I live and breathe SEO.
Literally, even while driving.

Most businesses treat SEO as a checklist. I treat it as a growth system. My work starts with one question: where in the customer journey is the biggest gap? Then I build strategy, content, and measurement around closing it.

I've grown organic traffic by 325% at Motorfinity, doubled ecommerce revenue at Choose MyCar, and worked with 15+ brands across automotive, food, and retail. Not by chasing algorithms, but by understanding how real people search, compare, and decide.

I work across the full stack: SEO strategy, content architecture, technical audits, analytics frameworks, and conversion rate optimisation. I'm the person you bring in when traffic isn't the problem but growth still isn't happening.

There's a habit I've had for years that I genuinely can't switch off. I'll be driving, spot a Michael Kors billboard, and immediately start thinking: if I had this account, where would I start? What are the search gaps? Where does intent cluster? How does a luxury brand balance brand search with commercial SEO without diluting its positioning?

That's not something I do for work. That's just how I think. Every brand I pass becomes a diagnostic exercise. It's kept me sharp, kept me curious, and honestly it's made me a better strategist than any course ever did. Because strategy built on genuine curiosity goes deeper than strategy built on a brief.

I play squash. I know, in a world full of padel courts, it's not the obvious choice. But that's exactly why I like it. It's a complete sport that demands total focus, physical conditioning, and tactical thinking simultaneously. It suits how I operate: I prefer things done the hard way, because the hard way usually produces the better result.

I also love cricket. Being South Asian, I couldn't help it even if I tried.

Beyond sport, I'm genuinely fascinated by consumer psychology, specifically why people make the decisions they make online, and how small changes in framing or friction alter behaviour dramatically. That bleeds directly into my SEO and CRO work. I'm not optimising pages. I'm optimising decision moments.

Right now, my biggest obsession is agentic AI and what it means for search. When AI removes the click, when the answer is served before the website is visited, that changes everything about how brands need to build their search presence. I'm researching it, writing about it, and building frameworks for what comes next.

I have an MSc in Business Analytics from Keele University, UK. It's what lets me move between creative strategy and data with equal confidence, understanding the numbers well enough to know when they're telling the truth, and when they're telling you what you want to hear.

I know technology. Not just as a user but as someone who understands how systems are built, how algorithms make decisions, and how to work with both rather than around them.