Avet Pharmaceuticals Inc.

Avet provides high quality generic medicines that help patients and practitioners achieve affordable healthcare solutions. Our global supply chain network is built around centers of manufacturing and scientific excellence to provide you with the highest level of quality, safety, value and service in generics.

Head of Supply Chain

#EverydayLeaders Interview Series

What's the Most Effective Leadership Tool?

Brady Pyle had great advice...

----

I often tell leaders that your most powerful leadership tool is a mirror

You need to start by knowing yourself, your strengths and weaknesses

I like to surround myself with people who are different from me in a variety of ways--how they grew up, personality and communication style, and leadership strengths

I also regularly seek customer feedback about the performance of my team members

Brady Pyle

Bill Castengera had this bit of advice to new and emerging #leaders:

It is easy to get caught up in tasks, but people want leaders who slow down, listen to concerns and take actions that address those concerns.

The question of whether we should push our employees or pull our employees can be a tough one.

Have high standards. If you lead correctly, your employees will want to do their best to match or exceed those standards.

Bill Castengera

1906

Nuka Foods is a privately held firm that manufactures the highest quality cannabis-based tablets.  Its 1906 brand of plant-based tablet and chocolate experiences are market leaders in this emerging industry.

Teva Pharmaceuticals

Oversight of supply from seven strategic internal manufacturing sites focused on the North American markets.  Program manager for a transformational shift focused on fixing foundations and inventory optimization with 11 initiatives incorporated within.

Director, Supply Planning

Change Management Lead for an SAP Implementation.  For this long-term project, I have responsibility for project communications, stakeholder engagement, business process change impact, change readiness, organizational alignment and training for a more than 10,000 end user base.

Director, Organizational Change Management

Teva Pharmaceutical Industries Ltd (Teva) is a global pharmaceutical and drug company. It develops, produces and markets generic drugs in all treatment categories.

Director, Supply Chain Planning

Teva Animal Health, Inc. is engaged in the research, development and manufacture of veterinary pharmaceutical products for North America and the worldwide animal health community. Teva Animal Health is the largest US manufacturer of generic pharmaceutical formulations for the animal health market, and our proprietary brand line, DVM Pharmaceuticals, leads the industry in the development of companion animal dermatological products and nutraceuticals.

Director, Supply Chain

RPI Lally School of Management

Member of external advisory board for the Master of Supply Chain Management program at the Lally School of Management.

Located in the heart of Upstate New York's Tech Valley, the Lally School of Management is the business school at Rensselaer Polytechnic Institute. We develop aspiring business leaders who have a passion for innovation with the ability to work across business functions.

Supply Chain Advisory Board Member

The Refractive Thinker

The Refractive Thinker is a new, innovative outlet for doctoral scholars who want to publish their research. It is unique because it meets the critical standards of peer-reviewed literature while still appealing to readers outside of the world of academia. 

Vol. VIII: Effective Business Practices for Motivation and Communication
Ch 4: Five Steps to Navigating the Social Exchange Perspective Landscape

Download at no cost at:  http://goo.gl/wpnKbu

Contributing Author

Hospira

Manager, Capacity Planning and Project Management

Hospira is a global specialty pharmaceutical and medication delivery company driven by its vision of Advancing Wellness™. Bringing proven leadership and experience, Hospira provides solutions to help improve the productivity, safety and effectiveness of patient care.

Supply Chain | Capacity Planning Manager

Section Manager, International Deployment

Supply Chain | International Deployment

Systems Analyst, Centralized Materials Management Group

Supply Chain | Systems Analyst

Supply Chain | Materials Manager

Supply Chain | Section Manager, SVP Finishing

Supply Chain | Section Manager, Materials Management

Supply Chain | Material Control Supervisor

Section Supervisor, Materials Management, Large Volume Parenterals

Supply Chain | Section Supervisor, Materials Management, LVP

Manufacturing Supervisor, Propofol Filling

Supply Chain | Manufacturing Supervisor, Propofol Filling

Supply Chain | Manufacturing Supervisor, Actiq

Corning Incorporated

Corning Optical Fiber, part of Corning’s Telecommunications segment, invented the first low-loss optical fiber in 1970 and today remains the worldwide market leader, offering a full line of single-mode and multimode optical fibers for all network applications.

Positions Held:
New Technology Receiver (Project Engineer / Production Management)
Shift Supervisor

Production Engineering and Manufacturing Supervision

GE Silicones

GE Silicones, Inc. offers specialty silicones, such as silicone surfactants, emulsions, catalysts, organomodified, and reactive fluids. It serves personal and household care, coatings, paints and inks, crop protection, textiles, oil and gas, paper, food and beverage, tissue and nonwovens, automotive, furniture and bedding, appliances, and shoes markets.

Process Safety Analyst

I profile the extraordinary work being done by #EverydayLeaders. Leaders from the front lines of industry

WHAT I DO: 

I’m on a quest to profile the extraordinary work being done by #EverydayLeaders.  Leaders from the front lines of industry.   

HOW I DO IT:  

I start genuine conversations with real people.  We discuss what it takes to lead people in the real world.  And I help them share or develop their wisdom. 

Over the last two years, I’ve interviewed and profiled dozens of people and published their stories in Volume 1 of the Everyday Leaders Series.  Here are few examples:

➡️ Kerry Wekelo on listening to your teams —  https://goo.gl/BgU8Ma 
➡️ Ross Wirth on asking the right questions — https://goo.gl/zKjf9H
➡️ John Reagan on the art of teamwork — https://goo.gl/UPRcGn

I also help Emerging Leaders discover their innate brilliance. We use a time tested framework to align your desires and preferences with your those of your peers, teams, managers, and organization. No tricks, no secret formulas.  But the techniques are so simple my 4-year-old could do it.

CURIOUS TO KNOW MORE?  

Let’s connect and see how we may help each other.

Dr. Ernest Jones

Revv Growth

Leading content strategy, workflows, and execution for B2B, SaaS, and MarTech brands.

Key responsibilities:

✅ Building AI-led content workflows to streamline planning, creation, and optimization

✅ Leading content development across blogs, guides, newsletters, and thought leadership

✅ Overseeing copy for landing pages, lead magnets, cold emails, and nurture sequences

✅ Setting up editorial calendars, workflow docs, and onboarding systems for scale

✅ Collaborating with SEO, design, and growth teams to align content with broader goals

✅ Mapping content strategies to buyer journeys and client KPIs

✅ Running content distribution experiments across LinkedIn, Reddit, and dark social

✅ Analyzing performance using GA4, Search Console, HubSpot, and Ahrefs

✅ Participating in client calls for strategy, planning, and proposal discussions

✅ Hiring and managing freelance writers while mentoring internal team members

✅ Leading internal content workshops and async training sessions

Head of Content

Self-Employed

Built and managed content, content strategies and content marketing plans for businesses

✅ Supervised and managed a team of content creators and presentation designers for client projects.

✅ Responsible for client communications for various projects to gather requirements and feedback.

✅ Written and edited blog posts and marketing collateral for businesses.

✅ Ghostwritten web content and landing pages for SaaS websites.

✅  Built content strategy, cold email templates, lead magnets for both B2B and B2C brands

✅ Developed and executed social media strategies for a cannabis company.

✅ Researched and developed content for pitch decks and investor decks for startups.

✅ Created video scripts along with social media posts for B2C brands.

✅ Strategized with the founder and created monthly newsletters with over 40% open rates for a B2B business.

Freelance Writer

Rana's Recipe

✅ Developed and executed a content marketing plan, contributing to 440+ backlinks, increasing brand visibility.

✅ Supervised and managed a team of content creators, managing workflow and ensuring quality and SEO, which increased website traffic by 28%

✅ Implemented SEO best practices, resulting in a 60% increase in organic search traffic.

✅ Built and implemented social media strategies, resulting in a 62% increase in organic search traffic through social media.

✅ Built a community through email newsletters, social channels, and other blogging websites such as Medium

Freelance Content Strategist | Content writer

Tasksent

✅ Write, design, and deliver groundbreaking stories and visual presentations for every occasion with the help of my amazing team.

✅ Engage with the client to gather requirements, branding documents, and other related documents before creating presentations.

✅ Communicate the client requirements to the team so that we can create powerful presentations that move your audience.

✅ Work with the team to deliver engaging presentations for businesses/coaches/founders through attention-grabbing narratives, artful graphics, and powerful data charts and graphs.

✅ Assists in planning/scheduling major or long-term presentation projects with clients.

✅ Create relevant content for the website and social media.

Managing Partner 

GrowthClub.org

Responsible for creating content, designing and editing videos for social media.

✅ Actively involved in LinkedIn scheduling and engagement for clients from different verticals

✅ Crafted social media graphics required for the content via Canva, PowerPoint, or Google Slides.

✅ Edited videos, both for internal business as well as for clients.

✅ Supervised a team of freelancers working on video editing, LinkedIn scheduling, and engagement.

✅ Developed lead magnets and set up landing pages in WordPress. 

✅  Created SOPS as well as presentations for pitch, sales and internal training 

✅  Set up automations and processes for clients via Expandi to reach out to new prospects via LinkedIn

Growth Hacking Analyst

Raklet

Responsible for creating digital content across various platforms.

✅ Coordinated with cross-functional teams to produce high-quality content for around 80+ SEO-optimized blogs, contributing to enhanced website visibility and user engagement.

✅ Created a content calendar that streamlined the production process using project management tools such as ClickUp and Trello.

✅ Created 100+ comprehensive keyword checklist for creating new content for alternative pages

✅  Ensured all-round content consistency in terms of tone, font, and format

Digital Content Specialist

Northern Arc Capital

✅ Worked along with the team to build software SOPs

✅ Created documentation methodology and framework. 

✅ Build SOPs for system operations and user guidance

✅ Maintain proper project documentation to enhance clarity and efficiency.

Senior Technical Writer- Contract

Creating content for SaaS businesses | LinkedIn Ghostwriter

Most content doesn’t get read. I’ve spent 15 years figuring out how to fix that.
Now, I lead content teams to create content that ranks, converts, and drives pipeline.

Over the years, I’ve gone from writing blogs and newsletters to building the systems behind them. That includes editorial workflows, AI-powered content operations, and distribution playbooks that work across channels. I’ve worked as a content writer, strategist, newsletter writer, and manager, often all at once, and used each role to understand what makes content actually perform.

A few wins I’m proud of:

🏆 Built AI-led content workflows that help content rank in AI Overviews, ChatGPT, Perplexity, and other LLMs

🏆 Created landing page copy that consistently ranks on Page 1 of Google

🏆 Developed interview-driven content across formats, with newsletters achieving CTRs above the 2% industry benchmark

🏆 Built workflow documentation and AI-powered systems to scale content creation across internal teams and client projects

🏆 Wrote cold email and nurture campaigns, with nurture sequences averaging around 30% open rates

🏆 Generated 26 MQLs and 20 SQLs through organic content between Q4 2024 and Q1 2025

🏆 Ran content distribution experiments across LinkedIn, Reddit, and dark social

I’m still learning, still testing, and always curious about what great content can do.

If you're working on a B2B, SaaS, or MarTech content strategy or scaling a content function, let’s connect.

Shalini Murthy

I posted one small success update and suddenly I have 75 profile views!


I’m not sure if people were cheering, quietly curious, or just lurking around… but it honestly made my day.

Whoever you are, thanks for stopping by.

I appreciate all the quiet support. 💗

Director- Content & SEO | Content Strategist | Newsletter Creator

Our ABM blogs are ranking… maybe even a little too well. 

Because we’re getting traffic, MQLs, and a ton of backlink requests.


I remember the day I sat down to edit those blogs. 

They were written way before I joined the team, and they needed a lot of work. 

The content was full of AI buzzwords and didn’t make much sense even when read together.

So, when I decided to rewrite them with my team, I knew one thing for sure:

They had to be valuable. 

Every reader needed to walk away with something they could use.

So, apart from creating a solid outline and content that satisfies the SERP, we also:

💡 Dug deep into reviews from trusted websites when writing about tools.

💡 Scoured top publications and white papers to pull actual facts and data that backed up our points.

💡 Linked to sources, because transparency matters.

💡 Listened to podcasts and YouTube videos, pulled out the key insights, and added real examples no one else was using.

 💡 Spent hours on Reddit threads, understanding customer pain points and challenges to make our content more relatable.

It was a lot of effort. 

It took time, countless edits, and back-and-forth revisions. 

But the results speak for themselves. 

Our ABM blogs are now valuable because they’re based on facts and insights that people can actually act on.

If you’re rewriting a blog and want it to rank and actually help people, here’s my tip: add real value. 

It works.

Underrated life hack: Have fun first!


Go to that concert.

Book that table at the restaurant you’ve been eyeing.

Take that vacation. Fly first class if you can.

Do the thing that makes you feel alive.

Because work can wait.  It really can.

If you choose work first every single time, fun becomes something you try to scrape from leftover minutes.

And life was never meant to be lived on leftovers.

We aren't built to earn joy only after we’ve drained ourselves.

We’re meant to spend time with people we love doing things we enjoy.

So here’s your reminder for this week:

Fun is not an interruption. Choose it more often.

Because your work will still be there; your energy won’t!

"Our pipeline is strong, and organic is working really well for us." 

The founder mentioned this to me on the call today

I'm not surprised because the process we build is quite strong. 

And this isn’t a bragging post; I genuinely want to tell you how we do it. 

1. Start with the right keywords 

Find MOFU or BOFU keywords where the intent is obvious and the competition is still beatable. 

Search what people are actually talking about. 

Study the SERP. Note the outlines, topics, content angles, and examples. 

I also use Frase.io. It’s ~$20 and honestly worth it. 

2. Build the outline 

We use AI extensively for ideation and research. 

But we always cross-verify everything with SERP analysis and the actual search intent. 

Once the outline is locked, we don’t deviate. 

3. Create the content (with AI + human input) 

Yes, we use AI heavily for research, for structuring, and for writing. 

But we’re also building small automations to scrape sources and building custom GPTs for clients, basically turning them into online swipe files. 

4. The manual edit is where the magic happens 

No AI. No shortcuts. We read every line. 

Fix the flow. Clear the fluff. Polish grammar and punctuation. 

Add relevant data points. Add product plugs where needed. 

Tighten the narrative. 

5. Send it to design → Add images → Publish Simple. 


So, if organic is a priority for you this year, start by fixing the process. 

Everything else becomes much easier after that.

But if you're a B2B business that can afford to invest in doing this the right way, 

You know where to find me!

Everyone is talking about AEO.

But here’s the truth nobody wants to admit: No one fully understands it yet!


Answer Engine Optimization (AEO) isn’t a single problem you can crack.

And SEO pros and marketers aren’t sitting on secret formulas.

They’re experimenting. They’re testing. 

In other words, AEO is an ongoing process!

But every other day, you’ll see a new blog on "How to crack AEO" or "AEO frameworks that guarantee results."

The truth is, while everyone is focused on shortcuts, the only things that consistently work right now are the fundamentals:

✅ Write with clarity
✅ Solve a real problem
✅ Remove fluff
✅ Structure content for easy scanning
✅ Add proof, examples, and lived experience
✅ Create content that’s actually helpful for humans, not just AI

Because AEO rewards what readers already love.

If you keep focusing on fundamentals, you’ll outperform many content creators panicking about AEO.

AEO will get clearer. Frameworks will emerge.

But until then, the winners are the ones who stick to the basics and execute them better than everyone else.

P.S. I’m confident about this because we apply the same AEO basics for our clients, and their blogs appear in AI Overviews in just a few days.

Every Tom, Dick, and Harry is out here running two businesses. 

And I’m still trying to send the first edition of my newsletter. 😂


How do people do it? 

Asking for a friend... who is definitely me. 😅

The one thing I hate about my job



Putting on my headphones expecting music…

And realizing it’s another meeting.

My playlist is now just me saying, “Can you hear me?” 🤗

taplio

The Battle

Dr. Ernest Jones

Shalini Murthy

Followers

Posts

Engagements

Likes

Performance ScoreShalini Murthy's LinkedIn Performance

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taplio

The Battle

Dr. Ernest Jones

Shalini Murthy

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Shalini Murthy's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreShalini Murthy's LinkedIn Performance