Work Portfolio

See previous Ecommerce sites and publications I contributed to, with measurable accomplishments listed.

I coupled deep product knowledge with creative content, coupling our product- and category-level copy with instructional and technical guides, product reviews, blog posts, guest posts, and email marketing campaigns that allowed our brands to compete (and beat) competitors in search.

Key accomplishments as SEO Manager:


  • Earned #1 ranking in SERPs for core products
  • Grew organic search revenue by 2x in first year
  • Grew organic search revenue by 8x between FY19 and 23
  • Achieved 10%+ email conversion w/ targeted campaigns

Good content is just one pillar of SEO and Marketing. Working cross-functionally as a Buyer and Merchandiser allowed me to optimize our eCommerce offerings, cutting waste, reducing overhead, and freeing up cashflow to invest in new products with greater returns.


Key Accomplishments as Buyer and Merchandiser:


  • Owned inventory of tactical equipment averaging $315k
  • Managed monthly Buyer spend budget averaging $70k
  • Improved STRs of low-performing SKUs up to 5x with targeted sales
  • Reduced costs of core SKUs by 10% to 25% by building new supplier relationships
  • Achieved GPMs of 55%+ by researching and onboarding high-demand SKUs


In partnership with a small but elite team of eCommerce experts, I helped to build our brands into multi million-dollar industry leaders by dominating search, curating merchandising, reducing COGs, increasing margins, optimizing UX, developing "rank-#1" content, and producing video and photo for content and social.

AllOutdoor.:  Part-Time Writer & Editor

I'm a writer at heart. While it's a privilege to write professionally, I also enjoy it for fun. As a side gig, I wrote and edited at AllOutdoor, a digital publication catering to the outdoor lifestyle.


Key accomplishments as Writer & Editor:


  • Published 160+ long-form and editorial articles
  • Wrote 1 to 2 weekly publications for 24 months
  • Earned top-of-SERP rankings for key product reviews
  • Edited evergreen content to retain top organic rankings


I covered everything from ultralight hiking gear reviews, to technical explanations of breathable waterproofing, to military and firearm history, to the spread of cervid disease and its effect on the hunting industry.

As Copywriter at Turn5, Inc.,  I delivered key product information efficiently, improved copy and page structures, and developed intimate knowledge of our products and our customers' goals and needs. This guided my approach to writing copy that improved key on-site metrics, contributed to on-page SEO, and boosted conversion rates.


Key accomplishments as Copywriter:


  • Developed company-wide Copywriting & SEO SOPs for product descriptions
  • Reduced bounce rate up to 50% on key product pages and categories
  • Built interlink strategy for products, increased average pages per session
  • Streamlined and increased Copy team's output from 6-10 to 30+ descriptions daily


This is also how I also approached writing and hosting videos at Turn5: With the goal of building confidence in customers by teaching them about our products and their vehicles, and giving them the knowledge to work on their passion projects more effectively.

Hibu, Inc.:  Agency Web Content & SEO

Before I crafted a website and wrote its web content from scratch, I interviewed brand owners. I learned about their core competencies, top products and services, USPs, strengths and weaknesses, opportunities, competitors, and target market. I took the time to research and develop tailored SEO and web content strategies for every brand.


Key accomplishments as Web Content Writer:


  • Built over 300 industry-specific websites for individual brands and businesses
  • Selected by President of Web Products to test and build new GUI web product
  • Selected by Web Content management to coach content teams on product rollout
  • Promoted to Sr. Writer, coached junior writers on writing and interview practices


The result was the development of a web content product that acquired key rankings in local search, built on existing digital and print advertising, increased leads, and grew online and brick-and-mortar traffic for small- and medium-sized businesses.