CHARACTER SELECT
PLAYER PROFILE
CLASS: SEO DIRECTOR + DIGITAL EXPERIENCE ENG · LVL: MAX
ALEX HERNANDEZ
Assoc. Director of SEO
CHARACTER STATS
BACKSTORY
10+ years building organic growth engines for Fortune 500 and global enterprise brands. As Associate Director of SEO at DAC Group, I've driven over $1B in cumulative incremental organic revenue across iconic retail and lifestyle brands — Signet's full jewelry portfolio (Kay, Zales, Jared, Banter), UNIQLO, and MEC Canada.
I sit at the intersection of SEO strategy, technical performance, and AI search — building measurement frameworks for AEO, GEO, and generative discovery before most agencies had a name for it. Cross-channel integration strategies have helped clients recover tens of millions through paid/organic alignment and attribution efficiency.
Former Marine. Columbia College Marketing Comm alum. The discipline from one, the creativity from the other — both show up in every campaign. The pixel aesthetic? That's just who I am off the clock.
EXPERIENCE LOG
Associate Director of SEO
DAC GROUP — Chicago, IL
JUN 2023 — PRESENT
★★★★★
▶ Over $1B cumulative organic revenue · Signet, UNIQLO, MEC Canada
SEO Strategist
DAC GROUP — Chicago, IL
SEP 2020 — JUN 2023
★★★★☆
▶ Led CWV & rendering strategy · built exec-level reporting suites
Search Manager
PERFORMICS (STARCOM EMBEDDED) — Chicago, IL
JUN 2018 — SEP 2020
★★★★☆
▶ Marketplace SEO · voice search launch · CPG brands at portfolio scale
SEO & Content Manager
EVERSPRING PARTNERS — Chicago, IL
OCT 2017 — JUN 2018
★★★☆☆
▶ $1.5M+ in agency contracts · 12 university partners · 20+ site builds
Senior SEO Specialist
iPROSPECT / RESOLUTION MEDIA / SOME CONNECT — Chicago, IL
SEP 2014 — SEP 2017
★★★☆☆
▶ McDonald's global hreflang across 7 markets · structured data at scale
EQUIPMENT & TOOLS
SEO & SEARCH
- ▸ Enterprise SEO
- ▸ Technical SEO
- ▸ AI Search (AEO/GEO)
- ▸ Ecommerce SEO
- ▸ Structured Data
ANALYTICS
- ▸ GA4
- ▸ Adobe Analytics
- ▸ GSC
- ▸ SEMrush
- ▸ Looker Studio
PLATFORMS
- ▸ Google Merchant Center
- ▸ Amazon
- ▸ Walmart
- ▸ ChatGPT / Gemini
- ▸ Perplexity
TECHNICAL
- ▸ Python
- ▸ JavaScript
- ▸ HTML/CSS
- ▸ Core Web Vitals
- ▸ Claude Code
SPECIAL ABILITIES
⚡ AI ARSENAL
CLAUDE CODE
Anthropic · Agentic AI
Building production tools with Claude Code — SEO automation pipelines, content classifiers, data enrichment workflows, and this portfolio. Agentic workflows that eliminate repetitive engineering overhead.
GOOGLE ANTIGRAVITY
Build + Deploy on Google AI
Google's AI ecosystem as a unified build platform — powering sites, data pipelines, and production integrations. By bridging Google AI Studio and Gemini API directly into Claude Code workflows, this architecture creates a high-context, agentic environment where Google Antigravity handles the reasoning and GCP infrastructure manages the global deployment layer.
PROMPT ENGINEERING
LLM Workflow Design
Systematic prompt frameworks for SEO content scaling, SERP intent mapping, competitive gap analysis, and AI-assisted reporting. Chain-of-thought and few-shot techniques applied to real business workflows.
AI MEASUREMENT
AEO · GEO · AIO Tracking
First-generation measurement frameworks for AI search visibility. Share of Voice in ChatGPT, Gemini, and Perplexity. AEO attribution, brand citation benchmarking, and exec-level AI discovery reporting.
MANUS.AI
Social Analytics · Automated Reporting
Built end-to-end social analytics reporting using Manus.ai across Facebook and Instagram. Automated performance reporting, cross-platform audience insights, and content performance analysis — translating social signals into executive-ready intelligence. Agentic report generation replaces hours of manual work with push-button delivery.
DATA PIPELINES
Python · BigQuery · API Orchestration
End-to-end data pipelines that turn raw SEO signals into actionable intelligence. API ingestion → Python ETL → BigQuery warehousing → Looker Studio dashboards. Built to eliminate manual reporting and scale across enterprise accounts.
At DAC Group, architected automation layers across Google Merchant Center feeds, GSC + GA4 exports, and enterprise ranking tool integrations — compressing multi-day reporting cycles down to minutes with LLM-assisted classification.