Penelope Cannata

• Designed the Smiling Mind blog content strategy and framework with a focus on increasing traffic and boosting return users through actionable, informational and authoritative content. Resulted in an average return user increase of 26%> MoM
• Led the implementation of an overarching SEO strategy for website, blog and all organic campaigns, boosting organic traffic on average by 5.9%> MoM
• Defined UX and content strategy for a combination of informational and commercial web pages, ensuring a clear, engaging journey championing user needs
• Supported major brand transition (from mindfulness to mental fitness) through expertly crafted communications and content, audience research and the creation of a new keyword strategy
• Developed and maintained editorial standards for content
• Crafted copy and content in alignment with briefs for a range of assets across digital and print
• Edited and revised wide array of content for accuracy, clarity and consistency, including whitepapers, digital and print collateral
• Proofread, edited and evaluated final copy to verify content aligned with established guidelines
• Led creation of the Smiling Mind Glossary, collaborating with Research and Psychologists to translate scientific terms and concepts for the layperson
• Managed organic content calendar, ensuring timely execution of content across web, blog, social media and eDM
• Created social media posts aligned to the overarching brand strategy, consistently achieving on average 4%> engagement
• Managed freelance writer, ensuring writing aligned with brand tone and style and production met in-house deadlines, providing structured and concise editorial feedback
• Established and implemented workflows to streamline editing processes
• Provided content strategies and recommendations to internal stakeholders to solve for organisational goals

Project management

• Facilitate implementation of new products and services across Candlefox's B2C sub-brands, including: competitor analysis and product positioning; relevant content and copy creation; cross-team dependency management; stakeholder management; progress reporting; and quality assurance and testing

Content and copy creation

• Create UX copy for new tools and services being rolled-out across Candlefox's B2C sub-brands
• Create highly engaging, optimised blog content across four brands, accurately targeting several audiences through variations in tone, language and style.
• Interview and work closely with subject matter experts to produce content fuelled by expertise and authority
• Write engaging video scripts
• Conduct in-depth search engine optimisation and keyword research to influence the direction of new search content and to optimise existing search content, ensuring high levels of organic traffic are obtained
• Leverage consumer research and data analyses to tap into the audience mindset, and use a combination of emotional and rational messaging to encourage conversions
• Ensure content is optimised for its objective and content bucket: Search Content (SEO), Sales Enablement and Thought Leadership
• Generate original, appealing content ideas for the monthly content calendar through keyword research and competitor analyses
• Work closely with Partnerships team to continually iterate and improve B2B sales collateral documents and media

Content strategy implementation and improvement

• Work closely with the content manager to continually revolutionise our content strategy and uphold our competitive edge in the EdTech market
• Monitor content performance through audience research and SEO tools (primarily HotJar, Ahrefs and Google Analytics), reporting on results and providing recommendations for improvement
• Monitor overall brand position in the marketplace and provide recommendations to continually improve our ability to target and engage the key audience through on-site assets and content

Briefing and freelancer management

• Coordinate and brief freelance writers for the creation of content in an organised and timely manner to ensure campaign deadlines are met
• Edit and fact-check content written by freelancers to ensure it aligns with Candlefox's house style and tone, and fulfils reader intent
• Onboard new freelancers and manage relationships with existing freelancers

Workload and priority management (self and team)

• Work on multiple projects concurrently, prioritise workload, and give appropriate weighting to cross-team dependency tasks
• Expedite tasks and re-prioritise when required
• Run daily stand-up: ensure team’s daily work is aligned to sprint goals, and ensure the team has clarity on how they are tackling the work and the definition of done
• Uncover / predict roadblocks impeding team progress and remove them to improve workflow
• Stay across team capacity, check-in with team members

Coach team members and freelancers

• Build psychological safety in the team through individual check-ins, monitoring stress, burnout, and personal wellbeing
• Facilitate dynamic team retrospective meetings to generate real improvement in respect to both workflow and team morale
• Build the team's sense of commitment to shared goals rather than individual outcomes
• Create a shared vision the team believes in and is inspired by
• Offer constructive feedback that allows team members and freelancers to improve their writing practices

Achievements

• Awarded Candlefox's "Fox of the Month" in August 2020 for embodying company values, including a desire to continuously learn, grow and go above and beyond professionally

Achievements

• In-house marketing award nomination for exceptional content idea generation, employing creativity and innovation
• Improved academic integrity of quizzes for this. and streamlined production process by implementing batch production of content from single interviews
• Personally produced one-third of all content published on Deakin's prospective student content hub, "this.", over 2019