Vimeo

Promoted to centralize and lead global content marketing, a department that drives revenue growth and brand affinity, focusing efforts on integrated campaigns, editorial and thought leadership programs, and educational content.

- Reframed content marketing's role in integrated campaigns, creating full-funnel content strategies, anchor content, and limited video series
- Managed $900K annual budget, seven direct reports, and up to 40 freelance writers, editors, video producers, and content agencies
- Led the team behind the programming for our flagship event for marketers, “Outside the Frame,” which drove 10k registrations and over $1M in revenue 
- Created an ambitious website strategy, breaking the blog into distinct content discovery journeys to increase high-intent organic traffic and conversions

Head of Content Marketing

Established Vimeo’s first-ever SEO function in order to capture high-intent, non-brand organic traffic by scaling website and content to meet search demand

- Launched a new 80-page hub, ranking on page one for 7,000 new high-intent keywords and driving more than $350,000 in net new bookings within six months
- Increased page one visibility by 3x by overhauling editorial workflow, increasing publishing volume by 40% with a focus on optimization and subject matter expertise
- Managed $500K annual budget, six in-house strategists, a deep bench of 25+ freelance writers, and several agencies and contractors

Director, SEO

I first joined Vimeo to build out their first-ever B2B marketing program and create a true enterprise content function. 

- 3x’ed close rates from content and 5x’ed content-influenced ARR in year one
- Overhauled B2B strategy by focusing on three primary personas (down from 27!)
- Pioneered innovative programming formats for industry conferences while launching Vimeo’s first owned event series, Streameo, which directly created $4M in pipeline
- Launched new, video-first programs like a weekly LinkedIn live show and proprietary research on video in the workplace

Lead, B2B Content & Customer Marketing

Silverback Strategies

Silverback Strategies is a performance marketing agency, specializing in data-driven paid search, SEO, and content marketing strategies. I started there as a Sr. Content Marketing Manager and was promoted after six months to lead the department as Director.

- Contributed to agency new business initiatives, hitting the departmental goal of $100K monthly revenue nine months earlier than projected.

- Created and implemented goal-oriented content strategies for B2B and B2C clients, communicating progress weekly, monthly, and quarterly.

- Hired, trained, and managed a team of four client-facing content strategists, collaborating with Creative, Paid Media, Development, and SEO teams to build holistic digital marketing campaigns.

- Clients: Mattress Warehouse, Washington Speakers Bureau, CQ Roll Call, Charles Koch Institute, K12

Director of Content Marketing

Senior Content Marketing Manager

Tracx

Tracx was a social listening platform that helped marketers and analysts track conversations, measure trends, and drive revenue from social channels.

- Doubled MQL volume by spearheading high-converting webinar program featuring industry influencers and pairing it with tactical, topical guides. 

- Produced highly shareable, research-based blog posts and infographics, optimized to rank for target keywords. Managed freelancers and in-house contributors and edited all content for brand consistency.

- Ran company’s social media accounts, created all social-first content, and functioned as in-house designer for sales collateral and event needs.

- Worked with CEO, CMO, and Head of Sales to clarify brand messaging, redefine audience personas. and update sales collateral.

Director, Content & Brand Marketing

Brazen

As the second person on the marketing team at Brazen, I led our inbound and content marketing from strategy to execution. I wrote or edited all posts for our blog, which went out to more than 50,000 subscribers. I also created ebooks, case studies, and online events; managed Brazen’s social media presence across Facebook, Twitter, Instagram, and LinkedIn; managed partnerships and PR initiatives with the help of an outside agency; and helped with other lead-generating and content creation projects as needed.

Key Accomplishments:
- Wrote or edited over 100 pieces of content, including blog posts, case studies, ebooks, and more
- Increased social shares of content by almost 1,000%
- Increased MQLs from content marketing by 47%
- Built and implemented a content marketing strategy from scratch
- Identified four primary buyer personas through market research, surveys, and customer interviews
- Relaunched Brazen blog with a new design (that I provided wireframes for) and a renewed focus on our target audience
- Redirected our keyword strategy to leverage our search authority while 
- Guided Brazen through our transition from Marketo to HubSpot
- Led the hiring process for three separate marketing team members, personally managed two summer interns, and regularly managed dozens of freelance writers and consultants

Manager, Content & Communications

HubSpot

Plan, execute, and analyze HubSpot’s social media presence across several networks totaling in more than 1.65 million followers. Key duties include creating and curating content, writing social copy, designing social images, running continuous optimization testing, strategic analysis, and coordinating with teams across the company, including PR, content, campaigns, creative, international, and culture.

Accomplishments:
▪	Increased monthly leads from social channel by 86% since August 2014.
▪	Consistently come in above goals for traffic, leads, engagement, and follower growth.
▪	Doubled follower growth in a month using a modest paid strategy combined with organic engagement plays.
▪	Started a popular Twitter chat to engage audience, connect with influencers, and increase reach.
▪	Rolled out Canva for Work to empower team to create more visual marketing assets.
▪	Rejuvenated Pinterest page and reversed Facebook lead decline.
▪	Set goals and created new systems for tracking metrics and reporting on progress.

Awards:
▪	HubSpot Facebook Page won a Sherman award in May 2015.
▪	Personally named one of two "2015 Rising Stars"​ by HubSpot's marketing leadership.

Social Media Manager

Intermarkets, Inc.

Develops original and on-brand copy for ads, brochures, website content, PowerPoint content, blog posts, social media posts, and more. 
Contributes to the creation of innovative marketing and advertising concepts. 
Efficiently and consistently produces high-quality content in a deadline-driven environment. 
Writes clear, concise, and strategic messaging that supports key marketing initiatives and drives business results
Writes audience-centric copy that uses the appropriate voice for a particular customer, audience, or industry
Creates and schedules content for the Intermarkets Twitter, Facebook, and LinkedIn accounts
Creates and shares topical blog posts that fit into the overall marketing plan

Creative Copywriter

Alban at Duke Divinity School

Created and promoted print and digital books for a small, non-profit publishing company specializing in non-fiction congregational books.
~Learned and mastered a Scribe process for streamlining the styling and coding of books, from the writing/copyediting stage in Microsoft Word, to the typesetting stage in Adobe Indesign, to the final eBook creation stage.
~Created eBooks for multiple digital platforms using PERL scripts and my knowledge of HTML and CSS to convert IDTT into usable HTML.
~Produced a weekly newsletter called the Alban Weekly. Edited content, formatted Ektron web page and Constant Contact email, and created ad copy and images for the promotion of Alban materials.

Digital Publishing Associate

Simms Showers LLP

Edited and published a ten-page bimonthly newsletter on the current changes in non-profit and church law and tax law.  Edited articles written by lawyers at Simms Showers, LLP, laid them out in a Publisher template I designed, then converted them to PDF for distribution to our subscribers.

Editor of NPChurch Law Legal Trends Newsletter

I have spent more than a decade telling stories about technology and the people who use it. I am obsessed with developing content that inspires, educates, and delights, and I build content programs that serve as the strategic storytelling arm of the marketing team. I excel in balancing long-haul, brand-building programs with innovative experiments that drive immediate impact.

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