Rebuilding the acquisition foundation for a travel marketplace — site architecture, technical SEO and a content programme drove 15× organic traffic growth, while GA4, Conversions API and multi-touch attribution replaced unreliable last-click reporting.
A travel marketplace with acquisition economics that only work at scale, and two things standing in the way: organic discovery was a fraction of where it needed to be, and nobody could trust the numbers well enough to know which spend was working.
Those problems look separate. They are not. Without reliable attribution you cannot tell which acquisition investment to double, so you spread budget thinly across everything and compound nothing.
I rebuilt the acquisition foundation rather than adding content on top of a broken structure: site architecture restructuring, technical optimisation, and a scaled content and landing-page programme aligned to how travellers actually search rather than how the business described itself.
The outcome was 15× growth in organic traffic — and, more importantly, a channel with compounding rather than linear economics.
In parallel I replaced the reporting layer: GA4 and Google Tag Manager with a proper event taxonomy, Conversions API for server-side signal quality, and multi-touch attribution in place of last-click.
Last-click attribution had been systematically crediting the final touch and hiding the channels doing the discovery work. Fixing it changed the answer to "which channel is working" — which changed where budget went, which improved lead quality and spend efficiency.
This is the role where the work stopped being campaigns and started being systems. Owning the website as an acquisition platform — templates, content systems, SEO architecture, page performance, release priorities — and owning the measurement layer underneath it, is the same job I do now at enterprise scale. The tooling changed. The pattern did not.
A conversational assistant that turns a visitor's plain-language measurement problem into a cited, technically validated recommendation — with a deterministic rule engine, not the language model, holding all recommendation authority.
Rebuilding a country corporate site from a brochure into a platform that carries product discovery, technical documentation, 3D catalogue, events and enquiry capture — and became a primary source of organic traffic and digital enquiries.
Replacing fragmented shared-mailbox enquiry handling with a centralised, automated lead workflow across Power Automate, SharePoint and Salesforce — and a lifecycle framework that finally connected a digital enquiry to its sales outcome.