Riverside, California, United States
I'm an SEO leader with 10+ years of organic growth experience and a current, full-time focus on Search, Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO/LLMO), the discipline of earning visibility and citations inside ChatGPT, Perplexity, Claude, Gemini, and Google AI Overviews / AI Mode. I own the end-to-end SEO and AEO/GEO roadmap for a B2B SaaS marketing org, where my mandate is turning AI-search visibility into measurable pipeline and revenue, not just traffic. I build repeatable AI-search operating systems and translate LLM/AI-source data into prioritization decisions and commercial outcomes. Areas of focus: SEO strategy • AEO / GEO / LLMO • AI Overviews & AI Mode optimization • LLM citation strategy • entity-based SEO & structured data • E-E-A-T • technical SEO • CRO & experimentation • B2B SaaS organic growth • pipeline & revenue attribution. I work cross-functionally across Growth, Content, Engineering, and Analytics, and I'm always glad to compare notes with others working on AI search. Education encompasses a Bachelor of Arts in Graphic Design and Digital Media with a concentration in Graphic Design. Along with a Master's degree from Gateway Seminary.
Grew presence in Google AI Overviews through continuous, iterative optimization for retrieval, answer synthesis, and citation-worthiness. Increased ChatGPT referral traffic, contributing to form-fill + Sign up conversions from AI/LLM/Search sources. Own the organic, non-paid, and AI-search channels that contribute to marketing-generated pipeline, accountable for website-sourced pipeline and revenue. Delivered YoY organic growth target and expanded the targeted keyword footprint 50% beyond goal. Drove assets into the top LLM citations and built a competitive citation-share framework. Achieved #1 Google rankings for core keyword category terms, plus page-one results across multiple business objectives. Authored the AI and Search Content Optimization Checklist and broader AEO operating model, formalizing retrieval, answer synthesis, citation strategy, and AI crawlability/indexability. Ran CRO experimentation that improved revenue; unified trial, pricing, and contact journeys and refined Salesforce attribution accuracy to marketing campaigns. Built AI-sourced and SEO reporting in GA4 and Profound, translating LLM/AI-search data into prioritization decisions and stakeholder-ready updates. Proactively identify and implement changes to web properties to continuously improve organic traffic, keyword rankings, on-site conversions, and web performance. Manage the SEO portion of content creation processes leveraging technical best practices, keyword research, opportunity assessment, competitive analysis and implementation strategies. Set clear SEO goals, critical metrics, and requirements to define and measure what success looks like. Educate and evangelize SEO strategies and plans so everyone is leveraging standard methodologies across the business. Stay on top of industry trends, standard methodologies, technical improvements, and algorithms changes to inform SEO strategies and tactics, and identify new growth opportunities.
Most SEO work optimizes a website. I optimized how a global company showed up in search. At Esri, I worked technical SEO across a multi-domain, multi-market landscape, esri.com, arcgis.com, and international distributor sites, which meant every decision had to work in dozens of markets and languages at once. I managed the full technical stack from rendering and structured data to internal-linking architecture, earned first-page rankings for the terms that defined the category (GIS, location intelligence, GeoAI), and drove increases in organic clicks YoY. Owned technical SEO audits across esri.com, arcgis.com, subdomains, and international distributor sites: HTML/CSS/JS rendering, robots.txt, XML sitemaps, hreflang, canonicalization, and structured data, and built a holistic internal-linking strategy from concept to execution Drove an increase in organic clicks YoY through on-page optimization and JSON-LD structured-data markup Built entity and knowledge-graph optimization that improved how the brand surfaced across our 13+ locations domestically in search Earned first-page rankings for high-value category terms (location intelligence, GIS, GeoAI) via competitor gap analysis and keyword research in Semrush and Moz Drove international and translation-based multi-market SEO strategy, partnering with distributors worldwide on web presence and coherence as a global brand Partnered with Product Marketing and engineering under agile delivery to align organic search with pipeline goals, site speed, and technical improvements; supported paid media with keyword and landing-page inputs
At Esri, I turned campaign plans into revenue machines. My job sat at the intersection of marketing and systems, taking integrated campaign strategies and making them real in Pardot and Salesforce, at scale, without breaking the client experience. As part of the team that grew marketing pipeline to over $20M, I built the demand-gen infrastructure once, made it reusable, and let the results compound: $2.1M in added training revenue, a 60% jump in marketing-sourced revenue, and email programs that actually got clicked. Along the way, I pushed lifecycle marketing beyond the inbox and into the product itself. Core member of the team that directly influenced marketing pipeline growth to $20M+ Built reusable, fully integrated demand-gen campaign processes in Pardot/Salesforce, boosting training revenue 20.3% (+$2.1M) and driving a 60% YoY increase in marketing-sourced revenue Extended lifecycle marketing into the product, created free-trial automations and partnered with Product on in-product notifications, consumption tracking, and upsell paths to lift activation and expansion Improved email CTR 25% through segmentation, dynamic customizable content, and automation Streamlined the MQL→SQL handoff with multi-level campaign reporting, giving sales cleaner signals and marketing clearer attribution United SEM, advertising, data, analytics, and social media so integrated campaigns ran as one automated system rather than disconnected channels Partnered with Product Marketing Managers and Industry Marketing teams on campaign execution across a diverse portfolio Owned special projects focused on innovating existing workflows and technology to optimize pipeline
I joined to keep the website running. I left having built a marketing engine that sourced half the company's sales pipeline. What started as back-end content management grew into full ownership of digital: SEO, website architecture, email, paid, social, and brand. I rebuilt the website on SEO-first frameworks, dug deep into who our buyers actually were, and turned those insights into content that ranked and campaigns that converted. The result: 50% YoY traffic growth, $6M+ in marketing-sourced pipeline, and $4M+ in revenue we could tie directly back to the work. Generated 50% of total sales pipeline through marketing programs, $6M+ in pipeline, $4M+ in closed revenue Led a full website revamp built on SEO-friendly design frameworks, improving site speed, content optimization, and search visibility (+50% traffic YoY) Developed company and buyer personas through market research, translating insights into content strategy, gap analysis, and editorial planning Ran targeted paid and SEM campaigns aimed at specific roles for account based marketing (ABM) Designed and managed email campaigns, HTML email production, and marketing automation workflows supporting outbound and direct mail Conducted ongoing technical site audits for performance, speed, and search compliance; embedded SEO into project management and content workflows Owned brand assets, social presence (LinkedIn, Twitter, Google+), design support, and Salesforce administration Partnered with domestic and international teams to expand training and global digital presence
Installed air conditioner and heating units Performed maintenance on air conditioner units Insured indoor air quality and thermal comfort by repairing and replacing duct work Drove 2006 Dodge Sprinter in and around the Inland Empire and Orange County areas Worked with electrical systems and wiring
Performed maintenance and repair work on boats Handled cash deposits opening to closing Built organizational skills by singlehandedly running all operating procedures selective days Took inventory and stocked sales floor