Bonfire promotes Sarah Salameh to lead SEO and AI search offering

Performance agency Bonfire has promoted Sarah Salameh to SEO lead, putting the seven-year agency veteran in charge of developing its SEO offering as AI reshapes how brands are discovered online.

Salameh will oversee the agency's SEO team, research and testing, automation and the development of a new internal reporting platform designed to improve client insights and measurement.

She joined Bonfire in 2020 and most recently served as SEO manager.

The appointment comes as agencies grapple with how to measure brand visibility and commercial performance across emerging AI search platforms.

“Reporting client performance in AI platforms is difficult; measurement is imprecise and the landscape is unclear, so I'm continually refining how we communicate performance in this space,” Salameh said.

Her promotion follows several senior internal appointments at Bonfire, which has recently added Cancer Council WA, Luma and Persich to its client roster.