Martin Etchegaray, Marketing Expert in Mar del Plata, Buenos Aires Province, Argentina
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Martin Etchegaray

Verified Expert  in Marketing

Marketing Expert

Location
Mar del Plata, Buenos Aires Province, Argentina
Toptal Member Since
December 13, 2023

Martin is a content expert with a deep understanding of SEO, narrative design, content strategy, and team management. With 10+ years of experience in digital marketing, he is dedicated to delivering high-quality content to engage audiences and drive results. As a content manager, editor, and creator, Martin helps brands with compelling storytelling and strategic content creation in various formats, including web content, social media content, video scripts, copy, and microcopy.

Work Experience

Content Marketing Manager

2023 - PRESENT
Sculpt
  • Performed an SEO audit of the website to analyze its strengths, weaknesses, and improvement opportunities.
  • Ideated and optimized a content calendar covering 2024 based on the SEO audit.
  • Produced new content (much of which is already in the top 10 search results for the intended searches) and optimized several existing articles.

Content Manager and Senior Editor

2023 - 2023
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

2022 - 2023
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

2021 - 2022
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

2019 - 2021
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

2018 - 2019
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

2017 - 2018
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

2013 - 2017
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.

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

https://cozmicgroup.com/

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.
2004 - 2011

Bachelor's Degree in Advertising and Marketing

Universidad de Ciencias Empresariales y Sociales (UCES) - Buenos Aires, Argentina

OCTOBER 2023 - PRESENT

Content Marketing: ROI

LinkedIn Learning

OCTOBER 2023 - PRESENT

Advanced Content Marketing

LinkedIn Learning

JUNE 2023 - PRESENT

Make Foundation Certificate

Make

Core

Content, Content Marketing, Writing & Editing, Copywriting, Keyword Research, Search Engine Optimization (SEO), Marketing, Google SEO, 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

Platforms & Tools

Content Management Systems (CMS), Ahrefs, OpenAI GPT-4 API, Monday.com, Contentful, Google Analytics 4

Technical

Google Search Console, HTML

Business Models

SaaS

Other

Content Management, Content Writing, Keyword Analysis, Reddit, Google Docs, Slack, Storytelling, Semrush, ChatGPT, Advertising, Web Content, Creative Briefs, Workflow, Automation, Creativity, Research, WordPress, Content Production, Localization, Webhooks, Paid Search, Copy Editing, Editorial Process, Technical SEO

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