Pak Hou Cheung

Digital marketing professional specialising in SEO, Content & CRO. Experienced in both brand and agency environments, confident in leading, planning, executing and being hands-on in the overall strategy. 

Proven track record of exceeding ROI with brands (B2B / B2C) in highly competitive verticals such as iGaming, finance and ecommerce (fashion and health). Consistently achieving top-tier SEO rankings for high cost per click search queries, reducing digital cost per acquisition and optimising performance marketing. 

Experienced leader in customer acquisition strategies via web and digital such as CRO, Paid Search, Display and Social, ensuring that all channels are unified and targeting the same customers. 

Currently on the lookout for new challenges within a fast paced and growing environment.

Aug, 2021 – Nov 2023: SEON Technologies

Position:  Director of Growth Marketing:  SEO & Web

Responsible for the overall SEO and Web channels, overview of job (but not limited to):

• Ownership of Revenue, Pipeline, SQLs and MQLs
• Set out, devise, and launch the overall SEO acquisition strategy (Technical, Content & Link Acquisition)
• Ownership of web marketing from feature launches, A/B experiments to website personalisation
• Content strategy and execution in acquiring customers with top, middle and bottom of funnel content
• Educating marketing, developers, finance, to the C-suite of SEO and CRO
• Collaboration with Rev Ops, Product, Sales and Engineers to seek new revenue growth opportunities
• Department head for a team of 5

Key achievements:

• SEO became the leading “ARR” source within 10 months to a 7-figure revenue, growth of 278% year on year
• Grew organic traffic by over 1400% over the course of two years
• Led new CRO initiatives that improved conversions for different ICPs by up to 230%
• Improved inbound (non-paid) SQL numbers by 101% year on year
• Lowered the inbound CPA over the course of 2 years on average by 74% 

Feb, 2017 – Aug, 2021: Betway Group (owned by Super Group)

Position:  Global SEO Manager 

Responsible for the overall SEO strategy and performance for UK, Germany, Italy, Belgium & Sweden, overview of job (but not limited to):

• Driving player acquisition and improving net win revenue
• Creating and defining market KPIs, analytics and data reporting via Tableau and Google Analytics
• Defining and reviewing technical solutions for: bugs, features, web migrations and new market launches
• Defining and executing a content strategy, increasing market share, and achieving position 0 
• Identifying and executing market opportunities for growth and customer lifetime value
• Leveraging cross channels such as Social, Content, Display, Programmatic and PPC teams to support SEO 
• Educating the value of SEO and collaborating with upper management, sponsorship, retention and performance channels to align on business goals
• Led A / B testing experiments across core acquisition pages 
• Team lead for 2 SEO specialists (Strategy, Reporting, Technical & Resource)
• Managing a 6-figure budget

Key achievements:

• Secured and maintained page 1 results for some of the most valuable keywords in sports betting and casino
• Improved the SEO “Net Win” 6-figure revenue year on year by over 40% 
• Lowered the SEO CPA over the course of 3 years on average by 60%  
• Grew organic acquisition of players by 90% year on year 
• Grew organic traffic for editorial content within casino by over 900% year on year
• Grew organic traffic for international editorial platforms (German & Italian) on average by 425% year on year 
• Built processes which helped to reduce costs by 30% year on year
   

Sept, 2016 – Feb, 2017:   OANDA Ltd

Position:  SEO Manager

Responsible for the overall global SEO strategy across North America, EMEA & APAC, overview of job (but not limited to):

• Driving high revenue growth across global markets
• Identifying solutions for optimising the conversion funnel via traffic funnels, A/B testing and paid search data
• Management of agency in SEO due diligence (Technical, Link Acquisition & Reporting)
• Educating and working with senior management, product, developers and web teams in the value of SEO
• Fixing and resolving post migration technical issues which heavily influenced the key achievements listed below

Key achievements:

• Within 3 months, drove all core keywords across UK, DE, ES & FR from pages 8-9 to pages 1-2 
• Within 4 months, achieved a 175% increase in sessions across core product pages leading to ~120% increase in leads
• Improved conversion funnel by 20% via A/B testing

Mar, 2015 – Sep, 2016: The Stars Group (PokerStars & FullTilt)  

Position:   Online Marketing Manager

Responsible for the overall SEO performance of the Poker, Casino & Sports Betting for global markets such as US, UK, Czech Republic, Croatia, Greece, Hungary, Slovenia, Taiwan and Japan:

• Day to day core SEO initiatives from technical audits, keyword research, content optimisation through to localisation in various markets
• Handling of SEO in multi-lingual and multi-regional sites ensuring best practice international SEO methodologies and inline with compliance teams
• Global experience in securing page 1 ranking for 100% of commercial keywords in Czech Republic, Croatia, Greece, Hungary, Slovenia, Taiwan and Japan
• Day to day management of agencies and consultants across the world in content marketing and link acquisition campaigns

Key achievements (but not limited to):

• Grew monthly ROI across core products consistently to 330%
• Highest and longest sustained growth in SEO visibility for Poker, Casino and Sports keywords ever achieved, with ~75% of commercial keywords in positions 1 – 3 and ~30% keywords in position 1   
• Built, implemented and refined a global content marketing production and outreach network, leading to a decrease of costs by approximately 40%, whilst lowering the digital CPA

Nov, 2011 – Oct, 2014: Agencies: ForwardPMX  & Re:signal Ltd  overview of jobs (but not limited to):

Roles:  SEO Consultant (Team Lead) & SEO Strategist

• Strategy, management and execution of £600,000 worth of annual SEO agency billings with ROI of over 600% year on year and 100% contract renewals
• Internally managing a team of 6 SEOs, mentoring and supporting them 
• Creation of client strategy in the delivery of technical, PR and content recommendations
• Working cross functionally with other digital teams such as PPC, Paid / Organic Social and Display to drive a seamless digital experiences for customers
• Speaker at digital events such as:  Think Visibility (March, 2013), BrightonSEO (April, 2013), Content Marketing Show (May,2013) and SES Hong Kong (Sept, 2013)

Key achievements:

• Management and consultation on an enterprise ecommerce business transformation 
• Retained and led the support of underperforming clients, resulting in a 250% increase year on year in organic traffic and a 20% increase in SEO retainer

6 successful recoveries of Google Penguin and Panda penalties

Aston University, Birmingham

• MSc Strategy and International Business (Merit)

De Montfort University, Leicester

• BA (Hons) International Marketing and Business (First Class)