I've spent 18 years in SEO — an industry that rewrites its own rules every six months and still expects you to have a five-year strategy. If you work in SEO, I already know your Monday mornings. I'm a Senior SEO Strategist and Director of SEO at Intrepid Digital. I build search programmes for businesses large enough that nobody agrees on who owns the robots.txt — but everyone has an opinion when it breaks.

My career has split fairly evenly between agency and in-house. On the agency side, I led SEO for brands including Autotrader, Avis, and Boscolo. I then moved in-house to run the SEO division of a specialist publishing group operating 22 websites and a video-sharing platform — the kind of role where you stop thinking about individual pages and start thinking about systems.

From there I joined Expedia, managing UK & Ireland search, before moving to dnata Emirates Group, where I led organic search across six B2C travel brands — including Travel Republic, Travelbag, and Emirates Holidays — across more than 54 markets. Large-scale migrations, multi-market complexity, double-digit year-on-year growth in organic visibility. That's where "it depends" stopped being an acceptable answer. It's also where I learned to present organic results to a room full of VPs — right after the PPC team's presentation packed with every data point known to mankind. And I chose to stay in SEO anyway. No regrets. Mostly. Builds character.

At Intrepid Digital, I lead enterprise SEO engagements focused on AI-integrated search strategies, large-scale technical migrations, and connecting content operations to actual search performance — the kind of work that requires both technical depth and the ability to explain to a board why a canonical tag matters.

I also work with venture capital firms on SEO due diligence and pre-acquisition audits, helping investors understand the organic search health and growth potential of digital assets before they commit. Because "good SEO" is not the same as "rankings that survive a rebrand."