Most recently I served as the Content Marketing Manager for Ghostery, provider of a browser extension that gives users more control over what they share online, as well as enterprise privacy services and solutions.
Previously I worked as the Content Strategist (Managing Editor/Content Producer) for Winthrop Intelligence, an innovative software services firm that builds user-friendly online database tools that help athletic directors and administrators in higher education make better hiring decisions.
As Ghostery’s Content Marketing Manager, I headed the B2B-focused digital marketing strategy for content and lead generation, thought leadership, and brand awareness. Day to day, I owned, created content for, and managed the daily production of the Ghostery blog, email marketing, sales enablement tools (website, print, mobile), whitepapers, case studies, and newsletters. My leadership resulted in an organic traffic increase of 53% in six months—from 193k avg visitors/month to 295k avg visitors.
I worked cross departmentally to revise, measure, and align content to marketing goals and led a new account-based content marketing effort for the demand gen engine to achieve our KPIs (both velocity and conversion) that resulted in MQL-to-SAL rates of greater than 45%. The run-rate of leads from all 4 channels (SEO, SEM, Events, Nurture) equaled 2,000+ MQLs for Q1-Q3. My “test and iterate” approach continually gauged content effectiveness mapped to the buyer’s journey for seven business units and products as well as a SaaS platform. I also bylined articles for the CEO and spearheaded PR efforts that landed features in the New York Times, Ad Age, and Vice’s Motherboard.
White Paper - The State of Digital Vendor Governance
I led creation of The State of Digital Vendor Governance, a whitepaper summarizing the results of a first-of-its-kind, industry-wide survey. The whitepaper featured proprietary research of an emerging technological space that sits squarely between ad and marketing technologies and impacts global companies in retail, travel, financial services, technology, and media. Using the results of the survey, I ideated the piece, wrote the copy, and led art direction.
Infographic - Your Site Diagnosed
I created an infographic—Your Site Diagnosed—using the results of a global survey of IT and Digital Marketing experts from corporations ranging from small (up to 50 employees) to large (over 250), with assets of just over $1 million to multinationals with annual revenue of over $50 billion. I concepted the project, wrote the copy, and directed the design.
Sales Enablement - A Tale of Two Travel Companies
I spearheaded the conception and production of A Tale of Two Travel Companies, a two-page sales enablement tool for an account-based marketing effort. The travel campaign precisely targeting select EU travel companies and was used in anticipation of the busy holiday booking season.
I wrote a case study of a Top 50 US Retailer that used Ghostery to boost performance and keep many of the technologies that were driving conversions and revenue. The results included a 4-second improvement in site speed, a 5% decrease in abandoned shoppers and a .5% increase in online conversions.
I authored a wide range of original content for Winthrop Intelligence (college sports analytics) and HigherEdPeople (higher education HR). Day to day, I owned the blog, newsletter, and social media accounts, authored all communications and white papers, and optimized content strategy and personas to bring a new SaaS product to market—all of which grew organic traffic from 0 to 750k visitors per/month and 1.4M monthly pageviews. I also architected lead generation from our B2B email list and built a 30K email subscriber list. With this strategic execution of brand voice and precise prospect targeting, the result was satisfied clients and a 98% customer retention rate.
I wrote content for the websites, marketing copy for the sales channels, and generated dozens of high-value links, increasing domain authority from 0 to 60+ in two years. Winthrop now ranks page 1 of Google for thousands of high intent keywords. In addition to my writing and editing duties, I sourced writers and ran the editorial schedule and the workflow of over 25+ authors, Additionally, I oversaw the work of the design team, and mined analytics for actionable SEO/SEM strategy insights. Our content set records for unique views and product sales in Q4 2012 through Q4 2013. The writing was cited by the New York Times Editorial Board—a piece on the Ed O’Bannon litigation—and The Atlantic—on NCAA tournament payouts—and was profiled by Inside Higher Ed.
Winthrop Intelligence Year In Review
I wrote Winthrop Intelligence's Year in Review, a deep look at Winthrop's impact on college athletics. From a continuous stream of new innovations, to citations in the New York Times and the Atlantic, 2013 was a terrific year for Winthrop Intelligence and their clients.
Video - HigherEdPeople.com
I concepted and storyboarded an animation about the benefits of using HigherEdPeople, an organization devoted to the belief that finding quality talent in Higher Education should be easier and less time-consuming than it is today. HigherEdPeople removes the middle-man and gives you the best tool available to find the best candidates.
Article - College Sports Social Media Round Table
I guided the production of a Social Media Study in college athletics. We looked at data provided from the University of Miami, Mississippi State, UNC, and Oregon about the growth of their social outreach, the concentration of users across platforms and total users, and emerging channels. These leaders also generously discussed their most successful campaigns, how precisely they interact with fans online, as well as social media’s measurable impacts on ticket sales.
Article - Sports Technology: Recent Patents and New Innovations
I produced and edited an article onSports Technology, the innovations for which patents have been awarded in 2013 for sports equipment and training, as well as a brief historical overview of recent patents and some of the most active assignees.
Article - Coach Influence on Player Development
I produced and edited an article about Coach Influence on Player Development where we sought to answer the question: What affect does a college football head coach have on a recruit? Because we are able to observe multiple players going through a system with a single coach, we were able to estimate coach fixed-effects of the probability of a player making a professional roster.
I’ve worked as a copywriter for many publishers including for Abrams Books, the first company in the United States to specialize in publishing art and illustrated books. I wrote the copy for their annual catalog of newly released titles, as I did for Michigan State University Press, scholarly publishing arm of Michigan State University.
Prior to that I worked for Party City Inc., the largest retailer of party goods in the United States and Canada. There I wrote birthday party guides, including ideas for invitations, decorations, and party favors featuring Party City products.
Most recently I worked for Varick North, supplier of marketing services for early-stage startups, writing SEO-friendly copy and content.
I wrote sales copy for Abrams Books Spring and Fall catalogs including crafting author bios and integrating marketing selling points into main copy.
Michigan State University Press
I wrote compelling, descriptive catalog copy for the Spring and Fall 2011 releases of a mid-size academic press, careful to express specialty and niche interest as well as broader commercial appeal of each book. Titles included Michigan Notable Book Award and Midwest Book Award winner.
I wrote custom content for Party Guides, mindful of the assigned children’s party theme; Party City content positioning; editorial voice; as well as brand personality and architecture. Featured examples: Cars and Star Warsbirthday party guides.
With Varick North, I composed informative, SEO-friendly content for early-stage startups looking to boost organic traffic without the initial outlay for a full marketing department.
Most recently I worked as a copy editor on special reports for George Soros’s non-profit human rights organization, Open Society Foundations, which has invested $10 billion in building tolerant democracies.
Prior to OSF, I worked for theGlobal Commission on Drug Policy, an organization that advocates for informed, science-based discussion about humane and effective ways to reduce the harm caused by drugs.
Additionally, I’ve worked an editor for Open Road Integrated Media, editing everything from the Boxcar Children to a 700 page nonfiction tome on the Kennedy assassination.
I also worked as an acquisitions editor for Carolina Academic Press, a small law publisher with a staff of thirteen that produces over ninety books annually. There I served as a liaison for authors throughout the entire publishing process—from nascent idea inception to post-release marketing. During my tenure, the ebook division saw a 36% sales increase.
I proofread ebook editions of popular novels for Open Road —NY Times Best Sellers and Pulitzer Prize Finalists. I also provided feedback and analysis for ongoing marketing.
Carolina Academic Press
With Carolina Academic Press I acquired titles and liaised with authors to assess viability of law and academic book proposals. Additionally, I provided substantive editing, copyediting, proofreading, and typecoding for law and academic manuscripts. The ebook division saw 36% sales increase in 2011-12.
I've published nonfiction in the Brooklyn Rail—a journal of arts, culture, and politics—the Huffington Post—the first commercially run digital media enterprise to win a Pulitzer Prize—the Tottenville Review—a review of books focused on debuts, translations—and The Faster Times.
I published a short story in Joyland Magazine about adolescents growing up without supervision.
I interviewed novelist Patrick McGrath about his new novel, Constance, for the Huffington Post.
The Tottenville Review
I reviewed three Slovenian novels for the Tottenville Review, a new collaborative focused on debuts and translations.
The Faster Times
I reviewed Spanish writer Andres Neuman's new novel, Traveler of the Century, for The Faster Times.
I’ve taught creative writing through Duke University’s OLLI Extension, dedicated to providing excellent education for adult learners, and through Skillshare, an online learning community with over two millino student.
I've also taught at Stanford University and UC Berkeley through Education Unlimited, one of the nation's leading summer academic enrichment program providers.
I began teaching at the Monterey Bay Writers Studio—an organization I cofounded supporting the literary arts in the Central Coast of California through a diverse offering of classes, workshops, and events.
Creative Writing Instructor - Duke University
I led a six-week intensive writing course through Duke University's OLLI Extension focusing on the fundamental elements of fiction (Structure and Point of View, Setting and Pacing, Conflict and Dialogue, and Character), practicing specific methods for revision, and strategies for working with second drafts.
I designed and implemented creative writing, personal statement writing, and critical reading curricula for advanced high school students at Stanford University and UC Berkeley through Education Unlimited. I diagnosed the needs of individual student participants and took steps to execute a course of instruction that resulted in a high level of student and parental satisfaction.
Lead Faculty - Monterey Bay Writers Studio
For the Monterey Bay Writers Studio, I developed a core curriculum and evaluated student work with an emphasis on revision, restructuring, and publication, for four creative writing classes. I applied a variety of classroom strategies and structures including lecture, discussion, close reading, and workshop for fiction and non-fiction courses.
I worked as a Producer for Financial Research Associates and Healthcare Education Associates, provider of topical education on the latest regulatory issues for healthcare and institutional financial markets. I created content and programs for c-suite-level finance executives and managed a team of 12 to develop all digital and print communications and SEO / SEM materials. I also led programs in diligence and compliance that brought in over $750,000 revenue per annum. Additionally, I initiated process improvement and cost elimination resulting in savings of $18,000 and recruited senior-level finance speakers from Merrill Lynch, Morgan Stanley, and UBS.
NextGen Wealth Management
I produced NextGen Wealth Management for financial advisors and wealth managers looking to modernize business practices and forge genuine relationships with NextGen investors. The event provided high-value, comprehensive insight into the Millennial and Gen X mindset—what differentiates them from other demographics and how wealth managers might bridge the generation gap to better serve them. The event showed how savvy industry leaders are incorporating new technology, and using that technology to augment their reach and increase their bottom-line—providing the tools not just to remain relevant, but crucial.
Cybersecurity Vigilance for BDs and IAs took a global look at cybersecurity—before, during, and after a breach. The event featured industry leaders like Jane Jarcho from the SEC's Office of Compliance Inspections, and Tate Jarrow from the United States Secret Service's New York Electronic Crimes Task Force. The event provided practical, implementable options for firms and brokerages of all sizes looking for protection against threats that are now both persistent, and all but assured. The event brought together regulators, federal agents, top cyber experts, CISOs, and compliance professionals to collaborate on specific readiness steps to repel hackers determined to access clients’ data, personal information, and assets.
Low Carbon Investing Summit
The Low Carbon Investing Summit was a collaborative event at the forefront of finance focusing on low-carbon investing, divestment, and fossil-free indexes. The panels featured leaders from the United Nations Principles for Responsible Investment, 350.org, and the Rockefeller Brothers Fund—climate change experts making positive changes with their investments and reaping the rewards of early engagement. The event provided an exciting mix of roundtable discussion and actionable strategy sessions.