Work

Two companies, two stories.

Each started with a channel that barely existed and ended with it carrying the business. Here is how, decision by decision.

2024 to now · Head of Organic Growth

Taking a new neobroker from unknown to a trusted voice

Wealthyhood arrived in Greece as a newly licensed neobroker, up against incumbents with a 15-year head start in search and a compliance process that took 11 days to approve one piece of content. I was hired to run SEO. I ended up building the whole organic engine: search, production and video.

135%

Organic acquisition growth in six months

11 to 3

Days to approve a piece of content

YouTube views in 12 months

18%

Of monthly organic sign-ups from video

Win search where incumbents looked safe

I built a topical-authority framework around advice-adjacent queries that compliance had previously ruled out. Organic acquisition grew 135% in six months, outranking competitors with 15-year domain authority advantages.

Rebuild how content gets made

With Legal and Compliance, I redesigned the approval workflow. Median approval time fell from 11 days to 3, publishing velocity tripled, and there were zero compliance escalations in 24 months.

Put a face on the brand

Investors trust people more than pages. I built Greece's first in-house fintech video studio, wrote every script and presented on camera. The channel reached 2M views and 10,000 subscribers in 12 months, and video grew to 18% of monthly organic sign-ups.

Get cited by AI

Search now splits between results pages and answer engines. I'm building the system that measures and grows how often ChatGPT, Perplexity and Google's AI answers cite the brand.

Watch the videos →

2018 to 2023 · Content Manager, then Head of Organic Growth

Making organic the company's biggest revenue driver

Stasher is a London marketplace for luggage storage, and it was paying for most of its demand. There was no SEO function when I joined. Five years later, organic was the company's biggest and cheapest source of revenue.

10x

Organic sessions in four years, 180K to 1.9M a year

€4.20

Blended organic CAC, against €31 on paid social

61%

Of 2021 recovery demand captured

2,100

Referring domains, up from 340

Build the engine

I set up the content pipeline from research to outreach, with the link-building process behind it. Traffic grew 300% in the first year, and I was promoted to lead organic growth.

Go native in six markets

I launched six European markets with native-language content written for each market. Within 18 months, 40% of organic traffic was non-English.

Earn authority

Digital PR into national press and major travel titles, including The Guardian and the Daily Mail, took referring domains from 340 to 2,100.

Hold your nerve in 2020

When travel collapsed and paid spend froze, I kept content investment flat and took the search terms competitors abandoned. In 2021, organic captured 61% of recovery demand at near-zero marginal cost.

Build the team

I grew the team from one person to eight, including the first localisation hires.

Bylines

Published writing

The Guardian, Travel

Interrail beginner's guide

An in-depth guide for first-time Interrail travelers, covering booking, reservations and sleeper trains.

The Guardian, Business

Greece's stock market reopens

Reporting on the Greek stock market's nosedive when it reopened during the 2015 financial crisis.

Culture Trip

Athens editorial series

15+ guides to Athens with over 500,000 page views, plus 10+ interviews with figures from the city's cultural scene.

Intrepid Travel

Thessaloniki travel guide

A guide to Thessaloniki for one of the world's leading adventure travel companies.

The Cannigma

Medical cannabis content

Content for the medical cannabis industry, building authority in a heavily regulated space.

Invest Monitoring

Financial blog content

Content for an investment monitoring platform, built for organic acquisition.

Ventures

Businesses I have built

Built, grown and run end to end.

Luggage Storage London

Spotted a gap in London's luggage storage market, built the platform from scratch, scaled it and exited.

Weed Copywriter

Founded at the start of the cannabis content boom as the first specialist cannabis content agency. Ran it for four years before the market matured.

NYC Informer

A New York City content property with several revenue streams, built on local search.