July 2018 – May 2021.
Segal is a benefits and HR consulting firm with hundreds of thousands of annual users and clients across America.
I led digital strategy for the organization, running content marketing programs designed to generate leads across the website, email and social media. I was also in charge of KPI setting and reporting for digital marketing, project managing a team of content creators.
The website relaunch
As Digital Content Strategist I led the re-launch of Segal’s website. This included content audits, developing SEO strategy, implementing 301 re-directs, creating a new information architecture (IA) and running a year-long project covering content, UX design, branding and development.
I also managed the day-to-day production of content for both informational and content marketing purposes, focused on both acquisition and retention.
Managing digital strategy
Following the website re-launch, I was promoted to Director of Digital Strategy for my efforts.
In my Directorship I implemented Segal’s first end-to-end workflow for marketing, product managing the creation of new features for segalco.com and ensuring that the content team had a steady pipeline of both acquisition- and retention-focused content marketing.
I also led the creation of the organization’s first UX test plan, encompassing user tests and A/B testing for both user experience and conversion rate optimization.
Last, I was responsible for educating the wider organization on the benefits of digital strategy, UX and content marketing. I regularly presented to executives on the digital team’s results, focusing roundtable conversations on the goals and KPIs I had set for the team.
As a result of my work, Segal saw:
- Increased sales qualified leads
- Doubled thought leadership downloads every year
- Increased clickthrough rates and click-to-open rates in email over the same period
- Drastically improved LinkedIn clickthrough rates in 2019, 2020 and 2021