Small team. Big lift.
ManyPets • US content strategy & editorial engine • Jul 2023–Jul 2024
Small team. Big lift.
When ad budgets got paused, organic had to carry the load. I helped drive U.S. content strategy and day-to-day execution to grow visibility, engagement, and trust in a heavily regulated, competitive category, while keeping a people-first, empathetic voice for pet parents.
What I owned
Editorial ops: ran the U.S. editorial calendar (planning, assigning, writing, publishing)
SEO support: search intent, structure, refreshes, internal linking, and content updates (in partnership with our UK SEO lead)
Cross-functional execution: worked closely with writers, editors, designers, developers, legal, and customer service to ship new pages and strengthen existing ones without lowering the quality bar
Cross-channel content: managed U.S. Instagram + Facebook, and built out an educational email program that supported lifecycle and content performance
Systems: helped streamline content operations across teams using ClickUp
How we did it
We balanced speed, trust, and performance:
Built clear SEO guidance for core topics (intent, keywords, structure), then partnered with an agency to scale output
Used AI (plus an internal tool) to jumpstart drafts, then layered in original research, studies, quotes, and expert input
Updated existing pages to better match high-intent searches and improve usefulness
Researched trends and talked directly with customers to spot topics that would resonate and attract the right audience
Partnered with global teams on a cross-market campaign that became the brand’s highest-ever social clicks and engagement on Instagram
The results
From July 2023 – July 2024*:
+430% increase in impressions
+350% increase in clicks
+220% increase in engaged sessions
That 220% increase in engaged sessions was the biggest deal for us - it showed people were interested enough in our content that they visited longer than 10 seconds, triggered a key event (like reaching out), or viewed two or more pages.
*Metrics reflect performance prior to a later technical issue that affected traffic metrics.
Selected examples of work
Puppy blues: naming a hard experience (and making it searchable)
An empathy-led, data-informed article designed to meet readers in a vulnerable moment. Balanced emotional validation with clear structure and search intent.
Rehoming a dog: trust-first content in a high-stakes moment
A sensitive, high-trust topic where tone mattered as much as accuracy. Focused on clarity, compassion, and practical guidance, without judgment or sensationalism.