Digital Marketing CV

AlexCostin.com

Full-stack digital marketer specialising in AI-ready technical SEO, Answer Engine Optimisation (AEO), Generative Engine Optimisation (GEO), and scalable off-page SEO systems.

• Refined the “Perfect Website” technical framework to make client websites highly optimised for both traditional search engines and AI-driven discovery, improving eligibility for citations and visibility in AEO/GEO search results.
• Combined advanced technical SEO, structured content, schema, internal linking, and AI-search optimisation to strengthen organic rankings while increasing the likelihood of client content being featured in AI-generated answers.
• Designed and implemented AI-powered production systems that increased marketing deliverables by 1,000%, enabling faster content creation, optimisation, publishing, and campaign execution without sacrificing technical perfection quality.
• Created and deployed 10,000+ content pages to support large-scale off-page SEO campaigns, building topical authority, backlink opportunities, brand mentions, and search visibility for client websites.
• Developed repeatable off-page SEO campaigns designed to help clients compete for first-position search results, with selected campaigns achieving first-page or first-result visibility in under 11 days.
• Delivered end-to-end digital marketing across technical website optimisation, on-page SEO, off-page SEO, content strategy, AI-search visibility, and performance reporting.
• Used data from Google Search Console, Analytics, keyword research, and competitor analysis to identify ranking opportunities, prioritise high-impact pages, and continuously improve campaign performance.

TuneMyWebsite

Partner with SMEs and start-ups across international markets to define commercial goals and deliver end-to-end digital-marketing, web-development, SEO, SEM, and growth strategies.

• Meet with business owners and directors to define clear commercial goals, perform market research, keyword research, and competitor analysis, and translate findings into efficient, results-focused marketing strategies.
• Conducted successful market-research campaigns to support marketing planning across international markets, including the UK, USA, Spain, Italy, France, and other regions.
• Created “start-up ready” websites as both a back-end and front-end developer, using Drupal, WordPress, Apache, MySQL, SQLite, PHP, XML, SSL, and JSON, alongside HTML5, CSS3, JavaScript, and Bootstrap 3 and 5.
• Built high-performing websites designed to help SMEs and start-ups achieve #1 search-engine rankings through strong technical foundations, landing-page quality, and SEO structure.
• Acted as a technical SEO expert, implementing current search-engine algorithm requirements into on-page SEO strategies covering page speed, keyword optimisation, content creation, and digital PR.
• Delivered growth-hacking and off-page SEO campaigns through outreach and link-building strategies that strengthened domain authority and increased organic rankings.
• Created and optimised SEM campaigns to improve landing-page experience, ad relevance, and Quality Score—reducing PPC costs by 90%+, increasing Ad Rank to #1, and improving ROI.
• Planned and managed paid and organic social-media campaigns that significantly increased brand awareness, engagement, and audience reach.
• Trained and managed international teams to launch products, websites, and digital-marketing campaigns.
• Produced monthly performance reports using Google Ads, Google Search Console/Webmaster Tools, and Google Analytics to set KPIs, guide planning, support testing, and continuously optimise campaign performance.

JJ Smith

Brought in to elevate the brand, refine SEO and SEM performance, and strengthen wider digital-marketing initiatives.

• Appointed as Marketing Manager to improve brand positioning, digital visibility, and the effectiveness of SEO, SEM, and wider online marketing activity.
• Collaborated with an external digital agency to review campaign performance, identify strategic gaps, and align marketing activity with commercial objectives.
• Identified key performance issues, including bot traffic, wasted Google Ads budget, and overreliance on templated campaigns, which were contributing to strategic misalignment and reduced return on investment.
• Conducted SEO and SEM audits to assess keyword targeting, campaign structure, ad quality, landing-page performance, tracking accuracy, and budget allocation.
• Provided data-led recommendations to reduce wasted ad spend, improve campaign relevance, and refocus SEO and paid-search activity on high-value commercial opportunities.
• Supported the development of a clearer digital-marketing strategy, improving alignment between brand goals, website performance, and lead-generation activity.
• Worked with internal stakeholders and external partners to implement practical improvements across SEO, Google Ads, analytics, and campaign reporting.

Unboxed 2022

Selected as the only available UK specialist to oversee user experience, content, validation, accessibility, and overall Drupal website delivery for the UK Government Department for Culture, Media & Sport (DCMS) Unboxed 2022 initiative.

• Selected to oversee the correct delivery of the Unboxed 2022 initiative’s Drupal website, a UK Government Department for Culture, Media & Sport programme.
• Reviewed the partner agency’s incomplete work and identified unresolved issues across user experience, content quality, accessibility, technical validation, and website functionality.
• Oversaw user-experience improvements to ensure the website was clear, intuitive, mobile-friendly, and aligned with the needs of the initiative’s audiences.
• Reviewed and improved website content to ensure accuracy, consistency, readability, and alignment with the Unboxed 2022 programme’s communication goals.
• Managed W3C validation and accessibility requirements, supporting compliance with web standards and improving usability for all visitors.
• Ensured the Drupal website met technical, content, performance, and accessibility requirements before delivery.
• Corrected the Numiko agency’s failure to deliver on its sales pitch, restoring project quality, momentum, and stakeholder confidence.

Away Days

Developed and delivered the company’s marketing strategy, leading SEO, paid search, social media, and lead-generation initiatives.

• Developed the overall marketing strategy in collaboration with management and the executive team, aligning campaigns with business goals, target audiences, and growth priorities.
• Trained the in-house team, including executives and the web developer, on SEO audits, technical and content SEO, and social-media campaign planning.
• Planned and implemented Google Ads campaigns to increase qualified traffic, improve lead quality, and support conversion-focused landing pages.
• Created and executed an off-page SEO strategy, building relevant backlinks and improving domain authority to strengthen organic search performance.
• Delivered innovative, multi-channel marketing initiatives combining paid search, SEO, social media, and conversion optimisation.
• Increased weekly leads from approximately 20 to approximately 600 through improved campaign strategy, targeting, and lead-generation processes.

Dunster House

Developed and delivered an organic growth strategy that improved SEO rankings, organic traffic, and online sales.

• Developed and executed a company-wide organic growth strategy to increase search visibility, qualified traffic, and e-commerce sales.
• Performed on-page SEO audits across key website pages, identifying opportunities to improve metadata, headings, internal linking, content quality, page structure, and keyword targeting.
• Used market intelligence and competitor analysis to identify high-value SEO growth areas, priority keywords, and content opportunities.
• Created and implemented off-page SEO campaigns, building relevant backlinks to strengthen domain authority and improve rankings for priority product and category pages.
• Helped improve rankings for key pages from 9th position to 2nd and 1st positions in Google search results.
• Trained and remotely supervised a team of seven colleagues on SEO best practices, including content optimisation, technical SEO, keyword research, and implementation standards.
• Supported a more consistent, scalable SEO workflow across content, development, and marketing teams.

Work Pad

Marketing Manager responsible for accelerating Work Pad’s marketing efforts through website modernization, SEO strategy, and market research.

• Oversaw the existing website and initiated development of a new, modern website to replace the obsolete platform.
• Defined and implemented an SEO strategy based on market and keyword research to improve search rankings and website traffic.

Cash Finance

Led digital strategy, website development, SEO, paid search, analytics, and team training for a local agency managing eight client accounts.

• Directed digital marketing strategy and campaign delivery for eight client accounts, including night-time venues, cryptocurrency suppliers, and other local businesses.
• Led and supervised the rebuild of client WordPress websites to improve landing-page quality, user experience, mobile performance, and conversion potential.
• Developed new SEO strategies focused on more competitive keywords, improving organic visibility, search rankings, and qualified traffic for client websites.
• Implemented off-page SEO campaigns using a personal network of websites to strengthen clients’ backlink profiles and domain authority, helping multiple client keywords reach 1st-position rankings in Google.
• Targeted English-speaking visitors in Barcelona through locally relevant content, keyword targeting, and off-page SEO activity, increasing qualified organic traffic for client websites.
• Planned and implemented new Google Ads campaigns, improving ad relevance, Quality Score, click-through rates, and cost efficiency.
• Improved traffic measurement and performance reporting using Google Analytics, creating clearer insights into user behaviour, conversions, and campaign ROI.
• Trained a team of seven agency staff face-to-face on digital-marketing best practices, including SEO, Google Ads, landing-page optimisation, and performance reporting.
• Strengthened the agency’s ability to deliver integrated website, SEO, paid-search, and analytics services across a diverse client portfolio.

Needen Corporation

Reported directly to the Director and used Google Ads performance data to develop a more cost-effective Bing Ads strategy.

• Analysed Google Ads performance data, including keyword performance, conversion trends, cost per click, and return on ad spend, to identify opportunities for a more efficient paid-search strategy.
• Translated Google Ads insights into a structured Bing Ads campaign, selecting high-performing keywords, refining audience targeting, and developing cost-effective ad copy.
• Built and launched Bing Ads campaigns designed to capture additional search demand while reducing overall acquisition costs.
• Reduced paid-search advertising costs by 90% compared with the previous Google Ads-led approach, while maintaining sales performance.
• Grew Bing Ads sales to represent 10% of total company sales, creating an additional revenue channel at a significantly lower cost per acquisition.
• Presented campaign performance, insights, and optimisation recommendations to the Director to support ongoing digital-marketing decisions.

Educa Inventions

Optimised paid-search performance in Spain and Portugal and supported international market expansion across Europe, China, and the United States.

• Managed and optimised existing Google Ads campaigns in Spain and Portugal, improving keyword targeting, ad copy, bidding, campaign structure, and conversion tracking.
• Developed an international expansion strategy for Google Ads across German, French, Chinese, Russian, and U.S. markets, adapting campaigns to local languages, search behaviour, and customer needs.
• Conducted keyword and competitor research for each new market, identifying high-intent search terms and opportunities to increase qualified traffic.
• Created and optimised multilingual ad campaigns, landing-page recommendations, and product messaging to improve relevance, click-through rates, and conversions.
• Implemented performance tracking and reporting to measure sales, cost per acquisition, and campaign ROI across markets.
• Contributed to a 300% increase in sales through improved campaign performance and successful expansion into new international markets.

Autoocupació

Delivered practical Google Ads training and campaign optimisation support to teams from Autoocupació, Remploy, and Barcelona Activa (Barcelona City Council).

• Trained cross-organisational teams on Google Ads strategy, campaign structure, keyword research, audience targeting, ad copywriting, bidding, conversion tracking, and performance reporting.
• Delivered best-practice workshops covering search campaigns, ad relevance, Quality Score, negative keywords, landing-page alignment, A/B testing, and data-driven optimisation.
• Reviewed live campaigns and provided actionable recommendations to improve click-through rate, ad relevance, budget efficiency, and lead quality.
• Helped the teams improve campaign performance from an average CTR of under 5% to over 25%, through stronger keyword-to-ad alignment, refined targeting, and continuous campaign testing.
• Equipped staff with a repeatable optimisation framework for planning, launching, measuring, and improving Google Ads campaigns.
• Supported the organisations in building internal digital-marketing capability to deliver more effective paid-search campaigns for their programmes and clients.

Promote Barcelona | Barcelona, Spain

Co-founded and developed the online presence for a local digital marketing agency, creating a responsive, SEO-optimized website from concept to launch.

• Designed and implemented the agency’s SEO strategy, improving organic visibility and helping the business reach the 1st position on Google, Bing, and Yandex for all target keywords.
• Created and managed organic and paid social media campaigns across key platforms to increase brand awareness, engagement, and lead generation.
• Trained the founding team on Google Ads, including campaign setup, keyword targeting, budget management, and performance optimization.
• Delivered a complete digital marketing foundation that positioned Promote Barcelona to attract clients and compete effectively in the local market.

Conducted an extensive A/B testing programme across 50 websites to analyse how search engines interpreted different types of content and how users responded to variations in messaging, layout, keywords, and calls to action.

• Used the findings to develop evidence-based recommendations for improving content relevance, landing-page structure, organic visibility, and paid-search conversion performance.
• While leading this research, worked as a Google AdWords / Google Ads Partner, supporting businesses across Cardiff, London, and Barcelona with campaign strategy, account upgrades, and performance optimisation.
• Helped clients transition to updated Google Ads campaign structures, bidding strategies, tracking configurations, and platform best practices.
• Supported through a 3rd party, a UK car insurance provider with a £1 million monthly advertising budget in upgrading its Google Ads account to the newest algorithm and campaign framework.
• Recommended and implemented new ad variations, targeting refinements, keyword structures, and conversion-focused messaging based on testing insights.
• Delivered an 8% increase in return on investment within one month through the implementation of the newly suggested ads and optimisation strategy.
• Collaborated with client stakeholders to align paid-search activity with commercial goals, compliance requirements, and measurable performance reporting.
• Applied multi-site testing insights to help clients improve the alignment between organic content, paid search campaigns, and user intent.

Cardiff Jobs

Founded Cardiff Jobs to connect Cardiff jobseekers with local employment opportunities, training resources, and employer vacancies.

• Partnered with the Cardiff City Council Job Club to understand the needs of local jobseekers and identify priority audiences across social media channels.
• Built a new multi-channel social media network to share vacancies, career advice, job-club updates, and employment support content.
• Developed audience-specific content and posting strategies to increase engagement, reach, and participation among jobseekers, employers, and community partners.
• Increased the Job Club’s social media outreach by 10,000% through consistent community management, targeted content, and cross-channel promotion.
• Designed, launched, and managed a dedicated website that made it easier for the Job Club to promote vacancies, events, and employment support services.
• Optimised the website for local search visibility, helping it compete with larger recruitment brands including Adecco, Randstad, and Brook Street.
• Built relationships with local employers, recruiters, community organisations, and council representatives to expand the range of opportunities promoted through the platform.
• Managed day-to-day community activity, including responding to enquiries, moderating discussions, curating vacancies, and encouraging user engagement.
• Used performance insights to refine content themes, posting times, audience targeting, and promotional campaigns.

Westside London

Delivered training for a small digital agency on Google AdWords and Google SEO best practices.

• Explained how to structure, launch, and optimise Google Ads campaigns, including keyword research, ad groups, bidding, targeting, ad copy, and conversion tracking.
• Trained team members on SEO fundamentals, including on-page optimisation, keyword strategy, technical considerations, content quality, and link-building principles.
• Provided practical guidance on aligning paid search campaigns with organic SEO activity to improve overall search visibility and lead generation.
• Shared campaign auditing and performance-analysis techniques to help the agency evaluate results and improve client outcomes.
• Supported the agency in building internal capability to plan, manage, and report on Google Ads.

General & Medical

Worked closely with a five-person in-house team to develop and execute a digital marketing strategy that increased qualified traffic, enquiries, and sales for a regulated health insurance provider.

• Conducted keyword research, competitor analysis, and audience insights to identify high-value opportunities across the company’s health insurance product pages.
• Led on-page SEO improvements, including optimising page structure, metadata, headings, internal linking, content relevance, and calls to action.
• Implemented off-page SEO initiatives to strengthen domain authority, including outreach, link-building opportunities, content promotion, and brand visibility tactics.
• Optimised a key health insurance sales page to improve organic rankings, user experience, and conversion potential.
• Helped the optimised page outrank Bupa, the UK’s leading health insurance provider, for competitive search terms.
• Collaborated with marketing, content, and web stakeholders to ensure SEO recommendations were implemented effectively and aligned with compliance requirements.
• Monitored rankings, traffic, engagement, and conversion performance to refine the strategy and prioritise high-impact optimisations.
• Supported the broader goal of generating more cost-effective sales through organic search rather than relying solely on paid acquisition.

Blue Trolley

Led digital marketing initiatives for one of the UK’s leading trolley manufacturers, helping the business expand beyond traditional sales channels into social media and e-commerce.

• Developed and launched “The Advertising Agent”, an innovative marketing brand and channel strategy designed to increase product visibility, generate enquiries, and support online sales.
• Created and managed social media marketing campaigns across relevant platforms to reach trade customers, businesses, and prospective buyers.
• Produced promotional content, product-focused messaging, and campaign assets to strengthen Blue Trolley’s online presence and support its e-commerce efforts.
• Identified new digital acquisition channels and tested promotional approaches to drive qualified traffic and convert interest into sales.
• Collaborated with internal stakeholders to align marketing activity with product availability, pricing, and business objectives.
• Delivered exceptional commercial results, increasing weekly e-commerce sales by 2,000% through the new social media and Advertising Agent channels.
• Established a scalable digital marketing foundation that enabled the company to continue promoting products and engaging customers online after the engagement.

Oxfam

Part-time collaboration — one day per week. Managed and improved the Cardiff store’s e-commerce activity while working collaboratively with Oxfam one day per week.

• Trained new volunteers in core digital marketing best practices, including product presentation, online merchandising, content creation, customer communication, and social media promotion.
• Developed practical marketing workflows that enabled volunteers to list, promote, and sell donated items more effectively online.
• Leveraged established personal social media networks to amplify product listings, store campaigns, and local fundraising initiatives.
• Applied targeted promotion, audience engagement, and cross-channel content strategies to drive traffic to the Cardiff store’s online listings.
• Increased Cardiff store e-commerce sales by 500% through improved product presentation, volunteer training, social media outreach, and consistent online marketing practices.
• Collaborated with store staff and volunteers to identify high-value or distinctive items suitable for online sale and targeted promotion.
• Supported Oxfam’s fundraising mission by helping convert donated goods into online revenue through accessible, repeatable marketing processes.

Glamorgan Nightlife

Founded and developed Glamorgan Nightlife as a regional digital brand connecting people across Glamorgan with local bars, clubs, events, and entertainment venues.

• Established the brand’s identity, website, Facebook community, photography style, and content strategy to build recognition and engagement across the region.
• Designed, launched, and maintained the brand website as a hub for event listings, venue features, photo galleries, and local nightlife content.
• Built and managed an active Facebook community by publishing event photos, venue promotions, competitions, and engaging local content.
• Attended venues and events as the brand’s ambassador, developing relationships with venue owners, promoters, DJs, and local businesses.
• Photographed nightlife events and venues, then selected, edited, and published images to strengthen the brand’s visual identity and social reach.
• Launched and managed a branded merchandise initiative, selling keyrings featuring event and venue photography through a third-party print-and-fulfilment supplier.
• Coordinated product designs, image selection, supplier communication, pricing, customer orders, and promotion of keyrings through the website and Facebook community.
• Generated an additional revenue stream while giving community members a tangible way to engage with the brand and share event memories.
• Moderated comments and messages, responded to community inquiries, and maintained a positive, active online environment.
• Managed the venture independently across branding, web design, photography, content creation, partnerships, merchandise, and community operations.

Worcester Nightlife

Founded and built Worcester Nightlife from concept into a recognized local brand connecting residents and visitors with bars, clubs, events, and entertainment venues across Worcester.

• Defined the brand identity, visual style, tone of voice, content strategy, and community guidelines across the website and Facebook community.
• Designed, launched, and managed the brand’s website, creating a central hub for event listings, venue features, photo galleries, and local nightlife information.
• Built and managed an active Facebook community, publishing photos, event promotions, venue highlights, and engaging content to grow followers, participation, and local reach.
• Acted as the brand’s on-the-ground ambassador, attending venues and events, building relationships with owners, promoters, DJs, and local businesses.
• Photographed events, venues, and nightlife experiences, then selected, edited, and published imagery to support the brand’s visual identity and social engagement.
• Coordinated with local venues and event organizers to promote nights out, special events, and partnerships through the website and social channels.
• Monitored community activity, responded to messages and comments, moderated user-generated content, and cultivated a positive, inclusive online environment.
• Used audience engagement and content performance to refine posting strategy, identify popular venues and events, and increase organic reach.
• Managed all aspects of the venture independently, including branding, web design, photography, content creation, partnerships, and community operations.

Construction Crew

Founded and directed a local construction company, overseeing business strategy, operations, client relationships, budgeting, and day-to-day project coordination.

• Developed and executed marketing initiatives to generate local and regional leads, build brand awareness, and grow the company’s client base.
• Self-taught HTML, CSS, web hosting, domain management, and server fundamentals to independently build and launch the company’s website.
• Designed and maintained a professional website showcasing services, completed projects, contact information, and service areas to support inbound lead generation.
• Implemented local and regional online marketing tactics, including search-friendly website content, directory listings, and targeted outreach to prospective clients.
• Managed inquiries from initial contact through estimate, proposal, scheduling, and project completion, improving conversion of website and referral leads.
• Created marketing materials, quotations, project presentations, and client communications that reinforced a professional and trustworthy brand image.
• Built relationships with suppliers, subcontractors, and community contacts to support reliable project delivery and repeat business.
• Balanced hands-on construction oversight with administrative, financial, and marketing responsibilities during the company’s early growth stage.

FUJIFILM

Produced high-quality commercial and editorial photography for product campaigns, marketing materials, and corporate communications.

• Planned and executed studio and on-location photo shoots, including lighting setup, composition, styling coordination, and equipment selection.
• Reviewed, selected, and edited large volumes of images for use across print and digital channels, ensuring consistency with brand and campaign objectives.
• Performed advanced retouching, color correction, cropping, and image enhancement using professional photo-editing software (Adobe Photoshop).
• Collaborated with sales teams to translate creative briefs into compelling visual content.
• Managed digital image libraries, including file organization, metadata, archiving, backup, and asset distribution.
• Delivered final assets on deadline while balancing multiple concurrent projects and evolving business priorities.