The overview
Owned SEO strategy across multiple affiliate and brand sites, combining technical improvements, migrations, site architecture, content frameworks and cross-functional collaboration.
A portfolio needs shared principles and governance without pretending every site has the same audience, model or constraints.
01
The scope
As Head of SEO, I owned strategy across more than 10 affiliate and brand sites. The challenge was not one isolated ranking issue; it was creating a consistent approach across a varied multi-site portfolio.
02
Architecture and technical direction
I built site architecture frameworks, owned migrations and worked with engineering on technical improvements. That meant making decisions at system level rather than treating each site as a disconnected list of fixes.
03
Content systems
I set content standards and helped align search strategy with product, content and commercial priorities, creating a clearer structure for teams to work within.
04
What it proves
The work demonstrates senior in-house SEO leadership across a complex portfolio: setting direction, creating repeatable frameworks and guiding multiple teams through implementation.
The strategic takeaway
What this work demonstrates
The role established the system-level judgement I now bring to multi-site and multi-brand consulting engagements.
