From the classroom to the future of search
All I knew early on was that I wanted to help people grow into the best versions of themselves.
I took a few detours to figure out what that looked like. First, I trained as a dermatologist, helping people feel comfortable in their own skin. Then, I pivoted to education, earning my degree and teaching license. I loved helping teenagers develop and learn, but I always had a nagging feeling that I was meant to have a different kind of impact.
Digital marketing was never the original plan. But answering a job ad for a “Swedish-Speaking SEO Specialist” while living in Leeds back in 2012 completely changed my trajectory. I’ve never looked back.
Over the last decade-plus in the search industry, I’ve realised a few things:
- SEO “dies” about every other week… It never actually dies; it just demands that we learn faster.
- Teaching and leadership are fundamentally the same thing. Leading specialists is about creating environments where people are empowered to do their best work.
- AI Search is changing everything. It’s forcing more complex operating models and requiring stakeholders across SEO, Brand, Paid Media, and Product to collaborate like never before.
Bridging the gap between technology and people
Today, I have the privilege of working at Precis, a leading international agency at the forefront of AI Search solutions, AEO, and GEO. As SEO & AEO Director, I lead an incredible team of experts and oversee operations for global enterprise brands, turning complex future-ready strategies into everyday execution.
When I’m not scaling systems at Precis, I write for Search Engine Land and take part in industry podcasts, webinars and live events, decoding what AI search means for modern business leaders.
Technology scales instantly. Human capability, leadership, and operational workflows do not. My mission is to help organisations prepare both.
