Grey (YC W22)
I lead Grey’s international SEO and organic growth function, shaping how the company shows up across Africa, MENA, India, LATAM, Europe and the UK. My work sits at the intersection of search, product, localisation, and machine learning, turning SEO into one of the company’s most reliable acquisition engines. Work includes: -Building international SEO strategies informed by user intent, SERP behaviour, and AI search -Building scalable landing-page systems supported by structured data, internal logic, and automation -Aligning search with product roadmaps and user flows -Connecting organic performance with product data so we track not just traffic, but activation and long-term value -Improving technical clarity for search engines and LLM retrievers -Running experiments around entity optimisation, structured data, and discoverability -Building dashboards for leadership that show clear links between SEO and revenue -Guiding content teams, PMs, and growth contributors across teams -Supporting international expansion with search insights and market behaviour data Selected Results -Established SEO as Grey’s highest-performing acquisition channel across multiple regions. -200%+ YoY growth across priority markets -Significantly stronger presence in high-intent SERPs improved LLM visibility for core transactional topics In simple terms, my work transforms SEO from a marketing activity into a global growth system that supports acquisition, activation, and retention across continents, and positions Grey for the next era of AI search and LLM-driven discovery.
