Case Studies
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Three-Audience SEO and Content Strategy
The client: Growing Older Living Digitally is a nonprofit dedicated to expanding digital access and literacy for older adults. Their work sits at the intersection of technology, health equity, and community empowerment.
The challenge: when I came on as a consultant, GOLD had no SEO strategy and a website that had not been built around any of its audiences. The core problem was structural. Their content was trying to speak to three completely different people simultaneously: older adults seeking services, the sandwich generation supporting those adults, and corporate donors funding the work. Each audience searches differently, responds to different language, and needs a different conversion path. The site was serving none of them effectively.
What I did: I started with a full, page-by-page content audit to understand what existed and what was missing. From there, I built an SEO strategy organized around the three distinct audiences. I wrote and implemented meta descriptions and title tags for every page, using plain accessible language for service-facing pages to match how an older adult would actually search, and impact-driven framing for donor-facing pages. I aligned email campaigns with the social strategy, so messaging was consistent across all platforms. I built LinkedIn and Instagram strategies specifically to reach the sandwich generation and ran campaigns in LinkedIn Campaign Manager and Meta Ads Manager, targeting all three audience segments simultaneously.
The audit also surfaced a deeper structural problem — pages that were trying to speak to everyone and reaching no one. That discovery led to a broader conversation about content architecture that became the foundation for a more intentional site structure going forward.
The result: a multi-channel content strategy built around three distinct audiences with consistent messaging across web, email, and paid social — and a site architecture positioned to serve each audience clearly for the first time.
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Full Digital Program Rebuild
The client: LightBox is a data and technology company serving the commercial real estate industry. Their platform helps environmental due diligence, property intelligence, and real estate professionals make faster, more informed decisions.
The challenge: when I joined as Digital Marketing Manager, the entire digital program was managed by an external agency. I inherited a Google Ads and LinkedIn paid account with a combined budget of $15,000, a social presence posting five or more times a day with almost no engagement, and a website with no keyword strategy and no meta descriptions. There was no editorial logic, no content cadence, and no connection between the paid, organic, and social channels. Everything needed to be rebuilt.
What I did: I started with the social presence. The feed was oversaturated, and the content had no strategic purpose. I intentionally slowed production, built an editorial cadence organized around content verticals, color-coded the feed with small icons so the audience could form visual associations, and tied specific days of the week to specific campaign themes. That consistency gave the audience something to come back for rather than scroll past.
For SEO, I conducted a full site audit, wrote meta descriptions for every page, restructured product pages so that priority keywords appeared in the title and the first 3 sentences, and aligned the content calendar with email and product marketing campaigns so every channel was pulling in the same direction.
For paid media, I audited the inherited account before making any changes. I found broad keywords misaligned to audience intent and landing pages that did not match the ad messaging, dragging quality scores down. I rewrote ad copy for both platforms — keeping LinkedIn shorter and punchier with video creative and Google more succinct and informational — and used manual CPC bidding to maintain close control over the $15,000 budget across both platforms. I also conceived, produced, and launched two branded podcasts from concept through distribution, owning every element of the production process end-to-end.
The result: 60 percent overall growth in engagement across all channels in six months. 20 percent increase in website traffic from SEO. 2,000-plus podcast listeners across two shows. A paid media program rebuilt from the ground up and managed entirely in-house for the first time.
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Website Redesign, Content Optimization, and Sales Activation
The client: Sinequa is an enterprise AI search software company helping data-intensive organizations in life sciences, finance, manufacturing, and government find and connect knowledge across complex internal systems.
The challenge: when I joined as a Digital Marketing Specialist, Sinequa was undergoing a full rebrand — a new visual identity, a new color scheme, a restructured site architecture, and a content program that needed to reflect a sharper brand voice and a more strategic keyword approach. The subject matter was technically complex, and the existing content had been written for internal audiences rather than the enterprise buyers the company was trying to reach. Meta descriptions existed on some pages but were inconsistent and unoptimized; the keyword strategy was largely absent from the content program; and there was no consistent social presence pushing content to the people most likely to convert.
What I did: I partnered with the product marketing team on an organization-wide website redesign completed in under a week. As the site was being rebuilt with a new visual identity and restructured architecture, I worked alongside the team to manually migrate and optimize content across every page simultaneously. I built pillar pages organized around Sinequa's core use cases and target industries, rewrote copy to align with the new brand tone, and implemented meta descriptions and a keyword strategy across the entire site, ensuring every page was optimized for search from launch day.
Beyond the site itself, I established a stricter editorial cadence for content production, shifting from volume-driven publishing to a targeted strategy built around specific industries and buyer personas. I wrote weekly blog posts and web content, translating complex AI and enterprise search technology into clear narratives for non-technical decision-makers in life sciences, finance, and manufacturing.
To extend the reach of that content, I built a sales activation program on LinkedIn. I wrote ready-to-post content for salespeople — blog announcements, product launch posts, event promotions — and gave them a simple system for sharing and engaging with their own networks. This turned the sales team into a distribution channel for organic content and significantly expanded the reach of every piece published.
The result: a 25 percent increase in organic traffic and a 15 percent increase in social growth within six months of the redesign launch. The organic content strategy drove meaningful engagement from enterprise organizations across target industries, including outreach from NASA as the company was in active conversations about a potential partnership — a direct result of the visibility built through targeted organic content and a fully optimized website built under an aggressive deadline.