Product Portfolio

 

Career Portfolio

Full Stack Digital Marketer Product Portfolio

AI-ready SEO, AEO & GEO • Technical SEO • Paid Search • Web Development • Growth Marketing

Technical SEO AEO / GEO Google Ads Web Development Content Strategy Analytics

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Career Snapshot

Two Decades of Digital Growth Experience

20+
Years of experience
10,000+
Content pages deployed
1,000%
Increase in marketing deliverables
90%+
PPC cost reductions achieved

Experience spans SMEs, start-ups, e-commerce, government-backed digital projects, agencies, and international markets.

June 2023 – Present

Full Stack Digital Marketer

AlexCostin.com

  • Specialises 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 improve visibility across traditional search and AI-driven discovery.
  • Combined technical SEO, structured content, schema, internal linking, and AI-search optimisation to strengthen rankings and citation eligibility.
  • Built AI-powered production systems that increased marketing deliverables by 1,000% while maintaining technical quality.
  • Created and deployed 10,000+ content pages to support large-scale off-page SEO campaigns.
  • Used Google Search Console, Analytics, keyword research, and competitor analysis to identify and prioritise ranking opportunities.
10,000+
Content pages created and deployed
1,000%
Increase in marketing deliverables
<11 days
Selected campaigns achieved first-page or first-result visibility

March 2015 – Present

360° Digital Marketing Expert

TuneMyWebsite

  • Partnered with SMEs and start-ups across international markets to define commercial goals and deliver end-to-end digital-marketing strategies.
  • Conducted market, keyword, and competitor research across the UK, USA, Spain, Italy, France, and other regions.
  • Built “start-up ready” websites as both front-end and back-end developer using Drupal, WordPress, PHP, MySQL, SQLite, HTML5, CSS3, JavaScript, and Bootstrap.
  • Delivered technical SEO, on-page optimisation, digital PR, growth hacking, outreach, and link-building campaigns.
  • Planned and managed paid and organic social-media campaigns to increase awareness, engagement, and reach.
  • Trained and managed international teams launching products, websites, and campaigns.
90%+
Reduction in PPC costs
#1
Ad Rank improvement
International
Marketing delivery across multiple markets

February – May 2023

Marketing Manager

JJ Smith

  • Appointed to improve brand positioning, digital visibility, SEO, SEM, and wider online marketing performance.
  • Collaborated with an external digital agency to review performance, identify strategic gaps, and align activity with commercial objectives.
  • Identified bot traffic, wasted Google Ads budget, and overreliance on templated campaigns as key performance issues.
  • Conducted SEO and SEM audits covering keyword targeting, campaign structure, ad quality, landing pages, tracking, and budget allocation.
  • Provided data-led recommendations to reduce wasted spend and refocus activity on high-value commercial opportunities.

Core Impact

Improved strategic alignment between brand goals, website performance, lead generation, Google Ads, analytics, and campaign reporting.

August – November 2022

Digital Marketing Specialist

Unboxed 2022 | DCMS

  • Selected as the only available UK specialist to oversee user experience, content, validation, accessibility, and Drupal website delivery for the UK Government DCMS Unboxed 2022 initiative.
  • Reviewed incomplete partner-agency work and identified unresolved UX, content, accessibility, validation, and functionality issues.
  • Improved user experience to ensure the website was clear, intuitive, mobile-friendly, and aligned with audience needs.
  • Reviewed content for accuracy, consistency, readability, and alignment with programme communication goals.
  • Managed W3C validation and accessibility requirements, supporting web standards and usability for all visitors.

Project Recovery

Restored project quality, momentum, and stakeholder confidence by ensuring the Drupal website met technical, content, performance, and accessibility requirements before delivery.

October 2021 – January 2022

Marketing Manager

Away Days

  • Developed the company marketing strategy with management and the executive team, aligning campaigns with business goals and growth priorities.
  • Trained executives and the web developer on SEO audits, technical and content SEO, and social-media campaign planning.
  • Implemented Google Ads campaigns to increase qualified traffic, improve lead quality, and support conversion-focused landing pages.
  • Executed an off-page SEO strategy to build relevant backlinks, improve domain authority, and strengthen organic search performance.
  • Delivered multi-channel initiatives combining paid search, SEO, social media, and conversion optimisation.
20 → 600
Weekly leads increased through improved campaign strategy, targeting, and lead-generation processes

October 2020 – March 2021

SEO Specialist

Dunster House

  • 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 priority pages, improving metadata, headings, internal linking, content quality, structure, and keyword targeting.
  • Used market intelligence and competitor analysis to identify high-value SEO opportunities and priority keywords.
  • Built off-page SEO campaigns to strengthen domain authority and improve rankings for product and category pages.
  • Trained and remotely supervised seven colleagues on SEO best practices and scalable implementation standards.
9th → 1st/2nd
Improved Google rankings for key pages

2019 – 2020

Marketing Leadership & Digital Strategy

February – March 2020

Marketing Manager | Work Pad

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

June – October 2019

Chief Digital Officer | Cash Finance

  • Led digital strategy, websites, SEO, paid search, analytics, and training across eight client accounts.
  • Rebuilt WordPress websites to improve UX, mobile performance, and conversion potential.
  • Helped multiple client keywords reach 1st-position Google rankings through SEO and off-page campaigns.
  • Trained seven agency staff face-to-face on SEO, Google Ads, landing pages, and reporting.

2018 – 2019

E-Commerce & International Paid Search

May 2019

E-Commerce Manager | Needen Corporation

  • Used Google Ads data to develop a more cost-effective Bing Ads strategy.
  • Reduced paid-search advertising costs by 90% while maintaining sales performance.
  • Grew Bing Ads sales to 10% of total company sales, creating a lower-cost revenue channel.

July – August 2018

E-Commerce Manager | Educa Inventions

  • Optimised Google Ads in Spain and Portugal and developed international expansion across Europe, China, and the United States.
  • Created multilingual campaigns, landing-page recommendations, and product messaging.
  • Contributed to a 300% increase in sales through improved campaign performance and market expansion.

2017 – 2018

Google Ads Training & Paid Search Research

March – August 2018

Google Ads Trainer | Autoocupació

Autoocupació, Remploy, and Barcelona Activa (Barcelona City Council)

  • Trained teams on campaign structure, keyword research, targeting, bidding, conversion tracking, and reporting.
  • Improved average CTR from under 5% to over 25%.

April 2017

Google Ads Trainer | Westside London

Delivered Google AdWords and SEO training, including campaign auditing, performance analysis, and paid-organic alignment.

April 2017 – October 2018

Google Ads Partner | Cardiff, London & Barcelona

  • Ran an A/B testing programme across 50 websites to analyse search-engine interpretation, messaging, layout, keywords, and calls to action.
  • Supported a UK car insurance provider with a £1 million monthly advertising budget through an account upgrade and campaign framework transition.
  • Delivered an 8% ROI increase within one month through new ads and optimisation strategy.

2015 – 2018

Brand Building & Community Growth

June – July 2018

Co-Founder & Website Creator | Promote Barcelona

  • Built a responsive, SEO-optimised agency website from concept to launch.
  • Reached 1st position on Google, Bing, and Yandex for all target keywords.
  • Managed organic and paid social campaigns and trained the founding team on Google Ads.

December 2015 – June 2018

Brand Founder & Community Manager | Cardiff Jobs

  • Founded a platform connecting Cardiff jobseekers with vacancies, training, and employer opportunities.
  • Partnered with Cardiff City Council Job Club and built a multi-channel social media network.
  • Increased the Job Club’s social media outreach by 10,000%.
  • Optimised the website to compete with larger recruitment brands.

2013 – 2016

SEO, E-Commerce & Brand Growth

2016 – 2017

General & Medical

Digital Marketing Specialist

  • Improved a key health insurance page through SEO, UX, and conversion optimisation.
  • Helped the page outrank Bupa for competitive search terms.

2016

Blue Trolley

Marketing Manager

  • Launched “The Advertising Agent” brand and channel strategy.
  • Increased weekly e-commerce sales by 2,000% through social media and new acquisition channels.

2013 – 2015

Oxfam

E-Commerce Manager | Part-time

  • Trained volunteers in digital marketing, online merchandising, and social promotion.
  • Increased Cardiff store e-commerce sales by 500%.

2004 – 2015

Entrepreneurship, Community & Creative Foundations

2013 – 2015

Glamorgan Nightlife

Founded a regional digital brand covering bars, clubs, events, and venues; managed website, photography, social community, partnerships, and merchandise.

2011 – 2013

Worcester Nightlife

Built a local nightlife brand from concept, managing branding, web design, photography, content, partnerships, and community operations.

2007 – 2010

Construction Crew

Founded and directed a construction company, building its first website and leading local marketing, lead generation, and client conversion.

2004 – 2007

FUJIFILM

Photo Editor / Photographer producing commercial and editorial photography, advanced retouching, colour correction, digital asset management, and campaign-ready visual content.

Capabilities

Core Skills & Tools

Marketing & SEO

Technical SEO AEO GEO Schema Internal Linking Off-Page SEO Digital PR Content Strategy Conversion Optimisation

Paid Media & Analytics

Google Ads Bing Ads SEM A/B Testing Google Analytics Search Console Keyword Research Competitor Analysis Performance Reporting

Web & Development

WordPress Drupal PHP MySQL SQLite HTML5 CSS3 JavaScript Bootstrap SSL JSON

Leadership

Team Training Stakeholder Management Agency Collaboration Strategy Project Recovery International Campaigns

Thank You

Let’s Build Search-Ready, AI-Visible Growth

Combining technical SEO, AI-search optimisation, paid media, web development, and scalable marketing systems.

SEO AEO GEO Google Ads Web Development
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