WWEX Group – Content and SEO

WWEX Group is the largest company many of you have never heard of (as our leader used to describe it) – a $5B family of 3 companies – Worldwide Express, GlobalTranz and Unishippers. As Corporate Director of Content Marketing for the enterprise, I optimized and executed content strategy that drove organic and paid traffic growth for customer acquisition and retention campaigns.

Some key activities/results:

• Directed WWEX content team. Developed 250+ compelling shipping and logistics assets in one year with the goal of increasing quality lead generation in conjunction with agency, sales, creative, leadership and SMEs.
• Led SEO/SEM strategy and campaigns for multiple brands across 6 B2B and B2C websites, email and social channels that included development of website and blog content, video, e-guides, whitepapers and infographics.
• Originated a topical cluster map of 2000+ website pages identifying highest conversion points and on-page optimization opportunities, and refined T/M/B funnel progression and CTAs based on visitor personas and those cluster conversion points. This resulted in a 28% increase in overall search term rank and a 41% organic traffic increase in 7 months.
• Optimized copywriting, design, CTA and cadence standards for loyalty, retention and ongoing emails, increasing clickthrough rates by 40%.
• Authored editorial standards and content creation processes and developed a global tracker of 10k+ assets across 3 brands.