About

I didn’t arrive at digital marketing through a communications degree. I started as a recruitment assistant at a Cape Town temporary employment service, where I drafted and placed dozens of bulk job ads each week. I noticed that some ads consistently pulled far better response rates than others, even for similar roles. That gap drove me into self-directed research on copywriting psychology, search engine optimisation, and user intent.

I bridged that learning into a Social Media Coordinator role at Traut Personnel, then into my first dedicated search role as an SEO Specialist at Big Web Media. From there I moved to Ringier Africa as an Online Marketing Manager, managing organic search and digital strategy for a portfolio that spanned local South African businesses and international clients in New York and Australia.

The real inflection point came in 2020. When global lockdowns eased and corporate mandates demanded a return to centralised offices, I chose not to go back. Balancing professional work with domestic childcare had shown me that the older model wasn’t necessary. I went fully independent, to contribute meaningfully on my own terms, with the flexibility my circumstances required. That decision led directly to founding my consulting practice and the entities that followed.

Southern African Freelancers’ Association (SAFREA), Executive Committee, Head of Advocacy
Elected in 2023 for a one-year term. Spearheaded the development and implementation of the SAFREA Advocacy Framework, a strategic blueprint designed to elevate the socio-economic status of media and communication freelancers across the Southern African region. The framework engages governmental bodies, corporate enterprises, and partner entities to secure formal recognition, fair compensation, and legally secure working environments for independent professionals.

Ecommerce Forum South Africa (EFSA), Board Member
Served a two-year term on the EFSA board, representing the perspective of freelance digital strategists, founders, and web designers. Sat alongside university academics, global logistics executives, and payment gateway CEOs to influence national e-commerce policy. Key initiatives included accredited e-commerce training programs with the Services SETA and the development of a national Trustmark for consumer protection.

While Agency Support is the white-label practice I built for agencies, for the past 12 years my work has spanned several complementary practice areas, each serving a different tier of the market:

• Direct-to-business strategy. Working hands-on with small businesses that need senior search and conversion thinking without agency overhead.
• High-end consultancy. Partnering with established founders scaling beyond initial growth, focused on eCommerce SEO, Google Ads, and conversion optimisation.
• Hyper-local search marketing. Google Shopping and local SEM for service-based businesses, brick-and-mortar stores, and importers.

This breadth means the insight I bring to Agency Support engagements is informed by direct, hands-on work across the full spectrum of digital commerce, from micro-businesses to established national brands.

Since at least 2015, I’ve contributed actively to global practitioner communities:

• Quora. Published strategic advice on keyword targeting for new websites, search intent, audience segmentation, and geofenced advertising for hospitality businesses across Facebook, Google, Snapchat, and Spotify Ad Studio.
• Webmasters Stack Exchange. Technical contributions on Google My Business optimisation and local search visibility tactics.
• BeamUsUp. Early adopter of this open-source desktop SEO crawler, used by advanced practitioners for deep server-side site auditing and log file analysis.
• SlideShare. Published a detailed Microsoft Power BI e-commerce sales dashboard, demonstrating quantitative proficiency in data visualisation and database-driven reporting.