At Corel, a multinational B2B and B2C tech company specializing in consumer software products, Brendan led the content marketing and SEO strategy for MindManager. As a primarily B2B product (and the second leading driver of revenue for the company), the MindManager team needed a healthy inbound stream of organic traffic to raise awareness for the product, support customer and prospect research, and systematically turn visitors into engaged leads. Over a 2.5 year time period, Brendan bootstrapped an SEO program for the MindManager blog with a $20k per year budget, and two casual freelance writers. Within this time period, organic traffic to the MindManager Blog increased by 600%, and organic leads from the blog increase by 150%. His efforts were publicly praised by a new CEO in 2020, leading to SEO becoming a top focus for the marketing department across all product lines.

TELUS, one of Canada's three major telecom companies, hired Brendan in 2022 to audit their internal intranet platform that is used by thousands of in-store retail workers across Canada to help them find important product, sales, and company information as they interact with customers. In a company-wide survey the year prior, they received more than 150 complains that the search functionality on the intranet was poor to very poor. Brendan was hired to audit the functionality of their intranet search, and to create a strategy that would help fix the underlying issues.

This project included a deep drive audit of the intranet search functionality, which included store visitors, stakeholder interviews, technical audits, UI/UX reviews, and a study of the underlying search algorithm to understand baseline functionality. From there, Brendan crafted and executed a comprehensive action plan that included updates to thousands of meta data fields for all content on the intranet, collaboration with the web development team to deploy back and front end improvements, employee training on content creation and search usage, instructions for ongoing monitoring and management, and a strategy to collect pulse feedback on an ongoing basis to iteratively improve the platform.

One year after this project wrapped a second survey of end users was conducted. Complaints about search functionality dropped from 150 to just three.

At Shopify, the world's leading ecommerce platform for small to enterprise businesses, Brendan worked as a Senior Content Marketing Manager on the Shopify Plus blog. His primary responsibility was to create a ground-up strategy and content program with the goal of systematically identifying, auditing, and refreshing blog content that showed signs of traffic decay (or was at risk of future decay). Brendan worked closely with cross-functional teams across global content marketing, SEO, and content operations to craft a strategy that would be scalable and sustainable in the long term, while also meeting a monthly refresh quota of 10 or more blog posts per month. This included a centralized dashboard that was used to flag posts showing signs of existing or future traffic decay, a tiered-approach to content refresh that included full re-writes, partial re-writes, and recency updates, and a freelance management strategy that allowed the program to scale more than 10 posts per month.

Brendan stood up a prototype refresh strategy within his first three months at Shopify, which was praised by leaders up to the Senior Director level. Execution on this strategy began in Q1 2021 and results in immediate double- and triple-digit improvements in organic traffic for refreshed blog posts. Unfortunately, this program was cut short due to mass layoffs at the company in 2021.