Georgie Mathew
Liverpool
Summary
Communications specialist with a strong background in SEO, social media marketing, and advertising. Experienced in creating clear, targeted content and campaigns that boost visibility and drive engagement. Focused on delivering measurable results through strategic, data-led communication.
Overview
13
13
years of professional experience
1
1
Certification
Work history
SEO specialist
Icopify
Liverpool
07.2025 - Current
- Developed and executed SEO strategies to improve organic search rankings and drive targeted website traffic.
- Conducted keyword research, competitor analysis, and optimised on-page elements including meta tags, content, URLs, internal linking, and structured data implementation.
- Wrote and edited SEO-friendly content to support organic growth and user engagement.
- Developed keyword maps for optimal website performance.
- Managed off-page SEO initiatives, including link-building and outreach campaigns.
- Tracked, analysed, and reported SEO performance using tools such as Google Analytics and Search Console to inform strategy adjustments.
- Managed social media channels, creating and scheduling posts to increase brand awareness and audience engagement.
- Planned, created, and ran paid social media advertising campaigns to support marketing goals.
- Designed simple graphics and social media banners to complement content and ads.
- Collaborated with marketing, content, and web teams to ensure consistent messaging and SEO best practices across all platforms.
- Performed technical SEO audits and resolved website issues impacting search performance.
- Stayed current with SEO trends, algorithm changes, structured data guidelines, and emerging digital marketing practices.
Marketing and Online Engagement specialist
Inter Scientific
Liverpool
05.2024 - 01.2025
- Executed SEO strategies to enhance online brand visibility, improve search engine rankings, and drive website traffic.
- Developed and implemented marketing plans to promote new product offerings and feature launches.
- Created a content strategy and managed a content calendar to strengthen brand awareness, improve SEO rankings, and support lead generation efforts.
- Managed social media platforms, creating and scheduling content to maintain a consistent online presence and engage followers. Utilised Hootsuite to schedule posts and gather performance insights.
- Collaborated with subject matter experts to produce blogs, press releases, and white papers, aligning with brand messaging and positioning.
- Identified and targeted new customer segments to expand audience reach.
- Led email marketing campaigns, optimising content and delivery for maximum impact. Used platforms like Constant Contact and HubSpot for targeted email campaigns.
- Created marketing materials, including social posts, web banners, flyers, and brochures, adhering to brand guidelines.
- Designed and optimised web pages in WordPress and Duda to enhance conversions and improve the customer experience.
- Leveraged tools such as Google Analytics, Monster Insights, and Google Search Console to derive actionable insights and drive ongoing performance improvements.
- Compiled monthly marketing performance reports to support data-driven decision-making.
- Conducted market research and analysis to identify emerging trends and maintain a competitive edge.
E-commerce Executive - SEO Lead (GB & IE)
Dyson Technology Ltd
Bristol
10.2022 - 05.2024
- Organised, developed, and implemented website marketing plans for Dyson GB & IE, with a focus on achieving SEO and e-commerce targets.
- Established standards, systems, and best practices for new product listings, content creation, and distribution to optimise search performance and content consistency.
- Led SEO strategy for Dyson GB & IE websites to meet H1 and H2 objectives, including revenue, traffic, and conversion rate (CvR) goals.
- Continuously monitored search terms, rankings, and analytics to track the websites' performance, providing actionable recommendations to category teams for optimisation.
- Collaborated with cross-functional teams (Copy, PR, PPC, Commercial, UI/UX, Creative) to update content that aligns with SEO goals and is shared across e-commerce platforms.
- Led extensive URL restructuring projects to create an SEO-friendly website architecture, improving organic search visibility and usability.
- Conducted thorough keyword analysis and optimisations to increase Dyson’s share of both branded and non-branded keywords.
- Researched direct competitors and alternative retailers to identify gaps and opportunities in the search landscape.
- Partnered with the PR team to identify link-building opportunities, ensuring high-quality backlinks and optimal link hygiene for SEO gains.
- Applied user experience (UX) and conversion rate optimisation (CRO) techniques to improve engagement and maximise conversions from organic traffic.
- Compiled and presented SEO KPIs and insights in weekly and monthly reports, tracking performance and making data-driven recommendations.
- Held end-to-end ownership of the Floor Care category, managing merchandising, product lifecycle, promotions, and digital category performance, with SEO integrated into all initiatives.
- Worked alongside the E-commerce Manager to develop a commercial strategy focused on achieving revenue, unit sales, and conversion targets.
- Managed on-site merchandising and promotions within the Floor Care category, adapting to performance metrics and identifying new opportunities for the Commercial teams.
- Collaborated with the Digital Optimisation team to design and run A/B tests, identifying which elements impact user behaviour and SEO performance the most.
Digital Content Author
Dyson Technology Ltd
Bristol
10.2021 - 10.2022
- Collaborated closely with the Digital Content Lead, adhering to project timelines and content delivery plans.
- Created English-language support pages for Dyson products by compiling videos, images, and copy to support comprehensive user guidance.
- Uploaded, managed, and integrated translated media assets, including videos, into Dyson’s support content for various regions.
- Led the development of an end-to-end user journey for genuine Dyson spare parts and accessories across EMEA and Americas markets, ensuring a seamless experience.
- Coordinated with merchandising teams across EMEA and Americas to facilitate the successful launch and integration of the spares and accessories journey.
- Monitored NPS scores, revenue, and unit KPIs to continually enhance the online experience for spare parts.
- Conducted front-end testing of Dyson’s owner support content, including comparison with translated copy matrices and full journey testing.
- Utilised Dyson's in-house CMS, Resolve, to manage and troubleshoot support content, ensuring accuracy and alignment with user needs.
- Analysed, edited, and managed the import/export of product data and content translations for precise and relevant support content.
Content Analyst
Targetbay
12.2019 - 09.2020
- Conducted in-depth market and competitive analysis to uncover opportunities and emerging trends.
- Defined target audiences using analytics insights to better align content with audience needs and preferences.
- Refined the overall content marketing strategy based on data-driven insights.
- Wrote and coordinated diverse content types, including blog posts, guest blogs, e-books, guides, press releases, case studies, and white papers.
- Implemented a pillar content strategy to improve website rankings for targeted keywords and boost search visibility.
- Developed and executed a comprehensive SEO content strategy to optimise TargetBay's website.
- Established an extensive internal linking strategy to enhance the website’s SEO performance and site structure.
- Planned multi-channel content distribution for maximum reach and engagement.
- Repurposed existing content for various formats, including blogs, guest posts, newsletters, and more, optimising for each platform.
- Strategised content repurposing schedules to maintain a consistent online presence.
- Collaborated with LinkedIn influencers as part of a guest blogging strategy to build high-quality backlinks.
- Managed social media platforms consistently to drive engagement and reinforce the brand’s online presence.
Content Writer
Ahsan Technology Ltd (Agriya)
07.2017 - 08.2019
- Presented creative, well-researched content marketing ideas aligned with business goals.
- Designed short-term content marketing strategies to drive engagement and reach objectives.
- Executed content marketing initiatives to meet business targets and strengthen brand presence.
- Collaborated with design and writing teams to produce high-quality, impactful content.
- Developed and managed an editorial calendar, delegating tasks and ensuring timely delivery.
- Edited, proofread, and refined website content for clarity, engagement, and brand consistency.
- Optimised website content to enhance SEO performance and improve conversion rates.
- Distributed content across multiple channels to build a robust online presence.
- Regularly reviewed project progress, working closely with design and sales teams to refine content assets as needed.
- Achieved key performance indicators, including low bounce rates, high dwell times, and increased conversions.
IT System Administrator
Hebron Theological College
01.2013 - 01.2016
- Installed and configured software, hardware, and network systems to meet operational requirements.
- Maintained, upgraded, and managed software, hardware, and network infrastructure for optimal performance.
- Conducted advanced troubleshooting, system backups, and archiving to ensure data integrity and continuity.
- Identified, diagnosed, and resolved connectivity, reliability, and performance issues to maintain seamless operations.
- Secured and reinforced network systems by enforcing policies, monitoring access, and defining user roles for enhanced security.
Education
MSc Strategic Digital Marketing -
University of South Wales
Bachelor of Science - Computer Science
Anna University
Skills
- Search Engine Optimisation (SEO)
- Social Media Marketing
- Digital Advertising
- Web Content Creation and Management
- Google Analytics and Performance Reporting
- Email Marketing Campaigns
- On-page and Off-page SEO
- Keyword Research and SEO Audits
- Paid Social and Display Advertising
- Communication Strategy
- Copywriting and Editing
- Brand Messaging
- Cross-Channel Campaigns
- Content Management Systems
- Basic HTML and Web Troubleshooting
- Graphic Designing
Certification
- Content Marketing Certification from HubSpot Academy
- Advanced Google Analytics Certification from Google Analytics Academy
- Google Analytics Individual Qualification
- PHP On-job Training Certificate
Digital Tools & Platforms
Google Analytics
Google Search Console
Adobe Analytics
Semrush
Similarweb
Ahrefs
Botify
Medallia
Hubspot
Active Campaign
Constant Contact
Wordpress
Adobe Experience Manager
Duda
Canva
Adobe Creative Suite
Timeline
SEO specialist
Icopify
07.2025 - Current
Marketing and Online Engagement specialist
Inter Scientific
05.2024 - 01.2025
E-commerce Executive - SEO Lead (GB & IE)
Dyson Technology Ltd
10.2022 - 05.2024
Digital Content Author
Dyson Technology Ltd
10.2021 - 10.2022
Content Analyst
Targetbay
12.2019 - 09.2020
Content Writer
Ahsan Technology Ltd (Agriya)
07.2017 - 08.2019
IT System Administrator
Hebron Theological College
01.2013 - 01.2016
MSc Strategic Digital Marketing -
University of South Wales
Bachelor of Science - Computer Science
Anna University