Proven Skincare

Jul, 2023  –  Nov, 2025  •  2 yrs 5 mos  -  Contract

Marketing Operations Manager with a strong technical foundation, leading end to end marketing performance with a primary focus on SEO as a core acquisition channel. Over the past two years, I led the SEO function and strategy, managing a team and driving scalable, data driven growth aligned with product, content, and engineering.

I owned the SEO roadmap and execution, building keyword clustering models and content strategies aligned with user intent, EEAT, and AI driven search trends. This resulted in a significant increase in organic visibility, growing organic traffic by over 60 percent and improving top 3 keyword rankings across high value clusters. I also led technical SEO initiatives, partnering closely with developers to resolve indexing, crawlability, and site performance issues, reducing critical SEO errors by more than 40 percent and improving overall site health.

From a content and growth perspective, I defined and led the editorial strategy, aligning blog, PDPs, and conversion focused assets to drive both traffic and revenue. I identified content gaps and scaled SEO content production focused on key skincare concerns, contributing to an increase in organic driven conversions of more than 35 percent. I also optimized internal linking and site architecture to improve authority distribution and user journeys.

On the marketing operations side, I worked across the full funnel, aligning SEO with paid media, lifecycle, and product led initiatives to maximize acquisition and retention. I implemented and optimized tracking and analytics frameworks using GA4, Google Search Console, and SEO tools, building dashboards and KPIs to measure performance and support decision making across teams.

I also played a key role in integrating AI into SEO and content workflows, improving production efficiency and adapting strategy to changes in search behavior such as zero click results and AI generated answers. Additionally, I led Core Web Vitals and performance improvements, contributing to better user experience and rankings.

This role required strong cross functional collaboration, working closely with product, engineering, design, and growth teams to ensure SEO and performance best practices were embedded across all digital initiatives.