At Exploding Topics (Semrush, an Adobe company), I manage the editorial workflow for 90+ articles in 2026 so far, from briefs and writer assignments to editing and optimisation. I also lead original research projects and set the site's E-E-A-T, information gain and AI search optimisation strategy.
I built AI workflows for quality checks, first drafts and repurposing at Exploding Topics. I work with sister Semrush brands Backlinko and Search Engine Land.
At Awesome Motive, I led a remote team of 10 across five WordPress products. After Google's Helpful Content Update, we recovered organic traffic by 25% on one site and 35% on another; I also led AI adoption, including programmatic SEO projects and bulk updates to 1,000+ page libraries.
I built and run Blind Box Reviews, a UK collector site with 600+ product pages, a release calendar and a finder for 70 UK stores. I use AI agents connected to WordPress for publishing, handle technical SEO, and drove £13.3k in TikTok Shop sales in September 2026 through short-form review videos.
