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James Kelly

@jameskelly1

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Senior Content Strategist and GEO/AEO expert driving B2B pipeline through AI and SEO visibility.

Spain

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What I'm looking for

I want to lead end-to-end B2B content that improves AI and search visibility (GEO/AEO + SEO) and proves impact on pipeline. I’m looking for cross-functional ownership, measurement rigor, and teams that value brand authority.

I’m a Senior Content Strategist with 8+ years in B2B SaaS, currently serving as Content Lead at Boundless (now part of Payoneer, NASDAQ: PAYO). I own the full content function across SEO, GEO, AEO, brand voice, and demand generation, and I’m relentless about turning visibility into revenue.

At Boundless, I pioneered our AI visibility strategy using GEO and AEO techniques, increasing brand presence in LLM-generated responses from 2% to 22% across ChatGPT, Gemini, and Perplexity. I built the measurement framework for citation frequency and competitive benchmarking, and I made organic our primary revenue driver—contributing to €3M+ in annual marketing-generated pipeline and becoming the top source for closed deals.

I also led content through an acquisition where organic growth and brand authority were cited as key value drivers. Previously, I consulted for 50+ B2B SaaS startups across the US, Europe, and the Middle East, building content marketing strategies and SEO roadmaps from Series A through to IPO, and partnering directly with founders, marketing leads, and product teams.

Experience

Work history, roles, and key accomplishments

Current

Senior Content Strategist

Current

Boundless (Payoneer)

Apr 2024 - Present (2 years 2 months)

Led Boundless’s GEO/AEO-led AI search visibility strategy, increasing brand presence in LLM-generated responses from 2% to 22% and building measurement across AI platforms. Drove organic to become the top revenue source, contributing €3M+ in annual pipeline, and improved MQL-to-win rate from 3.3% to 12% with bottom-of-funnel, high-intent content.

Generative Engine Optimisation (GEO)AI Search Visibility SEO Strategy Content Operations Demand Generation Technical SEO WordPress Migration Performance Measurement

Senior Content Writer

Davies Group

Oct 2022 - Feb 2024 (1 year 4 months)

Built and launched the enterprise consulting website from brief to go-live, owning information architecture, content strategy, UX copywriting, and SEO foundations. Led consulting content communications through the Sionic acquisition and improved technical SEO via site structure, metadata optimisation, and internal linking.

Content Strategy UX Copywriting Information Architecture Technical SEO Keyword Research Thought Leadership Ghostwriting

Content Strategy Consultant

Independent Consultant

Jan 2019 - Oct 2022 (3 years 9 months)

Consulted for 50+ B2B SaaS startups, developing content marketing strategies and SEO roadmaps from Series A through IPO. Delivered keyword research, competitive analysis, and high-intent content plans tied to business milestones, geographic targeting, and conversion rate optimisation.

Keyword Research Competitive Analysis Content Marketing Strategy Geographic Targeting Stakeholder Management Content Planning

Freelance Content Writer

Freelance

Jan 2016 - Jan 2019 (3 years)

Produced long-form blog content, website copy, and marketing collateral for early-stage B2B SaaS clients. Strengthened clients’ SEO programs through keyword research, on-page optimisation, and editorial planning.

long form content writing SEO Specialist Work Keyword Research Editorial Planning Content Marketing