About Me

How It All Began

I didn’t just stumble into digital marketing. It all started back when I was making tourism content for a random forum called Jalan2.com. It was so long ago, I’m not even sure the internet remembers it. That was my first real taste of creating content, but man, I had no idea where it was going to take me.

The Bing Fiasco

Fast forward to Microsoft Bing. I thought being a Web Search Evaluator would be my golden ticket into the tech world. Spoiler alert: It wasn’t. I worked for them for about a month, aced the first part, but when the monthly audit came, I got a solid 49%. Yeah, didn’t even make it to 50. I was fired faster than you can say “Bing it.” It sucked, but that’s just part of the grind, right?

The Leapforce Grind

Then I took my second shot as a Web Search Evaluator—this time for Leapforce, before Appen bought them. That job was different. It was tough; they kept evaluating us to make sure we weren’t slacking. Most people couldn’t hack it and bailed after a few months. But not me. I stuck around for over 10 years. You learn a lot after a decade of playing inside Google’s brain. While everyone else was getting canned, I figured out how to ride the waves of algorithm changes and keep my head above water. This is where I got deep into SEO—because when you see how Google judges sites, you learn what works and what’s just digital junk.

COVID’s Knockout Punch

Then, 2020 hit like a sucker punch. COVID wiped out most of the tasks I’d been doing. My income plummeted by 70%, and that really stung. Especially when you’ve got a 2-year-old daughter and no backup plan. I was broke, stressed, and barely scraping by.

The TikTok Twist

And then, TikTok happened. Not what you’d expect, right? I was scrolling aimlessly (like we all do) and saw a video about copywriting. And not just copywriting—how AI tools could make you a better writer. This was pre-ChatGPT, so I thought it was interesting. My experience as a search evaluator actually came in handy here—I had this weird, almost instinctive knowledge about what people search for and why.

Copywriting to SEO Specialist

With nothing to lose, I applied for copywriting jobs. Landed a few freelance gigs, but my big break came when I joined FinPR. In just two years, I went from being a broke copywriter to SEO Specialist and Head of Copywriting. SEO turned into my obsession. It’s like a game—ranking keywords, optimizing content, and seeing what tricks actually work versus the nonsense people peddle on YouTube. Spoiler: Most of them don’t know jack about real SEO.

Where I’m At Now

Now? I’m running SEO experiments on my own site, crafting landing pages that convert, writing email campaigns, and knocking out copy that actually works. Copywriting, email marketing, landing pages—you name it, I do it, and I do it damn well. Clients love me, not just because I crack a joke here and there, but because I deliver.