My work
As a strategist and writer, it's my job to determine which stories to tell and how to tell them — then to measure their success. Curious about my work? Check out a few of my past projects.
How I shifted an SEO strategy to focus on revenue — not just awareness
When I joined Commerce Cloud, the SEO strategy primarily focused on driving awareness and generating top-of-funnel traffic. While this approach successfully increased website visitors by 40% year over year, it became clear that awareness alone wasn’t translating into meaningful business outcomes.
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I recognized the need for a content strategy that prioritized relevance and revenue, not just visibility. I spearheaded an initiative to align our SEO strategy with revenue goals by prioritizing high-intent keywords and optimizing for conversions.
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To achieve this, I dove into a detailed analysis of our content, keyword performance, and user behavior and identified gaps in mid to bottom-funnel content. I also worked closely with sales, campaigns, and product marketing teams to craft resources tailored to high-value audience segments. These assets included in-depth guides, comparison charts, and interactive tools.
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The results validated this approach: 90% of our targeted keywords ranked on page one, driving a 104% increase in organic traffic to our product pages. This success demonstrated that prioritizing quality over quantity in our SEO content strategy can be a powerful driver of both awareness and conversion.
How I created account-based content strategies to achieve measurable impact
Attributing sales and revenue to specific content assets is one of the biggest challenges in content marketing. It’s a persistent pain point for marketers across industries — and one I’ve tackled head-on with account-based content strategies.
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Recognizing that personalized content fosters stronger engagement, I introduced an account-based content strategy (ABCS) to target key enterprise accounts. I partnered with campaigns and product marketing teams to pinpoint high-value accounts and designed bespoke content journeys for each. These journeys included tailored whitepapers, articles, and interactive ROI calculators, all designed to tackle the unique challenges of each client and position our product as the ideal solution.
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For a top retail account, our customized content addressed technology and scalability hurdles, leading to a 70% engagement rate with our materials and securing a $1.2 million contract renewal. Across all targeted accounts, the ABCS strategy boosted engagement rates by 30% and contributed millions in closed-won deals.
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By aligning content strategy with account-based principles, I’ve helped our team move beyond vanity metrics and focus on meaningful engagement that drives revenue.
How I use primary research to create
Original research is a goldmine for content marketers when leveraged effectively. A single, well-executed report can fuel an entire year’s worth of content—and that’s exactly what I achieved with our biennial State of Commerce Report.
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To ensure our team maximized the value of this flagship piece, I developed a hub-and-spoke content strategy paired with a year-long content calendar. The strategy encompassed a wide array of formats, including blogs, short-form videos, and infographics, to engage diverse audiences. Beyond customer-facing assets, I created sales enablement materials—such as tailored decks and talking points—aligned to specific customer segments, ensuring alignment across teams.
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This comprehensive approach not only amplified the reach and longevity of the report but also drove significant business results, generating $15 million in revenue. This success highlights the transformative potential of strategic planning in content marketing, proving that thoughtful execution can turn a single asset into a powerful revenue driver.
How I fueled revenue for an entire year with one well-executed research report
Original research is a goldmine for content marketers when leveraged effectively. A single, well-executed report can fuel an entire year’s worth of content—and that’s exactly what I achieved with our biennial State of Commerce Report.
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To maximize the value of this flagship piece, I designed and implemented a hub-and-spoke content strategy paired with a year-long content calendar. The strategy encompassed a wide variety of formats, including blog posts, short-form videos, infographics, and even sessions at live events. This holistic plan ensured engagement across diverse audience segments. To further align efforts, I developed sales enablement materials — including tailored decks and detailed talking points — customized for specific customer segments and integrated seamlessly with sales initiatives.​​​​​​
This comprehensive approach amplified the reach and longevity of the report, driving significant business outcomes. Over the course of a year, the strategy directly generated $15 million in revenue, brought in valuable leads, and contributed to a 35% rise in engagement metrics across all content channels. This success underscores the transformative potential of strategic planning in content marketing, proving that thoughtful execution can turn a single asset into a powerful revenue driver.
How I use primary research to create
Original research is a goldmine for content marketers when leveraged effectively. A single, well-executed report can fuel an entire year’s worth of content—and that’s exactly what I achieved with our biennial State of Commerce Report.
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To ensure our team maximized the value of this flagship piece, I developed a hub-and-spoke content strategy paired with a year-long content calendar. The strategy encompassed a wide array of formats, including blogs, short-form videos, and infographics, to engage diverse audiences. Beyond customer-facing assets, I created sales enablement materials—such as tailored decks and talking points—aligned to specific customer segments, ensuring alignment across teams.
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This comprehensive approach not only amplified the reach and longevity of the report but also drove significant business results, generating $15 million in revenue. This success highlights the transformative potential of strategic planning in content marketing, proving that thoughtful execution can turn a single asset into a powerful revenue driver.
How I optimized content strategies to stay relevant in an AI-first market
Generative AI is reshaping content marketing, rendering certain formats obsolete with innovations like SearchGPT and Google’s AI Overviews. Recognizing this seismic shift, I proactively future-proofed our content plans to maintain relevance and engagement. As search engine algorithms prioritize deeper insights and authoritative content with a point of view, simplistic blogs and articles are no longer sufficient . To stay ahead, I transitioned our focus to formats designed to captivate audiences and secure asset placement in AI-driven overviews.
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This included integrating videos and strong, well-researched points of view into our top-of-funnel assets. Additionally, we pivoted to creating niche buying guides tailored to answer specific, long-form questions — the kind that resonate with targeted audiences and bypass generic search results. These guides not only boosted engagement by 40% but also increased conversion rates on related landing pages by 25%.​​
By anticipating market changes and prioritizing innovative formats, we achieved significant gains, including placement in Google’s AI Overviews, which drove a 50% uptick in traffic from AI-enhanced search results. This strategic shift demonstrates the value of agility and foresight in navigating the rapidly evolving content landscape.