← Back to home
Marketing Specialist II  ·  Nov 2022 – Feb 2024

Vistal.

I owned digital marketing across three portfolio companies, building SEO infrastructure from scratch, launching websites, and running email campaigns that routinely hit 2x the industry open rate. The result: 212% more web traffic in 12 months.

View Website See My Articles
212%
Web Traffic Growth
Organic sessions in 12 months for a single portfolio client
5×
Organic Share
Grew organic from 13% to 60% of total site traffic
130%
Above Avg CTR
Paid campaigns outperformed the industry benchmark
40%+
Email Open Rate
Sustained across campaigns, nearly 2x the industry average
SEO & Content Strategy

Built organic from the ground up.

When I joined, organic search represented 13% of website traffic. Paid and direct sources dominated. I audited the site, identified keyword opportunities across the civil engineering and infrastructure verticals, and built a content architecture to capture them.

Within 12 months, organic share hit 60% of total traffic. I wrote and published long-form technical articles, restructured the site's internal linking, and built landing pages for core service lines.

The biggest unlock was building a system: keyword clusters mapped to the buying journey, with every new page reinforcing the ones around it.
212%
Total traffic growth
13→60%
Organic share
12 mo
Time to results
Website Management

Three companies. Three launches. One operator.

I managed the full website lifecycle for multiple Vistal portfolio companies, from agency collaboration and design feedback to analytics setup and post-launch optimization. Every site got Google Analytics, conversion tracking, and a lead funnel built in from day one.

Client · Moore Engineering

Enterprise engineering site, rebuilt for growth

Led the website redesign alongside an agency. Set up Google Analytics, Google Optimize, and built dozens of service-line landing pages. Managed ongoing content and SEO after launch.

Client · CNE

Telecommunications company launch strategy

Managed the launch and growth strategy for CNE's new website. Integrated all analytics architecture and executed the full SEO strategy for the telecom company from day one.

Email Marketing

Open rates consistently above 40%, more than double the industry average, because the content was worth reading.

40%+
Average open rate
2×
Industry benchmark
Pardot
Platform used

Email sequences built in Salesforce Account Engagement (Pardot), paired with segmented landing pages and lead scoring rules aligned to the sales team's pipeline.

Written Content

Articles & Resources

Long-form technical content written for Moore Engineering. Each piece was built around a keyword cluster and designed to answer the questions engineers and municipalities were already searching for.

Stormwater article
Sep 5, 2023

Stormwater in a Changing World | Engineering & Design

How modern stormwater infrastructure must evolve to meet the demands of climate variability and urban growth.

Read article →
 Flood mitigation water resources
Jan 5, 2024

Flood Mitigation through Advanced Water Resources Services

A deep dive into the engineering strategies and service offerings that protect communities from flood risk.

Read article →
 St. Mary's Cathedral 3D mapping survey
Dec 20, 2023

Mapping History With 3D Modeling Survey Services at St. Mary's Cathedral

How advanced survey technology is being used to preserve architectural heritage with millimeter accuracy.

Read article →
 Lake Traverse environmental case study
Nov 14, 2023

A Failing Tributary of Lake Traverse: A Case Study in Environmental Engineering

An on-the-ground look at how environmental engineers diagnosed and restored a failing watershed system.

Read article →

Need results like these?

Let's talk about what a focused SEO and content strategy could do for your business.

Get In Touch