Every now and then, someone asks me what I do for a living.
The short answer is SEO and digital marketing.
The long answer is apparently much more complicated.
According to Google's AI, I am primarily known for working in the makeup department of a Finnish film from 2001. It also believes I am a songwriter, guitarist, humanitarian fundraiser, and a few other things that seem to have escaped my LinkedIn profile.
The funny thing is that none of those are entirely wrong.
My day job is as a Senior Digital Marketing Strategist at L'Oréal, where I work with international websites, SEO, AI, digital content, and search strategy across multiple markets and brands. On a typical day, I analyse search behaviour, solve technical website issues, collaborate with content teams, discuss AI, and occasionally wonder why Google has changed its mind again.
This means I spend a surprising amount of time trying to understand what millions of people type into search engines and why.
It sounds impressive until you realise that a significant part of SEO can be summarised as:
"Well, that was working yesterday."
Before moving into beauty and luxury brands, I spent six years in the wonderfully chaotic world of iGaming SEO. It taught me a great deal about search, stakeholder management, crisis management and remaining calm while everything around me is on fire.
These days, when somebody announces a major website issue, traffic drop, or technical disaster, I usually respond with:
"That's all?"
Outside my work at L'Oréal, I also write for HarperCollins Publishers, where I have the privilege of working on books, stories, and screenwriting projects. Writing has always been one of the few things I enjoy as much as SEO. I love creating characters, dialogue, and worlds that begin as nothing more than a strange idea scribbled down in a notebook.
Sometimes those ideas become books.
Sometimes they become screenplays.
And sometimes they become strange conversations between an exhausted SEO manager and a sarcastic cat.
Which brings me to Kevin the SEO Manager.
Kevin is the main character in a comic series I created about life in digital marketing. He spends his days trying to understand Google, survive AI, navigate office politics, and avoid complete emotional collapse. His closest adviser is ChatGPT. His most loyal supporter is Winston, a large, lazy cat whose primary contributions include sarcasm, indifference, and strategic flatulence.
Oddly enough, many SEO professionals seem to find this relatable.
I also make music.
My music project, Groovy Diesel Spaghetti, started as a creative experiment and somehow ended up on streaming platforms and radio stations. I write lyrics, develop concepts, and use AI as a creative production tool. At this point, I have stopped asking questions and simply accept that my life occasionally takes unexpected turns.
I enjoy experimenting with AI, technology, storytelling, music, search and creative projects. I'm endlessly curious about how things work, why people behave the way they do and what happens when technology collides with creativity.
This has led to an unusual career path.
Depending on where you find me online, I may appear to be:
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A Senior Digital Marketing Strategist at L'Oréal
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A writer and screenwriter at HarperCollins
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An SEO strategist
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A musician
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A comic creator
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A former film makeup artist
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A person who spends far too much time talking to AI
The truth is that I'm probably all of those things.
The modern internet likes to put people into neat little boxes.
I have spent most of my life accidentally collecting new boxes.
And apparently Google is still trying to figure out which one to put me in.
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