Case Studies
Adrienne works with affiliate, DTC, SaaS, B2B, and solopreneurs.
Adrienne by the numbers
VP Marketing, Head of Content & SEO
Highest titles I’ve held. The title I want? COO or VP Organic :)
12
Content and marketing operations built for startups across seed stage to Series A.
Thousands
Of complex problems solved, employees empowered and promoted, and challenges embraced.
15+
Internal conferences I’ve planned and managed, including 5 Power Weeks, 5 holiday annual parties, a few leadership summits, and a 4-day conference in Mexico City for international employees.
Massive amounts of content
Programmatic pages: 10,000+
Articles commissioned with briefs: 50,000+
Max articles per week: 125
Max department size: 75
Best pages: 2500+
Emails: Over 5M sent over my career, including cold, marketing, & transactional
VS pages: 5000+
Product Reviews: 15000+
Videos produced for Youtube channel: 200+
200+
People hired in the past 10 years, managing entire recruiting process
300+
All hands meetings I’ve facilitated as host
240+
Quarters of OKRs developed, managed, and retro’ed across 12 budgeted departments within organic
3M KWs, $1.2M MRR
Business value built across a single brand from organic in 5 years.
28+
Conferences I’ve brought teams to or sponsored across marketing, editorial, and SEO, like Mozcon, Searchlove, Affiliate Summit.
Plus vertical industry-related gatherings like National Conference on School Leadership (4000+ principals), Nonprofit storytelling, Green Expos, and local food.
0
Layoffs made during covid on a team of 75
50
Times I flew to NYC in a 4-year period to be in the office.
$1.2M/year
Largest paid budget I’ve managed.
My approach
My ideal content process uses
Documentation on process and principles: Confluence
Data and content storage (article drafts, spreadsheets): Google Drive
SEO research and evaluation: Semrush, Ahrefs, Screaming frog, Sitebulb, Console
Ticket management: Jira
Writing articles: Google Docs or direct in CMS
Audits: Google sheets
Reporting: Looker studio for dashboards, native reporting tools, hubspot
My ideal team structure to grow a vertical starts with a minimum of 3 people even if they’re part-time:
Vertical owner: Group lead; project manager, SEO lead, and general manager
Editor: Generally good editors can write, but it’s hard to find a writer that can edit well. Hire an editor because everything you do will benefit from the skills of a wordsmith that can level up the entire piece. Editors also fill in skill and execution gaps where other people can’t, like a random press release, the About page messaging, or reviewing an investor deck. An editor will be able to level up an AI-written piece adeptly.
Content manager: A publishing assistant that is typically junior or international. They format and publish all the content to the CMS, do research, execute audits, reporting, and anything else that’s a bit more technical but can be delegated by the lead.
“She’s legit”
— Tom Critchlow
Contributions
How to Choose Between Agency or Independent Consultant on C4G
SEO for Nonprofits: Processes for Beginners on HeartSpark Design
How I got Through my Divorce on True North Visionaries
Don’t Call it a Comeback on True North Visionaries
RVing over Independence Pass, Colorado on RVShare
Dinosaur Tracks RV Trip on RVShare
Blackstone Recipes for Camping on RVShare
Beginner SEO for Solopreneurs on Deannaseymour.com
How to foster employee growth and development on Want to Work There