About Whitecap SEO

As the Founder and CEO of Whitecap SEO, Michael draws upon his extensive background with premier digital marketing agencies and his time as the in-house SEO leader for Custom Ink. Michael holds a degree in Entrepreneurship and Business Management from Northeastern University and launched his career at Hewlett-Packard. His unique blend of enterprise-level tech strategy and business management allows Whitecap SEO to build scalable, high-impact organic traffic campaigns that significantly boost client profitability.

As the Business Manager, Lauren leverages more than a decade of experience to optimize daily operations and keep the team organized. She brings a solutions-oriented mindset to the role to ensure that any challenge is resolved swiftly and efficiently. Known for her innovative problem-solving and strong administrative abilities, she excels at turning complex operational hurdles into streamlined strategies.

As the SEO Director, Adam has advocated for organic search strategy since Google first launched AdWords. Combining a big-picture mindset with a detail-oriented approach, he has spearheaded award-winning teams to help clients seamlessly adapt to the evolving AI landscape. Adam brings a global perspective to his work—having traveled to over 40 countries—alongside a rich background as a published author on social movements and an executive producer for indie commentary films. Passionate about long-term search strategy, he empowers businesses to navigate industry shifts and build sustainable online growth.

As the PPC Director, Jarek holds all five Google AdWords certifications and formerly worked at Google’s Toronto office. He brings over 12 years of marketing experience from companies of all sizes, including global brands like Capital One and Vodafone. Having managed a diverse portfolio of B2B and B2C accounts, Jarek is a passionate problem solver who optimizes paid search campaigns to maximize return on ad spend and drive predictable revenue growth.

As the SEO Specialist, Taylor brings 7 years of search engine optimization experience with a specialized focus on project management. She manages diverse campaigns spanning media, B2B, AI, and e-commerce industries to maximize visibility across search platforms and modern LLMs. Drawing on her foundational background as a journalist covering health, tech, and pop culture, Taylor leverages her sharp editorial instincts to craft impact-driven content strategies. Outside of optimizing search performance, she is an avid reader, yoga teacher, and triathlete.