VP of Product - Technical SEO

• Aug 2022 - Present

Board Member

• Mar 2023 - Present

Resilient Roots' mission is to provide hands-on, practical education that teaches people to grow food organically, using natural ecosystems as a model, while creating landscapes that include native plants, regenerate the ecosystem’s health and ensures people and wildlife can thrive. Resilient Roots' mission is to provide hands-on, practical education that teaches people to grow food organically, using natural ecosystems as a model, while creating landscapes that include native plants, regenerate the ecosystem’s health and ensures people and wildlife can thrive.

VP of Marketing - Organic

• Jul 2018 - Apr 2022

Launched and led the organic user acquisition function at Self Financial (originally, SelfLender), growing convertible visitors from roughly 10,000/month to 300,000/month. Partnered with freelancers and agencies to execute the on-site editorial content strategy I developed based on keyword and competitive research. Hired and worked closely with an agency on a digital PR strategy that resulted in hundreds of high-quality mentions and links each year. Hired and managed in-house leads for social media, content marketing and PR/communications. Led the technical SEO aspect of a domain change to support the company's long-term brand strategy. Collaborated with CMO on brand strategy and relationships with nonprofit organizations. Collaborated with engineers to select a CMS and create and manage content models to enable organic growth through editorial. Partnered with an agency to develop and execute app store optimization program. Tools used: Google Analytics, Google Search Console, seoClarity, Botify, Market Muse, Majestic, Contentful. Show less

Founder and President

• Jul 2016 - Jul 2021

Custom strategic consulting service for consumer-facing startups and growth companies in order to help them achieve their business goals through organic search. Service includes everything from technical SEO audits to training of internal teams. Custom strategic consulting service for consumer-facing startups and growth companies in order to help them achieve their business goals through organic search. Service includes everything from technical SEO audits to training of internal teams.

Senior Director

• Jan 2018 - Jun 2018

Leading product and content programs for organic user acquisition. Leading product and content programs for organic user acquisition.

Professional Services and Product Marketing

• Jan 2017 - Dec 2017

I help current and future customers learn how to make the most, best use of Botify's integration of web crawler, web analytics, server log data and Google Search Console to improve their organic search traffic and revenue. I help current and future customers learn how to make the most, best use of Botify's integration of web crawler, web analytics, server log data and Google Search Console to improve their organic search traffic and revenue.

Advisor

• Dec 2013 - Jun 2017

Advised the CMO and in-house SEO team on SEO strategy, including technical, content and link building. Advised the CMO and in-house SEO team on SEO strategy, including technical, content and link building.

VP Product Management

• Mar 2015 - Jul 2016

I lead the product management team that is responsible for the mobile, desktop and tablet web experiences. With tens of millions of monthly unique visitors driving well over $100 million in annual affiliate revenue, the main focus areas were in driving sales through conversion rate optimization and user experience enhancements based on user research. I lead the product management team that is responsible for the mobile, desktop and tablet web experiences. With tens of millions of monthly unique visitors driving well over $100 million in annual affiliate revenue, the main focus areas were in driving sales through conversion rate optimization and user experience enhancements based on user research.

VP Search Marketing

• Aug 2014 - Mar 2015

I was responsible for content strategy, information architecture, and product requirements to drive organic audience acquisition for this now-defunct startup. I was responsible for content strategy, information architecture, and product requirements to drive organic audience acquisition for this now-defunct startup.

VP, SEO

• Oct 2011 - Aug 2014

My primary focus as VP of global SEO strategy was to manage an in-house SEO team that worked cross-functionally with operations, marketing, product and engineering to ensure organic-search opportunities were maximized. I also provided mentoring to the extended global SEO team and SEO thought leadership for the company. I was promoted from senior director of SEO, responsible for hiring and training an in-house SEO team focused on the North American market. My primary focus as VP of global SEO strategy was to manage an in-house SEO team that worked cross-functionally with operations, marketing, product and engineering to ensure organic-search opportunities were maximized. I also provided mentoring to the extended global SEO team and SEO thought leadership for the company. I was promoted from senior director of SEO, responsible for hiring and training an in-house SEO team focused on the North American market.

Product Director

• Feb 2005 - Oct 2011

As part of the global product team, I was responsible for writing product requirements on stand-alone websites and localized global site templates. I review other product developments for SEO friendliness, audit site structure and performance for new opportunities, and try to increase SEO knowledge in related teams, from design to dev and QA. Other roles I held at HomeAway included SEO strategist, SEO manager and SEO director. My responsibilities increased in time, including hiring a team for the US market to create content, acquire links and conduct technical optimization. My focus shifted entirely to product, collaborating with design, UX and engineering teams to improve the website templates that HomeAway brands used in multiple language markets. Show less

Web Analyst

• Mar 2003 - Feb 2005

Part of a very small company, this position included early SEO tactics, such as web copy writing and link building, and customer support, editing printed publications and delivering the same publications throughout New England. Supported preparation for acquisition by WVR Group (later HomeAway). Part of a very small company, this position included early SEO tactics, such as web copy writing and link building, and customer support, editing printed publications and delivering the same publications throughout New England. Supported preparation for acquisition by WVR Group (later HomeAway).

Editor

• Mar 1999 - Mar 2003

Learned the nuts and bolts of a small, daily newspaper, beginning as a copy editor and eventually becoming editor, managing a small team of reporters and photographers. Learned the nuts and bolts of a small, daily newspaper, beginning as a copy editor and eventually becoming editor, managing a small team of reporters and photographers.