Growth, Content & Search

I thrive in fast-growing environments and drive sustainable growth through my two areas of expertise: content and search marketing.

No. 01

Growth

I have a strong growth mindset. Whatever I do, I want to see it grow and succeed. I thrive in fast-paced, high-growth, and ambiguous environments—it’s exciting when things move quickly. My approach is methodical: I analyze data, gather feedback, and identify the biggest problem, opportunity, or leverage point. Then, I focus on that. Once it works, I move on to the next biggest opportunity. For a new channel, this process might look like:

Establish a system to create content consistently
Gather feedback and data to refine content quality
Develop new skills to improve content creation
Once KPIs confirm strong performance and continuous growth, focus on promotion and scaling

I brought this same growth mindset to CheckYeti:

Transformed the company from a startup of around 10 employees into a global leader in outdoor activities with 100+ employees
Founded the content team and scaled it to an efficient 40-member team at its peak
Grew SEO tenfold in clicks and revenue within three years, making it the most profitable channel and significantly boosting company profitability
Launched Instagram and YouTube, reaching millions within months
Tested Meta Ads as a new channel
Integrated AI into content generation, increasing efficiency by 50% and improving translation efficiency by 80%

No. 02

Content

In 2018, I founded and led the content team at CheckYeti with a clear vision: to create an inspiring customer experience on every outdoor activity offer—where all questions are answered, making booking seamless and enjoyable. The team embraced this vision, leading to:

The creation of thousands of activity listings across Europe and beyond, in six languages
An international team optimizing content in English, German, French, Italian, Spanish, and Dutch
Evolving activity descriptions from short snippets to comprehensive, well-researched content, continuously refined through feedback loops with customers and activity providers
Development of image guidelines and training team members in editing skills, alongside creating a booklet to help activity providers capture high-quality tour images
Establishing video integration—building team expertise in video shooting and editing, with preparations for 200 activity videos
Incorporating AI to streamline text generation and translations, significantly improving efficiency

No. 03

Search

My expertise lies in visibility—helping businesses get found. I’ve led and explored numerous strategies to drive discoverability across search engines, social media, and, more recently, AI. This includes SEO, SEM, Instagram, YouTube, and Meta Ads.

My core strength is in SEO. In 2020, I learned from an industry expert and deepened my knowledge by meticulously studying Google’s guidelines and applying my learnings across various SEO projects. As a result, we achieved 10x growth in three years, making SEO the company’s most profitable channel.

My approach is user-first: optimize pages to perfectly meet search intent while also aligning with search engine requirements. For Google, this means fulfilling Core Web Vitals, optimizing for ranking systems, and ensuring fast, well-structured pages.

SEO is a continuous process that involves content, product, marketing, and nearly every department in some capacity. By fostering a culture of learning and improvement, SEO becomes a long-term, sustainable growth engine. I’ve applied the same approach to other channels:

Reached millions on Instagram within months while maintaining consistent growth
Doubled views and watch time on YouTube
Continuously increased blog readership
Conducted initial Meta Ads testing and built an ad setup
Optimized SEM for increasing profitability

Read the blog

Welcome to the blog—your go-to source for powerful insights, practical tips, and real-world strategies on leadership, content creation, and SEO, based on over seven years of hands-on experience scaling each from the ground up to lasting success.

Illustration of travelers walking toward a hotel while hotel staff remove booking obstacles from the path, representing how to optimize a hotel booking funnel for more direct bookings.

Direct Bookings for Hotels