I've spent 14 years writing for brands that need content to do more than exist. Microsoft, Airwallex, Westpac, Suncorp, Inspiring Vacations. SEO articles, landing pages, ad copy, press releases, EDMs, brand voice guides, case studies, technical documentation. If it lives on a screen and needs to perform, I've written it.
I've worked client-side and agency-side, which means I understand both the brief and the business behind it. At Suncorp I managed a $380M insurance portfolio and led content through a full digital transformation. At Westpac I helped redesign the Bank of Melbourne site. At payabl. I built the brand voice from scratch across the entire group. On the agency side, I've delivered SEO content across 40+ clients in a single year.
On SEO & AEO
I do the keyword research, map the search intent, run the competitor gap analysis, and structure every piece for featured snippets, People Also Ask, and AI Overviews. I work in Ahrefs, SEMrush, Surfer SEO, Google Search Console, GA4, and Screaming Frog. Every article I deliver comes with meta titles, descriptions, and internal linking mapped out. I don't hand over copy and hope someone else optimises it.
I also write for AEO (answer engine optimisation). That means structuring content so that ChatGPT, Gemini, and Perplexity can parse it, cite it, and surface it in answers. I understand E-E-A-T, FAQ schema, and how LLMs decide what to quote. SEO gets you found on Google. AEO gets you cited by AI. I write for both.
On AI
I use AI every day. I've built custom workflows, trained brand voice models, and I understand how LLMs process content from the inside. But the job isn't generation anymore. Everyone can generate. The job is editorial judgment: knowing what to cut, what reads wrong, what a machine can't hear. That's 14 years of instinct, not a prompt.
Working with me
I'm plug-and-play. Send me your brand guidelines, tone of voice docs, and a brief. I'll get up to speed fast and start delivering. I've onboarded with enough brands across enough industries that I don't need weeks of ramp-up time. I ask the right questions upfront, I stick to your style guide, and I flag anything that doesn't make sense before it becomes a problem.
Tools & platforms
Clients
Industries
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Formats I specialise in
How it works
01 Brief. Send me your brand guidelines, tone of voice, and what you need. I ask the right questions upfront so nothing gets lost.
02 Research. Keyword research, competitor analysis, search intent mapping. Every piece starts with data, not guesswork.
03 Write. Publish-ready content with meta titles, descriptions, internal linking, and image suggestions. One round of revisions included.
04 Done. You get clean files, on time, formatted for your CMS. No chasing required.
Engagement
Project-based or monthly retainer. I work with agencies, in-house teams, and direct with founders. If you need someone who can hit the ground running without a long onboarding process, that's what I do.
I plug into your stack
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Tell me what you're working on. I'll come back within 24 hours.
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