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1. Strategic Content Development & Topic Ownership I served as the lead writer and editor for all women's pelvic health SEO content in the Hinge Health Learning Center, tackling traditionally taboo topics with clinical accuracy and accessibility. This content served multiple strategic goals: elevating brand presence to compete with established medical authorities like WebMD, Healthline, Mayo Clinic, and Cleveland Clinic; attracting business clients evaluating Hinge Health for employee benefits packages; and driving member conversions through embedded CTAs that generated significant company revenue. Beyond pelvic health, I authored and edited high-volume content on diverse topics including behavior change and habit formation, foundational topics like "What is physical therapy," and seasonal content about heart health and activity preparation.
2. Performance Analysis & Strategic Expansion Partnering with our Growth Marketing Manager, I led an initiative to expand women's pelvic health content after discovering it significantly outperformed all other SEO categories for conversions—a major company OKR. I conducted systematic analysis of high-performing articles to identify patterns and opportunities, developing a content strategy targeting topics likely to replicate this success or form compelling series. This data-driven approach involved evaluating metrics across 750+ articles to understand what resonated with our audience and drove both organic traffic and conversion actions.
3. AI Workflow Innovation Built AI agents and assistants to automate high-friction tasks (e.g., internal linking), reclaiming time from senior staff. Developed AI tools to accelerate topic research and first-draft creation and to auto-format first draft content to align with internal SEO templates.
4. Cross-Functional Collaboration & Content Pipeline I managed complex workflows coordinating freelance writers, content agencies, and clinical care teams to maintain our editorial calendar and publication cadence. To capture organic content ideas from frontline clinicians, I designed a Slack workflow integrated with Google Sheets that allowed care team members to easily submit topic suggestions based on common patient questions. I then fed these clinician-generated ideas to our content agency for brief creation, ensuring our content addressed real patient needs and search intent. Throughout this process, I managed story assignment, developmental editing, and clinical review coordination — applying SEO and emerging AEO principles to optimize discoverability while maintaining medical accuracy.
5. Impact & Results My leadership of this SEO content program contributed to driving 500k monthly visits and over 60 million organic impressions. The women's pelvic health content I spearheaded achieved #1 Google rankings for competitive terms and consistently placed in the top 5 articles across our entire 750+ article library for both traffic and conversions. This content elevated Hinge Health's authority in the musculoskeletal and women's health spaces, attracted B2B clients seeking comprehensive employee health resources, and generated measurable revenue through member conversions — all while addressing stigmatized health topics with the sensitivity and clinical rigor they deserved.