My journey in SEO began in 2019, right after earning my degree in Business Management & Marketing from Nottingham Trent University. Like many in our line of work, I 'fell' into SEO through an unexpected path.

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From my first role selling enterprise SEO software, I became fascinated by the technical and creative opportunities within search, quickly transitioning into hands-on SEO roles. Over the years, I’ve worked across agencies, startups, and publishing, gaining a broad perspective on what it takes to grow audiences and deliver business results.

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Today, as Innovation Manager at Forbes Advisor, I operate at the frontiers of SEO, AI, and business transformation. My focus is on building smarter internal tools, exploring emerging technologies, and driving adoption of creative, data-driven solutions that make a real impact. I thrive on uncovering workflow pain points and transforming them into opportunities for efficiency.

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I remain passionate about sharing what I learn, contributing to webinars, industry interviews, and specialist publications. My mission is to help brands and fellow SEOs embrace the power of AI and automation, unlock new channels for organic growth, and connect with their audiences in ever more meaningful ways.