I started in digital marketing in 2013, working on performance-driven campaigns where the numbers were checked weekly and excuses didn't survive the meeting. By the time I relocated to Perth and founded Search Scope in 2021, I had already spent close to a decade testing what actually moves rankings, traffic, and revenue across multiple markets and verticals.
For five of those years the focus was affiliate and e-commerce SEO — niches where performance is brutally measurable and there is nowhere to hide behind vanity reporting. That pressure refined how I compete in saturated markets and how I run Search Scope today: prioritise demand capture over vanity graphs, and build predictable systems that produce clients, not just clicks.
Whether the client is a Perth tradie or a national brand, the approach is the same — pursue quality over quantity, measure success by new customers and revenue, and remove fragility so results don't collapse with the next algorithm change.
I hold an MBA with international business studies (completed in France and Japan), speak English and French, and now work from Perth with clients across Australia, the US, and Europe.
