Megan Sobieski
Verified Expert in Marketing
Marketing Expert
North Port, FL, United States
Toptal member since July 19, 2024
Megan is an award-winning content director, creative writer, and editor with 15+ years of experience overseeing cross-channel content. An expert in generating ideas and packaging them into B2C/B2B content strategies that grow brands, audiences, and businesses, she blends editorial expertise, strategic thinking, strong leadership, and marketing know-how. She has been recognized as a top voice in content strategy, one of the top 50 women in content, and one of the top 250 global marketing leaders.
Project Highlights
Expertise
- Blogs
- Brand Voice
- Content
- Content Marketing
- Content Strategy
- Copywriting
- Storytelling
- Writing & Editing
Work Experience
Director of Content Standards and Excellence
Stand Together
- Established and led the copy desk capability, overseeing a team of three dedicated copy editors and two editorial operations leads.
- Led efforts to raise the bar of content standards across the Stand Together community, rolling out and training employees on enterprise tools that increased the quality of writing and editing by 90% in just 90 days.
- Aligned editorial efforts with Stand Together's philanthropic goals, developing playbooks and training resources to improve writing and editing skills for priority content products.
Director of Content
Arootah
- Managed content, website, social media, email marketing, and communications for a health coaching and business advisory startup as its first director of content.
- Oversaw the editorial strategy, organically growing monthly users by 1,450%.
- Elevated the quality of produced content and enhanced engagement metrics. Achieved a 433% increase in newsletter performance, grew social media followers by 465%, and reduced the blog bounce rate by 24%.
- Managed an in-house team of social media managers, freelance copywriters, content writers, graphic designers, editors, and video editors.
- Generated extensive content for websites, social media platforms, newsletters, blogs, courses, books, and marketing materials.
- Maximized team efficiency and budget, improving content production by 542% through a 38-day increase in editorial planning, $51,000 in productivity, $50,000 in freelance expenses, and recapturing 80 FTE hours per month.
- Created and owned a company-wide editorial calendar, integrating content campaigns with firm milestones, events, and audience interests.
- Developed audience-first, analytics-driven culture using data to gauge interest in topics and angles and guide research.
Director of Content Marketing
Geisinger
- Directed a content strategy and editorial direction for a nationally recognized nonprofit health system. Oversaw the development of print and digital content, maintained brand voice, and managed social media initiatives.
- Drove brand awareness and consideration, growing award-winning Balance. Increased Geisinger blog annual visits from 2.5 million to 6+ million, quarterly digital/print PA Health magazine membership by 50%, and email newsletter subscribers by 27%.
- Guided, coached, and inspired an in-house team of 18 exceptional copywriters, digital content writers, editors, social media strategists, graphic designers, and multimedia specialists, including four managers.
- Shifted Geisinger's content function from tactic to strategy-based, using high-quality written, multimedia, and visual content as a product to tell brand stories, develop meaningful relationships, and encourage positive audience behavior.
- Led and fostered creative thinking, development, and distribution of short-, medium-, and long-form content for all marketing campaigns, helping drive demand via 11,000+ patient leads and selection with a 20% appointment conversion rate.
Senior Product Copywriter
Hudson's Bay Company
- Wrote and edited engaging, optimized product detail pages across all areas of merchandise for Lord & Taylor, Sak's Fifth Avenue, and Sak's OFF 5TH.
- Reduced a product time-to-site average by 100 percent.
- Created daily assignment files for 10+ in-house copywriters and freelancers.
Editorial Director
Ozbo
- Spearheaded the inaugural editorial strategy for a small eCommerce startup with 250,000 products.
- Supported sales goals through content development and distribution, including product guides, landing pages, blogs, and more.
- Generated $150,000+ in revenue in eight months before the company closed its doors.
Project History
Brand Journalism and Storytelling | Geisinger's LongLiveHeroes Campaign
Directed this award-winning brand campaign launched in the early days of COVID-19. Our goal was to share the high-emotion stories of Geisinger's frontline healthcare workers with our community.
I oversaw all content planning, development, and distribution of written, video, visual, digital, and print content.
RESULTS
• 2.3 million in social reach
• 168,000 in social engagement
• 43,000 page views
• 2,000 video views
• 4,000 internal story views
This story was picked up by US News & World Report.
Geisinger | Increasing Conversion Rate
Increased organic lead capture and organic search performance for the Geisinger health system. Also, I improved the conversion rate to 47% and expanded the first-page search engine results page (SERP) presence by 33%.
One of my favorite projects at Geisinger was creating a 50-page, consumer-facing hub on its website for expecting and new moms.
My team and I planned and created all the content, a mix of service pages, blogs, timelines, guides, and digestible info as a resource for parents.
RESULTS
• 115% increase in organic traffic through SEO and engaged readers
• 71% lead to appointment conversion rate
This project has won multiple awards.
Arootah | Improving Content Planning and Email Click-through Rate
https://arootah.com/Achieved a 433% increase in email click-through rate (CTR), reduced bounce rate by 24%, boosted organic monthly visitors by 1,154%, grew organic social followers by 162%, and raised SERP rankings by 341%.
Arootah, a coaching and business advisory startup, had a disorganized and reactive content function with no clear strategy. The focus was on quantity over quality. It struggled to differentiate services across channels for B2C and B2B audiences.
GOALS
• Improve content planning and operational efficiency
• Refine brand voice to appeal to target audiences
• Expand organic reach
SOLUTIONS
• Conducted discovery to understand the current state of content performance and operations.
• Created an overarching content strategy aligned with business goals and target audiences’ needs.
• Assessed talent and content team roles and responsibilities and identified tools/tech needed.
• Refreshed verbal identity to elevate brand voice for a highly educated, aspirational audience, including brand messaging, guidelines, and style guides.
• Set clear KPIs, including a measurement strategy, and revised reporting.
• Built an editorial calendar to identify quarterly/monthly themes across business pillars, including evergreen SEO blog topics.
• Prioritized social channels and differentiated strategies.
• Designed content processes and workflows.
• Integrated AI tools to scale content operations efficiently and ethically.
Education
Bachelor of Arts Degree in Magazine Writing
S.I. Newhouse School Of Public Communications - Syracuse, NY, USA
Skills
Core
Writing & Editing, Content, Copywriting, Content Marketing, Content Strategy, SEO Tools, Branding, Search Engine Optimization (SEO), Digital Marketing, Social Media, Organic SEO
Platforms & Tools
Google Analytics, Canva
Other
Storytelling, Blogs, Copy Editing, Brand Voice, Proofreading, Google Trends, Feature Writing, Leadership, Web, Social, Newsletters, Email Content, Team Management, Stakeholder Management, WordPress, Sitecore, Journalism, Videos, Seos, Email
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