Case Studies
Selected engagements, each told as problem → approach → what moved the needle → outcome. Commercial detail is generalised where it was covered by NDA.
Platform & AI build
The AI Analyst that cut BI requests by 95%
A full internal analytics platform — 25+ dashboards across every department, plus an agentic AI Analyst that writes its own queries. Publicly demoed as TradeNet, on synthetic data.
Bridebook
+800% organic traffic at the world's largest wedding marketplace
Scaled organic users from ~11k to 90k+ per month by killing generic article volume and rebuilding content around a hub-and-spoke topic cluster model — plus AI Overview rankings on flagship wedding queries.
Arcadia Group
Reversing a 7-year organic decline across multi-brand fashion
Diagnosed a decade of accumulated technical debt across Arcadia's brand portfolio, consolidated migrations, and delivered +600% organic session growth.
Kingfisher (B&Q · Screwfix · Castorama)
An SEO-first SPA framework rolled out across home-improvement giants
Designed the rendering, routing, and crawl architecture that let B&Q, Screwfix, and Castorama ship a shared SPA without sacrificing search visibility.
Macy's
Taming hundreds of millions of URLs at one of America's largest retailers
Consulted on automation and site-architecture strategy to bring crawl budget under control and make programmatic pages discoverable at scale.