Available to hire
I’m a senior SEO and organic growth leader with 10+ years of experience scaling search programs for high-growth ecommerce and performance brands. I have a proven track record of triple-digit organic growth, expanding non-branded acquisition, and reversing revenue declines through data-driven SEO strategy.
I bring deep expertise across technical SEO, content architecture, demand generation, and linguistic search intent, with a forward-looking focus on Generative Search Optimization (GEO) and AI-driven discovery. I excel at leading teams, partnering cross-functionally, and translating search strategy into measurable business impact.
Skills
Experience Level
Work Experience
Director of SEO / GEO & Founder at Ederer Marketing Group
May 1, 2021 - PresentLed SEO growth strategies for high-growth ecommerce brands including Privé Revaux and Carrera Eyewear, driving +114% to +145% YoY organic traffic growth in competitive retail categories. Expanded non-branded organic traffic by +390% to +706% YoY, significantly expanding top-of-funnel acquisition and reducing reliance on branded demand. Expanded keyword footprint by 18,000+ new rankings. Reversed declining organic performance, turning a -36% YoY decline into +6.46% YoY growth in the first year. Developed a proprietary Generative SEO (GEO) framework and an AI-readiness audit tool to improve content extraction, entity clarity, and future AI-driven answer engines. Built content-led SEO programs that generated 8,600+ incremental monthly organic sessions and 7,000 new rankings from blog content alone. Partnered with brand, product, and content stakeholders to align SEO strategy with conversion goals and long-term growth initiatives.
Head of SEO at Embrk (formerly Tractus)
April 1, 2020 - April 1, 2021Owned SEO strategy and execution across technical SEO, content optimization, and off-site initiatives. Directed SEO strategy for key enterprise accounts, including Gunnar Optical, ensuring continuity and performance during an agency merger. Collaborated cross-functionally with analytics, paid media, and leadership to align SEO KPIs with broader acquisition and revenue goals. Established scalable SEO processes, reporting frameworks, and performance benchmarks to support sustainable growth.
Head of Digital Marketing & SEO at Tractus
July 1, 2015 - April 1, 2020Led SEO and digital marketing strategy for 50+ concurrent client campaigns, spanning local businesses to international performance brands including Gunnar Optics, Michael Phelps Swimwear, Troy Lee Designs, and Dragon Alliance. Consistently delivered first-page rankings within 6–12 months across competitive verticals. Built, trained, and managed SEO and marketing teams, creating repeatable execution systems and standardized reporting. Drove triple-digit organic traffic growth, improved conversion rates, and sustained visibility gains across client portfolios.
Education
Master of Arts (M.A.) in Intercultural Communication & Linguistics at Chelyabinsk State University
January 1, 2007 - January 1, 2012Professional Certificate — Business Management (Marketing Emphasis) at University of California, San Diego
January 1, 2013 - January 1, 2014Professional Certificate — Web Publishing at University of California, San Diego
January 1, 2014 - January 1, 2014Qualifications
Master of Arts (M.A.) in Intercultural Communication & Linguistics
January 1, 2007 - January 1, 2012Professional Certificate — Business Management (Marketing Emphasis)
January 1, 2013 - January 1, 2014Professional Certificate — Web Publishing
January 1, 2014 - January 1, 2014Industry Experience
Retail, Software & Internet, Professional Services, Media & Entertainment, Education
Skills
Experience Level
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