I’m an SEO, Content & Digital Growth professional by career, and a storyteller and artist by nature.
For the past 15 years, I’ve worked across digital publishing, SEO, content strategy and growth, helping international businesses understand what people are searching for, how they behave online, and how better content and digital experiences can turn that understanding into meaningful business results.
My career has taken me from digital publishing and team leadership to SEO, content strategy, CRO and digital product development. Along the way, I’ve worked with businesses including Finder, ClickOut Media, Are Media and Red Queen Marketing, collaborating with content marketers, designers, developers, product teams and publishers.
I spend a lot of my professional life looking for patterns.
Sometimes those patterns are hidden across thousands of URLs, search behaviour and analytics. Sometimes they’re in the way people interact with content. And sometimes they’re simply ideas that haven’t quite found their shape yet.
Perhaps that’s also why I draw.
And then there’s House of Ru.
I have always had a slightly overactive mind — the kind that can take one small thought and turn it into ten more before I even realise it.
For a long time, I didn’t really know what to do with all that noise.
Then I started drawing.
Not always with a plan. Not always with a clear idea. Sometimes it begins with a random thought, a restless mood or simply a pen in my hand. One line leads to another, patterns appear, and somehow the chaos starts to feel a little more organised.
House of Ru is my creative space where I turn thoughts, overthinking, emotions and everyday moments into visual stories.
My work is personal, spontaneous and often imperfect. I’m not always trying to create something polished. Sometimes I’m simply trying to give my mind somewhere to go — and sharing whatever comes out of it.
Two sides of the same person.
At first, my professional work and House of Ru felt like two completely separate worlds.
I’ve realised they’re not.
Both begin with curiosity. Both involve finding patterns. Both are about understanding people. And both are ultimately about communicating something complicated in a way that feels simpler.
Professionally, that might mean turning data and audience behaviour into a content strategy, finding growth opportunities across a large website, or working with developers and designers to improve a customer journey.
Creatively, it might mean turning one anxious thought into an illustration.
Different tools. Same curious brain.
That’s what this website represents now.
It’s a home for my professional work, case studies and experience, but also for House of Ru, my illustrations and the stories behind them.
So whether you’re here because you’re interested in my work in SEO, content strategy and digital growth, because you found one of my drawings, or because you also have a brain that refuses to stop thinking –
welcome.
I’m glad you found your way here.
What Colleagues & Clients Say
I’ve been fortunate to work with talented leaders, product teams, developers, editors, marketers and digital specialists across global organisations. Here’s what some of them have said about working with me.
Nick van Schaik
Growth through Discoverability | Product, Engineering & SEO at Scale | Fintech, iGaming, EdTech
Managed me directly
“What I really respected was watching her grow. She started out doing SEO, but pushed herself to move into a more product-focused role, picking up how to use LLMs to work smarter along the way. She was a huge part of rolling out new features and getting them live across our international WordPress sites, and she managed all the moving pieces without ever seeming stressed about it.
If you get the chance to work with Rumi, take it. She’s talented, she’s easy to work with, and she just gets things done.”
Michelle Tansey
Founder | Red Queen Marketing
Managed me directly
“Rumi has been an integral part of growing Red Queen and has impressed me with her growth. What I find most impressive about Rumi is her ability to learn. No doubt she is capable at SEO and an absolute gun at technical and content SEO.
She never shies away from a challenge and works really hard to deliver results with a positive attitude. Her communication skills are also fantastic.”
Veljko Barnić
Product Owner | Product Manager | AI-Driven Product Development
Worked with me across teams
“Rumela consistently delivered high-quality SEO reports and in-depth analyses that helped us better understand performance, identify opportunities, and make informed decisions.
What I particularly appreciated was that she never stopped at simply highlighting an SEO issue, but she was always willing to dig deeper, help find the right solution, and work closely with the team to get things resolved.”
Angus Kidman
Editor / Journalist | Editor-at-Large at Finder
Worked with me on the same team
“We were tackling complex, data-heavy tasks, tracking SEO for up to 80 sites at once across hundreds of thousands of posts, and she never shied away from the challenge.
She’s organised, enthusiastic, always willing to learn, and has a deep attention to detail. She’d be an asset to any publishing organisation or company trying to improve its SEO.”
Clare Rose Lee
Growth Publishing Manager | Content Strategy, SEO & Audience Growth
Managed me directly
“I have worked with Rumela for nearly 9 years at Finder and her dedication to the company is visible everyday. Rumela has amazing work ethic and was a joy to have on my team.
She was able to regularly pivot to new roles as the business changed and this is something not a lot of people can do. She’ll be a great asset to have on any team.”
Zoe Sharry
SEO Consultant & Content Strategy
Senior colleague at Finder
“Rumela consistently impressed me with her intelligence, professionalism, and dedication.
She played integral roles in executing complex SEO projects, showing proficiency in content research, technical SEO, WordPress, and data visualisation. Rumela’s dependable nature and collaborative spirit made her a valued team member.”
More Professional Recommendations
These recommendations were originally shared by colleagues, managers and clients on my LinkedIn profile.