Career Experience

Who I've Worked With

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About Catherine

I’m a dynamic and strategic marketing leader with an intensely creative, entrepreneurial mindset.

With over 12 years of international experience in SEO, content marketing, influencer outreach and social media, my expertise spans both agency and in-house roles, from start-ups to a $36million Super Bowl campaign.

I have a track record of implementing integrated and innovative marketing strategies across global markets, including 36 EMEA markets for Google, and 18 Global markets (including China & SEA) for Tourism Australia.

Currently leading Content Marketing at Amazon at a global level, with prior experience as Head of SEO at Havas Media, managing high-impact campaigns with a team of fifteen.

Skilled in cross-functional collaboration, working closely with paid media, sales, legal, product and operations teams across EMEA, APAC and the Americas. I have strong leadership and communication skills, with a proactive approach and a history of delivering measurable results. 

Key Industries:

Primary Skills:

Tools:

  • B2B
  • Ecommerce
  • Travel
  • Food & Beverage
  • Finance
  • SaaS
  • Team Leadership
  • Strategic Thinking
  • Content Marketing
  • Technical & International SEO
  • Measurement & Analytics
  • Creative 'Big' Ideas
  • Adobe Suite (AEM, Adobe Analytics etc)
  • GA4 / GSC
  • CMS: Contentful & WordPress
  • Ahrefs
  • SEMrush
  • Pi Datametrics

My Resume

Amazon

Head of SEO & Content Marketing

Dec 2022 - Present

Head of Content Marketing at Veeqo, the Amazon-owned B2B shipping software (SaaS). Sitting within the Amazon Transportation Services org, and working closely with our colleagues across the USA and UK, I lead the content marketing and SEO side of the business.

Manage the editorial calendar, strategic direction, insights & reporting, email campaigns, social media, and PR activity. With a team of six copywriters and a digital PR agency, my strategy increased organic rankings by +278%YoY, organic traffic grew by +84%YoY, and direct sign-ups grew by +1.4k%YoY. 

As an extracurricular project I planned and executed our org’s presence and integrated marketing efforts at Amazon Accelerate 2023 in Seattle, the largest seller conference in Amazon’s calendar. My strategy resulted in the second highest booth badge scans of the event, and a 96.7% SAT score of our Breakout session.

Key Achievements:

  • Helped scale Amazon’s B2B shipping software into the US market and developed and executed our brand narrative to ensure unique localization across both US and UK.
  • Designed and executed a data-driven SEO & content marketing strategy, achieving a +278% increase in organic rankings, leading to a +84% YoY increase in organic traffic and +1,414% increase in user sign-ups.
  • Managed a team of six freelance copywriters and implemented scalable workflows, including a two-week sprint system, quarterly audits, and a structured content creation process, allowing the team to scale content (blog posts, long-form content, social media posts, and success stories) by +348% YoY while maintaining quality assurance standards.
  • Worked with our product and sales teams to launch our Seller Story Program, driving an average on-site engagement time of 7 minutes 36 seconds, significantly outperforming site averages (1 minute 38 seconds).
  • Directed content for high-profile events, including Amazon Accelerate, achieving 96.7% satisfaction scores and amplifying partner engagement through VIP micro events.
  • Launched our content marketing email workflow via Salesforce, which outperformed other email marketing campaigns.
"I had the privilege of managing Catherine at Veeqo/Amazon, where she held a Head of Content role. I could always count on Catherine to bring a deeply creative, results-focused mindset to any challenge. Catherine thinks outside the box and does not settle for what is easy. Rather, she pursues big ideas, gathers necessary resources, and makes things happen. Anyone would be lucky to have her join their company."

Jake Silver - Head of Acquisition, Amazon

"Catherine is creative, encouraging, supportive, and goes above and beyond to get the job done. She took the time to spearhead complex projects, improve broken processes, and build strong relationships with leadership, stakeholders, and cross functional partners."

Kadia Koroma - Communications Manager, Amazon

“Catherine is able to recognize opportunities for brand-building and drive them to execution through a combination of strategic thinking, open-minded collaboration, project management and a will to do what needs to be done to bring a project to its audience-- including taking her own equipment on the road to execute content herself. Catherine is a warm presence in any meeting, and a trusted partner for an honest and open point of view."

Karen Fensterstock - Multimedia Director, Amazon

Havas Media Group

Head of SEO

Aug 2021 - Nov 2022

Responsible for managing a team of fifteen technical SEO and content marketers, driving business growth, and actively participating in (and winning) new business pitches.

Key achievements:

  • Worked closely with stakeholders to pitch and win new business for the agency (Matalan, British Red Cross)
  • Increased trust and became the go-to senior leader for clients.
  • Increased existing client scope by +64%.
  • Launched the integrated SEO and PPC ‘Total Search’ offering and dashboard with key client, Maersk.
  • Increased the satisfaction and happiness of the team as evidenced by the company’s annual survey and retention rate.
  • Under my leadership my team won multiple industry awards.
"I worked in Catherine’s SEO team at Havas for over a year, and it was one of my favourite parts of my professional career. Catherine always stood up for us, no matter how junior we were; and ensured we were always being treated fairly and given the recognition we deserved. She was also someone we could always turn to for advice, whether it was professional or personal, and always made time to support me when I needed it. "

Mery Gonzalez, Havas Media Group

"I worked closely with Catherine when she was Havas's Head of SEO for the SEO team supporting Legal & General. During that period, I found her knowledgeable, experienced and diligent -- dedicated to providing creative, customer-focused content that still drove business through the conversion funnels. I'm confident she will be a strong asset to any team she leads or joins."

John Forth, Legal & General

“Catherine was an exceptional manager and team leader while she was my Head of SEO at Havas Media. From the first day I always found her very approachable and a tremendous support. This support extended from the general day-to-day tasks to personal and career development within and outside of Havas. She championed creative thinking and out-of-the-box content projects, which was especially valuable in a space where content is becoming blander and more rigid. She's got a great eye for quality content, from the ideation and strategy phases to the actual implementation. Catherine's entrepreneurial mindset is yet another strength, which I found inspiring to say the least. She also brought a contemporary mindset to work-life balance, prioritising her team's wellbeing and empowering them to speak up honestly and openly whenever they feel the need."

Ben Stower, Havas Media Group

Google

B2B SEO Content Lead

May 2018 - Aug 2021

Drove the growth and content strategy at Google across B2B products within 36 EMEA markets and languages, as well as managing the content ideation and creation process and content agency relationship.

Managed the entire process end-to-end of creating and launching the new Google My Business content hub which launched in August 2019, as well as managing the SEO and content marketing strategies for Grow with Google, Google Digital Garage, and Google Assistant.

Worked closely with legal and PR to ensure all content was reviewed via their processes and compliant with Google legal and PR rules.

“For over three years, I have had the pleasure of working closely with Catherine on our EMEA Growth team. Catherine played a key role in establishing and leading new growth programs for 10+ B2B and B2C products across 40+ EMEA markets such as the content practice. She has been an excellent leader, leading big cross-functional teams to turn every idea into a successful program. Catherine has really impressed me and the team with her strategic thinking, problem solving skills, creative 'out of the box' mindset, innovative approach to every challenge, and most importantly, for always delivering high-quality work with a smile and 'can do' approach. Every growth team looking to drive phenomenal business results should work with Catherine!"

Sharon Ginzburg - Growth Lead, Google

Reprise Digital

Digital Solutions Specialist

Nov 2016 - May 2018

Managed the Global Tourism Australia, and Coca-Cola APAC account, including the Defensive SEO strategy for negative keywords about Coca-Cola.

Tasks included managing an account executive, scope of work and budget/hours planning, day-to-day correspondence with clients including presentations with c-suite executives (CMO and MD), and strategic content and SEO planning.

The role involved a huge amount of collaboration with other agencies and stakeholders to ensure integration across channels was prioritised, as well as working with 18 international markets (inc. China, SEA, and USA) on integrated & local campaigns including a $36million Super Bowl ad in 2018.

Key achievements:

  • Led the international content and transcreation realignment project for 18 markets globally for Tourism Australia, ensuring localized, culturally relevant content aligned with user needs.
  • Delivered a 6,779% increase in page views for localized content in India, with bounce rates dropping from 20.5% to 4.4%, and a 167% increase in page views for Singapore.
  • Collaborated with native speakers and in-market teams, producing over 160+ pieces of evergreen content that resonated within their respective markets.
  • Led content and technical SEO strategy for Tourism Australia’s 2018 Superbowl campaign, achieving 96,332 unique visitors from Organic Search to australia.com/en-us ​on gameday, over 3,000 backlinks, and 8,767 leads generated from organic traffic to australia.com/en-us in the first month (210% uplift from the same month in 2017)​.
  • Our Dundee Superbowl campaign won a Cannes Lions award in 2018.

The $36million Superbowl Campaign

In 2018 I planned and implemented the SEO & content strategy for Tourism Australia’s $36million ‘Dundee’ Super Bowl campaign, where the world was fooled into thinking a new Crocodile Dundee film was being released in the weeks before the event, before the true advert was revealed in the ad slot directly before the half-time show.

Continually ranked for specific keyword set in the US market from when the campaign first began, until May 2018 when I left Reprise. The results saw over 8k leads from organic search alone within the first month, and over 3k new organic backlinks to the website. The campaign was the most searched for campaign during the 2018 Super Bowl, won a Cannes Lions award, and Effie awards.

I spoke about the full strategy and tactics used on Episode 9 of MozPod in 2024. Listen here! 

"I worked with Catherine during our time together at IPG Mediabrands. Catherine was an absolute star to work with, both personally and professionally. The ultimate expert in her SEO craft field, she was part of the team delivering some of the biggest and most time sensitive digital campaign elements for our Tourism Australia global campaign launches. The work went on to win various awards including Cannes lions and Effie’s. I would not hesitate to recommend a leader like Catherine to any future employer, they’d be lucky to have her!"

Sophie Bingham - General Manager, UM Australia

"I had the pleasure of working with Catherine when she joined our team as an Digital Solutions Manager, and she quickly became an invaluable asset. Her expertise in SEO, especially on the content side, drove remarkable growth for our clients. Catherine led multiple high-impact SEO initiatives, most notably with clients like Tourism Australia, where her strategic and meticulously crafted content campaigns resulted in exceptional growth. Her dedication and ability to elevate our projects through her insights and hard work made a real difference to the team and our clients' success."

Rich Conway - Client Director, Reprise Media Australia

“I hired and worked with Catherine during her time as a Digital Solutions Manager (Organic) at Reprise, IPG Mediabrands. From day one , Catherine demonstrated a strong ability to deliver SEO results via keyword targeting, content strategy and amplification. Catherine’s enthusiasm and initiative were contagious —she consistently sought opportunities to go beyond her role, spearheading innovative projects that had a significant impact for us. Catherine is creative in her approach to challenges, which is a skill that transfers to all domains. I recommend Catherine to any organisation looking for a motivated, results driven SEO and content professional.

Rafa Canto-Russell - Head of SEO, Reprise Australia

Manning Gottlieb OMD (MG OMD)

Senior Content SEO Planner

March 2014 - Sept 2016

Worked as a Senior Content SEO Planner at Manning Gottlieb OMD (MG OMD), an Omnicom agency.

Key achievements:

  • Pioneered a new content strategy in 2014 using social listening analysis to create audience-led content for TSB. This led to a 0% drop in rankings and traffic when they migrated their website.
  • Assisted in creating a new, integrated search strategy for Virgin Media, which won an industry award.
  • Shortlisted for five industry awards, including Drum Search Awards and UK Search Awards, and won two industry awards.
  • Also worked closely with MG OMD’s social media team on integrated influencer campaigns, including working with large YouTube influencers (Marcus Butler, Sprinkle of Glitter etc) for Starbucks, Virgin Media, Waitrose, and John Lewis.
“Smart, engaging and knows her onions... and content marketing! Catherine's a rare breed of person who actually built and ran her own sites and content brand as well as being able to do it for brands."

Pete Durant - SecretEscapes

Ve Interactive

Social Media Manager

Sept 2012 - March 2014

Worked for ‘Unicorn’ start-up Ve Interactive as a SEO and PR Executive before being promoted to Social Media Manager in August 2013.

Key achievements:

  • Increased social media engagement by over 268%.
  • Successfully ‘news-jacked’ the HMV Twitter scandal, which saw a 560% increase in traffic to the company blog, and the blog post appeared at the top of Google search for multiple chosen SEO keywords.
  • PR achievements include successful blogger outreach programme, worldwide online press mentions, and multiple mentions in articles in GQ, The Daily Mail and Hello! Magazine.
  • Ran the company’s social media training.
  • Promoted from Social Media & PR Executive to Social Media Manager in August 2013.

What my past managers, clients, direct reports and co-workers say about me

Mery Gonzalez – Web Experience Manager, Croud

“I worked in Catherine’s SEO team at Havas for over a year, and it was one of my favourite parts of my professional career.

Catherine always stood up for us, no matter how junior we were; and ensured we were always being treated fairly and given the recognition we deserved. I went through a very difficult life event during my time in her team, and I will never forget how she went above and beyond to ensure work stress was completely lifted off my shoulders, both internally and with clients.

She was also someone we could always turn to for advice, whether it was professional or personal, and always made time to support me when I needed it.

Other than that, she was always super fun and approachable, never a dull moment with her around. Overall, the baddest B to step on that building! I just miss working with her.”

“I had the pleasure to work with Catherine at Havas. Brief though the time was, we struck up an effective partnership around DEI, for which the legacy of her contribution continues to this day. Colleagues still talk fondly of her and it’s been great to see her career blossom further. I hope to work with her again."

Michael Phillips - Head of Communications, Havas Media

“Smart, engaging and knows her onions... and content marketing! Catherine's a rare breed of person who actually built and ran her own sites and content brand as well as being able to do it for brands."

Pete Durant - Marketing Director, SecretEscapes

“I worked with Catherine during our time together at IPG Mediabrands. Catherine was an absolute star to work with, both personally and professionally. The ultimate expert in her SEO craft field, she was part of the team delivering some of the biggest and most time sensitive digital campaign elements for our Tourism Australia global campaign launches. The work went on to win various awards including Cannes lions and Effie’s. I would not hesitate to recommend a leader like Catherine to any future employer, they’d be lucky to have her!"

Sophie Bingham - General Manager, UM Sydney (IPG Mediabrands)

"Having worked with Catherine on supplying content for Veeqo on B2B topics, I highly recommend her! She created incredibly clear, detailed briefs for us to respond to as writers, and was a joy to work with. Payment was always prompt and ahead of the deadline which is rare. Catherine is great at strategic planning as well execution, I'd recommend her to anyone and I truly hope we get to work together again in future."

Clare Dyckhoff - Freelance Copywriter

"Catherine’s bias for action and willingness to step in and support the team's efforts is unparalleled. I thoroughly enjoyed working with Catherine."

Wil Bates - Event Marketing Manager, Amazon

 

 

 

Ben Stower – Content Director, Havas Media Group

“Catherine was an exceptional manager and team leader while she was my Head of SEO at Havas Media.

From the first day I always found her very approachable and a tremendous support. This support extended from the general day-to-day tasks to personal and career development within and outside of Havas.

Catherine started at Havas pretty much around the same time that I did and I felt very fortunate to have her as my Head Of to kick-start my time at Havas. She championed creative thinking and out-of-the-box content projects, which was especially valuable in a space where content is becoming blander and more rigid.

She’s got a great eye for quality content, from the ideation and strategy phases to the actual implementation. Catherine’s entrepreneurial mindset is yet another strength, which I found inspiring to say the least. She also brought a contemporary mindset to work-life balance, prioritising her team’s wellbeing and empowering them to speak up honestly and openly whenever they feel the need.

I would love to work with Catherine again.”

 

 

Sharon Ginzburg –  EMEA Strategy & Growth Lead, Google

“For over three years I had the pleasure of working closely with Catherine on our EMEA Growth team.

Catherine played a key role in establishing and leading new growth programs for 10+ B2B and B2C products across 40+ EMEA markets.

She has been an excellent leader, leading big cross-functional teams to turn every idea into a successful program.

Catherine has really impressed me and the team with her strategic thinking, problem solving skills, creative ‘out of the box’ mindset, innovative approach to every challenge, and most importantly, for always delivering high-quality work with a smile and ‘can do’ approach.

Every growth team looking to drive phenomenal business results should work with Catherine!”

My Key Skills

Strategic Thinking
Creative 'Big' Ideas
Writing Skills
People Management
Content SEO
International SEO
Creator Outreach
Data & Measurement

Education History

Brunel University, London

BSc (Hons) Sociology & Communications

2009 - 2012
Completed Modules:
  • Media, Culture and Society
  • Individual and Social Processes
  • Social Research Methods
  • Media, Genres and Society
  • Media, Culture and Representation
  • Global Communication
  • Social Divisions - Difference & Resistance
  • Advanced Video Production
  • City Lives and Urban Cultures
  • Television Studies
  • Sociology of Health and Illness

With a passion for sociology and the learning and understanding of people, cultures and societies, I completed a BSc (Honours) in Sociology and Communications, specialising in media.

As well as completing sociology and communications modules, I also directed and edited two documentaries and a horror film, with two of them being screened at the Odeon Cinema. Experience in using both Avid Media Composer and Final Cut Pro.

Completed my 12,000 word dissertation in 16 hours and got a 2:1.

John XXIII College, Western Australia

TEEs & WACE (A Level Equivalents)

2007 - 2008
Completed Subjects:
  • History
  • English Literature
  • Media & Film Studies
  • Geography
  • Beliefs & Values

In 2007 we moved to Perth, Western Australia with my dad’s work. I attended school at John XXIII College in Mt Claremont, completing Year 11 and Year 12 and gaining my TEE’s (Tertiary Entrance Examinations), which are the equivalent of the UK’s A Levels.

I also gained my WACE (Western Australian Certificate of Education).

I was the vice-captain of Koolyangarra House for the duration of year 12, and was on the school sailing team.

St Peter's Catholic School, Surrey

11 GCSEs

2002 - 2007
Completed Subjects:
  • English Literature
  • English Language
  • History
  • German
  • Music
  • Maths
  • Statistics
  • Food Tech
  • Science
  • Religious Education
  • Information Technology

Completed Years 7-11 at St Peter’s Catholic School in Surrey, gaining 11 GCSEs Grade C and above.

While at St Peter’s I spent five years in the Girls Football Team and the School Orchestra.

In Year 11 I was also on the Yearbook Committee and the Prom Committee

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