Organic growth and brand leader

Found in search. Cited by AI. Chosen by buyers.

I run SEO, AI search, conversion, content and brand as one system for B2B brands. Fourteen years of building that system, client-side and agency, leading teams of up to 10 with agencies alongside.

Currently leading organic growth at Joblogic, B2B SaaS for field service businesses, and running my own studio, Zenlio. Based in Basingstoke, UK.

See the work → Where I've worked

Content and campaigns for

DropboxAccorSalesforceOracleServiceNowMazarsJoblogicRed BadgerNewVoiceMediaDueDil

#1for AI search share of voice in the UK field service category, Sep 2026

2.8xorganic-sourced new-business revenue, Jan to Sep 2026 vs 2025

+74%organic-created pipeline, Jan to Sep 2026 vs 2025

21.3%blended conversion on rebuilt demo pages, Jun to Oct 2026

Expertise

What I lead, and how I see it

Four areas I've built my career on. Each page sets out my point of view and the work behind it, from my first blog to the board pack.

Selected work

Three engines, one system

The organic programme at Joblogic runs on three workstreams that feed each other. Rankings earn citations, and citations bring buyers to pages built to convert them. The full Joblogic story covers the rest: integrated comms, data stories and the brand overhaul.

AI searchJoblogic2026

From third place to first in AI answers

Buyers in field service increasingly ask ChatGPT and Google's AI answers which software to shortlist. In early 2026 Joblogic had no programme for it. I built one from scratch: the business case, an AirOps proof of concept and a 23-point plan to make the site readable and quotable for AI engines.

Shipped llms.txt, schema, hreflang, sameAs and Wikidata entities, and unblocked AI crawlers
Weekly tracking across ChatGPT, Gemini, Perplexity, AI Mode and AI Overviews
Citation gap analysis and a prompt library to steer content toward the questions buyers ask

Share of voice 61.8% in September 2026, up from 38% in March, first in category and 21 points clear. 83.7% on ChatGPT alone.

Share of voice, Mar to Sep 2026

Weekly tracking in AirOps across ChatGPT, Gemini, Perplexity, AI Mode and AI Overviews, on UK industry prompts.

SEOJoblogic2026

Taking the category's head terms

The site had years of content but uneven foundations. I brought SEO in-house on a weekly audit cadence and fixed what was holding rankings back before adding anything new.

A 286-post content audit to prune, merge and refresh
Found indexing gaps, including noindex errors on live pages, and got them fixed with the dev agency
15 competitor comparison pages with a hub, and five best-of pages to contest share of voice
20 to 30 new brand mentions and backlinks a month

Organic-sourced new-business revenue grew 2.8x and organic-created pipeline 74%, Jan to Sep 2026 vs 2025, and organic leads tripled. Keywords in the top three nearly doubled over the same nine months, from 99 to 191.

Category terms, position in Sep 2026

Keyword	Position
field service management software	#4#1
job scheduling software	#1
service management software	#1
subcontractor management software	#1

Keywords in the top three

Dashed segment: no reading taken between January and July.

ConversionJoblogic2026

Demo pages built for who is actually buying

One demo page was trying to serve sole traders and enterprise buyers at once. I set up a cross-functional tiger team and rebuilt the experience around the audience, then fixed the tracking so we could trust the numbers.

Separate demo pages for SMB, enterprise and general buyers, plus a rebuilt pricing page, all live in June 2026
Diagnosed a broken GA4 demo conversion setup, and found 96% of the analytics property was non-web traffic
Homepage adaptive test and exit-intent variants, with a continuous testing register
The same approach on paid, with the paid team: creative refresh, ad copy overhaul, landing page rework and split tests on every campaign

From June to October 2026, rebuilt demo pages converted at 21.3% blended, and the leads they produced won at roughly 1.5 times the rate of other inbound. The pricing page cut exits 12% and lifted time on page 26%. On paid in Q3 2026, working with the paid team, the same discipline cut CAC by 50% and CPC by 65% on the same budget.

Demo page conversion, Jun to Oct 2026

SMB demo29.4%

Blended, all demo pages21.3%

Enterprise demo13.6%

General demo13.6%

Since the pages went live on 8 June 2026. Bars on a 0 to 100% scale.

My testing ground

Zenlio: where I test what's next

Zenlio is a small web design and development studio I run around my main role. It's my testing ground: new ideas and new tactics, tried out across lots of different businesses and industries, from trades to recruitment to accountancy. What works comes back into my day job.

Zenlio LocalSites for tradespeople and small businesses: electricians, plumbers, builders

Zenlio StudioMore sophisticated builds for marketing teams and leaders

First client site: 3 to 5 quote requests a month within two months of launch.

Inside Zenlio → zenlio.co.uk

The build pipeline I automated

Intake formThe client answers a short brief

Brand guidelinesColour, type and tone generated from the brief

SitemapPages planned around what customers search for

First mockupsReady to review, then built and deployed on Cloudflare Pages

Brief to first mockups: minutes, not weeks

Approach

How I run organic growth

Most teams run SEO, content, CRO and brand as separate functions with separate reports. I run them as one loop, because each stage only pays off if the next one works.

Pick a stage to see how I run it.

The reporting matters as much as the work. A monthly Growth Confidence Board that tags every figure as verified or open to challenge is what turns results into budget conversations.

Channels

Every channel in the mix

Fourteen years across inbound, events, sales enablement, thought leadership and now AI search. Each dot is a channel I ran or led at that company. Click a channel to trace it, or a company for the full story.

Experience

Where I've worked

Each company has its own page with the brief, the channels and the results.

Education

BA (Hons) Media and Communications, Birmingham City University. Marketing Week Mini MBA, CIM Strategic Leadership in Marketing, Hyper Island Leading Teams in the Digital Age, Econsultancy Digital Content Strategy. Also Content Lead at Stryber, a venture builder (Oct 2024 to May 2025), where I built the content function solo and helped launch a LinkedIn Live format that brought in hundreds of qualified leads. Earlier: marketing roles at BPS and Cryptzone. Host of the Strategy & Creative podcast.

Recommendations

What people say

From managers, colleagues and clients on LinkedIn, quoted word for word. Read all 15 on LinkedIn.

If you hire me

My first 90 days

Listen hard, fix the leaks, then build the system that compounds. Here's exactly how I'd spend my first three months.

See the plan →