Martin Etchegaray
Verified Expert in Marketing
Marketing Expert
Mar del Plata, Buenos Aires Province, Argentina
Toptal member since December 13, 2023
Martin crafts content strategies that drive engagement, authority, and growth for brands. His expertise spans content marketing, search engine optimization (SEO), generative engine optimization (GEO), answer engine optimization (AEO), AI search, Reddit marketing, social media, and content operations. Martin manages content for Sculpt and consults on organic and paid content strategies for brand awareness and conversions.
Project Highlights
Expertise
- AI Content Creation
- AI-based Content SEO
- Answer Engine Optimization (AEO)
- Content Marketing
- Copywriting
- Search Engine Optimization (SEO)
- Writing & Editing
Work Experience
Content Marketing Manager
Sculpt
- Kept the agency's web content relevant and fresh to improve visibility and traffic. Tripled organic traffic and attained dozens of top 3 positions in SERPs in my 1st year.
- Brought AI search visibility to the agency through structured, relevant, authoritative content.
- Produced new content, much of which is already in the top 10 search results for the intended searches, and optimized several existing articles.
- Grew organic traffic by three times in 10 months on a highly optimized content production workflow.
Content Manager and Senior Editor
Make
- Collaborated with senior marketing leadership on a content strategy for the year 2023, focusing on creating top-of-funnel (TOF), middle-of-funnel (MOF), and bottom-of-funnel (BOF) content to increase brand awareness and conversions.
- Brought 50+ new content pieces to life, including articles, case studies, and use cases focused on automation. Increased traffic by three times and conversions by five times.
- Managed internal and freelance collaborations to increase the content output with relevant topics aimed at ranking in the top four positions in search engine results pages (SERPs).
Senior Content Writer and Editor
Make
- Participated in the company rebranding process—Integromat evolved to Make—by reviewing and editing key assets, including the company's new website and a series of PR releases to announce the new brand.
- Wrote dozens of articles, blogs, and use cases while training and editing the work of new team members.
- Came up with original, data-driven ideas for content on a regular basis and took charge of the whole production process, from idea to publication.
Senior Content Writer and Editor
Integromat
- Kickstarted the Use Cases section, which featured step-by-step use cases on how to automate singular processes using Integromat.
- Wrote 70+ articles and use cases using curated keywords to rank for relevant searches on the top of SERPs.
- Contributed to the company's community-building efforts by engaging with users and prospects, answering questions, and encouraging conversation across online communities (with a focus on Reddit).
Content Strategist
Integromat
- Kickstarted the production of content as the first dedicated content expert, researching and writing articles, use cases, social media content, and guides.
- Set a keyword research strategy to identify and pursue keyword opportunities and improve the company's organic rankings on SERPs.
- Got the company mentioned and featured in relevant third-party websites, including Medium's largest publication at the time by follower base (The Startup).
Head of Content
Cronbit
- Developed and implemented an organic WordPress SEO strategy for one of the company's biggest clients, helping them rank in the top three spots for hundreds of relevant keywords.
- Led web content strategy and content development for a number of Spain-based customers.
- Assisted leadership with user research and user experience projects.
Head of Content
Cozmic Group
- Worked alongside senior leadership in developing content strategies for the agency's main customers, mainly from the fintech and telecom sectors.
- Became the trusted voice for all things content and assigned highly sensitive projects (i.e., PR and communications for telecom CEOs) regularly.
- Wrote and edited the content for the company's new website, which included a full rebranding and a change of direction in topline messaging.
Freelance Content Expert
Freelance
- Worked for top brands and startups in their respective spaces, such as Techsmith, Jelly, and Skedules.
- Conducted a wide range of work across a myriad of projects, from research and trends reports to UX testing, content writing, and social media management.
- Learned and honed a strict, sustainable routine to deliver results as a remote freelance collaborator. Clicked instantly with (almost) every customer I had and produced the desired results every single time.
Project History
Use Cases Section for Make
Wrote, edited, and published 150+ use cases showcasing how to automate specific processes and tasks with Make, bringing the Use Cases section from zero traffic and conversions to 1,500+ organic keyword rankings and 1,000+ conversions per month.
The Use Cases section within Make.com features practical applications of the product that solve real-world problems related to company processes that require app integrations, ranging from automated notifications and document automation to lead generation and the creation of micro apps powered by services like OpenAI APIs.
Make Blog
Acted as the in-house owner of the Make Blog, playing a pivotal role in content strategy, content research, content production and editing, CMS management, and SEO optimization. Managed a team of freelancers and collaborators.
The Make Blog is a base for automation-related topics, covering not only TOF content about Make but also the broader automation industry, its relationship with the modern workforce and workplace, AI, and other trends.
Cozmic Group's Website Launch
Led the copywriting part of the new website for Cozmic Group, an NYC-based digital marketing and branding agency.
Aside from working on the topline messaging with the leadership team, I drafted and edited all the web copy for the launch. This included several phases, from learning the new web structure from the design team to discussing which pages to include or exclude and then drafting and editing all the pages that would make up the new Cozmic Group website.
Sculpt Blog
https://wearesculpt.com/blog/I developed an end-to-end content creation cycle, covering content strategy, topics, topic clusters, keywords, article creation, and publication using the company's CMS (WordPress).
Sculpt is among the US’s top 10 B2B social media marketing agencies. After a few Google updates, their traffic was falling, and I was onboarded to stop and reverse the trend with an organic content strategy.
UX Writing for Mobile App Development
I review and edit UX copy for an eCommerce app (a children’s toys/gear marketplace) to ensure it’s production-ready.
• First, I went through all the app screens and user flows while taking notes to get a sense of the app, copy, tone, etc.
• Then I did a full edit.
• Finally, another full review to adjust and catch anything that was left behind.
My impact was subtle. I just added a layer of consistency and made sure the copy across the app was on par with the best ones.
New Website for Sculpt
http://wearesculpt.comWhile functional and SEO-relevant, Sculpt’s old website needed a thorough update. I was part of the team in charge of migrating the old website while conducting a full content audit and update.
Working alongside the agency’s CEO and an external team of web developers, we launched the new site in Q4 2025 and have been making minor updates ever since.
• A fresh brand image
• Value communicated at every stance
• Optimized for SEO, GEO, AEO (including schema and fully revised meta tags)
Personal Website
https://martinetchegaray.com/Defining a forward-looking positioning that goes beyond a job title, then building a minimal, indexed, CMS-enabled site from scratch—handling platform selection, domain setup, SEO configuration, and content architecture without a development team.
• Chose Framer over simpler alternatives for its combination of design control, native CMS, and clean indexability.
• Built the site around a forward-looking positioning, with content and context for AI search, rather than a traditional résumé structure.
• Configured meta titles, Search Console, and CMS collections from day one to ensure the site performed as a GEO asset, not just a portfolio page.
I delivered a website that does the job. The result is a crawlable, indexed site that connects credentials to a clear positioning in AI search and context management, increasing discoverability for both human and AI-driven search retrieval.
Education
Bachelor's Degree in Advertising and Marketing
Universidad de Ciencias Empresariales y Sociales (UCES) - Buenos Aires, Argentina
Certifications
Reddit Ads Creative Micro-certification
Reddit Ads Boost Certification
Reddit Ads Fundamentals Certification
Content Marketing: ROI
LinkedIn Learning
Advanced Content Marketing
LinkedIn Learning
Make Foundation Certificate
Make
Skills
Core
Content, Content Marketing, Writing & Editing, Copywriting, Keyword Research, Search Engine Optimization (SEO), Marketing, Google SEO, AI Marketing, SEO Content, Content Creation, Content Strategy, WordPress SEO, Social Media, Social Media Content, Facebook Ads, Google Ads, Social Media Management, Social Media Advertising, Social Media Posting, Content Marketing Strategy, Google Advertising, Marketing Automation, Creative Advertising, Inbound Marketing, Paid Advertising, SEO Tools, Reddit Ads, Campaign Management, Ads, Generative Artificial Intelligence (GenAI)
Platforms & Tools
Content Management Systems (CMS), Ahrefs, OpenAI GPT-4 API, Monday.com, Claude, Contentful, Google Analytics 4 (GA4), HubSpot
Business Models
SaaS
Technical
Google Search Console, HTML
Other
Content Management, Content Writing, Keyword Analysis, Reddit, Google Docs, Slack, Storytelling, AI Content Creation, Reddit Marketing, Website Management, Semrush, ChatGPT, Advertising, Web Content, Creative Briefs, SEO with AI, AI Social Media Content Creation, Answer Engine Optimization (AEO), AI-based Content SEO, UX Writing, AI Tools, Website Migration, Corporate Websites, Corporate Messaging, GEO, Workflow, Automation, Creativity, Research, WordPress, Content Production, Localization, Webhooks, Paid Search, Copy Editing, Editorial Process, Technical SEO, Keyword Mapping, Campaigns, Artificial Intelligence (AI), Mobile Apps, Figma, Generative Engine Optimization (GEO), SEO Copywriting, Web Development, Framer, Context Engineering, AI Adoption, AI Automation, Schemas
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