Cheryl Da Silva
Verified Expert in Marketing
Marketing Expert
London, United Kingdom
Toptal member since March 8, 2024
Cheryl is a seasoned content manager with over seven years of expertise in content marketing, SEO, social media, PR, and communications. She has been successful in crafting compelling narratives that drive traffic, engagement, and revenue. With strong project management and storytelling skills, she delivers exciting copy for various channels, formats, and audiences. Discover how Cheryl can utilize her strategic abilities to elevate your brand and meet business objectives.
Project Highlights
Expertise
- B2C Marketing
- Content Marketing
- Content Marketing Strategy
- Copy Editing
- Copywriting
- Product Marketing
- Search Engine Optimization (SEO)
- Website Management
Work Experience
Content Manager
- Developed the content and brand strategy for high-priority product launches, guiding and simplifying information for market-facing assets, ensuring alignment with strategy.
- Managed the content structure, grammar, quality checks, latest updates, tone of voice, and look and feel as per branding guidelines, improving the quality and performance of marketing and digital communication assets.
- Worked with senior leadership, subject matter experts, and data sets to identify and develop opportunities into marketing assets and thought leadership articles.
- Developed content production and delivery plans, improving efficiencies and reducing the publication time by six weeks.
Digital Marketing and Content Manager
Great Western Railway
- Improved the structure, content, functionality, and accessibility of the website through optimizations and process improvements.
- Managed and implemented content delivery plans, improving audience and brand engagement.
- Developed SEO strategies for the website and blog, improving rankability and positioning of relevant keywords through managing a 3rd-party SEO agency.
- Optimized the customer journey and experience through A/B testing and identifying content gaps and opportunities for digital communication and marketing.
Content Marketing Manager
Emma Sleep
- Developed the content strategy for digital communication and marketing channels, improving user experience, conversion rate, and engagement.
- Improved the effectiveness of content through web and SEO optimizations, increasing authority, web traffic, and ranking.
- Introduced reputational and conversion boosting measures, which comprised 40% of all sales in 2020.
- Doubled the open rate of newsletters through A/B testing, achieving over £550,000 in net revenue and surpassing the goal by 35%.
- Improved brand visibility and sentiment through strategic PR efforts, surpassing goals by 167% in Q3.
- Developed all content assets for a multi‑channel sales campaign, generating over £8 million in revenue over three weeks.
- Strengthened brand awareness and increased share of voice by 15% through managing an external PR agency.
Copywriter
Ackermann Beauty
- Improved the SEO performance of the blog through content optimizations and adaptations.
- Planned and developed a high‑quality and engaging copy for eCommerce websites.
- Developed product and service descriptions for an eCommerce website.
Internal Communications Intern
Danone
- Increased employee engagement by managing the internal newsletter.
- Improved understanding of new internal tools through bespoke training.
- Managed the content agency, improving consistency and quality of translations and content output.
Project History
Black Friday Campaign for Emma Mattress
Designed and developed all content assets for a multi-channel marketing campaign that generated over $10 million in revenue. Increased brand awareness by 15% and social media engagement by 20%.
Emma Mattress ran a multi-channel marketing campaign to drive brand awareness, consideration, conversion, and loyalty. The campaign ran in numerous markets and for a total of three weeks. We used many offline and online channels and localized content for different markets to achieve the desired results.
Product Launch for Google
Designed and developed the global content strategy for a high-profile product launch, increasing adoption and ensuring alignment with business objectives.
Google launched 30 products designed to address various business challenges across numerous sectors. My role entailed developing, managing, and editing the production of various content assets for these products, working with stakeholders and subject matter experts to identify product benefits and features.
Blog for Great Western Railway
Improved the rankability, website traffic, and positioning of top keywords for Great Western Railway's blog.
To boost traffic to the Great Western Railway blog and eCommerce website, we utilized the blog to attract audiences, increase authority, and boost engagement. We reworked old blog posts and published new content in line with search trends and internal marketing/business plans to achieve this.
Skills
Core
Content Marketing, Copywriting, Omnichannel Marketing, Content Marketing Strategy, Email Marketing, Content Strategy, SEO Keyword Research, Blogging, Product Marketing, Marketing, B2C Marketing, Search Engine Optimization (SEO), Writing & Editing, Marketing Campaigns, Digital Marketing Strategy, Brand Marketing, Content, Digital Marketing, Content Creation, On-page SEO, Keyword Research, SEO Tools, Social Media Strategy, Public Relations (PR), Brand Strategy, Paid Advertising, Social Media Content, Conversion Rate Optimization (CRO), Campaign Strategy, Landing Pages, SEO Marketing, Google SEO, Marketing Strategy, SEO Content, Social Media
Platforms & Tools
Content Management Systems (CMS), Google Analytics 4 (GA4), Adobe Photoshop, Adobe InDesign, Amazon FBA
Business Models
B2C, Business to Consumer (B2C)
Other
Copy Editing, Project Management, Proofreading, Stakeholder Management, Content Management, Website Management, Blog Posting, Thought Leadership, Content Writing, Customer Journey, Editorials, Landing Page Optimization, Storytelling, Digital Strategy, Brand Building, Newsletters, Customer Relationship Management (CRM), Paid Search, Translation, Data Analysis, B2B Marketing, Communication Strategy, Direct to Consumer (D2C), eCommerce, Press Releases, Technical Writing, SEO Writing, Internal Communications, Event Management, Human Resources (HR), Adobe, Digital Newsletters, SurveyMonkey, Lifecycle Marketing
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