Case studies & writing

Programs built, then proven.

The full version of the work: the problem, the strategy, what shipped, and what it moved. Real client results first, then spec samples that show how I plan and write. Pieces marked spec were built for a hypothetical brand to demonstrate methodology.

Client case studies

Strategy · B2B SaaS · Multi-year

50% YoY × 3

Built the Woobox content engine

Woobox · Digital Marketing Manager · 2017–2022

Challenge

A self-serve SaaS platform in a crowded social-promotions space. Growth had to come from content and product education, not a big paid budget, and it had to hold up year after year.

Strategy

Own the campaigns customers were already trying to run. Build repeatable formats so output held as the team scaled. Tie every piece to an activation moment inside the product.

What I did

Built the program from scratch: editorial calendar, SEO landing pages, email, and paid search. Wrote all brand and product copy. Ran Google paid search to 17–20% CTR. Used Analytics and Search Console to cut what didn't work and scale what did.

My role

Digital Marketing Manager. Owned the content program end to end.

  • 50% YoY user growth, three consecutive years
  • Top 10 rankings, no paid amplification
  • 17–20% paid search CTR
Video · AI · B2B SaaS

+570%

A SaaS video series that grew engagement 570%

Content Supply · Video Editor · 2024–present

Challenge

A SaaS client's video series was technically fine but flat. Views without watch time, and watch time is the metric every algorithm and every buyer actually rewards.

Strategy

Rebuild around retention. Open on the payoff, cut the runway, and give a reason to stay every 20 to 30 seconds. Standardize it into a template the client could keep producing.

What I did

Reworked pacing, structure, and hooks in Premiere Pro and After Effects. Built an editing template and a retention checklist. Put Claude, ChatGPT, and Google VEO into scripting and rough-cut to cut iteration time, with the creative calls staying mine.

My role

Content strategy and video editing. Owned the format and the edit.

  • 570% engagement increase
  • 32% retention on 44-minute long-form (own channel)
  • Repeatable series template delivered
Video · eCommerce

+90% BF

Ad creative that helped lift Black Friday revenue 90%

Earthing® · Video Editor · 2024–2025

Challenge

A wellness DTC brand in a category that needs education before it converts. Black Friday traffic was cheap to buy and expensive to waste, so cold clicks bounced before checkout.

Strategy

Lead with proof, not discount. Match content to funnel stage, and repeat one offer across every touchpoint so the message compounded.

What I did

Produced and edited the Black Friday set in Premiere Pro and After Effects: paid social cutdowns, product-page demos, and email hero clips. Built channel-specific versions from one shoot across Meta, Google, and AdRoll.

My role

Video editor on the campaign, working to the brief and the revenue target.

  • Contributed to a 90% Black Friday revenue increase
  • 25% portfolio ROI improvement
  • One shoot repurposed across paid, email, and PDPs
Strategy · B2B SaaS

Rebrand & GTM

Repositioned a B2B SaaS brand

ENGAGE XR · Head of Digital Marketing · 2022

Challenge

The brand messaging undersold the platform at a moment when the story needed to do the product justice.

Strategy

Rebuild the story so the product read like itself, then make it hold across every touchpoint instead of drifting channel to channel.

What I did

Rewrote the website and positioning, then aligned PR, product, and sales on one story from homepage to sales deck. Drove video strategy and go-to-market content for feature launches.

My role

Head of Digital Marketing. Owned messaging across three teams.

  • Full rebrand and positioning rewrite
  • One story aligned across PR, product, and sales
  • GTM content for new feature launches
Strategy · Consulting

≈20% traffic

Launch content for an indie game studio

Bithell Games · Marketing Consultant · 2016

Challenge

A six-month engagement to grow reach across owned channels for an independent studio.

Strategy

Work independently across all copy and strategy, focused on compounding owned-channel growth rather than one-off spikes.

What I did

Landing pages, social, blog posts, and podcast strategy, including episode planning and guest booking.

My role

Marketing Consultant. Owned copy and strategy end to end.

  • ≈20% site traffic growth
  • Expanded podcast listenership

Strategy & writing samples

How I think, shown in full.

Spec samples built for a hypothetical brand to demonstrate methodology. The case studies above are real; everything below is labeled spec.

Spec Content strategy: "Cadence" two-quarter organic plan

A content-operations SaaS for marketing teams. Goal: grow qualified trial signups from organic search and YouTube without increasing paid spend.

The problem we solve for the buyer

Marketing teams don't search for "content operations software." They search the pain: missed deadlines, scattered calendars, approvals stuck in DMs. The strategy wins by owning the problem language, then showing the product as the obvious fix.

Audience & intent

SegmentWhat they searchWhat we publish
IC marketer (drowning)"content calendar template"Templates and how-to guides
Marketing manager (evaluating)"content workflow tools"Comparison and use-case content
Head of marketing (deciding)"content operations ROI"Case studies and ROI breakdowns

Content pillars

Plan it: calendars, briefs, workflows (top of funnel). Ship it: production speed, approvals (mid funnel). Prove it: measurement, ROI (bottom funnel).

Channel logic

Search is the compounding asset: pillar pages plus clustered supporting posts. YouTube carries the show-don't-tell weight. Email converts the template downloaders into trials. One idea, produced once, cut for all three.

How we measure it

Leading: organic sessions, video watch time, template downloads. Lagging: organic-attributed trial signups, trial-to-paid rate. Review monthly, and kill or scale formats on evidence, not opinion.

Spec Writing: SEO blog post (top of funnel)

Target keyword: how to plan a content calendar · Intent: informational · CTA: free template to trial

How to Plan a Content Calendar That Actually Survives Q4

Every content calendar looks great in January. The test is October, when three launches collide, two people are out sick, and the tidy doc you built in a quiet week is the only thing between you and a missed quarter. That's when most calendars quietly fall apart. Not because the planning was bad, but because it was built for the calm, not the chaos.

Start with the goal, not the grid. Write down the one number this quarter has to move, then make every slot trace back to it. If a planned piece can't name the metric it serves, it isn't a priority. It's a hobby, and it can wait.

Build in slack before you need it. A calendar packed to 100% breaks on contact with reality. Leave one open slot per cycle on purpose. The teams that ship consistently are the ones who left room to absorb the surprise that was always coming.

Make the handoff visible. Work rarely stalls inside a task. It stalls in the gap between people. Put the handoff on the calendar itself, and the bottleneck becomes visible too.

Why it ranks: answers the query in the first 40 words, uses the keyword naturally in H1, intro, and close, and earns the link with a genuine template.

Spec Writing: email nurture sequence (4 emails)

Trigger: downloaded the content calendar template. Goal: convert to free trial. Exit: starts a trial.

Email 1 (immediately): deliver the file, no fluff. One line on the single best way to use it: fill the goal cell first, everything else hangs off it.

Email 2 (day 2): lead with the pain. Calendars die in the handoff gaps. Teach the ownership-column fix. Pure value, zero pitch.

Email 3 (day 4): bridge from template to product. The same plan, but with approvals and status live. Soft CTA to start a trial.

Email 4 (day 7, branch: no trial yet): one concrete before and after, one testimonial line, one clear CTA. If a trial starts at any point, exit into onboarding.

A/B tests: Email 1 subject line, Email 3 CTA wording, day-2 send time. Benchmark against a 45 to 55% open and 3 to 5% CTR for warm template leads.

Spec SEO & AI-search (GEO) briefs

The briefs a writer would get from me: a classic SEO content brief, then a GEO brief for winning citations in AI answers. Evidence I can plan organic growth for both the blue links and the AI box.

Pillar brief: "Content Calendar" topic cluster

Primary keyword: content calendar. A pillar page that internally links to a cluster, structured to own the definition box, the five components, a step-by-step build, a gated template, common mistakes, and a measurement section. On-page: keyword in H1, first 100 words, one H2, and metadata; a snippet-targeted definition block; FAQ schema; and an original template asset to earn links.

GEO brief: getting cited by AI answers

Ranking first isn't enough when buyers ask an assistant for a shortlist before they see any links. SEO earns the click; GEO earns the citation, the brand quoted inside the answer. Answer the question first in 40 to 55 words so models can lift a clean response. Earn citations with information gain: original data, a named framework, a clear definition. Structure for extraction with question-shaped H2s, short paragraphs, and FAQ and How-To schema. Build entity authority with consistent naming and real author credentials.

Measure it: run the target prompts across ChatGPT, Claude, Gemini, and Perplexity on a schedule and log when the brand is named; track share of voice against competitors; tag AI-referral traffic separately.

Most content candidates still optimize only for blue links. Building the system that gets a brand quoted by the AI is a direct extension of the SEO work above, not a separate discipline.

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