Holly Hale, Marketing Expert in Sidney, NE, United States
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Holly Hale

Verified Expert  in Marketing

Marketing Expert

Sidney, NE, United States
Toptal Member Since
March 29, 2023

Holly is an experienced digital marketer with 13+ years of success leading diverse teams, strategies, and campaigns in multiple industries. She has a proven record of driving website traffic, generating leads, and improving brand awareness through SEO, SEM, PPC, social media, and content marketing. Skilled in utilizing data analytics to optimize campaigns for maximum ROI, Holly has excellent communication and relationship-building abilities and a passion for innovation and continuous learning.

Project Highlights

Go-to-market Digital Marketing Plan
Spearheaded the development and execution of a successful go-to-market digital marketing plan as the lead strategist for a specialized treatment program.
Software Product Launch
Developed and implemented a digital marketing campaign that enhanced online visibility, boosted organic traffic, and elevated search engine rankings.
Brand Launch Digital Marketing Strategy
Led the development of a comprehensive digital marketing strategy for a new brand, working closely with cross-functional teams to ensure alignment with business goals.


Work Experience

SEO Program Manager

2023 - PRESENT
  • Spearheaded and executed the company's comprehensive B2B backup and recovery software SEO program and strategy, significantly increasing organic traffic and visibility.
  • Orchestrate and supervise the implementation of SEO projects and initiatives, fostering collaboration with cross-functional teams to enhance SEO processes and workflows, ultimately driving efficiency and effectiveness.
  • Led and mentored a dynamic SEO team, adeptly assigning tasks, offering guidance, and consistently evaluating team performance to ensure the achievement of key objectives.
  • Developed, monitored, and meticulously analyzed SEO performance metrics, proactively identifying areas for optimization and implementing innovative strategies to augment organic traffic, elevate search engine rankings, and boost conversion rates.
  • Acted as a pivotal liaison, facilitating seamless communication and alignment between the SEO team, various departments, and stakeholders across the organization, ensuring that SEO strategies are fully integrated into the overall marketing plan.
  • Conveyed SEO strategies, tracked progress, and presented comprehensive results to key stakeholders, fostering transparency and alignment with organizational goals.

Senior Digital Marketing Manager

2021 - PRESENT
First Onsite
  • Developed and implemented global and regional B2B digital marketing strategies to increase brand awareness, drive traffic, and generate leads and sales.
  • Led cross-functional teams in digital initiatives, including creative, content, pay-per-click (PPC), social media, email marketing, and search engine optimization (SEO) through Yoast SEO and other tools.
  • Analyzed data and KPIs to measure and optimize campaign performance, identify trends, and provide actionable insights to improve return on investment (ROI).
  • Facilitated the management of digital marketing software and systems, working closely with key stakeholders to optimize performance and streamline processes.
  • Partnered with other departments to integrate data and insights to drive better decision-making.
  • Collaborated with other departments to ensure consistency in brand messaging, customer experience, and overall business goals.
  • Stayed up to date with the latest digital marketing trends, technologies, and best practices and shared knowledge and insights with the team.
  • Analyzed the ROI of digital marketing activities to inform budget decisions and maximize the value of marketing spend.
  • Oversaw strategic development and maintenance of websites, landing pages, and other digital assets.
  • Ensured compliance with legal, ADA/AODA accessibility, and ethical standards in digital marketing.

Marketing Rebrand Project Manager

2020 - 2021
First Onsite
  • Led a comprehensive rebranding initiative, consolidating seven separate B2B brands into a unified, cohesive brand identity.
  • Leveraged Hive project management software to oversee project timelines, budgets, and resources, ensuring timely delivery of high-quality work.
  • Led the management of key partnerships across multiple areas of digital marketing, including website development, SEO, events, and local optimization, to drive business growth and increase revenue for the rebrand.
  • Established and directed work streams for comprehensive rebranding initiatives, overseeing all aspects of project planning, execution, and measurement to ensure success.
  • Supported budget tracking and monitoring for successful brand launch, ensuring the efficient use of resources and adherence to financial goals.
  • Coordinated project timelines and meeting schedules for complex brand launch initiatives, leveraging project management tools and techniques to optimize team performance and achieve business objectives.
  • Developed and implemented file organization and sharing protocols to support the successful brand launch, ensuring effective collaboration and communication among team members.

Ayurveda Marketing Manager

2019 - 2020
The Art Of Living Retreat Center
  • Directed and managed projects related to Ayurveda spa programs, ensuring alignment with business goals and customer needs and facilitating successful project outcomes.
  • Provided leadership and guidance in the development and execution of go-to-market plans for new Ayurveda programs, utilizing data and analytics to drive decision-making and optimize program outcomes.
  • Conducted research and developed innovative content marketing strategies to boost readership, engagement, and organic traffic, while optimizing conversion rates and ROI.
  • Managed website updates and enhancements, utilizing WordPress to implement front-end changes and coordinating with developers for more complex website updates.
  • Conducted extensive A/B testing, audits, and heat mapping to identify optimal approaches for website changes, paid advertisements, social media, and other digital marketing initiatives.
  • Managed all aspects of the Ayurveda program's social media presence, from content ideation and creation to scheduling and distribution.
  • Executed Facebook events, driving high levels of engagement and conversions.
  • Conducted regular SEO audits and analyses to identify areas for improvement and implement optimizations resulting in an 88% increase in website first-page rankings.
  • Collaborated with third-party vendors to manage paid advertising campaigns, ensuring timely delivery and optimal campaign performance.
  • Conducted in-depth competitor and industry analysis to identify link-building opportunities, resulting in high-quality backlinks from reputable sources.

Director of SEO

2017 - 2019
Results Repeat
  • Developed and implemented comprehensive SEO strategies for 130+ clients across various industries, including technical SEO, on-page optimization, link building, advertising management, and content development.
  • Managed and mentored a team of eight SEO professionals, providing guidance and support to ensure high-quality deliverables and client satisfaction.
  • Led internal initiatives to improve SEO processes and methodologies, resulting in increased efficiency and client satisfaction.
  • Collaborated with other departments, such as content and paid and social media, to integrate SEO efforts and maximize the impact of campaigns.
  • Conducted in-depth SEO audits and competitive analyses, identifying opportunities and making recommendations for improvement.
  • Kept up-to-date with industry trends and changes in search engine algorithms and used this knowledge to inform and optimize client strategies.
  • Monitored and analyzed SEO performance metrics, supporting the team in providing regular reporting and insights to clients and stakeholders.
  • Ensured all client deliverables and communication met agency standards and aligned with brand guidelines.
  • Managed client relationships and served as a primary point of contact for SEO-related inquiries and issues.

Director of Digital Marketing

2015 - 2016
305 Spin
  • Established, managed, and integrated digital marketing department and services, including all strategies, processes, implementation execution, and in-depth research and reporting.
  • Oversaw projects for digital marketing, SEO, website design and development, social media, paid advertising, campaign management, and email marketing.
  • Consulted on all digital marketing campaigns for all clients in various industries to determine the best services and strategies to achieve digital marketing goals.
  • Implemented strategies for an integrated marketing approach, including SEO, increased keyword research and rankings, on-page optimization, content development and marketing, social media, backlink profile review, and more.
  • Provided clients with monthly in-depth reporting of every aspect of their integrated digital marketing campaigns and KPIs and monthly consulting on reporting and strategy for the upcoming month.
  • Managed KinnecTek Event, a monthly networking event for connectors, forward thinkers, entrepreneurs, and tech types.
  • Spoke at Marketers Collective, a community event to connect marketing experts and entrepreneurs.
  • Developed partnerships with Steamboat Springs Chamber of Commerce to provide digital marketing classes to local businesses.

Director of Marketing

2014 - 2015
Steamboat Motors
  • Created a marketing plan based on heavy research, examination, and exploration, including a consumer report compiled based on individuals' buying habits in the Yampa Valley.
  • Compiled and executed an SEO strategy. Achieved a 46% increase in organic traffic and a 69% increase in the total number of keyword rankings in the top 100 pages of search results.
  • Managed three websites – Group, Ford, and Chrysler. Provided content, design, photography of inventory, SEO, and SEM for all three websites. Determined opportunities in various areas based on expertise.
  • Managed social media on all platforms, including growing the following, exposure, and engagement.
  • Managed radio, newspaper, and print advertisements, direct mail, email campaigns, event management, and more.
  • Built relationships with local businesses to contribute to local growth. Managed sponsorships of local businesses.
  • Provided IT assistance for a dealer management system (DMS), DealerSocket CRM, CMS Dealer, OEM websites, Office 365, lead management, etc.
  • Collaborated with numerous vendors, such as Aspen Marketing, Dealer.com, Steamboat Pilot & Today, Ford, and FMC Corporation, to determine opportunities and areas of success.

Digital Marketing Project Manager

2013 - 2014
  • Managed teams of 3-5 employees for 25-30 clients at any time. Each member took ownership of clients' content, link building, social media, email, design, and/or development of marketing campaigns.
  • Led, as a project manager, the implementation of a strategy and plan of action and provided guidance and training to team members.
  • Applied a client-focused approach to cultivate and retain customers' brand and loyalty.
  • Managed white-hat SEO tactics and consulted on various online marketing techniques.
  • Managed email marketing campaigns for various clients, providing guidance on list segmentation, testing, and results.
  • Collaborated with our content management team to develop rich optimized content that would increase website traffic and keyword rankings.
  • Provided project management and consulting on paid campaigns, strategies, and results.
  • Collaborated with an inbound marketing team to establish credibility through back-linking and distribute content through various channels to obtain additional online exposure.
  • Provided in-depth strategic analysis of results and KPIs to reflect growth opportunities in digital marketing, ensuring month-over-month and year-over-year growth in all digital marketing services.

Digital Marketing Consultant

2012 - 2013
Page 1 Solutions (now MyAdvice)
  • Performed as a lead strategist leading 3-5 person teams for each client's account, with each member overseeing website development, content creation, optimization, social media, or paid advertising.
  • Managed 30 accounts for competitive businesses to ensure their SEO and online marketing success.
  • Advocated for client accounts and liaison between clients and all in-house departments.
  • Acted as a marketing consultant and lead go-to person for clients' internet marketing strategies and as part of their overall marketing repertoire.
  • Provided critical in-depth analysis of all clients' website statistics, search rankings, and performance.
  • Provided recommendations based on performance, competitor analysis, strategic analysis, and trends.

Go-to-market Digital Marketing Plan

Spearheaded the development and execution of a successful go-to-market digital marketing plan as the lead strategist for a specialized treatment program.

I managed multiple projects across various marketing channels, including Google Ads, Facebook and Instagram Ads, email marketing, social media like Facebook, Instagram, Twitter, and YouTube, pillar cluster style content strategy, event promotion, influencer marketing, speaking engagements, marketing and testimonial videos, SEO, heat mapping, A/B testing, and CRO.

Through these efforts, I demonstrated my ability to design and implement comprehensive marketing strategies that drive business growth, enhance brand awareness, and engage target audiences effectively.

The specialized treatment program consistently achieves monthly sellouts while surpassing all previous registration numbers since the center's establishment in 2012.

Software Product Launch

Developed and implemented a digital marketing campaign that enhanced online visibility, boosted organic traffic, and elevated search engine rankings.

I oversaw a multi-faceted initiative designed to optimize our online presence and enhance user experience. To achieve this goal, I spearheaded a series of technical and strategic improvements, including SSL server updates, comprehensive keyword and competitor research, a complete restructuring of title tags and meta descriptions, thorough content analysis and strategy, and backlink analysis to identify new opportunities for improvement.

In addition, I implemented a schema for provider listings and reviews, identified opportunities to improve usability through heat mapping analysis, and executed critical technical SEO updates, including addressing 404 errors, fixing broken canonicals, and updating sitemaps. We also addressed usability issues related to content formatting, font size, and color contrast and explored opportunities for an effective internal linking strategy.

By optimizing the site's technical infrastructure and enhancing its user experience, we drastically improved search engine rankings, increased organic traffic by 1828.1%, and boosted user engagement.

Cosmetic Dentist

Conducted a comprehensive review of the client's existing marketing strategies and identified several opportunities to improve website leads and conversions.

From a design and usability perspective, we made several fundamental changes to the website to better align with the area's demographics and enhance user experience. These changes included updating the website header image, replacing the accordion navigation with a more user-friendly fly-out menu, and organizing the smile gallery into more user-friendly categories with consistent image sizing and proper alignment.

To optimize the website for search engines, we adjusted the SEO strategy, focusing on broader search terms that aligned with the client's target audience. For example, we found that using the phrase "family dentist" generated more search traffic than more specific terms like "cosmetic dentist" or "porcelain veneers."

We were able to achieve significant improvements across key metrics. These included a decrease in bounce rate, a 50% increase in form submissions through the website, and a notable rise in targeted organic traffic.

Overall, these efforts successfully increased website engagement, drove more leads, and positioned the client's business for continued growth and success in their local market.

Brand Launch Digital Marketing Strategy

Led the development of a comprehensive digital marketing strategy for a new brand, working closely with cross-functional teams to ensure alignment with business goals.

This digital marketing strategy for a brand launch involved a range of tasks and responsibilities that required expertise in various areas of digital marketing, including website development, content creation, SEO, social media management, and paid advertising.

The key to our success was developing a comprehensive, data-driven strategy focused on achieving the brand's goals and resonating with the target audience. We achieved increased brand awareness, higher engagement rates, increased website traffic, improved brand perception, increased sales, and stronger customer relationships.
2005 - 2007

Bachelor's Degree in Psychology

University of Colorado - Boulder, Colorado, United States


Organic SEO, Digital Marketing, Content Marketing, Go-to-market Strategy, Social Media Marketing (SMM), Branding, SEO Tools, Search Engine Optimization (SEO), Digital Marketing Best Practices, Performance Marketing, Digital Marketing Strategy, Writing & Editing, Email Marketing, Conversion Rate Optimization (CRO), Marketing Automation, Market Research & Analysis, Brand Strategy, Facebook Ads, Instagram Marketing, Local SEO, Google SEO, SEO Audits, On-page SEO, SEO Content, Off-page SEO, SEO Marketing, SEO Keyword Research, Organic Social Media, Email Campaigns, Social Media, Paid Advertising, Google Ads, Content Strategy, Social Media Content, Backlinks, Link Building, Web Marketing, Content, Content Creation, Campaign Management

Platforms & Tools

Yoast SEO, Google Analytics, HubSpot, Google Data Studio, Screaming Frog, Marketo, Instagram Ads, Asana


Google Search Console

Business Models

Business to Business (B2B), Software as a Service (SaaS), Business to Consumer (B2C)


Semrush, Yext, Communication, Critical Thinking, Data Analysis, Paid Media, Data Reporting, Rebranding, Team Leadership, Mentorship, Coaching, Data, Direct to Consumer (D2C), Strategic Planning, Thought Leadership, WordPress, Statistics, Research, Research Methods, Philosophy, Sociology, Leadership, Market Research, Google Optimize, Email Management, Web Development, YouTube SEO, Web Content, Branded Content, Competition Research, Competitive Analysis, Competitor Analysis & Profiling, Website Audits, Website Traffic, Website Redesign, Website Optimization, Website Management, Web UI, Web UX, Web Design, Web Analytics, Content Management, Websites, Startups, Product Branding, Seos, Sitemaps

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