20 Years of Content Strategy and Storytelling

I’ve spent the last two decades helping brands figure out what they actually need to say, who needs to hear it, and how to turn that attention into action.

Some of that work has looked like building search strategies that drive serious revenue. Some of it has looked like writing the story that finally makes a messy idea click. I’ve worked with global brands, local businesses, and plenty of scrappy teams trying to do more with less.

Whether I’m speaking at a conference, talking through ideas on a podcast, or mapping out a client’s next content push, the work comes back to the same thing: clear, honest communication that gets results.

Career Timeline

RicketyRoo, VP of Content Strategy & Innovation (2020-Present)

I build local SEO content strategies that help clients show up in competitive markets and connect with the people actually searching for them. I also lead a small, sharp content team with clear direction, better workflows, and the kind of structure that keeps good work from getting buried in chaos.

A big part of my role now is turning audience intent into content that drives measurable growth. I’m also helping shape how RicketyRoo uses AI across content workflows, with a focus on speed, creativity, and stronger output for both clients and internal projects.

Popp-Up Writing, Founder (2007-Present)

I started Popp-Up Writing as my own little writing shop, and somehow it’s been going strong for more than 18 years. I’ve worked with household names, hometown heroes, and plenty of brands in between.

Across more than 1,000 projects, the part that still gets me is watching the work actually do something. Better traffic. Better engagement. Better results than the client expected. That never gets old.

NuLeaf Naturals, SEO Specialist (2019-2020)

When I joined NuLeaf Naturals, search performance had stalled. I rebuilt the content strategy around targeted SEO, audience intent, and the terms that could actually move the business.

Within three months, we gained more than 3,000 new keyword rankings. I also helped earn over 100 high-authority backlinks and drove stronger conversions across key product lines.

Dotdash, Contributing Writer (2014-2020)

I created and launched TripSavvy’s RV travel section from scratch, which felt very on-brand for me in the best possible way. I built content for a niche audience that wanted real, practical guidance from someone who understood the road, the rig, and the questions people are too embarrassed to ask in forums.

During peak travel seasons, that section brought in nearly 90,000 monthly views and helped establish TripSavvy as a trusted resource for RV travelers.

Altitude Agency, Director of Digital Engagement (2015-2019)

I led a specialized team focused on content, outreach, and link-building strategies for clients across several industries. The work had to be strategic, realistic, and tied to results, because nobody needs another campaign that looks good in a deck and dies quietly in the wild.

One of the biggest wins was overhauling Alexa.com’s damaged backlink profile. We cleaned up toxic links, rebuilt trust, and improved rankings for high-value keywords through smarter content placement and outreach.

Featured Work

• • BrightLocal: How to Do Service Area Page SEO for Local Search Visibility
  • Moz: How to Generate Top-Shelf Content with Budget Constraints
  • RicketyRoo: A Content Creator’s Guide to Ethical Boundaries