Experience
I am a Passionate Digital Marketer based in Dallas, with 10 years in Search Engine Optimization & Google Ads Management.
A record of achieving goals & Discovering SEO
Born and raised in New York City. I grew up bike riding and playing every sport that can be played on pavement Until I got to high school and transitioned to football and wrestling. After high school, I pursued a degree in Business Administration and Management at City College of New York, which I achieved with honors.
I was fortunate enough to stumble upon the world of digital marketing thanks to a Search Engine Optimization intro course that was being done near my job where I worked sales. My boss was interested in SEO for the business but offered to let me take the course in his stead, so I did. After learning all about SEO I was in love with it and immediately began efforts to implement it at my job at every opportunity.
My Skills
Learning never stops and I am always looking to improve in the technologies and methods needed to be the best in my field. Digital marketing is not a field where one can “know everything” it is constantly evolving and those in that field should strive to do the same
My Experience
2026 - Current
Wpromote
Senior Technical seo manager
As a Senior Technical SEO Manager at Wpromote, I support enterprise SEO initiatives for a Fortune 500 airline across a complex multi-CMS website containing approximately 15,000 route pages. My role combines technical SEO, structured data, AI search research, content optimization, and cross-functional collaboration to improve organic visibility and help shape long-term search strategy.
Working within a large enterprise environment requires balancing technical improvements with business priorities, development timelines, and multiple stakeholder groups. Much of my work focuses on identifying scalable opportunities that can improve search performance across thousands of pages while ensuring recommendations are practical to implement and measurable after launch.
Key Contributions:
Enterprise SEO Strategy: Support ongoing SEO initiatives across a large enterprise website by identifying technical opportunities, prioritizing improvements, and collaborating with internal SEO leadership, developers, and marketing stakeholders to improve organic visibility.
Metadata Optimization at Scale: Developed and implemented a metadata strategy incorporating airport codes into enterprise route page title tags. The initial implementation resulted in an average 20% increase in organic clicks and 32% growth in impressions, demonstrating the value of aligning metadata with real-world search behavior.
Structured Data & AI Search: Lead structured data initiatives including Flight Schema while expanding the use of FAQ, Organization, Airline, and Breadcrumb schema to improve machine readability across both traditional search engines and emerging AI-powered search experiences.
AI Search Research: Conduct competitive research using ChatGPT, ProFound AI, and traditional SEO tools to better understand how AI-powered search engines interpret website content. This research has helped identify structured data opportunities that improve answer accuracy and support broader enterprise schema initiatives.
Technical SEO & Multi-CMS Collaboration: Perform technical audits across multiple CMS platforms, develop reusable schema templates, and work directly with development teams to prioritize technical SEO improvements while balancing implementation effort and business impact.
Content & Organic Growth Strategy: Regularly optimize enterprise route pages by improving metadata, structured data, search intent alignment, and overall content quality while identifying larger opportunities such as multilingual content expansion and long-term organic growth initiatives.
2022 - Current
Penn Foster Group
Search Engine Optimization Specialist
As an SEO Specialist at Penn Foster, I was responsible for leading SEO strategy for CareerStep, a recently acquired education brand, before transitioning to Penn Foster’s enterprise SEO team. My work focused on technical SEO, structured data, AI search research, accessibility, and long-term organic growth across multiple education websites.
One of the things I enjoyed most about this role was solving large-scale technical challenges while working closely with developers, content teams, and marketing leadership. Whether the project involved improving crawlability, expanding structured data, reducing accessibility issues, or researching emerging AI search behavior, my approach remained the same: understand the problem, validate it with data, collaborate across teams, and build scalable solutions.
Key Contributions
Technical SEO Turnaround – CareerStep
Led SEO strategy for CareerStep following its acquisition by Penn Foster. Conducted a comprehensive technical audit that identified approximately 1,700 redirect chains, indexation issues, and unnecessary crawl inefficiencies. Partnered with engineering teams to prioritize fixes while implementing strategic noindex directives for PPC, email, and social campaign landing pages. Following implementation, CareerStep experienced approximately 68% growth in organic clicks and more than 100% growth in organic impressions.
Enterprise Technical SEO
Supported technical SEO initiatives across Penn Foster’s primary website containing approximately 5,000 pages, collaborating with engineering, content, and marketing teams to improve crawlability, metadata, structured data, internal linking, and overall site health.
Accessibility & User Experience
Initiated and led an accessibility improvement project after identifying WCAG compliance opportunities through a comprehensive audit. Worked directly with engineering teams to prioritize remediation efforts, reducing identified accessibility issues from 114 to approximately 60 while improving the overall user experience.
AI Search Research & Structured Data
Designed one of the organization’s earliest methodologies for evaluating AI search citations by combining AI citation data, search insights, and structured data analysis to better understand why certain pages were referenced by AI systems. The findings were used to improve structured data implementations, including expanded Article Schema, helping improve machine readability and AI-driven discoverability.
Metadata & Content Strategy
Owned metadata strategy, structured data implementation, keyword research, and technical content optimization across CareerStep, ensuring website content aligned with user intent while supporting long-term organic growth.
2021 - Current
Giffen Design
SEO / Google Ads Specialist
As an SEO & SEM Specialist at Gliffen Designs, I partnered directly with business owners across a wide variety of industries to improve their online visibility through a combination of technical SEO, content strategy, Google Ads, and website optimization. Working in an agency environment required balancing multiple clients, industries, and business goals while building marketing strategies tailored to each organization’s unique challenges.
One of the things I appreciated most about agency work was the variety. Every client presented different technical challenges, competitive landscapes, and marketing objectives. Whether I was improving local visibility for a small business, developing content strategies for long-term organic growth, or managing Google Ads campaigns to generate immediate leads, the objective remained the same: understand the business, identify opportunities, and deliver measurable results.
Key Contributions
Technical SEO & Website Optimization
Performed comprehensive technical SEO audits to identify crawlability, indexation, metadata, structured data, page speed, and site architecture opportunities. Worked directly with developers to prioritize technical improvements that enhanced search visibility and user experience.
Content Strategy & Search Intent
Developed SEO-driven content strategies based on keyword research, competitive analysis, and user intent. Optimized landing pages, blog content, metadata, and internal linking to improve organic visibility while ensuring content aligned with business objectives.
Google Ads Management
Created, managed, and optimized Google Ads campaigns across Search, Display, Shopping, and Performance Max. Developed ad copy, audience targeting strategies, landing page recommendations, and ongoing optimizations to improve campaign performance and return on investment.
Analytics & Performance Reporting
Monitored organic and paid search performance using Google Analytics, Google Ads, Google Search Console, and SEMrush. Regularly translated performance data into actionable recommendations that helped clients understand both marketing performance and future growth opportunities.
Client Strategy & Communication
Served as a trusted marketing partner for business owners by presenting technical SEO recommendations, campaign performance, and long-term growth strategies in a way that was accessible to both technical and non-technical audiences.
2019 - 2021
Gazelle Intense Solution
Project Coordinator
While my long-term career has been in digital marketing, I spent two years managing IT infrastructure projects for luxury retail clients including store technology deployments, vendor coordination, project scheduling, budgeting, and client communication. This experience strengthened my project management, stakeholder communication, and cross-functional coordination skills—abilities that continue to play an important role in my enterprise SEO work today.
2014 - 2019
Tread Bike Shop
Digital MArketing Manager
Tread Bike Shop is one of Manhattan’s premier high-end bicycle retailers and service centers. During my ten years with the company, I progressed from an entry-level sales and service role into Digital Marketing Manager, where I led the company’s online marketing efforts and helped establish its digital presence during a period when many small businesses were just beginning to embrace online marketing.
Working in a small business environment meant wearing many hats. I was responsible not only for SEO and Google Ads, but also for website management, content creation, email marketing, social media, customer engagement, and marketing analytics. That experience taught me how every digital marketing channel supports the others and laid the foundation for the enterprise SEO work I do today.
Key Contributions
Search Engine Optimization
Developed and implemented the company’s SEO strategy by conducting keyword research, optimizing website content, improving metadata, refining site structure, and ensuring pages aligned with user search intent to increase organic visibility.
Google Ads Management
Managed Google Ads campaigns from planning through optimization, continuously refining targeting, ad copy, bidding strategies, and landing pages to maximize return on investment while supporting seasonal promotions and business objectives.
Website & Content Management
Maintained and updated the company website with promotional pages, product information, event announcements, and other customer-facing content while ensuring information remained accurate, easy to navigate, and optimized for search engines.
Digital Marketing Strategy
Expanded the company’s digital marketing efforts by integrating SEO, paid search, email marketing, and social media into a unified strategy that increased brand visibility and customer engagement.
Marketing Analytics
Collected, organized, and analyzed website and campaign performance data to evaluate marketing effectiveness, identify opportunities, and provide actionable recommendations that supported future business decisions.
Customer & Vendor Collaboration
Worked directly with customers, vendors, and internal leadership to coordinate promotions, resolve website issues, support marketing initiatives, and strengthen relationships within New York City’s cycling community.