Resume

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Cassidy Rush Content and SEO Resume

Education

  • B.A., Strategic Communication & University Studies
  • Oklahoma State University, 2012
  • Stillwater, OK

Senior Manager, SEO and Content Strategy

Leafly, December 2019 – Present

  • Site section specific content strategy development to achieve KPIs and traffic goals (Strains, Product Marketplace, News, Learn, Dispensaries, Deals, Delivery, Social Justice)
  • Collaborate with internal teams and SME’s to recommend and implement b2c and b2b content or SEO strategies (news, content, branded content, product, marketing, etc.)
  • Owner of Leafly’s strain database and scalable strategies to bolster organic traffic there
    • Y/o/Y sessions to Leafly strain pages grew 18.8% (66.9M to 79.5M).
    • 87% of those sessions were organic
  • Ongoing keyword tracking and keyword research
  • Current on upcoming cannabis industry trends, SEO industry trends, + trends outside the cannabis space that can be harnessed early on for traffic. (Ex. COVID19)
  • Regular reporting on SEO and traffic metrics and using that data to make informed SEO decisions (GA, Tableau, GSC, SEMRush, OnCrawl)
  • Ongoing competitive research, filling competitive content gaps, and in general keeping a close eye on competitor moves and strategies.
  • Constant prioritization and recalibration of opportunities – required effort + estimated ROI
  • Close collaboration with Leafly’s SEO agency on projects, timelines, deliverables, and communicating new and changing priorities
  • Enthusiastic about SEO testing and mitigating risk of traffic loss
  • Localized SEO strategies focused on capturing rich results including featured snippets and PAA opportunities within Google
  • Development of 6 major evergreen content hubs
  • Ongoing content consolidation and deduplication
  • Champion of the Leafly brand and the voice of our consumers
  • Copywriter for strains and dispensary pages
  • Contributor to Leafly News

Content Marketing Manager

Delta Dental of Washington, November 2018 – December 2019

  • Content strategy development for 2018 and beyond.
  • Editorial calendar development and management for 2018 and beyond.
  • Partner with multiple senior and executive level stakeholders to ensure regulatory, clinical and legal compliance within all content.
  • Define content metrics, infrastructure and reporting across business segments and audiences.
  • Lead content creator and editor.
  • Manage freelance writers and graphic designers.
  • Work directly with graphic designers to develop creative.
  • Brand champion for DDWA.
  • Own voice, tone and compliance with brand standards.
  • Integrate with multiple channel owners to help reach KPIs.
  • Act as the voice of the customer and consumer.
  • SEO strategy development and management for 2018 and beyond.
  • Support b2c and b2b content needs, including content aimed at large, medium and small organizations in addition to individual brokers and clients.
  • Ghostwrite for executive leaders.
  • Use marketing automation tools to a/b test content, CTAs, forms and other critical content functions.

Content Marketing Campaign Manager

PayScale, June 2016 – November 2018

  • Act as a liaison between our PR agency and marketing teams for deliverables, strategy and execution.
  • Write, edit and publish blog content for two uniquely different PayScale blogs.
  • Establish content strategy for PayScale reports in the consumer space.
  • Develop micro content and media using PayScale data reports.
  • Plan/manage events, booths, collateral for relevant PayScale consumer conferences.
  • Develop and execute editorial calendars for social promotion and blog content up to a year out.
  • Plan measurable social media campaigns to help amplify PayScale’s voice across all channels.
  • Event planning lead for consumer marketing audiences.
  • Social media management for both b2b and b2c audiences.
  • Work with the data team to strategize consumer questions and language into the survey for building interesting and relevant reports on the workforce.
  • Data Storytelling.
  • Cross-functional project manager and team lead on projects.
  • SEO lead for b2b and b2c content teams.
  • Develop internal advocacy group for PayScale content.
  • Contribute content externally for PayScale on sites like Elite Daily.
  • Manage email marketing strategy for PayScale newsletters.
  • Track notable press mentions and reporting using tools like Buzzsumo, TrendKite, Meltwater and Moz.
  • Develop content that supports PayScale’s thought leadership pillars.
  • Create, manage, and promote PayScale scholarships in the educational space.
  • Regular reporting on content and social performance metrics to leadership team using Google Analytics 360, ahrefs, buzzsumo, moz, Sprout Social, domo.

Content Marketing Associate

PayScale, September 2014-June 2016

  • Write and contribute blog articles regularly to the PayScale career blog.
  • Develop and execute targeted link building campaigns in order to increase the total followed linking root domains to PayScale.
  • Develop easily digestible consumer content from data reports on the workforce and higher education.
  • Develop infographics for content promotion.
  • Responsible for identifying and securing influencers/contributors for different content pieces.
  • Regularly pitch our consumer content to journalists, bloggers, freelancers, organizations and social platforms.
  • Ongoing focus building relationships with bloggers, reporters, influencers and industry thought leaders.
  • Work with media outlets like Money and US News for content partnerships.
  • Regularly respond to questions from journalists for story development or quotes.
  • Cross-team coordination among marketing team and our third party PR firm.
  • Ongoing research for career blog topics based on industry news. Creatively connect our data and content to pop culture to increase social shares.
  • Assist our social media manager in hosting and facilitating Reddit AmA’s based on our content we produce.
  • Develop SEO strategy for consumer content including keyword research, writing meta data and meta descriptions. Matching relevant content topics in order to rank higher in search engine results.
  • Regular content testing before live publication to avoid errors, typos, broken links.
  • Regular reporting to management on link building metrics, blog metrics and SEO metrics using tools like Ahrefs, Moz, Google Analytics, Meltwater.
  • Manage and helped develop content collateral for outbound promotion including imagery, embargoed press data and press releases.
  • Attend relevant industry conferences in order to increase brand awareness and PayScale as a thought leader.
  • Manage and work with a small team of freelancers to assist in marketing research.
  • Directing, writing and producing video content for PayScale.

PR and Digital Syndication Manager

Flowroute, December 2013 – July 2014

  • Cross-channel B2B marketing strategy and development.
  • Paid search and display management across multiple digital platforms.
  • Media buying, placement, budget allocation, reporting and ongoing optimizations.
  • IT community management and social media engagement.
  • A/B testing paid search and display performance.
  • Directory listing optimization and verification for organic search.
  • Setup of conversion tracking using Google AdWords and Google Tag Manager.
  • Landing page development focused on conversions and clicks.
  • Technical copywriting and assisting with blog content optimization.
  • Keyword research and analysis for organic search using Moz Analytics, Google Analytics, Advanced Web Ranking Software.

SEO Specialist II

Cobalt/CDK Marketing, September 2013 – December 2013

  • Geo targeted landing page development and testing.
  • Google+ local business page development and content optimization.
  • Ongoing citation submissions to Google Map Maker.
  • merged Google local, places and +pages accounts.
  • Implemented Google Analytics tracking code and tag manager for clients using.
  • Utilize schema markup & tester in Google Webmaster Tools to help showcase local businesses.
  • Monthly analytics documentation and reporting presented to clients.
  • Client-facing role with daily engagement & a monthly strategy alignment call.

Digital Marketing Associate

Agency 70, October 2012 – August 2013

  • Perform extensive keyword research and analysis.
  • Assist Director of Internet Marketing to create and deliver campaign proposals.
  • Perform competitive analysis to identify opportunities and areas of improvement for clients.
  • Strategically plan and structure campaigns to accommodate client scope and budget.
  • Monitor and track Google Analytics and Google AdWords to create monthly SEO reports.
  • Utilize Advanced Web Ranking software to identify rankings and campaign performance.
  • Create and maintain Google Webmaster and Bing Webmaster tools for indexing and backlink tracking for clients.
  • Present monthly SEO and SEM reports to clients.
  • Develop optimized copy for page titles, meta descriptions and keywords.
  • Compose compelling and organic blog posts for multiple clients.
  • Use Google AdWords to identify possible negative keywords, opportunities for increasing bids, PPC campaign performance and optimizing PPC ad copy.
  • Utilize web resources to develop sitemaps and url lists for webmaster submission.
  • Develop compelling CTA copy meant to increase conversions for clients.
  • Work with public relations team to optimize social media content and press releases.

Digital Advertising Intern

The Daily Dot, June 2012-August 2012

  • Research, develop and maintain media lists of potential online advertisers.
  • Directly assist advertising director in multiple projects and tasks.
  • Continuous prospecting for potential advertisers.
  • Create informational media kits to generate online advertising.
  • Analyze web traffic and audience demographics for advertising.
  • Conduct extensive research into audience web habits.
  • Work with key players to develop goals and objective based on research.
  • Assist the advertising director with critical sales meetings.
  • Act as the liaison between The Daily Dot and our PR agency.
  • Coordinate daily communication with key players in the organization across the country.

Advertising Account Executive

The Daily O’Collegian, June 2011 – May 2012

  • Execute client projects and daily account activities including status reports and timeline development.
  • Develop project cost estimates and communicate with multiple clients for approval.
  • Aggressively research, develop and cultivate leads using a variety of online and offline sources.
  • Work directly with clients to develop innovative advertising strategies.
  • Prepare accurate advertising contracts and payment terms on behalf of the O’Colly.
  • Communicate between clients and agencies to coordinate and execute advertising campaigns
  • Responsible for selling multiple advertising formats including print, online and mobile.
  • Use Adobe Photoshop, InDesign and Illustrator on a daily basis.
  • Responsible for preparing and presenting artwork for modification or approval in a timely manner.

 

Resume info last updated 1/1/2022