André Freitas

Leading above market search strategies for Nestlé. Responsible for aligning SEO and Paid Search efforts across markets by collaborating with brand teams, local digital managers, and agencies.

• Created Paid Search guidelines resulting in +72% and +43% ROAS improvements in various markets.
• Developed a global keyword research framework for 6 brands (Solgar, Nature’s Bounty, etc.).
• Led migration of DTC to non-DTC websites, preserving SEO performance and visibility.
• Authored and deployed Share of Search reports for e-retailers.
• Analyzed the decline in organic traffic of Winiary by identifying the potential causes. This analysis originated a workshop with various stakeholders (market, local SEO agency, tech agency) conducted by me and another Search expert to establish an action plan.
• Researched LLMs and AI Overviews; educated teams on search trends and their implications.
• Reduced brand bidding conflicts and improved ROI through internal Paid Search alignment.
• Created localization guidance for local teams to execute search strategies effectively.
• Coordinated with global/local SEO and tech agencies to support implementation.
• Worked effectively in fast-paced environments.
• Skilled at working independently and collaboratively in a team environment.
• Proven ability to learn quickly and adapt to new situations.
• Excellent communication skills, both verbal and written.
• Managed time efficiently in order to complete all tasks within deadlines.
• Strengthened communication skills through regular interactions with others.
• Demonstrated strong organizational and time management skills while managing multiple projects.

Sole SEO lead at a cosmetics e-commerce group managing multiple brands and websites in different languages. Owned strategy and implementation across content, technical, and UX pillars.

• Developed SEO strategies for 3+ websites in multilingual markets.
• Led SEO, UX, and front-end teams to improve sites for better performance and usability.
• Increased Cosmetis.pt organic sales by 15% YoY and traffic by over 100% YoY.
• Blog overhaul led to +7,000 visits/month via pruning, redesign, and new content.
• Resolved technical SEO issues including crawling, indexing, and Merchant Center compliance.
• Managed content team and workload for SEO purposes.
• Created content briefing templates, internal linking strategies, and reporting dashboards.
• Established workflows and trained internal teams on SEO best practices.
• Developed and executed comprehensive SEO strategies to enhance organic search visibility.
• Conducted keyword research and implemented on-page optimization techniques to improve website rankings.
• Analyzed website performance using Google Analytics and Search Console to identify growth opportunities.
• Collaborated with content teams to create SEO-friendly content aligned with target audience needs.
• Mentored junior staff in best practices for SEO, fostering a culture of continuous learning.
• Collaborated with cross-functional teams to develop integrated digital marketing campaigns that aligned with overall business objectives.
• Optimized e-commerce websites, enhancing product listings, improving site navigation, and increasing conversions.
• Worked well in a team setting, providing support and guidance.

SEO consultant for SaaS time-tracking startup (only 8h per week). Focused on traffic acquisition, keyword strategy, and content-driven organic growth while managing a remote team of 5 copywriters.

• Increased organic traffic by 1200% and doubled trial/demo conversions YoY.
• Elevated top-3 keyword presence from 24 to over 500.
• Led a team of 5 copywriters: hiring, briefing, goal setting, and deadline management.
• Built a content calendar and optimized publishing process on WordPress.
• Executed on-page, internal linking, and technical SEO including schema, canonicals, indexing.
• Performed ongoing competitor research and benchmarking.
• Developed and implemented comprehensive SEO strategies to enhance organic search visibility.
• Conducted thorough keyword research and analysis to identify market opportunities.
• Optimized website content and structure to improve user experience and search engine rankings.
• Analyzed website performance metrics using Google Analytics to drive data-informed decisions.
• Collaborated with cross-functional teams to align SEO initiatives with overall marketing goals.
• Created detailed reports on SEO performance, providing actionable insights for stakeholders.
• Implemented schema markup and structured data enhancements, increasing visibility in rich snippets and boosting click-through rates from SERPs.
• Recommended changes to website architecture, content and linking to improve SEO positions for target keywords.

International SEO strategy and stakeholder's management across 10+ countries for mobility products company.

Focused on non-branded traffic growth, technical improvements, content creation and optimization, featured snippets, and structured data optimization.

• Drove +393% YoY traffic in Portugal, +64% in Italy, +7% in Spain (resource sections).
• Led the implementation of schema markup (reviews, FAQs, breadcrumbs) which improved CTR and impressions.
• Boosted goal completions in Spain, Italy, and Brazil through SEO and content optimization.
• Delivered first-page rankings for high-value keywords in multiple languages.
• Managed SEO workflows and content briefings
• SEO training and mentoring of a new team member
• Audited redirects to recover 10% visibility in key product categories.
• Conducted keyword research and implemented on-page optimization techniques to improve website rankings.
• Analyzed website performance using Google Analytics and Search Console to identify growth opportunities.
• Collaborated with content teams to create SEO-friendly content aligned with target audience needs.
• Led technical SEO audits, identifying issues and implementing solutions to enhance site performance.

Led SEO initiatives for two fashion and retail websites (Ubonlinestore and Gianni Kavanagh), focusing on non-branded traffic, technical SEO, and user engagement improvements.

• Doubled non-branded impressions and significantly increased organic clicks.
• Improved page speed (Ubonlinestore: 10s → 3.6s, Gianni Kavanagh: 5.4s → 2.6s).
• Enhanced behavior metrics: lower bounce rate, increased time on site and page views.
• Created internal SEO and development request processes.
• Delivered monthly performance reports for the business.

SEO lead for one of Europe’s top sports nutrition e-commerce brands with over 1 million organic visits/month and €300M+ annual revenue. Handled on-site, blog, and Amazon SEO.

• Secured top SERP rankings for business-critical keywords: 'Protein', 'Creatine', 'Fat Burners', etc.
• Drove traffic and revenue growth across site, blog, and Amazon.
• Improved user engagement: bounce rate, time on page, pages per session.
• Led SEO content strategy and keyword planning for high-converting blog content.
• Managed Amazon SEO: bullet points, titles, descriptions, competitor analysis.
• Handled core technical SEO: hreflangs, canonicals, robots.txt, crawling and indexing.
• Conducted keyword research and implemented on-page optimization techniques to improve website rankings.
• Analyzed website analytics data to identify opportunities for growth and optimization.
• Optimized e-commerce websites, enhancing product listings, improving site navigation, and increasing conversions.

• Responsible for Marketing of clients
• Social Media Planning
• Define and implement strategies to retain customers