As Content Marketing Manager at Vetster Inc., I helped ensure marketing collateral was high quality and on brand. By providing strategic guidance, conducting creative reviews, developing internal resources, and mentoring peers, I facilitated a production process that allowed us to create a high volume of premium content at a consistent cadence.
Dog Stress Landing Page
One of my favourite projects was a landing page about dog stress. First, we commissioned an agency to run a survey with pet parents on how they (and their pets) respond to stress. Once we had the data, I worked with our PR lead to craft a narrative that appealed to both curious consumers and journalists trying to tell a wider story. Next, I designed the content structure of the page and identified keywords to leverage for our SEO strategy and page copy. Finally, I audited our existing content library to curate relevant articles and even copyedited the flagship article we produced as a companion piece.
August Newsletter
Early on in my time at Vetster, I worked with our email marketing team to increase engagement and revenue. I first took on the monthly newsletter since it had the most opportunity for impacting efficiency and generating brand loyalty. After strategizing a theme for each month that aligned with product updates or seasonal needs, I designed an email structure that opened with relevant articles from our blog, highlighted products that boosted revenue for the company, added value through trustworthy advice from our in-house vets, and allowed us to better track engagement through ongoing testing.
