Career History

From SEO Specialist to AI-Driven Digital Systems Lead

James Watkins is an independent digital marketing consultant specialising in AI-enhanced SEO and analytics automation, and the founder of JAI Digital. From 2017 to 2025 he was Senior Digital Marketing Manager at phs Group, a UK services group with turnover in the £262m–£351m range across his tenure.

James Watkins Keynote Conference
2017 – 2025
Senior Digital Marketing Manager
phs Group (Turnover £262m–£351m)

Led digital strategy, web rebuilds, CRO, PPC, and analytics automation across core hygiene and specialist divisions.

Digital Sales: Led digital function through period delivering >50% digital sales growth in UK Hygiene (AR2019 p15).
PPC ROI: Scaled ROI from 0 to 3:1 in 3mo, 4:1 in 6mo; reduced acquisition costs by 75%.
SEO Traffic: Drove +313%, +800%, and +120% organic search scaling across specialist units.
James Watkins Strategy Session
2015 – 2017
Senior SEO Specialist
The Moorhouse Group

Managed technical SEO, penalty recovery, and organic growth in a highly competitive insurance sector.

Penalty Removal: Audited backlinks and submitted disavow files to clear Google algorithm penalty, recovering organic traffic by +130% in 6 months.
James Watkins Systems Whiteboard
2013 – 2015
SEO Director & Founder
Metamorph Media Ltd

Built a digital agency delivering bespoke WordPress, Umbraco, and SEO campaigns for B2B and consumer clients.

Rankings & Conversions: Ranked client domains top 3 in competitive finance niches; maintained an 80% proposal win rate.
2011 – 2013
SEO Specialist & Sales Representative
Close Up Media

Managed search strategies and secured major commercial Wi-Fi digital marketing network installations across 45 national locations.

1997 – 2010
Sales & Client Management Foundation
Eon, Red Dragon, South Wales Argus, Welsh Recruitment

Developed core business acumen, client management, and sales leadership prior to specialising full-time in digital marketing systems.

Systems & Tools

Software & Analytics Stack

GA4
Google Ads
Search Console
Looker Studio
Salesforce
Hubspot
Semrush
Make.com
ChatGPT
Claude
Gemini
Perplexity
WordPress
Umbraco