AZRA KASSAM
Editor. Content Marketer. Google Whisperer.
Scroll down to learn more about my background, experience, skills, and why we should work together.
A BIT ABOUT ME
After earning my Journalism degree from Carleton University, I entered the world of online media to explore my curiosity for music journalism. A fulfilling stint in the music industry later, I landed in eCommerce blog management, and eventually, content marketing.
Today, I own channel-agnostic, holistic content strategies for online businesses with a focus on creating meaningful content that converts.
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In my spare time, I enjoy DJing, spending too much time at the gym, and indulging in the ocassional Netflix binge.
EXPERIENCE
Roles & Responsibilities
March 2021 - Present
SENIOR CONTENT MANAGER - FLYWHEEL DIGITAL
Notable clients: lululemon Studio, Lighthouse Labs, Force Fleet Tracking, Idiomatic
I develop full-funnel, holistic content marketing strategies that align with client objectives, supporting audience growth, engagement, and conversions. I project manage the full scope of content execution to create high-quality content for various digital formats including blog, landing pages, long-form guides, case studies, web pages, and more. I leverage SEO, CRO, link building, and tracking/analytics to improve site authority through measurable search- and link-focused content. I manage a team of contractors, specialists and interns, including coaching, growth planning, and weekly check-ins, as well as act as point of contact for clients, including presenting reports and strategies.
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♦ Involved in launching and managing lululemon Studio's content hub, including ongoing keyword research, content execution, and KPI reporting. Grew the content hub to 25,300 sessions within 1.5 years, valued at $27,073 and navigated multiple business pivots. Acted as the content point of contact with lululemon Studio's Marketing Director.
Note: lululemon Studio's content hub is no longer live due to a partnership announced with Peloton.
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♦ More than doubled affiliate website Fishkeeping Advice's organic sessions and revenue within a year to over 108,000 sessions/month and $4300/month at its highest point. Launched and owned an email marketing strategy including various pieces of gated content to improve engagement and diversify revenue streams.
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♦ Owned and project managed Tidal Equality's DEI Guidebook gated content, including landing page and e-book execution.
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♦ Wrote an award winning case study on Flywheel’s organic growth work with Lighthouse Labs, resulting in Flywheel being named “Best Boutique SEO Agency Of The Year - 2021” by Search Engine Land.
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♦ Conceptualized and executed Lighthouse Labs Skills Gap Quiz for prospective students (25% completion rate to date) with accompanying Benchmark Report to encourage applications to Lighthouse's bootcamps and courses.
♦ Am an integral part of defining and expanding Flywheel's content offerings to diversify revenue streams, including revamping our content strategies with a holistic focus and training the wider team, developing content measurement plans, and improving client collaboration process to inform E-E-A-T and improve content quality and helpfulness.
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September 2016 - March 2021
CONTENT MANAGER - LUXY HAIR
I manage all the blog operations (from content ideation to creation and publication) with an average online traffic portfolio of 350K organic visitors per month. I develop effective editorial strategies using SEO insights, industry trends, and by leveraging data-driven analyses and KPIs. I consistently seek out SEO improvement opportunities and generate leads from blog. I also successfully doubled weekly blog posts since I took over this role.
♦ Drove content and image diversity rates from 10% to 50%, by independently engineering and spearheading blog diversity and inclusion campaign including Affirmative Action hiring initiative
♦ More than doubled traffic from average of 5K to 10K+ users per day to date as a direct result of change initiatives such as forming blog content around data insights, reducing keyword ranking cannibalization, continually updating and optimizing older, live content, and expanding content scope
♦ Streamlined and consolidated content creation lifecycle and alignment across multiple departments by
implementing CMS software system
♦ Increased organic site traffic by 12% and total pages viewed by 151% annually, capturing SEO improvement opportunities to optimize existing content and drive keywords into top positions
♦ Enhanced total ranking keywords by 21% YoY by instituting a monthly editorial dashboard for more effectively analyzing KPIs
♦ Generated 20K+ leads within one year and reduced blog bounce rate by 97% over 2020 by implementing and testing various blog additions such as pop-up ads and engaging quizzes (requiring an email address for results)
March 2019 - March 2021
DIRECTOR, SEO & CONTENT MARKETING - RESOLVECBD
I developed and oversaw full strategic marketing campaigns and initiatives including the CBD Education editorial strategy—a key driver of brand equity, and proponent of elevated industry average conversion and retention rates. I managed all the monthly marketing content, calendar, and editorial content from concept to publication, building and developing a skilled team of writers. I conducted regular, in-depth KPI and trend analyses.
♦ Stimulated 500% annual organic growth by controlling and optimizing site SEO, including blog, landing, and product pages
♦ Independently generated 67% of total online retail revenue as a direct result of organic traffic and email marketing efforts
♦ Cultivated above average industry open rate of 35% and click rate of 8% as a direct result of email marketing strategies and copy
♦ Grew total ranking keywords from 0 to 550 within one year by leveraging research-driven key terms to optimize blog, product, collections, and landing pages with an ongoing approach
♦ Solely brought in 32% of total monthly retail revenue as Black Friday 2020 email campaign lead
April 2015 - December 2017
CO-FOUNDER/ EDITOR/ WRITER - FRESHCLEF
​I drafted and edited the daily news stories, landing page copy, and feature articles. I built, managed, and rolled out monthly content strategy and schedules. I conducted onsite music festival coverage and reporting including interviews with artists and industry professionals. I also fostered and maintained strong, lasting relationships with Public Relations and artist management firms in order to secure industry insights, a high-profile resource network, exclusive interviews, and event access.
♦ Drove online traffic rates up to an average of 1K unique visitors per month with consistent, fresh, daily content and leveraging community network.
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♦ Wrote and published music festival survival guides, festival reviews, style guides, daily music industry news stories
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♦ Created and managed monthly content schedule based on trending dance music topics
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♦ Published Fresh Chats personal interviews with Ferry Corsten, W&W, and Jesse Flemming, creator of Coachella's Do Lab stage
♦ Maintained relationships with various PR companies and music labels such as Atlantic Records, Full Coverage Communications and The Confluence Group to secure interviews and press passes​
November 2013 - March 2014
ONLINE EDITOR - DJ MAG CANADA
Canadian franchise of British award winning magazine DJ Mag. I created and led unique editorial strategies across five provincial channels while supervising a team of 20 writers across Canada. I also wrote the news articles, blog posts, and exposés featuring industry professionals.
♦ Promoted to Online Editor within one year after being brought on as Intern by proactively taking on additional tasks, responsibilities, and ad hoc assignments outside prescribed duties
♦ Overhauled and restructured outdated content and publishing management system (running on strictly email) with more efficient and organized workflow and allocation systems such as a centralized Dropbox for content creators, a content calendar, and a cohesive content assignment and tracking system for editors
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♦ Wrote various industry news articles in real time, blog posts and feature exposés of industry professionals such as iHeartRaves founder Brian Lim, Stompy co-owner Deron Delgado, and DJ Noisecontrollers
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​♦ Note: website is no longer active
EDUCATIONAL BACKGROUND
2009Â - 2013
BACHELOR OF JOURNALISM
Carleton University - Ottawa, Canada
Graduated with Honors with a Minor in Music
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History and ethics of journalism and techniques to produce digital, broadcast, and print content.
Developed and honed skills in news writing, reporting, interviewing, and multimedia production.
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2018
CERTIFICATION - SEO THAT WORKS
Backlinko flagship training program
Brian Dean's intermediate SEO training for marketing professionals.
Developed advanced skills to create actionable strategies that directly translate to increased traffic and conversions.
2018
CERTIFICATION - ECOMMERCE PHOTOGRAPHY
OCAD University - Toronto, Canada
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Best practices for online photography, including camera basics, studio lighting, and colour accuracy.
"Real artists ship."
- Steve Jobs
Get in touch
1-437-998-1633
I am also available on Zoom, Google Meet, Skype, or owl mail. Just send me an invite!