I've spent 25+ years in digital marketing — building websites before most people had heard of them, learning SEO before it had a rulebook, and helping brands grow their organic presence across some of the world's most competitive industries. Today I work with businesses to develop sharp, effective strategies across SEO, Digital PR, and GEO — from global in-house teams to independent consulting engagements.
It was 1997, London. I was 16 years old, sitting in my aunt's living room when I noticed the place was stacked with boxes ready for delivery. Turns out she'd started selling products online — and that was it for me. I was hooked instantly.
I went home that day and started teaching myself everything — Photoshop, Dreamweaver, HTML, anything I could get my hands on. I got so absorbed that my school called my dad three months later to let him know I hadn't shown up. Luckily, he saw what I was building and backed me instead. I started taking on small web design clients not long after.
From there I built one of the first cellphone e-commerce sites in the UK, then moved into media working on the web team at Loaded Magazine (IPC Media).
In 2002, a trip to visit family in Israel changed everything. I loved it so much I couldn't face going back to grey London — so I packed a bag, took my laptop, and moved to Tel Aviv. I figured if you had an internet connection, you could work from anywhere. Turns out I was right.
Once in Tel Aviv, I kept building websites — but clients kept asking the same question: "How do I get more people to my site?" That question pulled me into SEO, and I never looked back.
I landed a role working remotely for a London-based SEO agency, where I got a proper education running campaigns for major UK brands including Betfair and Totesport. That experience gave me the foundation to co-found my own boutique digital marketing agency, focused on international clients and multilingual websites.
In 2016, we sold the agency (3 Door Digital) to Angora Media Group, an Israeli agency that needed native English expertise. I joined in-house to lead their international SEO department, eventually becoming Operations Lead & Global Head of SEO & PPC, with responsibility across client, sales, and tech teams.
In 2022 I made the move to Legend (ll.com) as Global Head of SEO & Digital PR — joining one of the leading digital publishing groups. I lead a talented team working across SEO, Digital PR, and content strategy, driving growth across a large portfolio of high-authority, high-traffic websites.
Whether you're looking for senior strategic input, a consulting partner, or someone to help build and lead a team — here's where I focus:
SEO Strategy
From technical foundations to content architecture and link authority, I help businesses build sustainable organic growth. I've worked across highly competitive niches including iGaming, sports betting, media publishing, SaaS, and tech startups, as well as broader B2C and B2B sectors.
Digital PR
Building brand authority through data-driven campaigns that earn coverage and links from high-quality, relevant publications. I specialise in campaign ideation, outreach strategy, and integrating Digital PR into wider SEO programmes.
GEO (Generative Engine Optimisation)
As AI-powered search changes the visibility landscape, I help brands understand and adapt — ensuring they remain discoverable as search behaviour evolves beyond traditional results.
Conversion & Engagement
Getting traffic is only half the job. I bring a product-first mindset to conversion optimisation — analysing user behaviour, identifying friction points, and improving the on-site experience to turn visitors into customers and keep them coming back.
