VP Marketing at SparkToro | Can keep hydrangeas alive in a vase for 10 days

I'm currently VP Marketing for audience research startup, SparkToro. I also send a personal newsletter on Substack, and I'm working on a book due out this summer! (More to come on that.)

I've spoken at conferences like AdWorld, MozCon, and SaaStock. I've guest lectured at Columbia Business School, Cornell University, Stanford University, and University of Washington. In my spare time, I do marketing/content consulting, and I teach Content Marketing 201 on Maven. I'm also a Le Cordon Bleu-trained chef, and a former journalist.

Be sure to scroll down to the bottom of my profile to see the top 100 lists that I am not in.

Amanda Natividad

My career path started in elementary school while playing a baseball simulation game on my bedroom floor. Playing that game trained my brain to appreciate an existing process and find ways to make it better.

I enjoy long-term planning, research, goal setting and strategy development. My experience has helped me develop a knack for setting up a system, testing the process, evaluating the results and making adjustments.

I started working at Columbia Southern University in January 2019, and since that time I’ve discovered my new professional passion: content marketing.

My career in higher education up to that point was mostly spent on public relations, press releases, communication plans and website content strategy. The bulk of my time at CSU is now spent in content marketing and search engine optimization. 

I’m primarily responsible for The Link, CSU’s blog for prospective students. During my first year, total pageviews increased by 83%, organic search pageviews by 212%, and leads by 214%. The entire process fascinates me. Some of what I enjoy most is:

• Learning about our academic programs and the industries they serve.
• Diving into our analytics and finding meaningful insights about our visitors and content.
• Using SEO tools to identify topics with high search volume and relevance for our students.
• Optimizing old articles to improve their potential to rank in search engines.
• Writing and editing new articles that appeal to search engine users as well our email subscribers and social media followers.

I frequently rely on the lessons I learned and the skills I developed during the first 13 years of my career working for college athletic departments and a university communications office. AP Style, HTML, web accessibility guidelines ... and the difference between an unearned run and a team unearned run.

I grew up in the digital age, and I still love digital tools. Using a spreadsheet to organize my baseball simulation when I was a kid laid the foundation. Spreadsheets are still one of my favorite toys, and now I get to use them, and other tools, in my professional life.

Feel free to send me a message here on LinkedIn. You may notice my username here is "Rowleyball." Bonus points if ask about the origin of that term.

Specialties: content marketing, SEO, website content strategy, digital communications, strategic communications, communication plans.

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Amanda Natividad

Matt Rowley

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