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 what the reader should do next. That last part is where most content falls apart. It’s also where I do my best work.

Some of that work looks like search strategies that drive serious revenue. Some of it looks like finding the story that finally makes a messy idea click. I’ve worked with global brands, local businesses, and scrappy teams doing more with less, and the job is always the same underneath: clear, honest communication that moves the right people to act.

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 structured briefs, better workflows, and the kind of systems that keep good work from getting buried in chaos.

A big part of my role now is turning audience intent into measurable growth. I’m also shaping how RicketyRoo uses AI across content workflows. The goal isn’t faster for its own sake. It’s faster production without flattening the voice that makes content worth reading.

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. 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. Results the client didn’t expect. That never gets old.

NuLeaf Naturals, SEO Specialist (2019–2020)

CBD is one of the hardest markets for SEO: heavily regulated, brutally competitive, and full of compliance landmines. When I joined NuLeaf, search performance had stalled. I rebuilt the content strategy around audience intent and the terms that could actually move the business.

Within three months, we added more than 3,000 new keyword rankings, earned 100+ high-authority backlinks, and tightened conversion paths 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. The audience wanted real, practical guidance from someone who understood the road, the rig, and the questions people are too embarrassed to ask in forums. I’ve actually done the trips, and readers can tell.

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

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

I led a team focused on content, outreach, and link building for clients across several industries. The work had to be 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: overhauling Alexa.com’s damaged backlink profile. We cleaned up toxic links, rebuilt trust, and recovered rankings for high-value keywords through smarter 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