2020

  • Lights Out: deployed a fully automated SEM bidding system that changed over 1M bids per day
  • Nergui: established a series of new bidding algorithms which utilized probabilistic optimization instead of the standard deterministic approach used by the industry
  • Began new adventure at Uber in the SEO Intelligence division - focused on internal product development with the help of software engineering, data science, and adtech

2019

  • Cartwheel: built internal Bayesian A/B testing system which measures a battery of performance metrics from top to bottom of the conversion funnel
  • Obsidian: developed unique bidding algorithm that relied on supervised & unsupervised machine learning methods to address low volume data
  • Blue Fox: introduced contextual bidding algorithms to make adjustments on device, location, ad schedule and custom audiences

2018

  • Monocle: collaborated with Square’s Data Science team to launch “related articles” module which recommended content based on the predicted intent funnel of the user
  • Accepted new position as FT Optimize’s Director of Optimization - focusing on data science, paid search marketing and software development
  • Sandstone: rewrote core FTO bidding algorithms to significantly improve operational efficiencies

2017

  • Leaky Bucket: created the central framework to automate an intent-based content strategy using keyword-level data which is still used today at Square
  • Breadcrumbs: prototyped a machine learning model for Square’s sales team which parsed customer service call logs to predict their audience segment and problem areas
  • Acquired new responsibilities as SEO & Experimentation Lead at Square

2016

  • Accepted new position at Square as SEO Lead
  • Shakespeare: prototyped and launched internal tool to understand keyword intent at scale
  • Phoenix: introduced next generation internal SEO analytics suite and remains the most used dashboard in the Marketing org

2015

  • Promoted to SEO Marketing Manager, WW at Hewlett-Packard
  • Left HP and joined American Eagle Outfitters as Sr. Marketing Manager, SEO
  • Began applying unsupervised machine learning techniques to SEO keyword research projects

2014

  • Accepted position at Hewlett-Packard as SEO Marketing Manager, AMS

2013

  • Joined SEOgadget (now Builtvisible) as Organic Search Strategist for the US office

2012

  • Left CafePress for Macys.com as Assistant Marketing Manager, SEO
  • Designed and prototyped what is now BrightEdge’s “Share of Voice” product for SEO competitive analysis

2011

  • Promoted to SEO Analyst at CafePress
  • Built a data pipeline to analyze 600M+ backlinks to support a critical M&A decision
  • Led internal project for server log analysis (100gb of data) to optimize and manage search engine crawler budget

2010

  • To document my SEO journey I started this website
  • Accepted an internship at CafePress as a Link Builder