Wenlu Chen

As a strategic SEO Manager, I lead high-impact, multi-regional SEO initiatives for million-page websites (Trip.com, TrainPal), reporting directly to the C-suite on performance and commercial growth. I specialise in defining technical strategy, scaling teams, and driving AI-driven optimisation.

Strategic Leadership & People Management

• Built and scaled the SEO function, leading a team of 9 across UK and European markets to execute a unified strategy, resulting in significant organic traffic growth and a 4.5x growth in new customers.
• Drove Cross-Functional Delivery by partnering with Product, Web Development, and UX teams to define scope, prioritise, and deliver large-scale technical SEO improvements, ensuring alignment with core product objectives.
• Recruited and Managed External Resources including outsourcing teams, freelancers, and agencies, overseeing performance and resource allocation to ensure successful delivery of large, complex SEO projects.

Technical Governance & Scalable Strategy

• Designed the multi-regional, multi-lingual SEO strategy, including rigorous oversight of hreflang implementation and URL localisation standards.
• Led Technical Optimisation at Scale by developing a comprehensive robots.txt and sitemap management platform, fundamentally improving crawl efficiency and indexation (from 25% to 77%) across key commercial markets.
• Developed Strategic Linking Systems, including an automated internal linking framework and an executive backlink acquisition strategy (in partnership with an agency), to strengthen domain authority and competitive position.

Commercial Reporting & Adaptation

• Designed and Presented Executive SEO Dashboards to the CEO and CFO, focusing on translating technical performance directly into actionable commercial impact and revenue metrics.
• Adapted long-term SEO strategy based on real-time competitor intelligence, AI developments (like Google AI Mode), and algorithm shifts, maintaining the organisation’s market-leading approach.

Managed data-driven SEO strategy and user acquisition campaigns for five global regions (UK, Canada, Australia, Germany, and France), liaising directly with the C-suite to drive sales and traffic growth.

Workflow Management & Global Coordination

• Established a Cross-Functional SEO Workflow to streamline content creation, technical implementation, and campaign execution across multiple international operational teams.
• Managed and Optimised the seasonal campaign calendar for five regions, ensuring localised cultural events were integrated into the commercial content strategy.
• Directed Quarterly User Acquisition Analysis and Reporting to identify strategic strengths, weaknesses, and opportunities for new digital marketing initiatives.