Here’s what you need to know about where I’ve worked:

Director of Content Marketing & Web Strategy, Guru; San Francisco, CA

2018-2023

As Marketing Director, I ran overall investment, branding, editorial and directional strategy for all of Guru’s web properties, including SEO, SEM, and CRO.

As a leader in the Growth Marketing org, I developed quarterly KPI strategies around increasing the contribution of  earned and owned channels (including organic, direct, referral, and organic social traffic) to net-new ARR growth. I also worked closely with Sales and other cross-functional partners to develop assets needed to support both sales-led and product-led motions.

I am a passionate coach for my direct reports, giving positive reinforcement as well as productive criticism where necessary in order to help develop their own long-term career strategies.

Honors and Achievements:

• 3-time finalist for the Customer Contact Central MVP awards, winning once for Change the Way You Communicate Time Off to Truly Disconnect

Notable Wins:

• Led Guru’s inbound and outbound marketing efforts, growing from $5 million to $30 million ARR 

• Owned and directed main site buildout and optimization strategies, leading to a 3x increase in site traffic with downstream improvements to lead generation and product signups

Content Marketing Manager, Autodesk; San Francisco, CA

2016-2018

I pitched, created, and tested content for the AutoCAD brand, Autodesk’s flagship product and largest source of revenue. My role included being managing editor of the AutoCAD blog, now the premiere source for information about AutoCAD on the web; implementing our customer stories program (now in v2, taking a content pillar approach to create depth of customer-related content for use by different orgs within Autodesk, including Marketing, Product, and Demand Gen/Sales); ghostwriting launch and thought leadership content for senior Product team members; and developing video and social content. 

Honors and Achievements:

• Winner 2017: Autodesk Business Strategy and Marketing (BSM) SPACE Award for the Original. AutoCAD. campaign

  • SPACE Awards recognize individuals and teams that demonstrate behaviors that are critical to our success

• Finalist 2018: Content Marketing Awards

  • 3 categories:

    • Best Regularly Featured Column or Section: AutoCAD Blog: Tuesday Tips

      • I edited and managed this feature

    • Best Use of Twitter in Content Marketing: March CADness

      • I developed the main concept and creative assets/approach

    • Best Branded Content Campaign: Original. AutoCAD. campaign

Notable Wins:

• Grew AutoCAD blog organic traffic by more than 200% in 2 years

• Developed pipeline and ran the AutoCAD customer stories program for the successful Original. AutoCAD. campaign

• Pitched, developed, and ran the AutoCAD 35 Under 35 Young Designers list to honor AutoCAD’s 35th anniversary

• Pitched, developed, and ran March CADness, a Twitter engagement campaign to coincide with March Madness

• Won an Autodesk Marketing Org award for innovation (for the customer stories program)

• Developed, tested, and refined copy for in-trial marketing of the AutoCAD family of products

eBook Editor, School & Life by Mina Dezyanian (@ironringgirls)

2017

School & Life is an ebook written by Instagram influencer @ironringgirls, designed specifically to help girls who want to pursue engineering in college.

Content Marketing Manager, Samsung SmartThings; Palo Alto, CA

2016-2016

I handled all written content for SmartThings (Samsung's connected home division), which extended from  ecommerce product descriptions on shop.smartthings.com and SmartThings' Amazon storefront to SmartThings' consumer website (SmartThings.com), the SmartThings blog, product packaging, and channel marketing.

Notable Wins:

• Relaunched SmartThings.com with new, user-friendly use cases and verbiage

  1. Introduced new copy approval process to ensure alignment

  2. Pitched and wrote video scripts for multi-million dollar brand campaign

  3. Updated blog.smartthings.com to include a new monthly feature, "Pop Connection", which takes a look at connected homes through the lens of pop culture in order to produce that "Wow, the future is now!" feeling

  4. Targeted, wrote, and helped design biweekly newsletters for the US and UK

Managing Editor, All Media Network, LLC; San Francisco, CA

2012-2015

I directed all editorial content for three out of the four sites owned by All Media Network (later acquired by RhythmOne), including flagship properties SideReel.com and AllMusic.com, and served as primary writer of original content for SideReel.com and AllMovie.com). Combined, these three sites averaged 118 million page views and 17 million unique visitors per month.

Notable Wins:

Led copywriting/editing efforts for all four All Media Network properties and allmedianetwork.com 

• Head of content strategy for three of AMN’s properties (SideReel, AllMusic, and AllMovie), and strategy consultant for the fourth (Celebified); created the “SideReel Contributor” position to increase content generation without a budget item

• Built editorial style/brand book for all AMN properties

• A/B tested homepage, mobile, and signup form copy to increase pageviews and registered users on AMN’s flagship site, SideReel

• Rebuilt SideReel’s brand after pivot from a gray-market link share site to an authoritative TV tracking site

• Marketed major feature updates for SideReel, AllMusic, and AllMovie

• Developed and experimented with social media best practices for SideReel and AllMusic

• During my tenure as Managing Editor, SideReel has seen an increase of 3mm registered users (6mm to 9mm)

Copywriter, countable.us; San Francisco, CA

2014-2016

I designed, wrote, and analyzed Countable’s marketing outreach efforts, including its weekly newsletter, reengagement emails, and social media campaigns.

Notable Wins:

• My A/B testing and marketing efforts helped lead to coverage for Countable in Buzzfeed, GQ, and Politico

• Increased newsletter campaign open rates from ~15% to >20% on average (industry average is 17.7%; increased CTR from ~1.5% to >3% on average (industry average is 2.4%)

• Increased organic marketing reach by over 100% in the last 10 months

• Coordinated an ambitious email and social marketing campaign that saw an increase of 1mm messages to Congress in three months (the first 1mm messages had taken 12 months)