Heather Matley is a performance-driven digital marketing program manager who specializes in SEO, ASO, and content strategy. With 6+ years of driving growth strategies, product management, and roadmap execution within the tech industry, she brings a data-backed, user-first approach to her work.
Several key areas of expertise include:
- Search Engine Optimization (SEO)
- App Store Optimization (ASO)
- Keyword & Content Strategy
- SEO Crawling Tools (Screaming Frog, Lumar, Botify)
- Other SEO Planning Tools (SEMRush, Ahrefs, BrightEdge, Google Search Console)
- Program Management
- Content Creation & Curation
- Product Management
- Structured Data & Schema Mark-up
- CMS Management
- Backlink Acquisition
- Data Measurement & Analysis (Google, Adobe, Mode)
- Organic & Paid Social Media
- AI Generated Content (AIGC)
- Google Webmaster Tools
- Vendor Management
- Search Engine Marketing (SEM)
- A/B Testing
- Copywriting
Some of my key achievements in recent roles include:
- Piloted a new AI-generated content (AIGC) strategy (30M+ Monthly Search Volume) for scaling content production and SEO opportunities via recipe content for Instacart.
- Drove $20M+ in ASO core app listing testing wins, and $400K in promotional/in-app event wins after redevelopment of Instacart’s App Store strategy.
- Developed a new consumer-facing content hub, Instacart’s Ideas & Guides, along with a 1000+ post content hub driving $750K+ in yearly traffic value and $700K in backlink profile value.
- Wix named Ideas & Guides as 1 of 5 examples of “great content writing” in a recent feature, claiming “Instacart’s grocery delivery service provides a great value to its customers. However, the Ideas & Guides section of the brand’s website offers an opportunity to maximize the brand’s service. It covers DIY topics like cooking tips, holiday and event planning, and recipes.” The hub was also showcased by Kevin Indig in a recent case study of effective SEO strategies.
- Led the consolidation of Instacart’s backlink profile and new natural backlink acquisition strategy resulting in an overall domain rating increase for Instacart’s core domain.
- Developed more than 250 SEO content articles which helped contribute to 2X growth in Y/Y visits to Shutterfly’s content hub. Optimized content for organic search resulted in over 1 million organic monthly visits to Shutterfly’s content hub.
- Created a pilot micro-influencer program and managed ongoing relationships with over 20 influencers for Shutterfly’s consumer content hub.
Based on my previous experience and education, I’m currently looking for growth opportunities within the SEO product management and content strategy space.
For more specifics and insights into my experience, please jump to my resume and portfolio.
