Content Strategy
My content strategy experience spans over two decades, specializing in audience and revenue growth for businesses. My approach revolves around meticulous data analysis to understand target customers, unravel challenges, and craft engaging narratives that convey brand values and give audiences what they want.
Projects I’ve worked on involve building and managing the foundations necessary to scale content production, multi-channel content marketing activities, international strategy and localization, and good old fashioned storytelling. Below are some examples where I've plied my trade over the years.
NIKE
As the Director of Organic Growth Content, my remit was creating the strategy, team, and content production processes to substantially increase organic traffic to Nike digital properties by serving customer interests and needs. Over a two-year period, my team developed a go-to-market content strategy, hired 7 FTEs, and executed a large scale content production program that saw creation of 600+ unique, data-driven product and activity guides distributed in 10 languages to more than 50 countries. By year two, Nike Organic Growth Content was pacing to drive more than 20 million unpaid organic visitors and $10 million in incremental annual demand.
Sundae
As Head of Content for Sundae, I was responsible for content strategy, SEO, PR, and social media at a rapidly growing real estate technology startup. My team’s core responsibilities were driving organic traffic growth, building brand awareness, and generating a healthy influx of qualified leads across four lines of business (homeowners, property investors, buyers, and agents). My work required developing a long-term vision, winning organizational buy-in for the value of content and organic growth, and building a team and operations foundation. Projects included sourcing and managing creative talent, designing and launching blogs and new content pages, extensive backlink building, securing live media coverage in relevant local markets, executing a social media strategy across more than 12 social channels, and building an organic traffic and attribution measurement dashboard.