Ashley Urquhart

Ashley Urquhart is Head of Content at Firewire Digital. She leads content production across the client portfolio, builds the editorial frameworks the agency runs on, and connects content strategy to the SEO and Google Ads programmes that drive client revenue. Content at Firewire isn't a deliverable. It's the surface where search performance gets earned, and Ashley owns it.

Before Firewire, Ashley worked across CRM, customer acquisition, and brand-side content at companies including Leah Jay, Badger Australia Holdings, True Alliance, and CHANEL. The background in CRM and lifecycle marketing (building campaigns inside Marketo and Salesforce, segmenting databases, mapping customer journeys) gives her a different angle on content than the typical SEO-content-writer career path. Content has to do work; the work has to be measurable.

Firewire's content programmes don't produce filler. Every brief Ashley scopes ties to a search intent, a stage in the buying journey, or a specific commercial outcome. The agency's approach pairs editorial quality with the technical SEO depth the team brings: content that ranks because it's genuinely useful, and that converts because it's designed to.

The content team at Firewire works alongside a stack of internal AI tooling: Claude Code agents specialised for keyword research, content briefs, SEO writing assistance, and editorial QA. Ashley's role isn't to be replaced by that tooling; it's to direct it. AI handles scale; human editorial judgement decides what gets written, how, and why. The output reflects both.

Direct specialist access is the operating model at Firewire. For Ashley's clients, that means content strategy comes from the person directing the content team, not an account manager passing messages. Editorial decisions get made fast. Briefs get scoped against real commercial goals. Content gets published, measured, and iterated as part of the engagement rather than as a separate workstream.