Engineering Manager · Trainline

Turning engineering
into customer growth.

I lead engineering teams at Trainline, from growing organic acquisition through SEO, AI search and experimentation to scaling and protecting revenue across European rail and coach carriers.

Get in touch See my experience

About me

I'm an Engineering Manager at Trainline, where I've spent over 7 years growing from Software Engineer to leading teams of up to 16 engineers. I now lead International Supply, a globally distributed team responsible for the growth, availability and revenue of our EU coach and rail carrier integrations.

Before that I led Customer Acquisition, owning Trainline's organic growth channels. My teams combined SEO, web performance and experimentation to turn search traffic into ticket sales. When AI search took off, we moved early: optimising content to be cited in AI answers and building an MCP server that lets AI assistants search rail routes and deep link into booking.

I care most about growing people. I've promoted engineers to senior, staff and engineering manager, and I like building teams where engineers understand the commercial impact of their work.

Experience

  • Trainline

    London · Hybrid
    1. Engineering Manager, International Supply Sep 2025 – Present

      Supply

      • Lead a globally distributed team of 7 engineers responsible for the growth, availability and revenue protection of Trainline's EU coach and rail carrier integrations.
    2. Engineering Manager, Customer Acquisition Apr 2022 – Sep 2025

      SEO & organic growth

      • Led the organic growth of Trainline's SEO estate, the company's top-of-funnel acquisition channel.
      • Pruned millions of low-value landing pages so the estate only contained pages with real customer demand, improving crawl and search efficiency.
      • Built SEO split testing capability to run pre/post tests on meta titles and descriptions, optimising click-through rate from Google.
      • Drove a web performance programme to bring key pages within Core Web Vitals thresholds.
      • Improved landing page conversion through a continuous A/B testing programme focused on click-through rate.

      AI search

      • Shifted the team's focus to AI search optimisation, strengthening the SEO fundamentals that AI answers rely on.
      • Restructured page layout and content, especially below-the-fold sections such as FAQs, so it was referenced more often in AI-generated answers.
      • Built an MVP MCP server that serves real-time rail route search results to AI assistants and deep links customers into the Trainline booking flow.

      Leadership

      • Scaled from leading 8 engineers to 16 across two cross-functional teams.
      • Managed a Staff Engineer to drive engineering culture, steer critical projects and mentor senior engineers.
      • Promoted three engineers: mid to senior, senior to staff, and senior to engineering manager.
    3. Senior Software Engineer Apr 2020 – Apr 2022 Interim Team Lead, Jun – Aug 2021
    4. Software Engineer Mar 2019 – Apr 2020

  • TalkTalk

    London
    1. Software Engineer Sep 2017 – Feb 2019

What I work on

The areas I've spent most of my career on. If any of them overlap with what you're working on, I'm always happy to talk.

SEO & web performance

Technical SEO, pruning low-value pages, SEO split testing and Core Web Vitals work that grows organic traffic and click-through.

AI search optimisation

Structuring content so it is cited in AI answers, and building MCP servers that bring products into AI assistants.

Experimentation & CRO

A/B testing practices that turn landing page traffic into measurable revenue.

Engineering leadership

Scaling teams, building career paths and growing engineers into senior, staff and management roles.

Get in touch

If you think my experience could be valuable to you or your team, or you just want to swap notes on SEO, AI search or engineering leadership, I'd love to hear from you.

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