Emma Butler
Thatcham,West Berkshire
Summary
SEO Manager with extensive experience in eCommerce, localisation management, cross-functional process creation and GEO testing. Skilled in data reporting and analysis, with strong stakeholder communication to align SEO & GEO strategies with business objectives.
Overview
11
11
years of professional experience
Work history
SEO Manager
The LEGO Group
London
2023.12 - Current
- Leading GEO experimentation framework for LEGO.com within LEGO Retail alongside the development of GEO reporting and training for key stakeholders.
- Developed SEO strategies for new product releases and key commercial campaigns, including LEGO SMART Play and Black Friday, to maximise commercial opportunity and organic visibility growth.
- Embed analytical decision making within internal teams, driving regular showcases of SEO projects, SEO testing program, and presenting changes in search behaviour.
- Management of international SEO including the creation of new processes for ad-hoc improvements and leading on focused SEO expansion into key markets with ownership of reporting and deliverables.
SEO Assistant Manager
The LEGO Group
London
2021.09 - 2023.11
- Establishing processes as part of a new in-house team and building strong stakeholder relationships across multiple teams to deliver SEO goals.
- Ownership of content strategy for LEGO.com focused on scaling content creation for commercial and organic visibility growth.
- Supporting implementation of new products and themes across transactional and engagement pages.
- Refining audience marketing reporting to measure total brand visibility on the SERP.
Digital Marketing Specialist
GAME.co.uk
Basingstoke, Hampshire
2018.07 - 2018.08
- Managing strategies for SEO (on-page, off-page, omnichannel and technical) on GAME.co.uk and Frasers Group partner sites including House of Fraser and Sofa.com.
- Established of content framework and in-housing content strategy for the GAME.co.uk blog driving an increase in organic traffic.
- Ownership of affiliate program with a focus on ensuring SERP coverage utilising affiliate content and cashback sites for target keywords.
Senior Marketing Executive
TravelUp Group
Aldermaston, West Berkshire
2015.07 - 2018.03
- Coordinating CRM, social media and website content to drive online traffic growth.
- Optimised website content and developed content strategy to enhance organic visibility.
Education
BSC Hons - Digital Marketing Apprenticeship (Level 6)
Solent University
Southampton 1 2020 - 07/2023
Certificate - Professional Marketing (CIM Accredited)
Oxford College of Marketing
Oxford, Oxfordshire 1 2017 - 1 2018
Double Distinction - Creative Media
Kennet School
1 2008 - 1 2015
Skills
- SEO Specialised in eCommerce
- Localisation Management
- GEO Testing and Reporting
- Commercial Performance & Forecasting
- Cross-Functional Process Creations
- Technical SEO
- SEO Innovation Advocate
- Experienced with SEMRush, ahrefs, Pi-Datametrics, Lumar, and Screaming Frog
Timeline
SEO Manager
The LEGO Group
2023.12 - Current
SEO Assistant Manager
The LEGO Group
2021.09 - 2023.11
Digital Marketing Specialist
GAME.co.uk
2018.07 - 2018.08
Senior Marketing Executive
TravelUp Group
2015.07 - 2018.03
BSC Hons - Digital Marketing Apprenticeship (Level 6)
Solent University
1 2020 - 07/2023
Certificate - Professional Marketing (CIM Accredited)
Oxford College of Marketing
1 2017 - 1 2018
Double Distinction - Creative Media
Kennet School
1 2008 - 1 2015