Work

Three bets, and what they returned.

Each of these started as a judgement call I had to argue for. Here is the thinking, the work and the result.

Stasher · 2018 to 2023

Make organic the company's biggest revenue driver

The bet

A travel marketplace could own its demand instead of buying it. I set out to build an organic channel strong enough to carry the company, starting with no SEO function at all.

What I did

Built the function and grew the team from one person to eight. Launched six European markets with native-language content and ran digital PR into national press and travel titles. In 2020, with paid spend frozen, I kept content investment flat and took the terms competitors dropped.

10xOrganic sessions, 180K to 1.9M a year

€4.20Blended CAC, against €31 on paid social

61%Of 2021 recovery demand captured

2,100Referring domains, up from 340

Wealthyhood · 2024

Win search for a new neobroker in a regulated market

The bet

A newly licensed broker competing for Greek investors' attention needed organic acquisition that could outperform established competitors and pass compliance.

What I did

Built a proprietary SEO framework for high-intent investing queries, with growth content and compliance designed together from the first draft.

135%Organic acquisition growth in six months

Wealthyhood · 2024 to now

Turn a fintech into a trusted voice on camera

The bet

Investors trust people more than pages. I went beyond the SEO brief and made the case for an in-house video studio with a real presenter.

What I did

Built Greece's first in-house fintech video studio. I write and present long-form financial education, from investment taxation to the market history behind Wirecard and Albania 1997.

2MViews in 12 months

10KSubscribers

No. 1Video: Albania 1997

On camera

Selected videos

Written and presented by me for Wealthyhood's Greek YouTube channel.

Albania 1997: the pyramid schemes that ruined a country

Schemes holding deposits worth roughly half of Albania's GDP collapsed, wiped out household savings and brought down the government. How they grew, why regulators failed to stop them, and what the episode teaches about too-good-to-be-true returns.

Wirecard: how €24 billion disappeared in 7 days

A DAX-listed star of German fintech admitted in June 2020 that €1.9 billion on its balance sheet did not exist. How the fraud worked, how auditors and the regulator missed it, and the warning signs retail investors can watch for.

Investment taxation in Greece: everything you need to know

How Greek tax residents are taxed on stocks, ETFs and dividends: capital gains, foreign dividends, withholding tax and what goes where in the annual return. Produced with Ourwallet.gr and cleared through compliance.

Bylines

Published writing

Writing for major outlets taught me how to earn trust at scale.

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

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

Invest Monitoring

Financial blog content

Blog content for an investment monitoring platform, built for organic acquisition.

Ventures

Businesses I have built

Side ventures where I owned everything from the idea to the exit.

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.