Head of Performance at Oxford Online Pharmacy

Full P&L ownership of a £300K/month performance budget across acquisition channels (SEO, PPC, Google Shopping, Meta, affiliates, and PR) managed through external agency partners in a heavily regulated pharmaceutical environment. Launched Google Shopping as a performance-driven acquisition route within constraints; transformed Meta into a measurable, ROI-accountable channel with clear ROAS visibility; identified and eliminated wasted affiliate spend to improve CAC; transitioned agency partners where performance fell short of commercial standards. Balanced short-term performance with longer-term growth and weekly executive reporting directly to the CMO at board level. Delivered measurable improvements including Google Shopping launch and improved channel efficiency, while operating within compliance limits around promotion of prescription medications.

Digital Transformation Lead at Oxford Online Pharmacy

Single point of accountability for enterprise web site rebrand for a 100-year-old healthcare business with board-level delivery expectations. Delivered the website rebrand on time and within budget by coordinating UX, content, development, and external vendors across a five-month programme. Owned SEO authority throughout migration (URL mapping, redirects, schema markup, sitemaps) to protect organic performance and AI search visibility; oversaw Core Web Vitals optimisation during and after launch. Managed UAT, pre-launch validation, go-live coordination, and post-launch monitoring including rollback procedures. Produced board-level stakeholder updates and executive sign-off at each stage, while also coordinating the 100th anniversary celebration with senior stakeholder engagement.

SEO Lead / Interim Head of Acquisition at Oxford Online Pharmacy

Joined as SEO Lead and expanded scope to cover the full acquisition function during leadership transition, managing SEO, PPC, email, PR, and affiliates alongside external agencies. Scaled organic revenue 58% (£3.9m to £6.2m) in 12 months, establishing SEO as the #1 acquisition channel and contributing to major year-over-year turnover growth. Took interim ownership of the acquisition function, led an end-to-end PPC agency transition (identify issues, run agency search, onboard, offboard with no disruption), and improved channel efficiency by reallocating budget away from PPC brand wastage to lift ROAS. Built GEO and AEO strategy from scratch, improving visibility across AI-generated answers on ChatGPT, Perplexity, and Google AI Overviews; created structured content and schema strategies and internal playbooks. Managed recovery from a post-rebrand crisis causing significant revenue loss by diagnosing redirect faults and driving 50–80% recovery within 8–10 weeks.

Head of SEO at SEM Consultants, Birmingham

Managed the SEO department P&L and secured £500K+ ARR through new business development (20+ clients closed). Built and scaled the team from 3 to 8+ specialists and recruited 15+ professionals. Delivered organic growth for clients across the UK, UAE, Europe and US within 12 months. Led international SEO programmes including hreflang strategy, localisation, and market-specific keyword targeting. Developed scalable content approaches across a 30+ client portfolio to reduce delivery time and improve consistency. Improved client retention by 35% and managed budgets ranging from £2K to £50K/month. Established technical SEO standards (Core Web Vitals, crawl management, indexation) to reduce ranking issues, and led digital PR/editorial link-building programmes for high-quality backlink acquisition across client accounts.