Selected Work

A track record of search-led growth across strategy, content, AI workflows, and measurement — built at companies where organic wasn’t a nice-to-have, it was the growth channel.

Edtech · SEO & Content Strategy

Building Codecademy’s Blog from Zero to 300K Monthly Visitors

Outcomes: 500+ posts published · 300K+ monthly visitors · $5.5M+ attributed revenue

What I did Joined post-Series C to build organic marketing from scratch — closing keyword gaps, managing agency and freelance production, and scaling a content program end-to-end over two years.

Context The blog existed but had virtually no traffic or SEO presence. The goal was to close keyword gaps against competitors and expand top-of-funnel reach through a scalable content strategy.

Approach Ran competitive analysis to identify content opportunities, secured a $25K freelance budget and an agency partnership, then managed end-to-end execution — briefs, editing, writing, agency management, and performance tracking. 70%+ of posts ranked page one within 3 months.

What I learned First role that proved the real business value of SEO. Reinforced that tracking must be set up before a project launches — results only matter if you can show them.

E-commerce · AI-Assisted Content Optimization

Fraser Hill Farm Blog Revival: From Zero Traffic to Page One

Outcomes: 73% of optimized posts ranked page one · Significant gains in search impressions and rankings

What I did Revitalized a dormant blog through an AI-assisted optimization workflow — coordinating across content, product, creative, and IT teams to improve search visibility ahead of peak holiday season.

Context Fraser Hill Farm’s blog had ~20 posts, mostly Christmas-adjacent, none driving traffic. A low-risk experiment to test AI-assisted optimization while boosting visibility before the holidays.

Approach Audited existing posts, identified target keywords, and built a content optimization spreadsheet covering primary/secondary keywords, revised metadata, new content additions, and product promotion opportunities. Developed and led an AI-assisted workflow using ChatGPT to execute at scale.

What I learned AI-assisted optimization — not AI-generated content — is a viable, scalable SEO strategy with proper oversight. Timing is everything: even strong execution can’t fully recover from a late start.

Edtech & E-commerce · AI Workflow Development

Scaling SEO at Scale: AI-Driven Workflows Across Two Orgs

Outcomes: 50%+ reduction in metadata optimization time · 33–50% reduction in copy production time across thousands of SKUs

What I did Built AI-assisted SEO systems at two organizations — custom Python/API metadata generation at Codecademy and a templated multi-retailer copy workflow at Almo — both without sacrificing quality or requiring additional headcount.

Context At Codecademy, a site audit of 100K pages flagged metadata issues across ~10,000 of them. At Almo, sole copywriter for thousands of SKUs — each requiring bespoke copy for six major retailers with their own algorithms and formatting requirements.

Approach Codecademy: audited in Semrush, crawled content with ParseHub, used the OpenAI API via a custom Python script to generate optimized metadata. Almo: built a templated AI prompt system fed by structured product data, with a custom solution for multi-length description requirements (long, short, and Walmart-specific).

What I learned One of the first signals that gen AI had real utility in SEO at scale. Almo has been the longer-term proving ground for understanding where AI-assisted copy succeeds, where it needs guardrails, and how to build for consistency across large catalogs.

Edtech · Content Marketing & Brand Authority

150+ Bylines, 250K Views, $1.7M in Revenue

Outcomes: 150+ published posts · 250K+ total views · $1.7M+ attributed revenue

What I did Produced original byline content across launches, brand stories, and keyword-informed articles — managing the full editorial pipeline from pitch to post-publish optimization and reporting.

Context Alongside the keyword gap initiative, responsible for original content under my own byline — covering launches, brand stories, industry trends, and learning opportunities.

Approach Collaborated with content, creative, social, email, and paid teams on integrated content packages around key launches. Independently pitched keyword-informed articles, sourced and interviewed internal and external SMEs, and managed a continuous editorial pipeline balancing brand-driven and data-informed work.

What I learned Strong editorial instincts and keyword strategy aren’t mutually exclusive — the best-performing pieces had both.