Moz

From 2021 to 2025, I was the Social Media Marketing Manager at Moz. I managed six channels with a combined following of more than 1.05 million and led all aspects of social media operations and our Social Media Team. I also led social media campaigns, activations, and content planning.

Moz is the original voice of the SEO community - having started as a blog for SEOs in the 2000s and later grew into a self-serve and enterprise tool. That history means they are are one of the pillars of the SEO community online, a privilege taken very seriously and directly informs how the brand shows up on social media.

Projects

MozBar Product Relaunch

After a decade, Moz relaunched the MozBar Chrome extension. To support this product launch, we created teasers to hint at the much awaited news, and a launch video that acknowledged the negative perception around the tool.
With these campaign tactics, we were able to double most campaign metrics compared to the previous product launch.
Search Intent Content Campaign

To promote the new Search Intent feature in the recent relaunched Moz Pro (Moz’s core product), I repurposed an educational article from Moz’s SEO Learning Center into an entire campaign using graphics and carousels (our highest performing content format) to educate about the concept and inform about the new feature. This approach created posts with engagement rates of 40-60% and had an overall 6.5% engagement rate across all platforms, teaching our audience something new and promoting the new feature.
Snackable Content

My most significant projects at Moz has been creating distribution processes to ensure we’re getting full impact from our content. Those processes have enabled us to develop social-first content that brings educational and entertainment value. This "snackable content" process involves taking new and existing content like long-form blogs and videos and turning it into bite-sized native social media content such as Twitter threads, infographics, short-form videos, and Instagram posts and has had a profound impact on our internal KPIs.
Evergreen Content

I realized early in my role that one of Moz’s greatest strengths has been the wealth evergreen content - blogs, videos, guides and beyond.
In 2022, I started re-sharing and repurposing our most popular content to our channels and it paid off in a big way. It has generated 30% more impressions, an engagement rate higher than our YoY average and increased link clicks by 20%.
Trend Monitoring

As with any brand account, I tried to keep up with the trends, strategically choose which ones fit our brand voice and goals and create the content to publish. These posts were well-received by our audience and help to build a positive relationship with them.
MozCon

Each year, Moz hosts a two-day SEO conference that brings together the best and brightest of SEO to learn from each other and connect. I was involved in various aspects of the conference, including promotion, live event coverage and collaborating with speakers and other guests.
MozPod

In March 2024, we launched the MozPod, a podcast sharing candid conversations with the humans behind SEO. The show is exists across multiple platforms and mediums, including videos on our YouTube channel. The podcast also recieve signifiant social support through promotions to drive traffic and views, but also social-first content to engage and entertain our audience.
True Competitor

In the fall of 2021, Moz launched the True Competitor tool as a part of its Competitive Research suite. I promoted the tool on social media to showcase it and educate our audience on how it could elevate their work in SEO. I did this through a six-week campaign across four channels, using tactics such as Twitter threads, engaging Instagram Stories, and promoting content such as blog posts.

My work at Moz:

Strategy

I was responsible for all aspects of social media strategy at Moz. I created program-wide, campaign, and channel-specific strategies to drive traffic, engagement, and brand awareness. This involved creating goals, roadmaps, and tactics, as well as communicating the strategy to the broader team and organization.
Content Creation

I created social media content and managed the content creation pipeline, including text, video, and graphic posts. This work included ideation, copywriting, hosting, and creating images. I worked with internal and external stakeholders to develop content, then collaborate with my team and freelancers to bring the vision to our channels.
Team Lead

One aspect of my role was managing Moz’s Social Media Team. This included colleagues from across the Marketing Team who work to support the efforts of our team, as well as working directly with freelancers and interns to support content creation.
Campaigns

To promote new features and educational content for our products, I created and executed social media campaigns to drive traffic, engagement, and brand awareness. This included strategizing, working with stakeholders, managing content creation, reporting results, and being the subject matter expert for social media during the campaign.