Portfolio
Selected work spanning journalism, B2B SaaS content, and editorial strategy.
The Intake by Tebra
Led content strategy for The Intake, Tebra's editorial platform for independent physicians and medical billers, growing organic search to 70M annual impressions and driving 16% YOY lead growth.
Workest by Zenefits
Led content strategy for Workest, a Zenefits media website reaching up to 500,000 monthly pageviews, growing e-newsletter subscribers 45% to over 100K (sample here).
Also oversaw ideation, execution, and analysis of 20+ demand generation assets and campaigns (examples below).
San Francisco Business Times
Reported and researched for the San Francisco Business Times, a publication with over two million monthly pageviews at the time, contributing data-driven stories, industry reports, and the 2018 Book of Lists.
Experience
The complete picture: My experience, role by role.
Senior Content Marketing Manager, Tebra
2023-2026
Owned editorial strategy and content calendar across two site experiences and email newsletters, managing a network of 15 freelance writers, editors, and expert reviewers to maintain consistent output and quality standards. Partnered cross-functionally to align content with business messaging and priorities, while writing and editing multi-format content that translated complex subject matter into credible, compelling stories.
Established editorial standards for internal teams, contributors, and agencies, and built AI-assisted workflows around ideation, briefs, editing, review, publication, and optimization to support scalable execution. Grew organic search performance to 70M annual impressions through SEO, AEO, and GEO strategies, drove +16% YOY lead growth and $500K+ in influenced revenue through intent-aligned content, and expanded newsletter subscribers 81% YOY.
Content Marketing Manager, Zenefits
2021-2023
Managed Workest, a news and resource hub with up to 500,000 monthly pageviews, applying data-driven insights and editorial judgment to shape coverage priorities and drive audience growth. Led the full content publishing process for a team of 12 freelance writers and editors, coordinating with subject matter experts and executive stakeholders to deliver content aligned to audience needs and business objectives.
Grew e-newsletter subscribers 45% in 16 months to 100K+, expanding reach through consistent programming and distribution strategy.
Freelance Editor / Demand Gen Campaign Manager, Zenefits
2019-2021
Led ideation, execution, and analysis of 20+ demand generation campaigns across multiple channels, translating complex systems and technical information into clear narratives and differentiated positioning. Produced assets across formats — eBooks, whitepapers, reports, email sequences, interactive tools, infographics, and landing pages — building a content library that supported pipeline objectives and enabled reuse across channels.
Partnered with sales, product marketing, customer success, and design to coordinate creative development and brand storytelling across initiatives.
Marketing and Communications Coordinator, Educational Alliance
2018-2020
Freelance Marketing Assistant and Writer, Bay Area Rapid Transit
2018-2019
Supported marketing operations for one of the U.S.'s busiest transit systems, helping develop and manage BARTable, a community-driven website, and grow social media platforms through content, A/B testing, and strategic campaigns.
Wrote editorial and lifestyle content published on the website and in weekly e-newsletters, aligning topics with marketing and communications objectives to engage and grow commuter audiences.
Owned social media content to highlight the work of the organization and its 15 sites, increasing Instagram followers by 130%.
Produced a variety of marketing materials and campaigns, including website content, emails, landing pages, photography, video, and print collateral.
Researcher, San Francisco Business Times
2016-2017
Researched and analyzed Bay Area business data, generating weekly industry reports across nonprofits, food and hospitality, philanthropy, real estate, and technology, and published data-driven stories, blog posts, profiles, and multimedia packages for a publication with over two million monthly pageviews. Proofread, fact-checked, and coauthored the 2018 Book of Lists, a widely circulated Bay Area business resource.
Pitched research-based story and project ideas during editorial brainstorm meetings, demonstrating ownership and creative strategy in shaping original content angles.