SEO + UX account management for a global financial-services brand

Client: a global financial-services brand 2021-2023 & Jun-Jul 2026

The brand was heading into a major product launch with a website that had a long backlog of unresolved technical issues and an interface several years behind its competitors, in a category where switching is easy and trust is most of the sell. I worked on this at iCrossing UK as the SEO account manager for the JAPA region, with support on the UK market.

Reporting ran on Adobe Analytics and missed Google Search Console integration. I built custom dashboards so the JAPA market teams could read their own performance without going through an analyst first. The same numbers sat behind every recommendation that went to the client, so each one carried its evidence.

Later ad hoc work was diagnostic. Markets kept underperforming after the routine technical and content checks came back clean. The job was finding the reason and turning it into a strategy and briefs the local teams could act on. When a fix needed engineering, I wrote the requirement to the technical detail so the web developers could implement it directly without sending it back as a question. Content and page recommendations were briefed for the user journey and conversion.

The account spanned several market teams, each reporting into their own local stakeholders. A large part of the role was putting the SEO position into a form those teams could take upward and defend without me in the room. That is what the dashboards and the regular reporting were for.

A milestone performance outcome of the global programme: a 62% increase in conversions, 2.9 million additional visits, and 63,000 conversions in the first 90 days.

Most of the lift came from demand the old site was already losing, recovered once the technical backlog cleared and the journeys were rebuilt around what users were trying to do.