During my three years at Twinkl, I progressed from Digital SEO Copywriter to SEO Executive, taking responsibility for the search strategy of the Early Years market and associated segments within an international educational publishing platform.

In my initial role, I developed keyword-optimised content across editorial articles, category pages, educational resources, wiki entries and event pages, alongside contributing to competitor research, content optimisation and wider SEO initiatives.

As SEO Executive, I led the development and delivery of market-specific SEO strategy, managing a team of six copywriters and coordinating monthly projects aligned with performance objectives. Working closely with senior stakeholders, including the CEO, segment managers and product managers, I used search data, competitor analysis and performance reporting to identify opportunities and inform strategic decisions.

Alongside ongoing strategy and team management, I delivered training, developed internal guidance and led improvements to departmental processes, including redesigning and implementing a new SEMrush workflow.

This progression developed my experience in strategic planning, people management, cross-functional collaboration and data-informed decision-making, combining editorial expertise with broader commercial and operational responsibilities.