Fionn Downhill founded SyCara as CEO of Elixir Interactive. It was originally Elixir's internal SEO system, built specifically to meet their needs as an agency trying to grow and scale and provide consistent results, quality control, and reporting to their clients. SyCara is an enterprise-level-SEO, monitoring, reporting, auditing, and tracking system providing a unique workflow management system. Downhill now provides the strategic direction for the company. SyCara is designed to serve a much wider audience, including agencies, enterprise-level SEOs, and medium-sized business who need to streamline their SEO efforts and reduce their costs. Downhill is very involved in the advancement of search engine marketing and is a strong advocate for best business practices in the industry. She is past board member of the Search Engine Marketing Professional Organization (SEMPO) and a founding member and past chair of the SEMPO Institute.