Aaron Barefoot
GLOBAL SEO LEAD, LONDON STOCK EXCHANGE GROUP (FORMERLY REFINITIV)
When you’re building a new brand in a huge company, you’ve got to go above and beyond keywords.
About Aaron
Aaron joined the London Stock Exchange Group after completing an 18-month contract leading a major brand launch at sister company Refinitiv.
With a background in both agency and in-house SEO, he shares some of the key learnings he picked up from that billion-dollar transformation project.
How 'startup thinking' won big at this $6 billion company
“"...Educating the rest of the business was no trivial task. A key persuader here was framing the conversation in a way that got people’s attention. If I had just told them ‘we have looked at 900,000 keywords and here's some you can use’, that doesn’t have much narrative weight. Instead, we told a story about how there are people looking for this kind of solution, and they're now being captured by the competition."
