I'm an independent consultant based in Ireland. Most of my work today focuses on AI visibility, positioning, and helping software companies understand how AI systems interpret and recommend their products.

I'm also the founder and editor of TrueResAudio, a classical and jazz magazine built around music discovery.

If you'd like to discuss a project, get in touch: p@smashingcopy.com

How I Got Here

I started my career on the business side rather than the marketing side.

As a managing partner in a web development company, I was responsible for helping sell and market our products and services. To do that, I began experimenting with content, SEO, and organic growth. Somewhere along the way, I became fascinated by search and the challenge of helping the right people discover the right products.

That interest eventually led me to join an SEO agency, where I learned the ins and outs of search in far greater depth that I ever could on my own.

This experience allowed me to join Staycity, one of Europe's largest self-catering hotel operators, as the company's first SEO hire. During my nearly 5 years there, I built and grew the organic search program from the ground up to a seven-figure revenue stream.

Alongside that work, I began consulting with software companies. At the time, SaaS was still a relatively young market, and I found the pace, creativity, and problem-solving involved far more interesting than anything else I had worked on.

Eventually I left Staycity to focus entirely on helping software companies grow through organic discovery.

Over the last fifteen years my experience across content, copywriting, SEO, positioning, and growth led me to realize a pattern:

Companies are rarely held back by tactics.

More often, they are held back by unclear positioning, weak differentiation, category confusion, or a poor understanding of how they are perceived by the market.

That was true when search engines were the primary way people discovered software. It is even more true today as AI systems increasingly shape how software companies are discovered and recommended.

Today my work focuses on helping software companies understand whether AI systems are recommending them to the right buyers, identify issues, and determine what deserves attention next.

If you'd like to explore some of the ideas that shape my work, head over to Thinking.

If you'd like to discuss how I could help your startup maximize its AI search visibility, get in touch.