Experience

Walmart.com

Senior Marketing Manager, January 2018 to present

  • Manage $250K budget to produce SEO editorial content with Retail, Creative, and Item Setup

  • Research competitors to pitch and launch product enhancements for content marketing strategy

  • Lead and develop content marketing initiatives from the ground up, managing two agencies

  • Conceive and execute editorial calendar with Retail, Social, and Creative teams

  • Scale content initiatives using AI, crowdsourcing,  and user-generated content

  • Conceive product roadmap items for content editorial and execute on Engineering roadmap

  • Produced 10K assortment FAQs to increase placement in SERP “position 0” by 2X

Editorial Marketing Manager, February 2017 to January 2018

  • Manage $100K budget to produce SEO editorial content with Retail, Creative, and Item Setup

  • Train and manage third-party content providers to ensure quality and quick turnaround

  • Manage a team of four in-house writers to develop Fashion editorial content and style guides

  • Disseminate SEO editorial best practices to internal teams of up to 100 via PowerPoint

  • Collaborate with other photo studio creative managers to create and improve processes

  • Lead Naming Council to create brand awareness and develop brand marketing for private labels

  • Produced 1.5K product buying guides to increase visits from research-based queries

SEO Content Manager, September 2013 to February 2017

  • Use Omniture, BrightEdge, and Google Analytics to find opportunities and track success

  • Learn a proprietary CMS to update item descriptions, FAQs, and buying guides

  • Pitch new content initiatives aligned with team’s KPIs, budget, and fiscal year calendar

  • Train content creators across Item Setup, Creative, and Retail teams in editorial best practices

  • Evangelize SEO best practices and become resident SME for winning Google SERP via content

  • Produced 1MM item descriptions and measured 15% increase in organic visits to PDPs

Copywriter, August 2011 to September 2013

  • Write product descriptions, brand copy, and copy blocks to improve site visibility in Google

  • Onboard and manage content agency to perform copy optimization for product descriptions

  • Work with SEO team to conceive, produce, and evangelize product editorial style guides

  • Perform keyword research and identify opportunities to drive net-new visits to assortment

  • Wrote thousands of product descriptions and copy blocks to drive visits to assortment

NileGuide.com

Associate Editor, April 2010 to August 2011

  • Pitch, manage, proofread, and edit content for a team of 100+ freelance writers around the world

  • Implement crowdsourced content projects using oDesk, Elance, and Mechanical Turk

  • Select, edit, and manage all home page content with Marketing, Engineering, and Editorial

  • Use Google Analytics, Omniture, and AdWords to identify, pitch, and write blog posts

  • Drove 500K incremental net-new visits to the site via the blog

Local Expert: Tokyo, April 2009 to March 2010

  • Write point-of-interest descriptions and local insights as sole Tokyo correspondent

  • Audit third-party travel content and write new descriptions to launch the Tokyo destination

  • Map destinations, gather local information, and ensure accurate content

  • Wrote and socialized a new blog concentrating on insider tips for tourists

GPlus Media Japan (GaijinPot.com)

Editorial Assistant, December 2008 to March 2009

  • Write hundreds of wiki articles on Japan, using wiki markup

  • Write promotional copy to appear on site category pages

  • Research, develop, and write the wiki site's Help section

  • Created and edited a blog focusing on emerging trends in Japanese ramen

Berlitz Japan

English Instructor, August 2008 to March 2010

  • Teach English in a professional environment to multiple students of a wide range of ages

  • Teach all available classes: individuals, groups of two to 30, college courses, and children

  • Prepare lessons, implementing Berlitz's proprietary teaching materials

  • Created multiple semester-long college course curricula and taught classes of up to 30

Walmart.com

Associate Writer: Toys and Sports, January 2007 to July 2008

  • Write merchandise item descriptions and item support copy

  • Collaborate with designers and business to conceive and write marketing POV headlines

  • Coordinate with third-party vendors to ensure item information is complete and accurate

  • Understand and develop site editorial standards and on-brand voice

  • Onboarded and managed a small team of writers to quickly complete seasonal item loads

Skills & Qualifications

  • Writing, editing, proofreading: 15+ years

  • Managing: 10+ years in-house and agency

  • Style guides: AP and Chicago style, ADA, SEO

  • CMS: WordPress, Adobe Creative, proprietary

  • Code: HTML, SQL, CSS, Schema

  • Analytics: BrightEdge, Omniture, Google Analytics, Google Trends

  • Google: Ads, Google Docs, Webmaster Tools

  • Languages: Português, Español

  • ServSafe: Manager certified

Education

Commonwealth Club of California Media/PR Fellow, October 2006 to January 2007

San Francisco Downtown magazine Editorial Intern, July 2006 to November 2006

University of California Santa Cruz Bachelor of Arts in Language Studies, June 2006