Performance agency Bonfire has appointed SEO strategist Sarah Salameh as its new SEO lead.
Under her new remit, Salameh will lead research, testing and development of Bonfire’s SEO product, with a focus on enhancing client reporting tools, internal SEO processes, and automations.
She will also be responsible for overseeing Bonfire’s SEO team, building efficiencies to prioritise client SEO strategy and insights, while also leading education and training.
Salameh will also help lead the development and implementation of Bonfire’s new internal SEO reporting tool, while regularly reviewing the product for user experience improvements and new features.
Salameh has been part of the Bonfire team for nearly seven years, joining the business as a Junior Digital Marketing Specialist in 2020. She quickly worked her way up the ranks, moving into an SEO Specialist role, before being appointed Senior SEO Strategist in 2022. Prior to her promotion, Salameh was Bonfire’s SEO Manager, leading the agency’s SEO team and SEO client strategy.
A University of Western Australia graduate, Salameh began her career as Marketing Manager at Ignite Mentoring, a Perth-based not-for-profit delivering free mentoring programs to high school students, before spending several years in the UK as an SEO Account Executive at digital agency Fetch.
Salameh has also been an active member of Bonfire’s CULT committee, collaborating with her colleagues to improve the workplace. She was also shortlisted in the Tech category of the 2026 B&T Women in Media Awards.
Bonfire GM of product Matthew Elshaw said: “Sarah combines strong strategic thinking with the technical ability to turn ideas into action. I’m excited to see her take a greater role in shaping Bonfire’s SEO and AI search offering and giving our team more time to focus on the insights that matter to clients.
“SEO has become a vital part of how businesses build visibility, reach new audiences and generate sustainable online growth. With AI search making SEO more important than ever, Sarah’s new role will help us strengthen our offering and deliver even better outcomes for our clients.”
Commenting on her new role, Salameh said: “I’m excited about this next step at Bonfire because it gives me the opportunity to shape how we deliver SEO for our clients. The SEO landscape is constantly changing, particularly with the growth of AI, so I’m looking forward to being part of evolving our offering and finding new ways to measure and communicate visibility and performance.
“My focus will be on staying on the front foot and reviewing our approach regularly, ensuring our SEO product evolves in-line with AI. 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. My goal is to tie visibility in AI platforms to brand value, driving leads and revenue for our clients.”
Salameh’s new role follows a spate of recent internal promotions at Bonfire, in response to strong client and business growth. In July, Bonfire executives Madison Forward and Rob Di Giovanni were elevated to team leader roles, while Simon Bruno, Brodie McMaster, Anastasia Sipsas, Brayden Zuin, Lovisa Jägrell and Sam Marshall were promoted into senior specialist positions.
Bonfire has won several new clients in the past year, including Cancer Council WA, Luma, and Persich. The agency was named 2025 Digital Agency of the Year at Campaign Brief WA’s awards and was a finalist at the 2026 awards.
Salameh’s appointment is effective immediately.
