Nicole Elizabeth Smith
Verified Expert in Marketing
Marketing Expert
Como, Province of Como, Italy
Toptal member since November 9, 2022
Nicole is a marketing and content operations professional with 13+ years of experience helping global brands like Verizon, ESAB, Westwing, and L3Harris deliver impactful campaigns and sustainable growth. She's skilled in managing SEO, content workflows, and internal communication across both agency and in-house settings.
Expertise
- Content Production
- Content Strategy
- Digital Marketing
- Marketing Automation
- Marketing Operations
- Marketing Strategy
- Project Management
- Search Engine Optimization (SEO)
Work Experience
CMS Content Manager
Word on Fire Catholic Ministries Nonprofit Corporation
- Managed daily and weekly content updates on the client’s CMS platform, primarily WordPress. Published articles and media, ensuring correct formatting, categorization, and timely posting for English and Spanish sites.
- Implemented SEO best practices for all content, including keyword integration, optimized title tags, meta descriptions, URLs, and overall on-page SEO.
- Conducted regular audits of published content to maintain SEO standards and update as needed.
Global SEO Content Strategist
The ESAB Group
- Collaborated with senior leadership to develop and execute SEO initiatives that drove a 21% increase in conversion rates and improved keyword visibility across ESAB, NAM, and EMEA regions by 30% within six months.
- Led ESAB’s technical SEO for global sites, guiding the team to restructure sitemaps, resolve visibility issues in Google Search Console, and implement international SEO best practices.
- Led AI-powered SEO content strategies, increasing branded and non-branded organic search traffic by 590% and boosting purchase intent conversions by 25% on niche product categories.
- Led a Semrush clean-up project, optimizing tool usage and setting up streamlined dashboards and processes. Conducted ongoing research on AI search, SERP analysis, and best practices.
- Designed creatives and set up email marketing attribution, leveraging HubSpot, Semrush, Hotjar, and Google Analytics to gather actionable data insights.
Market Launch Support Expert
Zinazzura
- Led and executed the go-to-market strategy for Europe, including a product roadmap targeting key market segments. Launched a B2B sourcing outreach program, securing 40+ brands such as Marques’ Almeida, Aquaclara, and JC Pajares.
- Managed the Shopify site and affiliate program using Klaviyo, driving growth and securing 20 brand partnerships within the first two months.
- Defined marketing channels and developed SEO and Instagram strategies, growing the Instagram channel by over 500% in the first six months.
- Created comprehensive press kits and brand decks to support PR and outreach efforts.
- Led event launch planning and design for Paris, managing PR and influencer outreach as well as all event logistics.
Marketing Operations Manager (via Toptal)
Meggitt - Main
- Directed the global video marketing strategy, enhancing e-learning content with dynamic multimedia that boosted training completion rates and learner engagement.
- Collaborated with cross-functional teams to align AI-generated video content with training objectives, automating workflows, and reporting to cut production turnaround by 30%.
- Led the content production workflow, collaborating closely with videographers, producers, and graphic designers to deliver high-quality video and multimedia assets on time and aligned with brand and training goals.
Content and Communications Manager
Contents.com
- Led omnichannel digital marketing and sales strategies across PPC, SEO, display (VOD ads, rich media, mobile), affiliates, paid social, influencer campaigns, analytics, and CRM.
- Built and managed Contents.com’s global brand communications team, delivering content, licensing, and trade marketing strategies that positioned the company as a thought leader in AI and SaaS across its B2B and adtech units.
- Managed and executed event planning, trade shows, community engagement, and press communications across all channels—offline, online, and social for both internal and external audiences.
- Built relationships with opinion leaders, brand partners, bloggers, and media to elevate Contents.com’s profile, delivering targeted messaging through press releases and strategic collaborations.
Team Lead Content Operations
Westwing
- Led and contributed effectively to restructuring a team of over 120 FTEs in content production, integrating content operations as a core function to enhance operational efficiency and alignment with organizational goals.
- Oversaw daily tracking of targets and forecasts, P&L analysis, monthly budgeting and forecasting, and weekly reporting.
- Oversaw operations across content, video, and marketing production. Built and led a project management team that streamlined workflows, increased team efficiency, and reduced production costs by 30% while maintaining quality standards.
- Managed A-Z production operations from kick-off meetings to being onsite for productions, ensuring smooth execution and adherence to project timelines and quality standards.
- Managed digital transformation and content migration project to Monday.com, setting the technology plans, data dashboards, workflow management automation, and reports.
- Led on-site video production and managed end-to-end shoots for Westwing, coordinating creative teams, talent, and logistics to deliver high-quality, on-brand content on time and within budget.
- Managed €3 million in budgets and productions, overseeing content, video, and marketing operations. Led shoots for brands like KitchenAid, L’Oréal, and Nespresso, ensuring on-brand delivery on time and budget.
Marketing Operations Manager
Franklin University Switzerland
- Managed daily operations of the marketing team and collaborated with university stakeholders to develop new program strategies to guarantee financial goals with few resources.
- Conceptualized a new digital strategy and co-led the department's restructuring to grow the B2C and B2B2C inbound marketing funnel, focusing on students' customer journeys, high-quality video content, SEO, SEM, and strategic university partnerships.
- Created and managed a data tracking and marketing automation system to aid the development of paid media and public relations strategies and ROI analysis.
- Evaluated efficiencies of inbound lead generation and marketing tactics, including marketing communications (MarCom) specific to those leads using HubSpot, Slate.js, and Marketo.
- Led the planning and execution of virtual and in-person events for press, strategic partners, and recruitment efforts, strengthening brand visibility and engagement.
Digital Marketing Consultant
Freelance
- Served as a marketing consultant specializing in troubleshooting and devising effective digital marketing and remarketing solutions, digital communication, and online reputation management for projects across diverse industries.
- Led marketing, product marketing, project management, research, and innovation projects for SMBs and multinational companies.
- Delivered strategic analysis and marketing recommendations, including brand strategy, based on consumer and market insights to define the most suitable business models and create digital marketing and public relations strategies to meet objectives.
- Cultivated strong relationships with clients' internal stakeholders and team members to keep projects on track and ensure process and marketing performance.
- Delivered large-scale marketing projects and content operations: spearheaded comprehensive marketing campaigns and streamlined content management operations for multiple clients.
Digital Marketing Manager
Bluepillow
- Implemented a global plan at the EMEA level to execute the online customer journey, handling omnichannel, ROI-based campaign management across digital channels, with campaign monitoring to track and analyze campaign performance.
- Deployed a customer management system (CMS) strategy to coordinate with media reporting and managed the corporate website across the EMEA region, improving the corporate brand website's functionality, usability, and design.
- Leveraged a strong understanding of all facets of cross-channel digital communication and marketing management, including paid media, public relations, organic SEO, local SEO, website management, data, analytics, and marketing technology.
Digital Marketing Manager
Property West Residential
- Developed and implemented strategic marketing and sales plans, including real estate marketing, and forecasts to achieve corporate objectives for the 51 communities throughout Southern California.
- Promoted properties via marketing initiatives and social media presence at property and corporate levels. Updated and managed social media profiles, marketing materials, and public relations to increase customer engagement and customer acquisition.
- Drafted press releases and digital newsletters, developed annual forecasts, and sought to minimize marketing expenses.
Executive Assistant to CEO
Verizon
- Provided executive-level administrative support to the CEO and Regional Director for Verizon’s Cellular Sales HQ. Supported communications and scheduling for a team of 250+ employees across multiple departments.
- Planned and managed internal corporate events, executive off-sites, and cross-functional team meetings across two regional markets. Supported scheduling, vendor coordination, venue booking, catering, and post-event reporting.
- Coordinated logistics for recruitment events and onboarding sessions in partnership with HR.
- Ensured all activities aligned with EEO and ADA compliance standards; conducted background/reference checks for new hires.
Executive Assistant to the President
L3Harris Technologies
- Delivered high-level administrative and operational support to the president and operations leaders at a defense technology firm.
- Independently planned and executed corporate events, leadership summits, trade shows, and internal recognition programs. Handled end-to-end event logistics including venue sourcing, A/V coordination, vendor management, catering, and budget tracking.
- Negotiated travel and entertainment contracts, reducing annual event-related travel costs by 15%.
- Managed corporate travel, itineraries, and lodging for executives and clients attending trade shows and business events domestically and internationally.
- Represented the president in meetings, captured minutes, and facilitated follow-up communications.
Project History
ALEX RIVIÈRE x WESTWING COLLECTION
https://www.vogue.it/news/article/westwing-collection-alex-riviere- +40% — On-time Delivery Rate
- +25% — Social Media Engagement
- -15% — Production Costs
Westwing wanted to launch the Alex Riviere collection with a fresh, high-impact visual campaign to elevate brand presence and drive engagement. However, coordinating large-scale video and photo production posed logistical challenges. Previous shoots suffered from fragmented workflows, causing delays and inconsistent content quality. Additionally, managing multiple teams and aligning creative vision with operational execution created bottlenecks, threatening the campaign timeline and brand standards.
My team and I took a hands-on leadership role in production and content operations, driving end-to-end coordination to streamline the shoot process:
Pre-shoot research & planning: Collaborated with creative directors and stakeholders to define clear visual goals and storytelling themes aligned with the brand’s identity.
Workflow design: Established a detailed production schedule, integrating video, photography, and post-production tasks into a centralized workflow to ensure smooth transitions and minimize downtime.
Cross-team collaboration: Facilitated communication between videographers, photographers, stylists, and graphic designers, ensuring everyone was aligned on creative direction and deadlines.
On-site management: Led on-location shoots, managing logistics, crew coordination, and real-time problem solving to keep production on track.
Content operations: Post-shoot, implemented efficient content handling, tagging, and delivery processes to accelerate turnaround and maximize usability across marketing channels.
Delivered the entire campaign on schedule with no production delays, improving timeline reliability by 40%.
Enhanced content quality and brand consistency, leading to a 25% increase in social media engagement within the first month of release.
Streamlined workflows reduced production costs by 15% through efficient resource allocation and minimized downtime.
Fostered stronger collaboration between creative and operational teams, resulting in smoother future projects and sustained content output quality.
Key takeaway: By leading production and content operations with a strategic, hands-on approach, we transformed a complex shoot into a seamless campaign that elevated Westwing’s brand and drove measurable engagement.
Education
Bachelor's Degree in Communications
Florida International University - Miami, FL, USA
Certifications
AI and Machine Learning for Business
Udemy
Content Marketing Certification
HubSpot
Google AdWords Certification
SEO Professional
Semrush
Skills
Core
Marketing Communications (MarCom), Public Relations (PR), Marketing, Content Marketing, Marketing Operations, Agile Marketing, SEO Audits, Content Strategy, Marketing Automation, Content Creation, Digital Marketing, Branding, Copywriting, Marketing Strategy, Social Media, Brand Marketing, Brand Strategy, Customer Segmentation, SEO Content, Writing & Editing, Facebook Marketing, Instagram Marketing, Social Media Marketing (SMM), Community Management, Email Marketing, Search Engine Optimization (SEO), A/B Testing, Content, Paid Advertising, Pay-per-Click (PPC), SEO Marketing, B2C Marketing, SEO Tools, Backlinks, Entertainment Marketing, TikTok Marketing, Google Tag Manager, Customer Success, Link Building, Affiliate Marketing, Google Ads, Media Buying, Lead Generation, Google SEO, Local SEO, Keyword Research, Marketing Research & Analysis, Content Operations, Metadata, Product Marketing, Go-to-market (GTM) Strategy, Social Media Content, Campaign Monitoring, Organic Social Media, Social Media Management, Digital Marketing Strategy, Market Research & Analysis, Digital Campaigns, Performance Marketing, Influencer Marketing, Customer Engagement, Campaign Management, Marketing Collateral Development, Marketing Analytics, App Store Optimization (ASO), TV Advertising, SEO Backlinking, Search Engine Marketing (SEM)
Platforms & Tools
HubSpot, Content Management Systems (CMS), Google Analytics, Marketing Platforms, Asana, Eloqua, Wistia, Adobe Dreamweaver, Google Data Studio, CRM Systems, Marketo, Jasper, Lead Capture Pages
Business Models
Business to Consumer (B2C), B2B2C, Business to Business (B2B), Business to Business to Consumer (B2B2C)
Other
Digital Media, Brand Management, Business Strategy, Project Management, Team Leadership, Business Management, Content Management, Business Development, Website Redesign, Web Analytics, Creative Direction, Communication, Paid Media, Customer Acquisition, Direct to Consumer (D2C), Copy Editing, Proofreading, Customer Experience, Lifetime Value (LTV), Email Design, Brand Guidelines, Media Relations, Programmatic SEO, SEO with AI, Event Marketing, Portfolio Management, Stakeholder Management, Events, Content Writing, SEO Copywriting, Salesforce, Budgeting, People Management, Remote Team Leadership, Brand Positioning, B2B Partnerships, Product Growth, Shopify SEO, Direct Mail, Customer Experience Management, Customer Support, PPC Campaign Management, Journalism, Newsletters, Trade Shows, Virtual Events, Microsoft Excel, Microsoft Teams, Slack, Customer Relationship Management (CRM), Scrum, Keyword Analysis, Data Analysis, Content Production, Video Production, Capacity Planning, Logistics, Contract Management, Finance, Strategy, Story Mapping, Reporting, IT Administration, Software Development, Digital Transformation, Scaling, Database Management, Partnerships, Website Management, Team Management, Digital Strategy, Web Design, Digital Asset Management, UX Design, Project Budget Management, Website Traffic, Graphic Design, Web UX, Press Releases, Program Management, Programming, Customer Journey, Event Planning, Personal Branding, Tone of Voice, Communication Planning, E-learning, UX Writing, Sprout Social, Online Reputation Management, Trade Marketing, Remarketing, Video Marketing, SendGrid, Multimedia, Digital Newsletters, Real Estate Marketing, Brand Licensing, Marketing Materials, Airbnb, MarTech Solutions, Music Promotion, Lifecycle Marketing, Marketing Program Management, Web Trends, Telemarketing, User Stories, Advertising Technology (Adtech), Loyalty Marketing, SurveyMonkey, Technical SEO, AI Tools, AIOps, Production, WordPress, Travel, Administration, Human Resources (HR), Accounting, Transportation & Logistics, Business Operations, Training, Onboarding, Consumer Packaged Goods (CPG), Campaign Execution, Executive Presentations, Semrush
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