About

Leading the digital growth strategy for John Morris Group, a premier distributor of laboratory and research equipment with a 70-year legacy in the Southwest Pacific. My core objective is to drive high-intent organic leads and sales growth across AU/NZ by positioning JMG as the dominant search authority for global scientific brands like Gilson, Sigma, and Masterflex.

Key Results:

• Large-Scale Optimization: Executed end-to-end SEO for a massive catalog of 64,800+ product, category, and brand pages.
• Traffic Growth: Achieved 45.1K total clicks and 3.42M impressions over the last period, maintaining a consistent upward trajectory in organic visibility.
• Peak Performance: Reached daily peaks of over 317 clicks and 24.6K impressions, significantly strengthening brand-specific and categorical search presence.

Core Responsibilities & Impact:

• SEO Leadership (AU/NZ): Developed a comprehensive SEO roadmap to maximize organic visibility for high-end precision instruments and industrial consumables, ensuring market leadership in a highly competitive technical landscape.
• Technical SEO & Analytics: Conducted deep-dive audits to resolve bottlenecks in site speed, crawlability, and indexation. Leveraged GA4, Google Search Console, and Semrush to track performance and monitor keyword rankings.
• Sri Lanka Brand Awareness: Managing the brand's social media presence across Instagram, TikTok, and LinkedIn for the Sri Lankan division. Focused on increasing brand equity through platform-specific engagement.

I lead the end-to-end SEO strategy for a massive catalog of 50,000+ products, categories, and brands. My primary objective is to drive high-quality organic leads and sales growth across nine global markets (Australia, New Zealand, South Africa, Malaysia, Singapore, India, UK, Germany, and UAE).

Key Results:

• Scale: Orchestrated a 750% increase in daily impressions (2K to 17K+) and grew daily organic clicks from under 10 to 200+.
• Market Dominance: Secured Page 1 rankings for priority categories and successfully optimized for AI Overviews (SGE), SERP features, and GEO.
• Revenue: Delivered the highest organic sales recorded to date.

Core Expertise & Impact:

• Keyword & On-Page SEO: Leverage Semrush Keyword Magic, Keyword Planner, and Competitor Keyword Gap analysis to identify high-converting short and long-tail keywords. Execute full-scale on-page optimization for title tags, meta descriptions, and H1-H3 structures to capture global search intent.
• Technical SEO & Analytics: Conduct in-depth audits to resolve bottlenecks in speed, crawlability, and indexation. Resolve issues with canonical tags, robots.txt, and broken links. Monitor performance via GA4, Google Search Console, and Semrush Position Tracking.
• International/Local SEO: Manage complex site architecture across 9 countries using Hreflang and country-specific subdirectories. Execute Local SEO via Google Business Profiles and local listings to dominate "near me" searches in key distribution regions.
• Authority & Content Strategy: Drive topical authority by authoring weekly technical blogs on LinkedIn, Medium, and LabFriend. Manage backlink health through toxic link disavowal, niche-specific outreach to universities and global suppliers (LLG), and competitor backlink acquisition.
• Future-Proofing & UX/UI: Integrated AEO/GEO strategies using FAQs and structured data for AI-driven queries. Advised on conversion-centric UX designs for the website.

As a Senior Executive at Layup, I drive customer satisfaction by managing over 12 key accounts, identifying challenges, and delivering business solutions to enhance the product. I play a crucial role in decision-making, provide updates in weekly management meetings, and seek opportunities to automate processes.

• Managed Layup's social media strategy, achieving a 20% increase in engagement across platforms and growing TikTok to 60K+ likes in under 6 months through trend-based and original content.
• Developed marketing collateral and newsletters, resulting in a 30% boost in customer engagement, a 40% rise in organic traffic via SEO, and increased sales through Product Marketing and HubSpot email campaigns.
• Strengthened relationships with high-end clients such as HNB, Cargills, Fortude, Cinnamon, and LOLC by supporting their L&D targets and providing solutions to enhance employee engagement.
• Partnered with Scope Cinemas to create AI-generated movie promotion content, increasing brand visibility by 10%.
• Introduced new features and improved User Experience by acting as a Business Analyst, conducting competitor analysis, and utilizing IT advancements and automation tools, boosting operational efficiency by 25%.
• Contributed to winning the "Most Innovative Stall" award at the CIPM National HR Conference, resulting in a rise in potential customers.

In my role as an Operations Executive in Digital Marketing at Layup, I was responsible for overseeing and executing digital marketing strategies, enhancing online presence, and optimizing user engagement through data-driven insights. My role involved managing social media, website development, and creating impactful marketing materials to drive growth and customer satisfaction.

• Managed and scheduled posts across all social media platforms using specialized applications, and conducted weekly performance analysis for each post.
• Redesigned the website using HTML & CSS, incorporating advanced SEO strategies to secure top search rankings.
• Conducted comprehensive competitor analysis, leading to a 30% enhancement in product features and maintaining market competitiveness.
• Initiated a product that simplifies the creation of interactive courses by 50% for course creators.
• Created eLearning courses and games for clients using Articulate Rise 360, HTML & CSS, Articulate Storyline, and Genially, increasing engagement and improving learning outcomes by 30%.

During my year-long industrial placement, I worked at Layup, a subsidiary of Creative Software that offers a gamified, social-driven Learning Management System for corporate training.

• Executed comprehensive social media strategies, creating engaging content, scheduling posts, and analyzing performance metrics, leading to a 30% boost in engagement.
• Produced compelling workshop content, driving a 40% increase in potential customer acquisition.
• Conducted in-depth market analysis, identifying key trends, pricing models, and operational methods, resulting in a 20% improvement in market strategy.
• Contributed to the successful conversion of learning content offered by John Keells Holdings into interactive courses, resulting in increased engagement and improved learning outcomes.