My story
I’m an SEO, AI search, and digital analytics strategist based in Brooklyn, New York. As Senior Director of MarTech at KHM, I help destinations, tourism organizations, and their local partners strengthen their digital presence and connect with the people looking for them.
My path into digital strategy started with an unusual combination of interests. I grew up in Ballston Lake, New York, and studied Animation & Illustration at the State University of New York at Fredonia. Halfway through college, I added a second major in Economics, where I became fascinated by how qualitative and quantitative research can help us understand behavior, uncover patterns, and make better decisions.
After graduating in 2017, I began my career in digital marketing, working across SEO, user experience, analytics, content, and conversion strategy. In 2021, I joined Madden Media as an SEO Strategist and began focusing more deeply on travel and tourism. Since then, I’ve grown into a leadership role helping destinations understand how people search, plan, compare, and make decisions online.
Today, my work sits at the intersection of SEO, AI search, analytics, content strategy, and user research. I use search behavior, website performance, audience insights, and competitive research to identify opportunities and make digital experiences easier for both people and search systems to understand.
I’m especially interested in how AI is changing discovery. Search is expanding beyond the traditional results page into AI Overviews, AI assistants, large language models, maps, and other answer-driven experiences. I help organizations understand those changes, measure their visibility, and adapt their content and technical strategies without losing sight of the fundamentals: useful information, clear structure, firsthand expertise, and a strong understanding of the audience.
I also enjoy making complicated topics easier to understand. I’ve presented at U.S. Travel’s ESTO and tourism conferences across the country, led webinars and workshops for destination marketers and local businesses, and written about SEO and AI search for industry organizations and publications. Whether I’m presenting research, digging through an analytics dashboard, or crawling a website, my goal is the same: turn a lot of messy information into something useful and actionable.