse.
How I think
Digital Decision Strategy
Digital work gets harder when search, content, UX, analytics, experimentation and web strategy are managed as separate problems.
I focus on the connections between them: where signals conflict, where ownership gets fragmented, and where teams need a clearer way to decide what matters next.
The goal is not more activity. It’s a more coherent system for making evidence-based decisions, prioritizing work, and executing with confidence.
Selected evidence
Proof should make the story clearer.
A few measurable search-visibility outcomes from 2025, shown as evidence of the work rather than as a substitute for the strategy behind it.
About
I connect the disciplines that shape digital experience.
My background spans search, content, UX and CRO, analytics, experimentation and web strategy. The common thread is helping teams understand how those disciplines affect one another — then creating a practical system for deciding, prioritizing and moving work forward.
I’m especially interested in complex environments where the challenge is not a lack of ideas, but too many disconnected signals, owners and priorities.
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