• Led all SEO optimization initiatives (mobile design refactor, web performance/site speed, technical debt, canonical URLs) and created PRDs and Jira tickets with clear requirements, acceptance criterias, and testing.

• Conducted a detailed analysis, using Google Analytics, SmartLook (heatmaps, events, funnels), HubSpot CRM/Reporting dashboard, of current website traffic to gain insight into user journeys and bottlenecks in user experience, and determine key areas for essential content placement.

• Launched Google Ads campaign, with relevant keywords and queries and custom-built landing pages (appealing to targeted clientele based on user behavior findings and UX research), increasing website traffic by 80%.

• Strategized improving company's blog SEO by analyzing target keywords and queries, recommending backlink strategies, and creating topic clusters and pillar pages.

• Collaborated with copywriters, brand designers, UI/UX designers, and stakeholders to create wireframes/mockups and technical designs, informed by user and competitive analysis whilst instilling SEO best practices.

• Restructured the engineering team’s SDLC process, created documentation and led onboarding training regarding proper Agile methodology, scrum workflow, git workflow, and effective code review.

• Led a small team of engineers, facilitating scrum events to identify and remove individual and team blockers and improve effectivity and productivity.

• Provided regular code reviews, pair programming, & feedback to ensure code quality, identify growth opportunities, and build on a strong culture of feedback & iteration through transparent communication.

• Improved and extended functionality and site reliability of a responsive ReactJS/Next.js e-commerce website by focusing on performance optimization, UX improvements, code deprecation, and resolving regressions, resulting in higher quality production code and a 50% error rate reduction.

• Appointed Web Performance SME, focusing on improving Core Web Vitals (mainly LCP and CLS) for higher SERP by monitoring WebPageTests and researching and executing possible solutions.

• Established a new URL structure, to comply with SEO best practices and streamline business logic to reduce computational resources upon integrating a new search engine API. Created corresponding documentation and hosted a Lunch & Learn to onboard all teams on the changes.

• Created a Technical Design and Proof of Concept for a mobile carousel library in efforts to improve LCP for PDPs (Product Description Page) whilst collaborating with the UI/UX team for a feasible design to lessen bounce rates and enable a smoother UI.

• Co-authored a frontend Confluence documentation, which accelerated onboarding and time to productivity of new developers by at least 2 months.

• Architected a new schema for data migration and performed ETL to comply with an upgraded version of Strapi, a headless CMS, used for an internal CMS user interface.

• Conducted interviews and participated in hiring panels, quarterly retro committees, team building activities, and corporate culture committees.

• Re-architected SEO implementation & improved organic growth by 30% YOY in efforts to reduce reliance on paid marketing by creating a dynamic metadata template with testing suites to reduce reliance on custom one-off implementations and collaborating directly with the SEO, Product, Data teams and stakeholders to understand, document, and develop flows to meet business requirements.

• Developed variations for A/B tests (a sticky “Add To Cart” bar, integrating Algolia (Search Engine API)) in a scalable manner for easy adoption under a three-month time frame, utilizing Sitespect (third party A/B Testing platform), working with the Product team to generate user data to support user research and business decisions.

• Spearheaded improvements to reduce technical debt as tech lead through designing and executing a Code and Documentation Refactor Plan, removing technical debt, standardizing and running release processes, and providing guidance, input, and support to new engineers, product, and the wider tech team.