/ work
Selected work
SEO, content and storytelling projects from my career so far, with the results, not just the deliverables.
01 — seo & content
Getting found
/ seo · localization
Getting the right page to the right country
An international SEO audit of a global careers site, plus a locale strategy built to scale into new markets.
The challenge
A global careers site serves candidates in several languages and regions. Hreflang and canonical tags tell search engines which version of a page to show which candidate, and with new markets on the way, the team needed to know whether those signals were actually working.
What I did
- Audited the live hreflang and canonical tags on the site’s regional homepages
- Documented where the setup fell short of Google’s requirements: reciprocal tags, an x-default fallback, valid language and country codes, and URLs that match their canonicals
- Wrote a corrected, reciprocal tag set for every page in the set
- Proposed a hybrid locale-code strategy: language-level codes for regional hubs, language + country codes for country-specific pages
- Turned the findings into a fix request and question list for the platform team
The result
A reference implementation designed so localization gets fixed once at the template level, instead of patched page by page as each new market launches.
/ cms · localization
Keeping a global careers site accurate in every language
Day-to-day CMS work on high-traffic, candidate-facing pages, from updates to translations with teams around the world.
The challenge
Candidate-facing career pages have to stay accurate, on-brand and consistent across regions and languages, while requests come in from teams around the world.
What I did
- Update and optimize career pages in enterprise CMS platforms, editing HTML for structure and semantics
- Implement translations and corrections, especially in French, with partner teams around the world
- Open, organize and present digital tickets, giving account managers the website context they need
- Support larger projects like reorganizing shared drives and vanity URLs
The result
Add a result here: pages updated, tickets resolved, languages supported or turnaround time.
/ seo · state farm
Optimizing 45 articles for search and AI answers
Web content optimization for State Farm’s Simple Insights, built for traditional search and AI-generated answers.
The challenge
State Farm’s articles needed to stay visible as search shifted toward AI-generated answers, not just traditional results pages.
What I did
- Researched SEO opportunities and updated copy decks for clarity and brand voice
- Applied SEO, GEO and AEO best practices across 45 articles
- Analyzed traffic, engagement and search rankings to decide what to optimize next
- Partnered with marketing and digital strategy teams on integrated content initiatives and A/B tests
- Presented research-driven recommendations to senior marketing leaders in a one-hour capstone
The result
Higher search visibility across 45 articles, and recommendations that shaped strategic content initiatives.
02 — writing & storytelling
Telling the story
/ travel · cimba italy
Selling a semester in Italy, one post at a time
Travel writing and photography as a Blog Ambassador for the CIMBA study abroad program.
The challenge
Studying abroad is a big decision. Prospective students across the U.S. needed an honest, relatable picture of what a semester in Italy actually feels like.
What I did
- Wrote blog posts and shot photos about studying and traveling across Europe
- Used storytelling and visual content to strengthen the program’s brand and connect with readers
- Promoted international experiences to students from all over the United States
The result
A published collection of first-person travel stories on CIMBA’s official blog, written to help future students picture themselves there.
/ journalism · unimovers
23 articles, written and edited remotely
Journalism and editing for a digital publication on moving, real estate and life in a new city.
The challenge
The publication needed clear, useful articles for a broad audience, from moving budgets to tax rules, produced by a fully remote team.
What I did
- Wrote and edited SEO-informed articles on moving, real estate and settling into a new city
- Edited and published in WordPress, keeping formatting and brand voice consistent
- Applied keyword research and audience engagement strategies to improve performance
- Worked with editors over Teams and Zoom to refine messaging, tone and structure
The result
23 published articles, including guides to moving budgets, tax-deductible moving expenses and the 2026 real estate market.
03 — leadership & innovation
Leading the way
/ innovation · state farm
1st place at HackDay, out of 5,000+
A company-wide innovation competition at State Farm, where my team’s AI presentation took first place.
The challenge
Describe the HackDay prompt here: what problem was your team asked to solve?
What I did
- Played a key role in building and delivering my team’s winning presentation on AI
- Expanded my technical skills and my understanding of digital content strategy and AI
Add 1–2 bullets on your idea: what you proposed or built, and your specific part in it.
The result
1st place out of 5,000+ participants.
/ leadership · recruitment
Running recruitment for 400+ candidates
Leading a 200+ member professional business fraternity, including a multi-week recruitment process.
The challenge
Every semester, hundreds of students apply to join. The process had to be organized, fair and welcoming for every candidate, while run entirely by student volunteers.
What I did
- Set chapter vision, priorities and long-term strategy for a 200+ member organization
- Directed logistics, budgeting and scheduling for a multi-week recruitment process for 400+ participants
- Developed structured evaluation systems and workflows to improve candidate experience and selection
- Trained interviewers on best practices for a consistent, inclusive candidate experience
- Managed confidential applicant information while balancing multiple priorities
The result
A recruitment process that consistently handled 400+ candidates, and hands-on experience with the same candidate-experience challenges I now work on in talent acquisition marketing.