Sally Mellinger - SEO and Content Strategy Lead, Verve Industrial

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Work Background

Verve Industrial, A Rockwell Automation CompanySr. Content Manager

Jul. 2023Remote* Increased SERP features by 50%, top-5 rankings by 56%, and boosted Domain Authority by 2 points within 3 months. * Drive growth through product-led and content-led SEO strategies, improving organic search visibility and sales qualified leads by 17.9% since December. * Lead ongoing SEO experiments, including A/B testing landing pages and conversion-focused content optimization, leveraging tools like Hotjar for insights. * Scale content production and optimize site structure using generative AI (e.g., ChatGPT, Gemini) for keyword research, topic ideation, and content creation.

CrowdStrikeDirector, Web Content Strategy

Sep. 2021 - Mar. 2023* Scaled the web content team from 2 to 5 in 6 months, maintaining 100% retention and fostering professional development through mentorship and training. * Improved team efficiency by 150% through streamlined content processes, including voice and style guides, templates, and workflows. * Collaborated across web content, design, and engineering teams to execute and optimize web initiatives for the global organization. * Championed data-driven SEO optimization, increasing organic traffic by 50% and demo requests by 20%. Utilized tools like SEMRush and Google Analytics for strategic decision-making.

TalkdeskSenior Manager, Web Content Strategy

Nov. 2020 - Aug. 2021* Led a team of three writers to develop a content-led SEO strategy, increasing organic traffic and building a qualified lead audience. Focused on keyword optimization, on-page enhancements, and content repurposing for maximum search visibility. * Delivered insights on content creation, landing page design, and CRO strategies to improve conversion rates and user experience. * Developed voice and style guides, templates, and workflows. * Collaborated with the global marketing team as a content strategy consultant, ensuring content initiatives aligned with the customer journey and key conversion goals.

Career BreakProfessional development

Aug. 2020 - Nov. 2020Completed a 3-month, full-time virtual Web Development Bootcamp at Eleven Fifty Academy to expand my technical skillset.

TinuitiContent Marketing Operations Manager

May. 2018 - Aug. 2020RemoteOversaw developing and promoting premium content pieces, driving significant downloads and supporting lead generation efforts. Collaborated in developing the go-to-market strategy for Tinuiti's mobile marketing and programmatic offering, ensuring a comprehensive and effective launch. Utilized data analytics and SEO techniques to transform the blog SEO strategy, resulting in a 59% increase in organic traffic within 6 months. Implemented project management tools and streamlined content requests to optimize team productivity and resource allocation. Produced high-quality blog posts and premium content pieces, collaborating with a team of writers to deliver engaging content that supported lead generation and brand development.

SharpenContent Marketing Manager

May. 2016 - Apr. 2018Indianapolis, Indiana AreaDeveloped and executed growth-focused content marketing strategies, leveraging SEO and data analytics to drive organic website traffic and improve conversion rates. Conducted competitor and keyword research to optimize content strategy at each stage of the customer journey. Utilized marketing automation tools and CRM systems to enhance campaign performance and lead nurturing. Produced a wide range of content materials, including white papers, eBooks, infographics, and blog posts, to attract and engage target audiences.

Simon Property GroupMobile Messaging Coordinator

Nov. 2012 - Apr. 2016Indianapolis, INDisplayed effective management practices to govern the Mobile Shopper Club, encompassing 185+ individual text clubs sending 200K+ text messages monthly. Developed and executed targeted email and SMS campaigns, leveraging customer segmentation and personalization techniques to drive engagement, increase customer loyalty, and boost sales. Collaborated with cross-functional teams, including marketing and operations, to align messaging and campaign strategies with business objectives and customer needs.

Trident MarketingSEO Manager

May. 2011 - May. 2012Raleigh-Durham, North Carolina Area• Used SEO best practices to maintain first page rankings for competitive keywords for several high traffic websites in the satellite TV and home security spaces that drove 700-1200 online sales monthly. • Coordinated viral media efforts, such as social media campaigns and the design and promotion of infographics.

Slingshot SEOSEO Strategist

Oct. 2010 - May. 2011Indianapolis, IndianaIncreased rankings for a large health insurance company from 2nd page to 1st page on Google for highly competitive search terms. Spear-headed the development of a scalable guest blogging process that became the primary link building strategy for SlingshotSEO.

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