Professional Experience
Current Role
Currently I work at Ulta Beauty as an SEO Analyst. I was hired as the organization’s first dedicated Content SEO Analyst, responsible for guiding and developing short and long-form content across ulta.com to improve visibility in the highly competitive search landscape. While everyday is different, my role primary falls under four functions:
Communications
Serve as a liaison between IT, Site Merchandising, and Operations teams to ensure SEO best practices and departmental needs for net-new pages are properly communicated before going live to ulta.com.
Write SEO-friendly copy for promotional pages to improve contextual relevance in an effort to improve visibility in the highly competitive organic search landscape.
Edit and proofread pages from an SEO perspective to ensure the content being published to ulta.com is search friendly, provides organic value, and offers a consistent brand experience.
Marketing
Developed the SEO team’s first custom and automated monthly reporting dashboard through Looker Studio (FKA Google Data Studio) to assess organic traffic contribution to ulta.com and identify additional areas of opportunity.
Support Ulta’s sitewide CMS migration through URL restructuring, redirect recommendations and mapping, and sitemap adjustments to ensure proper transfer of page authority.
Collaborate with Content Strategy to provide content recommendations, traffic projections and other SEO guidance for longform content.
Project Management
Develop timelines for SEO content projects, including internal due dates, manager review timelines, and delivery timelines, to create a streamlined content process.
Created and regularly update a customized SEO content board on Monday.com to keep track of ongoing initiatives, implementation status, and timelines to ensure all projects are accounted for.
Create and manage IT support tickets, including deadline setting and providing instructions, to support technical changes across web pages.
Emerging Leadership
Presented an Introduction to SEO training session for 40+ BIPOC beauty brand founders during Ulta Beauty’s Virtual Summit to improve their level of tactical knowledge and offer strategic advice to improve their brands organic visibility.
Escalated analytics tracking discrepancies with detailed documentation to appropriate teams to resolve issues and improve the overall integrity of web performance data.
Proposed updated content creation process to editorial, strategy, and design teams to improve cross-functional collaboration while still aligning to departmental goals.
If you’re interested in learning more about the projects I’ve worked on, check out my case studies.
Extracurriculars
Outside of my role and hobbies, I make time to support other professional areas of interest, including:
Guest Lecturing at Temple University
Provide SEO 101 guest lecture to 40+ undergraduate students. One day I hope to be an adjunct professor!
Supporting Women in the Workplace
Member of Ulta Beauty’s Women Business Resource Group, with a focus on LinkedIn development.
Mentoring New Hires and Associates
At Seer Interactive, I lead and expanded upon monthly mentorship meetings, giving new hires and associates a place to ask questions.
Supporting Team Culture
Spearheaded a Culture Crew on the Ulta Beauty digital marketing team to boost team morale.
Past Experiences
Over the years I’ve had the joy of working with some really talented and inspiring people at:
