SEO blogs
Below is a selection of blog posts I wrote for Benepass. After joining, I launched and scaled a blog and SEO strategy that drove 186% organic traffic growth and added 700+ page-one keywords in the first year, along with a 152% lift in sitewide clicks and a 5x+ increase in impressions. We increased non-branded traffic from 12% to 56% during my tenure, highlighting our success in expanding organic reach and capturing new demand. Since Benepass's flagship lifestyle spending account was a relatively new concept in employee benefits, much of my foundational content focused on category creation and education.
Thought leadership
I’ve ghostwritten thought leadership content in several roles, distilling leadership insights into timely and topical pieces that elevate the company’s authority. At Fastly, the blog balanced thought leadership with product-driven content. I worked closely with subject matter experts in product, engineering, and developer relations to tell highly technical stories that spoke directly to our audience of cybersecurity practitioners, developers, and engineers, addressing their priorities and pain points head-on.
Guest writing opportunities are a great way to build backlinks and generate PR value. I pitched and ghostwrote this piece for the World Economic Forum to highlight how fintech transforms the employee benefits experience. After interviewing our head of product, I distilled his insights into an article that positioned Benepass as a leader in the fintech for corporate compensation space.
I continued this partnership by pitching and ghostwriting this piece on personalized benefits for our CEO. I arrived at this topic after brainstorming ideas that were strategic for our company but still relevant to a wider, global audience. Our audience frequently cited this challenge, so I knew it would resonate.
With the explosion of AI, Benepass wanted to be at the forefront of conversations about how the tech could change the benefits landscape. This blog recapped a webinar on the topic and teased future product updates.
This is one example of a product launch announcement I worked on at Fastly. I collaborated with product marketing to align messaging across collateral and ensure we communicated the most valuable benefits to readers. Product owners often lean toward company-centric, feature-focused messaging, so I consistently rewrote and refined content to center on the problems we were solving for customers.
This blog detailed a widespread internet vulnerability and gave readers immediate guidance on how to protect themselves. When our security research team discovered the threat, I worked with relevant SMEs to publish within hours. We were among the first to report on the vulnerability, driving 205K visits and making it our top-performing blog of the quarter.
A competitor published a blog post using faulty data to attack our services. This was one of our first experiments with competitive content—it required multiple rounds of edits and stakeholder feedback to strike the right tone. The risk paid off: the blog drew 85K visits, making it our second most popular post of the quarter, and we received overwhelmingly positive feedback for taking a stand and defending our position in the market.
eBooks & reports
Below is a selection of eBooks and reports I’ve developed and written. Altogether, the assets I wrote for Benepass directly drove more than 1,000 sales meetings and generated $3.58 million in content-download-sourced pipeline from 2024-2025. I’ve also included a couple of other long-form pieces I’ve produced, including a report I ghostwrote for JupiterOne, a cybersecurity company I partnered with on content projects during my time at Fastly.
Case studies
During my time at Benepass, I built a library of 20+ customer stories, working closely with our customer success team to identify strong candidates and owning the entire process of interviewing, writing, and promoting the case studies. I extended their impact by weaving customer testimonials and insights into blog posts, eBooks, website copy, and other types of content.
Sikich Revamps Its Pre-Tax Programs and Saves $86K Annually With a Modernized Approach
Webflow Overhauls Pre-Tax Administration by Switching From a Legacy Vendor to a Modern Solution
Mercury Achieves 92% Cumulative Engagement Rate With a Flexible Wellness Benefit
Campaigns
Beyond day-to-day content, I've developed special projects that push creative boundaries and position brands as category leaders. I enjoy having the freedom to dream up out-of-the-box ideas and tell unique and interesting stories. Here are a few campaigns that helped companies I’ve worked with stand out and strengthen their brand perception.
Website projects
Throughout my career, I've worked on website rebrands and messaging initiatives for companies looking to evolve their positioning and brand identity. At Benepass, I oversaw a freelance web developer who I partnered with on ongoing site optimizations, from refreshing landing pages to developing interactive experiences to addressing technical issues that hampered SEO performance. These efforts improved user experience, increased conversions, and enhanced our organic visibility.
Benepass Homepage Refresh
Benepass Category Pages
Benepass Calculator Concept Work
Editorial work
My journalism background still informs everything I do. As a former journalist, I’m curious by nature and love delving into new topics and breaking them down in accessible ways that fit into a larger narrative. The work taught me how to research deeply, interview effectively, and distill complex ideas into actionable insights—skills I still use today to create content that engages audiences and solves real problems. Browse the articles below to see how I gather information and tell stories.
