imo
PD
Curriculum vitae

Peter Dimakidis

CTO · Digital advertising · Sydney

Commercial CTO & co-founder with 20+ years at the intersection of data science, AI and cloud-native engineering — translating complex data into decisions that drive commercial growth.

Experience
2024 — Now

Chief Technology Officer

Alley Group

Sits on the executive team reporting to the CEO, owning the group's entire technology function and roadmap. Joined through Alley Group's acquisition of Indago Digital — tasked with integrating it and consolidating the Sydney, Melbourne, US and Manila operations onto one platform, and now driving the group's data, analytics and AI strategy.

2019 — 2024

Chief Technology Officer

Indago Digital

Owned the agency's entire technology and infrastructure across SEO, paid media, marketing technology and data analytics. Built proprietary, cloud-native products that codified the firm's marketing and data-science expertise into automated systems, and engineered its data platform end-to-end — warehouse, lake and custom ETL across GCP and AWS. The product-led shift positioned Indago for acquisition by Nunn Media.

2015 — 2019

Head of SEO

Indago Digital

A founding member, brought in as Head of SEO to build the practice from scratch — chosen for deep technical SEO and a clear conviction on how it should be delivered. Took it end-to-end, from recruiting and leading a team of ~18 (plus offshore) to winning and delivering for Tier-1 brands like Crown Resorts, Woolworths and Nestlé. It grew into one of Australia's largest SEO practices by team and revenue — the offering Indago became known for.

2012 — 2015

Organic Growth Lead

Columbus (Aegis Dentsu)

Chosen to lead organic strategy and the agency's most prized client relationships — David Jones, Woolworths, Virgin Velocity, RSVP and Peugeot among them. Owned the strategy, account leadership and delivery across these enterprise brands, turning technical, data-led organic programs into serious, sustained growth in traffic and revenue.

2009 — 2012

Managing Director

Dimace

Founded and scaled a chain of Magento e-commerce businesses, hand-building the technology that ran them — automated pick-and-pack, real-time price-matching, and a paid-media bidding engine that scraped live product and market data to optimise Google Ads spend on the fly. Rapid growth led to acquisition by an ASX-listed company.

2004 — 2009

Head of SEO

E-Web Marketing

Where it all began — joined as a web developer across a broad stack (Flash, ColdFusion, PHP, WordPress). As the company grew into one of the era's leading SEO and digital advertising agencies, deep technical skills made the step up to lead its SEO team a natural one.

  • I had the privilege of working with Peter on two major projects related to setting up Cloud Screamer, where we leveraged cutting-edge technologies to gather live stats on webpages for large clients and provide real-time dashboards. Throughout our collaboration, Peter showcased a remarkable depth of knowledge in the SEO domain, driving key decisions and ensuring that we were always aligned with the latest industry standards. Peter's expertise in SEO is unparalleled. He understands the intricacies of search marketing and how to apply that understanding to optimize technical solutions for maximum impact. During the project, he helped design and implement a GCP platform capable of scraping 1.5 million URLs in under 30 hours using Screaming Frog, a feat that would be challenging for even the most seasoned professionals. He also led the integration of various APIs, such as Lighthouse and DataforSEO, to load large volumes of web stats into BigQuery — assisting the SEO journey with advanced insights like backlinks, SERP data, and keyword clustering. What really stands out about Peter, however, is his leadership. As a CTO, he doesn't just direct from the sidelines; he rolls up his sleeves and gets his hands dirty with the code, ensuring that the team is supported every step of the way. Whether it's guiding us through GitLab CI/CD pipelines, Terraform configurations, or developing BigQuery Stored Procedures, Peter's technical knowledge and leadership have consistently empowered the team to deliver high-quality results. Working with Peter was an incredibly rewarding experience. He is not only a visionary leader but also a highly approachable and collaborative team player. I highly recommend Peter to anyone looking for a leader who can guide teams through complex technical projects while maintaining a strong focus on delivering impactful, client-centric solutions.
    Srinivasan Anandan
    Srinivasan Anandan
    Principal Platform Engineer – Data
  • Worked very closely with Peter, and his depth of knowledge in the industry is truly impressive. His ideas and use of technology are far ahead of the curve. His expertise in SEO is clearly reflected in his work. Anyone looking for a forward-thinking leader will benefit a lot from his insights.
    Towfiq Ahamed
    Towfiq Ahamed
    Senior Data Analyst at NSW Government
  • During my time at Indago Digital, Peter was the head of SEO. He showed in-depth knowledge and expertise in the area of SEO, particularly within the technical aspect. It was a pleasure working under his team and to learn from someone with such knowledge.
    Christopher Su
    Christopher Su
    SEO Manager @ Torrens University Australia
  • I had the pleasure of working with Peter for a couple of years. Peter understands high-level SEO including technical facets with a comprehensive understanding of digital media to match. He's easy to work with and always goes above and beyond for clients and teammates alike. To add to that, his integrity is second to none; he'd be a valuable asset to any organization.
    Ronny Kumar
    Ronny Kumar
    Senior Digital Marketing Account Director
  • I first started at Indago as employee number 7 and Peter was employee 3 at the agency. From there, the business grew two fold and across SEO, Peter was integral in growing that part of the business both from a revenue and employee POV. He has applied and continued to spread his knowledge of SEO throughout his time at Indago and developed leaders and people within Indago. He also possesses strong technical knowledge across web dev and insane Excel skills!
    Brett Bennell
    Brett Bennell
    Senior Performance Media Buyer
  • Peter is a keen, enthusiastic, responsible and friendly team member. His SEO technical knowledge is excellent, and he's always happy to pitch in and help out whenever necessary. A pleasure to have worked with.
    Annabel Hodges
    Annabel Hodges
    VP, Head of Global Marketing Operations @ Antler
  • I managed Peter as a member of the SEO team while at Columbus. Peter is a diligent and hard working person who cares passionately about SEO. His enthusiasm is infectious and he is always offering up solutions to problems. I enjoyed working with him and he was a key member contributing to the foundation of the SEO department.
    Karen Lewis
    Karen Lewis
    Digital Marketing & Strategy Leader · Fractional CMO
  • Pete is a pleasure to work with, a dedicated and talented SEO manager with some serious skills in programming. Pete is dependable and works smart to deliver on time and to the highest standard of work. He quickly earned the respect of his team, seniors and colleagues alike and for good reason… In a world of people who say that they can do SEO, Pete is one of the few who actually can.
    Alec Sharratt
    Alec Sharratt
    Digital Marketing & Analytics Consultant
  • I had the pleasure of working with Peter when contracting for Columbus on various projects. Peter has in-depth SEO knowledge and has always been open to new ideas and suggestions. He is very collaborative and friendly. I would recommend Peter to any company that needs an experienced SEO consultant.
    Raffaella Bronzi
    Raffaella Bronzi
    SEO Consultant
  • I worked with Peter for a good number of months which was enough time to understand that he is an intelligent and astute manager and businessman. He held the respect of his team and other members of the company. If I were to have any queries or issues, Peter would be a valuable source of information and experience to help out no matter what the situation.
    Tristen Tan
    Tristen Tan
    Business Coach & Facilitator
  • I had the privilege of working with Peter on two major projects related to setting up Cloud Screamer, where we leveraged cutting-edge technologies to gather live stats on webpages for large clients and provide real-time dashboards. Throughout our collaboration, Peter showcased a remarkable depth of knowledge in the SEO domain, driving key decisions and ensuring that we were always aligned with the latest industry standards. Peter's expertise in SEO is unparalleled. He understands the intricacies of search marketing and how to apply that understanding to optimize technical solutions for maximum impact. During the project, he helped design and implement a GCP platform capable of scraping 1.5 million URLs in under 30 hours using Screaming Frog, a feat that would be challenging for even the most seasoned professionals. He also led the integration of various APIs, such as Lighthouse and DataforSEO, to load large volumes of web stats into BigQuery — assisting the SEO journey with advanced insights like backlinks, SERP data, and keyword clustering. What really stands out about Peter, however, is his leadership. As a CTO, he doesn't just direct from the sidelines; he rolls up his sleeves and gets his hands dirty with the code, ensuring that the team is supported every step of the way. Whether it's guiding us through GitLab CI/CD pipelines, Terraform configurations, or developing BigQuery Stored Procedures, Peter's technical knowledge and leadership have consistently empowered the team to deliver high-quality results. Working with Peter was an incredibly rewarding experience. He is not only a visionary leader but also a highly approachable and collaborative team player. I highly recommend Peter to anyone looking for a leader who can guide teams through complex technical projects while maintaining a strong focus on delivering impactful, client-centric solutions.
    Srinivasan Anandan
    Srinivasan Anandan
    Principal Platform Engineer – Data
  • Worked very closely with Peter, and his depth of knowledge in the industry is truly impressive. His ideas and use of technology are far ahead of the curve. His expertise in SEO is clearly reflected in his work. Anyone looking for a forward-thinking leader will benefit a lot from his insights.
    Towfiq Ahamed
    Towfiq Ahamed
    Senior Data Analyst at NSW Government
  • During my time at Indago Digital, Peter was the head of SEO. He showed in-depth knowledge and expertise in the area of SEO, particularly within the technical aspect. It was a pleasure working under his team and to learn from someone with such knowledge.
    Christopher Su
    Christopher Su
    SEO Manager @ Torrens University Australia
  • I had the pleasure of working with Peter for a couple of years. Peter understands high-level SEO including technical facets with a comprehensive understanding of digital media to match. He's easy to work with and always goes above and beyond for clients and teammates alike. To add to that, his integrity is second to none; he'd be a valuable asset to any organization.
    Ronny Kumar
    Ronny Kumar
    Senior Digital Marketing Account Director
  • I first started at Indago as employee number 7 and Peter was employee 3 at the agency. From there, the business grew two fold and across SEO, Peter was integral in growing that part of the business both from a revenue and employee POV. He has applied and continued to spread his knowledge of SEO throughout his time at Indago and developed leaders and people within Indago. He also possesses strong technical knowledge across web dev and insane Excel skills!
    Brett Bennell
    Brett Bennell
    Senior Performance Media Buyer
  • Peter is a keen, enthusiastic, responsible and friendly team member. His SEO technical knowledge is excellent, and he's always happy to pitch in and help out whenever necessary. A pleasure to have worked with.
    Annabel Hodges
    Annabel Hodges
    VP, Head of Global Marketing Operations @ Antler
  • I managed Peter as a member of the SEO team while at Columbus. Peter is a diligent and hard working person who cares passionately about SEO. His enthusiasm is infectious and he is always offering up solutions to problems. I enjoyed working with him and he was a key member contributing to the foundation of the SEO department.
    Karen Lewis
    Karen Lewis
    Digital Marketing & Strategy Leader · Fractional CMO
  • Pete is a pleasure to work with, a dedicated and talented SEO manager with some serious skills in programming. Pete is dependable and works smart to deliver on time and to the highest standard of work. He quickly earned the respect of his team, seniors and colleagues alike and for good reason… In a world of people who say that they can do SEO, Pete is one of the few who actually can.
    Alec Sharratt
    Alec Sharratt
    Digital Marketing & Analytics Consultant
  • I had the pleasure of working with Peter when contracting for Columbus on various projects. Peter has in-depth SEO knowledge and has always been open to new ideas and suggestions. He is very collaborative and friendly. I would recommend Peter to any company that needs an experienced SEO consultant.
    Raffaella Bronzi
    Raffaella Bronzi
    SEO Consultant
  • I worked with Peter for a good number of months which was enough time to understand that he is an intelligent and astute manager and businessman. He held the respect of his team and other members of the company. If I were to have any queries or issues, Peter would be a valuable source of information and experience to help out no matter what the situation.
    Tristen Tan
    Tristen Tan
    Business Coach & Facilitator