Portfolio
Human Interest
As the marketing team’s first remote hire, I built the fintech unicorn’s content program and brand identity from the ground up. In addition to writing all content for my first two years at the company, I was eventually promoted to manage a team that published, edited, and optimized all customer-facing content (e.g., articles, ads, landing pages, web/product copy, customer communications, case studies, and more).
One of my first projects found me launching the Human Interest Learning Center, a conversion-optimized hub that drives ~500+ MQL conversions and ~75k+ sessions quarterly. Articles ranged in topic from educational to narrative based:
In late 2024, I led a revamp of our retirement glossary, rebuilding entries from SEO/GEO-optimized outlines (created via ClearScope), so content would serve both readers and the AI tools increasingly answering their questions. We emphasized content that could be scanned and directly answered popular questions. The result was a 20% lift in traffic, 183% more emails collected, and 182% more conversions—proof that content built for clarity performs in traditional search and AI-driven discovery alike.
My team launched all customer marketing programs, including newsletters catered to different audiences (business owners/HR professionals, employees, and prospects), and case studies to highlight businesses looking to share their experiences. Together with Product Marketing, I sourced and interviewed customers and wrote content for the company's foundational Customer Stories program.
Throughout the years, my team launched several industry-first programs, including the 401(k)'s first-ever cash-back program and free online classroom designed to drive retirement plan access and participation for those making less than the median national wage (click to view program content). (k)ickstart classroom drove 1,500+ unique views and 2,000+ newsletter subscribers within the first 30 days.
