About / My Career

I'm James Watkins, This is my career from SEO Specialist to AI-Driven Digital Marketing Leader

With over 15 years in digital marketing, my career has been shaped by a relentless focus on performance, innovation, and strategic leadership.

I’ve worked across diverse industries, helping startups to large enterprises—unlock digital marketing growth. I have led digital transformation initiatives, built high-performing teams, and worked with senior stakeholders

My expertise spans SEO, PPC, content marketing, conversion optimisation, and marketing automation, but my real strength lies in translating data into action.

Whether it’s reducing acquisition costs, optimising websites for higher conversions, or building scalable digital ecosystems, I thrive on turning complex challenges into measurable success.

Transforming Digital Performance for a Leading UK Business Services Provider

At PHS Group, I have been instrumental in shaping and executing the company’s digital strategy, using AI-powered insights and automation to drive efficiency and growth.

Led the development and delivery of new PHS Group and subdivision websites, incorporating full UX/UI processes and CMS integrations
Increased PPC ROI from 0 to 3:1 within three months, and 4:1 within six months, while reducing costs by 75%
Improved conversion rates from 0.5% to 4% within one month through CRO and a newly designed website
Drove a 56% increase in website revenue year-on-year through AI-driven SEO and paid search strategies
Managed the end-to-end integration of lead-to-sale tracking functionality with the company’s CRM
Established and implemented a Digital Asset Management (DAM) system to streamline brand consistency and asset organisation
Scaled SEO efforts to increase traffic for specialist divisions by 313%, 800%, and 120% within six months
Spearheaded reporting dashboards to track digital marketing performance and ensure continuous optimisation

My career

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Senior SEO Specialist

Revitalising SEO Strategies & Recovering Website Rankings

In my role at The Moorhouse Group, I managed all aspects of SEO, ensuring the company maintained strong organic visibility in a highly competitive market.

The Moorhouse Group / 2015 - 2017

Successfully removed an algorithm penalty through a full backlink audit and disavow process
Implemented a content distribution network to enhance website speed and performance
Increased website traffic by 130% within six months, despite initial algorithm challenges
Enhanced CTRs through structured data mark-up and technical SEO improvements

SEO Specialist & Director

Building a Digital Marketing Agency from the Ground Up

As the founder of Metamorph Media, I built a digital and creative marketing agency that delivered tailored SEO, PPC, and content marketing solutions for a range of clients across multiple industries.

Metamorph Media Ltd / 2013 - 2015

Successfully ranked clients in the top 3 search positions and increased website traffic by up to 130% within three months (non-competitive niches) and six months (competitive niches, including Finance)
Designed, developed, and launched bespoke websites (WordPress, Umbraco, eCommerce) to help businesses establish a strong online presence
Achieved an 80% conversion rate on digital marketing proposals by aligning strategies with business objectives and demonstrating clear ROI
Managed up to 10 marketing projects simultaneously, overseeing agency relationships and ensuring quality delivery

SEO Specialist & Sales Representative

Driving SEO and Business Growth for a Media Company

Close Up Media / 2011 - 2013

Achieved multiple Page 1 rankings for industry-specific products using advanced SEO strategies
Led the digital launch of the company’s flagship product, ‘My Favourite City’, an online city guide
Secured a major contract for 45 locations nationwide to install the company’s Wi-Fi digital marketing network solution

Sales & Marketing

Refining Business Acumen Through Sales & Client Management

Before transitioning fully into digital marketing, I honed my skills in sales, marketing, and client management across various roles at Eon, Red Dragon, Progressive Global Training, Welsh Recruitment, South Wales Argus, and Gilesport.

Early Career / 1997 - 2010

Consistently exceeded sales targets in both face-to-face and telephone-based roles
Managed client accounts, ensuring retention and growth through relationship-building
Led teams and mentored sales professionals to improve performance and close rates