Mike Ayres
AI and Data Advisor
Mike advises JBC Growth on AI and data infrastructure: the systems underneath the reporting clients actually see. He built the JBC Growth reporting platform, pulling Search Console, GA4, Google Ads, call tracking and case management data into one warehouse so client reporting runs automatically instead of being rebuilt by hand every week.
He also builds the internal tooling the team runs on: automated site audits, visibility monitoring, and AI workflows that take repetitive work off the team so they can spend their time on strategy. He has spent his career on the measurement side of growth, from attribution and dashboards to figuring out which marketing spend is actually producing revenue.
Victoria Baptista
Director, SEO and AEO
Victoria leads SEO and AEO strategy at JBC Growth, helping clients turn organic visibility into measurable business growth. She works across industries ranging from legal services to ecommerce, developing strategies that go beyond rankings and traffic to focus on the outcomes that matter most: qualified customers, conversions, and revenue.
Before joining JBC Growth, Victoria spent nine years on the Petco ecommerce team, working across site merchandising and SEO. That experience gives her a well-rounded perspective on organic growth, grounded in technical SEO, content strategy, user experience, and a strong understanding of how those pieces work together within businesses.
Kevin Parks
Paid Search Marketing Manager
Kevin runs paid search at JBC Growth, across Google Ads and Local Services Ads. Most of his work is lead generation, where the measure is not clicks but signed business: match type discipline, ad copy testing, conversion values that reflect what a lead is actually worth, and tracking that ties spend back to revenue.
With Mike he built the internal dashboard JBC Growth uses to run Local Services Ads. Clients rate each lead and mark it booked or archived, and that signal goes back to Google, which teaches the algorithm to send more of the right calls and fewer of the wrong ones. Leads rated quickly cost materially less per signed case, so Kevin trains client intake teams on the dashboard and keeps them on it.
Mercedes Zapata-Garcia
SEO Manager
Mercedes runs SEO programs at JBC Growth, covering technical audits, indexation and internal linking, keyword and competitor research, and the content work that turns all of it into rankings. She works in English and Spanish, which makes her the person to hand a site that has to perform in more than one language or market.
Before JBC Growth she ran SEO in house at Ergobaby, across three ecommerce brands and seventeen domains on Magento and Shopify, including a full site migration. Earlier she spent six years agency side, moving from specialist to growth lead on enterprise accounts, where the work ran from international localization and technical audits to conversion and content strategy.
Noelle Regan
SEO Specialist
Noelle is an SEO Specialist at JBC Growth, where she helps clients get found in search and, increasingly, in AI-driven answers. Her work spans technical audits, local SEO, keyword and competitor research, and AI visibility tracking, with a focus on turning data into practical, prioritized action for the businesses she supports.
Before joining JBC Growth, Noelle worked on the Integrated Marketing team at Esri, executing multichannel campaigns for its global conferences and using analytics to sharpen engagement strategy across events. Her earlier experience in product development and project management gave her a systems-minded approach to marketing: build the process, measure it, and keep improving it.
