I make sure people, search engines and AI assistants can actually see, understand and choose what a brand offers.
I work in the gap between SEO strategy and engineering: I read the DOM, build the tooling, and turn findings into rules teams can ship.
AI visibility
Mapping which content only appears after JavaScript runs, and what that means for AI crawlers like GPTBot. Raised the findings with the tech team and planned how to scale the audit with Playwright, Screaming Frog and the Semrush API.
Internal tooling
Built the Portfolios feature in our Django property dashboard so one campaign can cover several hotels. Merged to main, presented it to the team and got the green light to automate the workflow further.
Standards
Wrote the Must, Should, Could standard for developers, design, content and product. Paired it with an SEO and AEO intro deck so peer teams understand why the rules exist.
Agentic commerce
Internal lead on the Universal Commerce Protocol, the standard for how AI agents will book rooms. Delivered the research, a leadership memo, spike tickets and a working hotel booking prototype.
Ownership
After a team change I took over the URL architecture workstream and its tickets. I also own the listings management spike (Yext, Marqii) and the app store assessment for the rebrand.
Process
Set up a standard brief covering the job to be done, audience, goal, keywords, pages and competitors, so our tooling can start campaigns from it. The first two campaigns already run on it.
To land the role I built an embeddings pipeline on mgmresorts.com. It found a missing link between two pages that should talk to each other, a commercially important page that was semantically orphaned, and two pages competing for the same intent. See the code on GitHub
Full-time on the MGM Resorts International account. Technical SEO, AI search visibility, internal tooling and standards.
Digital studio in Mexico building websites, SEO and AEO, paid ads and automation for clients in Mexico, the USA, Europe and Dubai. Currently on hold: MGM is my full-time focus.
Helsinki. Managed luxury hotel partners across Europe and LATAM. Wrote blog content and built internal linking structures alongside the account work.
Nearly three years at the Nordic crypto investment service, starting as ambassador. Worked daily with compliance, tech, marketing, support and the private banking side. Grew the Spanish-speaking client base by 20%.
Built the marketing site for car exports to Finland and arranged the export logistics.
Earlier: co-founder and CEO of Willi Imports, a Finnish import and export company (2019 to 2022). Strategic advisor at MANA Digital (2022 to 2023). Customer acquisition at LähiTapiola, Finland’s largest insurer, including a large KYC project (2018 to 2019).
Graduating after the AI module, spring 2027.
A Finnish peer-learning coding school. No teachers, real projects, every line reviewed by peers. I study alongside full-time work.
BBA in International Business, Satakunta University of Applied Sciences (SAMK), 2016 to 2019. Exchange at Universidad de Monterrey, 2018 to 2019.
Finnish and Estonian from home. English and Spanish every working day.
Father, husband and 20 years of competitive ice hockey. Team first, always.