I build organic acquisition systems that compound and connect search performance to commercial outcomes. Technical SEO, international SEO, GEO, and growth strategy. GroupM, Ogilvy, JLL, and Global University Systems.
Real engagements. Specific outcomes.
End-to-end migration across a multi-brand, multi-market site. The kind of project where one wrong move means months of ranking loss.
Content architecture and SEO strategy aligned to commercial enrolment targets. Not vanity traffic, qualified leads that convert.
Verified LinkedIn recommendations from managers and peers who've seen the work up close.
"I had the pleasure of working with Shalini during our time at JLL. While she was not my direct report, we did work on the same team to scale SEO best practices on a global scale. What sticks out in my mind about Shalini is her incredible work ethic. She is very smart and grasps new and highly technical concepts very easily. I always appreciated her ability to work independently and produce top-quality deliverables. That said, she never hesitated to ask questions or think outside of the box when it came to difficult tasks. I whole-heartedly recommend Shalini for any SEO leadership role."
"I had an amazing opportunity to work with Shalini in two different organizations over the years. It gave me a unique chance to see how dedicated she is and how eager she has always been to grow. She evolved remarkably from a junior role into senior positions where leadership and strong business understanding are essential. She is highly dedicated to her work and has unique skills in SEO and marketing overall."
Most SEO managers work inside a channel. I work across the commercial system — which is why I've been brought in for migrations that can't fail, markets that need to scale fast, and pipelines that need to compound over time. I work best where strategy and execution connect to revenue, not where SEO is managed in isolation from the commercial goal. If you need someone who connects search strategy to revenue, let's talk.
Writing at the intersection of search, strategy, and commercial execution from AI Overviews to pipelines that compound.
Whether you have a project in mind, want to discuss strategy, are looking to hire, or just want to connect — I’d love to hear from you.
