Heather is experienced in many writing and marketing functions including web copy, articles, blog posts, whitepapers, keyword optimization, SEO strategy, marketing funnel, value propositions, branding,
Heather loves to geek out on many topics, including garden, green living, green products, green services, health, home living, kids/family, outdoor/recreation, publishing, and education.
Heather learned alongside other aspiring writers and editors to become a better writer and build a career in book publishing.
Heather wrote copy and drove marketing strategy for the higher education vertical for four years. She drove traffic to websites using SEO strategies, created product positioning and messaging to differentiate and launch new products in the higher education marketplace, and led brand initiatives for targeted, strategic site updates and site refreshes.
Heather researched and wrote articles in the higher education vertical. She used keyword analysis to assess and optimize pages, researched the topic, and solicited and conducted interviews.
Heather regularly wrote email copy that sent to subscribers and cold pitches. She owned mass lists of over 1 million for book subscribers at a major technology company. She also oversaw outreach efforts for her company's communications team, improving cold email pitch conversion rates from 8% to 30% for high-target contacts.
Heather uses data and market research to revise and improve web copy that drives conversion. She believes that persuasive copy is not only compelling but connects to the intended user.