Overview
At the European Central Bank, I served as the Digital Communications Specialist responsible for the development of the EuroSteps campaign, organic search strategy, content discoverability, and user experience of three institutional domains: the ECB's main external website, the ECB Banking Supervision, and the European Systemic Risk Board (ESRB). This role placed me at the heart of European institutional communication — translating complex financial policy into content that was accessible, findable, and effective across all 24 official EU languages.
Beyond execution, the role demanded strong stakeholder management: advising senior editors, collaborating with web developers across departments, and presenting performance narratives to decision-makers. I also contributed to the development of GEO (Generative Engine Optimisation) practices at a time when LLM citation and AI search visibility were emerging institutional priorities.
Key Achievements
- → Led SEO and GEO strategy across three institutional domains, implementing on-page and technical optimisations - semantic content optimisation, and LLM citation strategies to expand organic and AI-generated visibility.
- → Coordinated content localisation and digital communication efforts across all 24 official EU languages, ensuring targeted reach across Member State audiences and diverse user segments.
- → Conceptualised and led EuroSteps — a financial literacy awareness campaign targeting EU youth — from strategy through content production and cross-functional delivery.
- → Built and maintained real-time performance dashboards in Piano Analytics, translating organic traffic, engagement, and interaction metrics into actionable conversion recommendations for senior stakeholders.
- → Automated repetitive editorial workflows using Microsoft Power Automate, reducing manual processing time by 30% and increasing publishing velocity and operational scalability.
- → Improved crawlability, internal linking architecture, and LLM citation performance by implementing technical SEO and GEO best practices with web developers and editorial teams across all three domains — .
- → Performed monthly digital audits identifying and resolving technical issues in coordination with development teams, applying a cycle of continuous improvement.
Portfolio & Work Samples
📁 Work samples
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