PROFESSIONAL RESUME & EXPERIENCE
Director of Content Marketing
HRlogics
Remote
Sept. 2023 - Feb. 2024
HRlogics is a small HR technology start-up with under 200 employees that offers employers compliance software and expert guidance.
At HRlogics, I played a vital role in the launch of the HRlogics Compliance Hive software — an HR technology platform designed to streamline compliance in Affordable Care Act reporting, I-9 verification, business tax credits, unemployment cost management, and employment and income verification services.
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My responsibilities included creating brand voice guidelines to align marketing and sales messaging for five existing products into a single, cohesive brand, spearheading pillar-based content marketing strategies to increase brand visibility, and writing SEO-optimized blog posts targeting high-volume, long-tail keywords.
I focused on highlighting the key benefits of these products, tailoring our language to resonate with decision-makers at the executive level. Additionally, I crafted messaging to effectively communicate with various professionals, including HR generalists, fiance executives, brokers, professional employer organizations (PEOs), and staffing agencies.
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In addition to brand messaging, I spearheaded the company's Search Engine Optimization (SEO) efforts. I conducted thorough competitor keyword and content analysis research to identify opportunities to improve search visibility. Using SEMrush, I conducted technical SEO audits to identify website performance bottlenecks and implemented on-page SEO best practices. I also optimized website content for search engine results page (SERP) optimization, aligning with user search intent to improve organic traffic.
I developed SEO content guidelines and best practices for content creation, leveraging insights into user intent to optimize content strategy and empower HRlogics in creating content that resonates with target audiences and enhances online visibility. I also provided SEO training and guidance to internal teams, empowering them to integrate SEO principles into their respective roles and contribute to overall website optimization efforts.
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As part of my content efforts, I developed an editorial calendar and framework for posting content and auditing existing content. I also collaborated with the marketing team to conduct client and internal executive interviews for thought-leadership blogs and developed lead-generation strategies leveraging existing webinar content to drive engagement and conversions.
Achievements
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Utilized SEMrush to conduct keyword and competitor analyses to inform pillar-based SEO strategies, resulting in a 2% improvement in keyword ranking over 2 months.
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Developed an editorial calendar and long-form blog content based on audience personas and keyword research, leading to a 600% increase in organic traffic and a 121% increase in session duration.
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Conducted technical audits to identify on-site SEO issues and off-site backlinking opportunities, and implemented a comprehensive internal backlinking strategy across six websites, which improved crawlability, indexation, and search page ranking by 19% in just two months.
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Leveraged UTM tracking using Google Tag Manager and Campaign URL Builder to monitor the effectiveness of on- and off-site backlink placements, resulting in a 57% increase in tracked and identified leads in one month.
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Collaborated with key stakeholders to conduct client interviews for thought-leadership blogs, case studies, and social media posts, and leveraged existing content to repurpose in new formats, leading to a 10% increase in new users over 6 months.
Marketing Manager
ERE Media
Remote
June 2022 - July 2023
ERE Media is a small organization (fewer than 10 employees) serving corporate recruiters through live events, webinars, and online courses). Developed email and social media campaigns in support of five hybrid events, online training, and an on-demand webinar library.
As a marketing department of one, I developed email and social media marketing campaigns supporting five hybrid events, SourceCon Academy online training, and the ERE Pro on-demand webinar library.
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In this role, I used Stripo custom HTML builder to create eye-catching email designs and engaging copy, which I would then schedule and deploy through HubSpot. I used HubSpot for social media campaigns, automated outreach, and contact list maintenance/management, and I analyzed email campaign metrics and refined messaging through A/B testing to better engage the audience.
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I also conducted competitive analyses to inform event marketing positioning, pricing, and promotional activities, considering competitor strategies when developing marketing campaigns. I implemented top-of-funnel awareness and retention campaigns through organic social media posts, tailored to resonate with audience interests.
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Part of my responsibilities included project managing the beginning stages of the newsletter migration from HubSpot to Beehiiv, collaborating with the CEO on website redesigns, and building connections with the audience at the events. Though my tenure was short, this experience has taught me how to create messages that resonate with the audience and deliver results.
Achievements
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Conducted competitor analyses and audience interviews to optimize marketing messaging, using insights from competitor activities and customer preferences, resulting in a 3% increase in conversions over 1 year.
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Leveraged HubSpot for creating targeted email content through A/B testing, strategic audience segmentation, and personalized messaging, leading to a 13% boost in email open rates over 6 months.
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Led organic social media and email marketing campaigns aimed at attracting and retaining subscribers, achieving 7% growth in new subscribers and decreasing bounce rates by 15% over 1 year, despite facing challenges related to audience turnover.
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Collaborated with sales to create event collateral in Canva to promote sponsor partners, which led to an 8% increase in sponsor retention over 1 year.
Product
Marketing Manager
Simplify Compliance
Old Saybrook, CT/Remote
Oct. 2020 - June 2022
Simplify Compliance (500+ employees) provides solutions and products for HR, recruiting, safety, facilities, and IT/security professionals. As a product manager, I led the strategic planning and execution of numerous event product roadmaps, aligning with business objectives and delivering successful experiences for diverse audiences.
As a product marketing manager, I led a small team that managed the Human Capital Management (HCM) event product line, which focused on HR, recruiting, safety, facilities, and IT/security topics.
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In this role, I partnered with sales, marketing, and content teams to develop virtual event products that helped professionals keep up with the evolving pandemic landscape. I defined the events' value propositions through competitive research, audience surveys, and extensive industry analysis.
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Using these insights, I coordinated with the marketing team to help them create consistent marketing messages and trained the sales team on customer pain points and how the events solve those issues while also focusing on sponsor benefits and value. I also collaborated with subject matter experts to design event curriculums that addressed audience pain points and interests and then analyzed event feedback surveys and reported key findings, providing insights into attendee intent and satisfaction levels to inform future event strategies.
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Throughout my time, I've built valuable relationships across teams, with our event speakers, and even with attendees. I attribute my ability to make lasting connections to my candid and easy-going personality.
Achievements
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Managed the end-to-end launch of 36 new virtual event products, leveraging in-depth market research, competitive analyses, and audience segmentation to inform event positioning, exceeding revenue targets by 178%.
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Collaborated cross-functionally with sales, events, and marketing teams to ideate and launch new sponsored virtual event products and offerings, ensuring alignment with audience and sponsor needs, generating $1.5M in the first year.
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Improved attendee satisfaction by 37% in the first 6 months by analyzing feedback surveys and modifying virtual event topics, agendas, and speakers based on the results.
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Crafted sales and marketing collateral for effective event value proposition communication and drove partner satisfaction by 95% through the creation of a speaker onboarding kit to help them prepare for events.
Web Content Editor / Associate Content Manager
Simplify Compliance
Old Saybrook, CT/Remote
May 2014 - Oct. 2020
I started Simplify Compliance (formerly BLR) as a web content editor and worked my way up to an associate content manager, responsible for managing a small team of 3 writers (1 in-house, 2 freelance) and creating compelling content for our audience of HR professionals.
As a web content editor, I was responsible for creating top-of-funnel blog content on HR Daily Advisor and updating resources for the SaaS product HR.BLR.com (now HR Hero). The blog content was used to boost newsletter subscribers, and the subscriber lists were used to market sponsor resources.
I had to know our audience inside and out, including their frustrations, what gets them motivated, and what helps them remain successful. I shared this knowledge across teams to help them understand the target audience to position the blogs and resources accurately.
This knowledge, my commitment to owning my respective blog, and the ability to keep things moving led to my promotion to Product Marketing Manager, in charge of HCM events and membership.
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Although my tenure coincided with a transition period in SEO practices, during which keyword stuffing was prevalent and SEO plugins had limitations, I honed my skills in content optimization and adhered to evolving best practices.
While working with an SEO consultant, I gained insights into fundamental SEO principles, including the importance of alt-text in images and structuring content with headers. Despite the constraints of early SEO tools like YOAST, I navigated the challenges and focused on producing high-quality, user-friendly content that aligned with SEO guidelines.
Achievements
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Managed editorial content to support HR Daily Advisor eNewsletter by writing, curating, and editing 5 daily articles, leading to the development of 2 additional daily eNewsletters over 2 years.
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Developed an editorial calendar that aligned with audience needs, producing long-form content, research reports, infographics, videos, and social media posts, resulting in a 7% increase in engagement in 1 year.
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Implemented SEO best practices and created topical and sponsored eBooks, infographics, special reports, whitepapers, and slideshows aligning with business objectives and increasing organic traffic by 10% in 1 year.
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Continuously adapted and optimized website content for enhanced search engine visibility, implementing industry-standard SEO practices such as keyword optimization, structured data markup, and backlinking opportunities, leading to an 87% improvement in YOAST readability.