My why

After 12+ years working hands-on in SEO and performance marketing, when it came to recruiting for my teams, I saw the same pattern play out again and again.

When it came to CVs, traditional recruiters would often fixate on volume of candidates over quality, and didn’t always recognise what good looked like. Options that looked good on paper would slip the filters and when push came to shove, they weren’t able to demonstrate or communicate any real impact from their work.

Recruitment wasn’t broken because of a lack of effort. It was broken because the people doing it often hadn’t done the job themselves.

I built Withfrontier to fix that.

Not to be another CV-slinging recruiter, but to bring practitioner led judgement into the process. To understand what actually moves the needle. And to connect businesses with people who can genuinely grow them, not just sound the part.

How I work

I don’t operate at arm’s length.

Every search I take on is close-touch, hands-on, and built around a deep understanding of what success looks like in that specific role. Not just the job spec, but the commercial goals.

I’ve worked on both agency side and brand side. I’ve managed performance, dealt with pressure, owned targets, and had to deliver results. That experience shapes how I assess talent.

When I speak to candidates, I’m not ticking boxes. I’m digging into:

• How they think
• How they approach problems
• How they’ve actually driven impact

And just as importantly, I challenge clients too. If a brief doesn’t make sense, I’ll say it.
If expectations don’t match budget or market reality, I’ll fix it early. I even write jDs for clients from scratch and help them to plan out their team structures.
If the process is putting off the exact people you want to hire, I’ll call it out as well.

Because getting the hire right isn’t just about finding someone good. It’s about creating the conditions for them to want to bite your hand off and take the role

Who I work with

I work with digital agencies, high-growth brands, and B2B/Saas businesses across the UK, US, Australia and Dubai.

Typically, these are businesses that:

• Care about performance, not just output
• Want to build proper in-house capability or strengthen specialist teams
• Are operating in competitive environments where talent genuinely makes the difference

A lot of my work sits within:

• SEO and AI search (GEO/AEO)
• Paid media and performance marketing
• Content and digital PR
• CRM and lifecycle / retention

I’ve also built a strong track record within eCommerce, placing standout eCommerce Managers, Heads of eCom, and CRM specialists into some of the fastest-growing DTC brands.

And increasingly, I’m working with businesses navigating the shift in search. Where understanding entities, authority, and how brands show up across AI-driven environments is becoming critical.

USPs

Practitioner-led judgement
I believe this sets me apart. I’ve done the job and know what good looks like beyond surface-level answers. I can separate real operators from those who just interview well.

Deep, long-built, global network
My network wasn’t built overnight. It comes from over a decade in the industry, being embedded in communities, and staying close to the people actually doing the work. That gives me access to talent you won’t reach through ads or databases.

Quality over volume, always
I don’t send CVs for the sake of it. Every introduction is intentional, mapped properly to the role, and grounded in real understanding. Fewer, better candidates. Every time.

Commercial focus
Everything ties back to impact. Can this person drive growth? Can they improve performance? Can they move the business forward? If the answer isn’t clear, they’re not the right hire.

Straight-talking approach
No fluff, no overpromising. Just honest conversations, clear thinking, and a focus on getting to the right outcome.

My motivation
After years as a hands-on SEO and performance marketer, I saw where recruitment consistently fell short. Strong marketers were being overlooked, while others who interviewed well but couldn’t drive real results kept getting hired. I built Withfrontier to fix that, focusing on commercial impact, not just CVs.

How I work
I operate as a specialist headhunter and close partner to the businesses I work with. Every search is built from the ground up, with deep role scoping, tailored screening and a clear view of what success actually looks like in the role. I stay hands-on throughout, from shaping briefs and benchmarking talent, through to supporting interviews and building final-stage assessments that properly test ability.

Who I work with
I partner with independent SEO and performance agencies, as well as high-growth eCommerce and SaaS brands across the UK, US, Australia and Dubai. Typically working directly with founders, hiring managers and leadership teams who care about building high-performing, commercially strong marketing functions.

What sets me apart
I headhunt through a deep, long-built network from my time in the industry, not job boards. I’ve sat in the roles I recruit for, so I know what good actually looks like. My focus is always on finding the top 1%, the people who take ownership, push performance and genuinely move the needle.