I’ve always been drawn to the mix of structure and creativity — especially when it helps people find what they need.

With a background in international business and digital marketing, SEO felt like a natural fit. It combined so many things I care about: language, systems, curiosity, and the desire to be useful. Over the years, I’ve found myself coming back to the same questions: What are people really looking for? And how can we meet them where they are?

I’ve lived in different countries, worked in several languages, and spent quite a bit of time travelling across Europe while working remotely. But I’ve always loved having a home base, too — a familiar neighbourhood, trusted local shops, people who know you. That balance between global and grounded shows up in my work: I love thinking about markets and audiences across borders, while also caring deeply about context, nuance, and human connection.

What keeps me engaged is the research — the rabbit holes, the unexpected keyword, the challenge of understanding a new industry from the inside out. I find real joy in making sense of complex ecosystems, and in helping people create something that lasts.

Good SEO, for me, isn’t about chasing traffic. It’s about clarity, connection, and building something that genuinely serves.