I help brands tell their story and gain trust.
Professional Journey
Behind every successful strategy is a foundation built over years of learning, adapting, and solving increasingly complex problems. This timeline traces my professional journey—from developing leadership skills in retail operations to advising enterprise organizations on technical SEO and the future of AI-driven search. Each role reflects not only where I’ve worked, but also the experiences, challenges, and principles that continue to shape my approach today.
Education
2006 - Muskegon Community College
While working at Wesco, I took advantage of the company's tuition reimbursement program to begin my college education. Balancing full-time work with coursework taught me discipline, time management, and the importance of investing in long-term goals.
2007 - Michigan State University
After completing one year of general education, I transferred to Michigan State University to finish my degree. My time at MSU broadened my perspective and strengthened the analytical thinking that would later become the foundation of my career in digital marketing and SEO.
Professional Experience
2007 - Sales Associate, Wesco
Building a foundation in service, accountability, and work ethic
My career started at Wesco, a hometown convenience store in West Michigan. While it may seem far removed from my current work in SEO, this role shaped many of the principles I still bring to every client engagement today: understanding people, solving problems, and delivering consistent service.
Over three years, I worked across three Wesco locations throughout Michigan, from North Muskegon to Jackson, while pursuing my college education. Through Wesco's tuition reimbursement program, I was able to complete my first two years of education debt-free—an opportunity that gave me the foundation to continue growing both personally and professionally.
Key takeaway: Great work starts with understanding the people you serve.
2009 - Shift Manager, Quality Dairy
Learning leadership through responsibility
While studying advertising at Michigan State University, I took on a leadership role managing operations at one of the many a Quality Dairy locations on campus. Balancing coursework with management responsibilities gave me my first experience leading independently, making decisions without constant oversight, and taking ownership of outcomes.
During this time, I began exploring the broader world of marketing—from traditional advertising and creative strategy to emerging digital channels, including an early introduction to SEO.
This role taught me that effective leadership isn't about having all the answers; it's about creating structure, supporting others, and confidently navigating challenges.
Key takeaway: Leadership is built through ownership.
2013 - Associate Front End Manager, Menards
Developing operational leadership and business instincts
After graduating from Michigan State University with a degree in advertising, I entered a rapidly changing marketing landscape where digital channels were reshaping the industry. Without traditional agency experience, I looked for an opportunity to continue developing the business and leadership skills that would later become essential in my marketing career.
Menards' Manager Training Program provided that opportunity. After completing the program, I relocated to Metro Detroit to help launch the company's first store in the region.
Managing front-end operations taught me how to lead teams, improve processes, understand customer behavior, and connect operational decisions to business outcomes—skills that continue to influence how I approach SEO strategy today.
Key takeaway: Marketing success depends on understanding the business behind the brand.
2014 - Senior SEO Analyst, Sincro
Finding my specialty in search marketing
My transition into SEO began at Sincro (formerly Cobalt and CDK Global), where I supported automotive dealerships across the country. What started as an analyst role quickly evolved into a specialty in technical SEO, scalable optimization, and data-driven strategy.
As part of the Dealer Group team, I developed deep expertise in tools like Screaming Frog and helped create scalable processes that improved efficiency across a team of nearly 60 SEO professionals.
This was where I discovered my edge: combining technical problem solving with practical recommendations that teams could actually implement.
Key takeaway: The best SEO strategies balance technical excellence with business reality.
2021 - SEO Lead, Terakeet
Scaling SEO impact for enterprise brands
After building a strong foundation in technical SEO and agency operations, I joined Terakeet to work with some of the world's largest brands and most competitive search landscapes.
Over five years, I helped organizations improve organic visibility, protect their digital reputation, and build search strategies that connected users with valuable information. My work spanned industries including finance, insurance, healthcare, sports, and law.
From helping Rocket Companies grow large-scale publishing initiatives to guiding complex technical direction, Terakeet showed me the true business impact of SEO when strategy, technology, and content work together.
Key takeaway: SEO is not just about rankings—it is about helping organizations earn attention and trust.
2024 - Volunteer Mentor, SOS Outreach
Giving back through shared experiences
During the 2023/2024 and 2024/2025 winter seasons, I volunteered as a mentor with SOS Outreach, helping young people build confidence, leadership skills, and community through skiing, snowboarding, and service projects.
Mentoring reminded me that growth happens when people are given the right environment, encouragement, and opportunities to challenge themselves.
Key takeaway: The best leaders create opportunities for others to succeed.
2026 - Freelance & Beyond
Building the next chapter
After more than 12 years focused on organic growth, technical SEO, and emerging AI-driven search experiences, I am applying everything I've learned to a new chapter in consulting.
Through freelance engagements, I help organizations understand where they can improve their search visibility, strengthen their technical foundation, and prepare for the future of AI-powered discovery.
From the initial strategy conversation through implementation guidance and reporting, my goal is simple: combine deep technical expertise with clear communication to help businesses make better decisions.
Key takeaway: The future of search belongs to organizations that understand both technology and people.
