Professional Experience

SUMMARY:
SEO/AEO leader and Web Optimization evangelist with 16 years of experience. In my next role, I'm looking for immersion in and interface with collaborative teams, a transparent and proactive exchange of information, and direct pathways to significant impact. Passionate about strategic oversight for start-up and enterprise-level organizations. Delivering empathetic and proactive leadership and team management, aligning SEO best practices to business objectives. Attain cross-department collaboration among DevOps/Engineering, Content/Marketing, and Leadership teams to achieve well-informed, data-driven decision-making in the face of an ever-changing algorithm landscape and evolving technology. Diligently ensure alignment with company goals and oversee the execution of internal/outsourced SEO projects among vendor agency/internal team partnerships. I nurture the websites searchers need, and users love. My credo: Champion the user, embrace the truth, and follow simplicity as the mother of elegance.

EXPERIENCE:

Blizzard / Battle.net (Enterprise Digital Entertainment: Video Gaming)

Product Manager: SEO/AI/WPO (Contract), Sept 2024 – July 2025

Provided strategic oversight under the Global SEO/GEO roadmap, modeling content governance and content strategy in parallel with technical SEO optimization initiatives, improving CWV scores, hreflang compliance, and structured data. Led and managed a cross-department composite team: DevOps, Content Creation, Branding, and Marketing, including goal setting, performance evaluations, and promotions. Documented and educated leadership regarding SEO and performance metrics, informing data-driven decision-making during churn in algorithm updates and trends during the introduction of GEO and AEO.

Accomplishments:

• Spearheaded code self-hosting to boost crawlability and indexability: ↑ FCP (11.8s to 7.1s)

• Increased page visibility from 237 URLs to 21,600 URLs with Hreflang & Sitemap.xml optimization

• Improved CTR of top priority URLs from .23% to 2.4% by improving keyword distribution

• Improved Add-To-Carts from 1.9% to 7.73% through CRO and user-centric content creation

Strategic Content (B2B Enterprise Consulting Agency)

SEO Consultant (Volunteer), Jun 2023 – Dec 2023

Constructed SEO technical and tactical roadmap, content governance, and strategy as a framework for strategic oversight and reporting. Built dashboards and reporting for functional teams and C-suite leadership. Worked in tandem with DevOps/Engineering, Publishing, and Communications teams, providing dashboards to inform technical and content goals. Implemented a framework for flexibility during the second wave of E-E-A-T updates.

Accomplishments:

• 950+ keywords ranked on the primary SERPs using targeted keyword content templates

• 17% increase in page views in optimized pages via optimized meta content

• Increased MQLs-to-SQL pipeline by 27% & conversions by 12% (Google Analytics & Google Search Console Reporting)

Gasworks Media (Enterprise Agency, Automotive Retail D2C/B2C)

Search Engine Optimization Manager (Contract), Jun 2023 – Nov 2023

As a key member and leader of the agency team, directed the implementation of monitoring and action plan dashboards for C-suite client stakeholders. Coordinated communications and participations between internal and external multi-disciplinary teams. Transformed analysis into KPIs grounded in data analysis and goals. Steered projects to complete on time and on budget in the face of the helpful content update. 

Accomplishments:

• Enabled the deployment of 132 net-new content pages in 30 days through SEO strategy development

• 73 URLs moved to page one of the SERPs post-optimization with improved information architecture

• Increased pageviews of branded keyword pages by 27% under directed content templates

LiveRamp (Enterprise B2B SaaS)

Search Engine Optimization Manager, Sep 2022 – May 2023

Founded content governance for net-new and forensic SEO tactical strategy, including roadmapping, monitoring, and KPI dashboards and execution. Led, educated, and empowered internal and external vendor agency cross-functional teams to onboard SEO best practices aligned with organizational objectives. Advance the use of analysis and metrics to support data-driven decision-making amid fluxuation during the launch of the Helpful Content Update.

Accomplishments:

• Mapped and optimized for 1,500 keywords with a dynamic model generating cross-functional templates

• Elevating 14 URLs to Google’s first page in collaboration with the product marketing and content team

• Identifies market gaps and templated content using

BrightEdge (Enterprise B2B SaaS)

Professional Services SEO Consultant, Apr 2021 – Apr 2022

As the principal lead of the vendor agency team, educated, partnered, and collaborated with cross-departmental teams while directing internal SMEs and analysts. Delivered SEO best practices, protocols, and measurement and reporting tools to facilitate informed decision-making and strategic oversight even during periods of keyword and algorithm oscillation. Provided white papers, technical and tactical audits, and actionable KPI tools, expanding revenue generation for industries including FinTech, CPGs, Retail, and Media.

Accomplishments:

• Improved client CWV scores by 10%, increasing discoverability and page rank

• Identified technical SEO optimization opportunities and roadmap through the production process

• Provided high-value keywords inventories and content templates to apply them

Westrock (Enterprise B2B)

Digital Engagement Project Manager (Contract), Mar 2020 – Jan 2021

Introduced SEO best practices and structure to content and asset roadmaps, and digital campaigns from inception to completion, aligned with organizational revenue goals and brand voice. Led initiatives with cross-functional teams, including designers, developers, marketers, partner agencies, and stakeholders, defining project scope, goals, and deliverables. Formulated a framework instilling adaptability to overcome keyword churn and algorithm updates.

Accomplishments:

• Increased landing page views by 13% and form CTR by 7.5% 

• Re-oriented meta content to user-centric content and keywords in collaboration with Branding and Product Management teams, improving discoverability and inbound traffic

• Created six playbooks for chatbot (Drift) technologies, increasing internal navigation to priority URLs by 23% in the first quarter

SKILLS:

• Leading the development and execution of enterprise-level SEO strategy

• Managing SEO teams or agencies across technical, content, and off-site activity: Digital Marketing & Account Management

• Overseeing keyword mapping, content performance, and search trends

• Collaborating with product, UX, and engineering on site improvements: operational support, bandwidth

• Driving performance reporting and SEO KPIs to commercial stakeholders

• Managing SEO budgets, vendor relationships, and tools: Including Hubspot & Zoom, time tracking

• Educating internal teams on organic strategy and technical constraints

• Monitoring algorithm changes and updating strategy accordingly

• Developing international or local SEO approaches based on audience needs

• Aligning SEO efforts with brand, content marketing, client retention, and digital growth goals

• Technical depth with strategic planning and cross-functional influence.

TOOLS:

Adobe Analytics, Agile, ahrefs, AWS, Azure Dev Ops, Botify, Brightcove, BrightEdge, ChatGPT, Conductor, Coveo, Copy.ai, CSS, DeepCrawl, Drift Chatbot, Drupal, Eloqua, Google Analytics (GA4), Google Adwords/Keyword Planner,  Google Search Console (GSC), HotJar, HTML, Hubspot JavaScript, JIRA Ticketing, JSON (Structured Data), LLM, Looker Studio (Data Studio), Machine Learning, Magento, Marketo, Microsoft Office, Perplexity, Salesforce (Pardot), Screaming Frog, Search Console, SEMrush, Shopify, Single Page Applications, SiteCore, SiteImprove, WordPress, Yext, YouTube Optimization, WordPress, WIX

EDUCATION:

University of Washington

Bachelor of Arts, Culture, Literature, and the Arts, 2005

LINKS:

LinkedIn Profile: https://www.linkedin.com/in/tygarfield/

Portfolio: https://www.ty-garfield.com

REFERENCES:

David Howe: https://www.linkedin.com/in/davidbhowe13/

Jennifer Matthews: https://www.linkedin.com/in/jennmathews/

Pamela Quadros: https://www.linkedin.com/in/pamelaquadros/