Alisha F. Tolar
Digital Content Manager, Outdoor retail
Seattle, WA · (206) 555 0116 · name@example.com · linkedin.com/in/alishaftolar
Key Qualifications
EXPERIENCE
Twelve years in digital content, five managing a content team
INDUSTRIES
Outdoor retail, consumer products, ecommerce
SPECIALTIES
Editorial strategy, search performance, content operations, video pipelines, team leadership
SYSTEMS
Contentful, WordPress, Shopify, Chartbeat, Google Analytics, Adobe Premiere, Asana
CREDENTIALS
Member, American Marketing Association; Google Analytics certification
EDUCATION
Bachelor of Arts in journalism, University of Washington
Executive Summary
Digital content manager with twelve years in retail and outdoor brands, leading a team of five across editorial, video and search. Owns the content calendar, the content management system and the numbers that say whether any of it worked. Grew organic traffic in a category where paid costs kept climbing.
Signature Achievements
- Grew organic search sessions from four hundred thousand to one point one million a year across two content seasons.
- Rebuilt eight hundred product guides on a new content management system with no loss of search ranking during migration.
- Raised revenue attributed to content by two point four million dollars a year through buying guides tied to product pages.
- Cut average publication time from eleven days to four by rebuilding the editorial workflow and approval path.
- Led a team of five and promoted two writers into senior editorial roles within three years.
- Built a video pipeline that produced one hundred and forty short pieces a year without adding permanent headcount.
Professional Experience
Digital Content Manager
Ridgeline Outfitters Company, Seattle, WA 2020 to present
Leads a team of five covering editorial, video and search for an outdoor retailer with forty stores and a national online store.
- Owns the content strategy and calendar across the site, email and social, working to seasonal buying cycles.
- Manages the content management system, including templates, taxonomy, metadata standards and the publishing queue.
- Directs search performance work with the technical team, from keyword planning to internal linking and page structure.
- Reviews Chartbeat and Google Analytics weekly and reports content contribution to revenue at the monthly business review.
- Sets editorial standards, including product claim accuracy checks and a correction routine for published guides.
Senior Content Strategist
Puget Sound Gear Company, Tacoma, WA 2016 to 2020
Led content strategy for a direct to consumer gear brand with a marketing team of twelve.
- Built the brand editorial program from twelve articles a year to a weekly publishing rhythm.
- Ran the first content audit at the company and retired four hundred pages that drew no traffic.
- Wrote the style guide still used across product copy, email and the blog.
Content Writer and Producer
Emerald Trail Media, Bellingham, WA 2013 to 2016
Wrote and produced content for an outdoor publishing startup with eight employees.
- Wrote three features a week and produced accompanying photo and video packages.
- Managed the publishing schedule and social distribution for the site.
- Built the first reader newsletter and grew it to nine thousand subscribers before the company was acquired.
Licensure and Certification
Google Analytics certification
Member, American Marketing Association
Education
Bachelor of Arts in journalism, University of Washington
Core Skills
Editorial strategy · Content management systems · Search performance · Content operations · Team leadership · Video pipelines · Analytics reporting · Taxonomy and metadata · Style guide development · Content audits