• Lead a team that has produced over 800 authoritative guides to elective medical procedures.• In 2023, this content drove over 2 million organic search entrances, +6.4% YoY. • In an extremely competitive SEO landscape, 37% of these pages rank on page 1 of Google SERP for the primary keyword, and over 18% rank in the top 3. Responsibilities: • Set and execute a content strategy that elevates the consumer experience and boosts organic traffic, conversion, and revenue.• Analyze content performance and drive improvements. • Hire, train, and coach writers on SEO best practices and brand voice.• Edit all content; manage the production flow and medical reviews.• Collaborate with product and design teams to improve content UX.• Partner with sales teams on new sponsored content and ad opportunities, while preserving editorial independence.• Develop and refine our site taxonomy. • Oversee a six-figure content freelance budget.Over the past few years, we have faced fierce headwinds from Google algorithm updates, COVID, and the shifting economic climate. With tenacity, pragmatism, and passion, we have still produced meaningful consumer experience improvements and business results.

• Developed the RealCare Promise program, which allowed doctors on RealSelf to show their commitment to a higher standard of service and patient care. With one program manager, got 23% adoption from eligible doctors within 6 months. Showed measurable improvements in consumer satisfaction, with a 38% improvement in Net Promoter Score among consumers who contacted RealCare doctors.• Drove deal testing strategy in collaboration with Product team. Managed doctor participation, consumer marketing, and performance analysis with a team of two.

• Built and led a team of three writers who created all consumer-facing content for site and email.• Simultaneously, led a team of 15 community managers, moderators of user-generated content, and customer support agents. • Ensured that all reviews and photos were vetted and consumer contacts answered in 12 hours or less, and that help pages were up-to-date.• Developed and tested RealSelf’s first comprehensive medical procedure guides.• Made a successful case to rebrand the blog and relaunch it for a consumer audience.

• Wrote all site product copy and emails.• Developed the first RealSelf Style & Voice Guide and wrote the brand manifesto.

• Interviewed authors and created regular features for the Amazon Book Review. • Drove $867K in sales from editorially-curated cookbook features, including an interactive map of my picks for the best cookbooks by region, which was featured in NPR’s The Salt blog, the LA Times Daily Dish, and Travel + Leisure.• Developed and managed the Amazon Books Facebook content strategy, increasing year-over-year fan engagement by 356% while reducing negative feedback by 90%.• Gave interviews to reporters on lifestyle book trends and standout titles.

• Developed and led a team of seven editors and merchandisers, responsible for creating hundreds of on-site content features and thousands of marketing emails each year. • Drove a performance improvement of 12% ($2.9M to $3.25M in sales) from our 2011 Best Books of the Year feature through a new targeted email strategy, offsetting the impact of a dramatic increase in sales of lower-priced ebooks (10% of all Amazon book sales in 2010 to over 41% in 2011). • Increased annual sales from our Best Books of the Month program by over 32% ($711K to $1M) by expanding to 12 categories, optimizing email marketing, and boosting site visibility.• Overhauled our publisher-supported merchandising program to improve consumer experience, return on investment, and efficiency.

• Created and optimized the performance of all online and email content for Amazon.ca Books.• Launched the Best Books program featuring editorially independent picks; drove $5.3M in incremental sales over two years.• Developed a robust publisher-sponsored marketing program, while raising the bar on the consumer experience.

• Hired and developed a high-performing team of five editors and merchandisers. • Ensured successful execution and performance of all onsite features and email marketing campaigns.• Developed seasonally relevant, editorially independent features and sponsored content programs featuring music from all major and indie labels.• Instrumental in Amazon Music being named Retailer of the Year at the National Association of Music Retailers awards in 2006, during the most significant downturn in the history of the music industry.• Represented Amazon at NARM board meeting in Chicago.

• Led a team of five writers and editors who created content for cross-product features and upheld a high quality bar for all site copy.• Trained all editors and merchandisers on Amazon style.

• Edited content from all product lines to ensure on-brand, clear, accurate copy.• Developed the Amazon Brand & Style Guide.