Melissa S. McHugh

About

I help brands get found wherever people are searching—not just on Google. For me, SEO isn't about chasing algorithms. It's about understanding user intent, connecting the dots across channels, and making sure visibility actually drives growth. I treat search like an ecosystem. Data, behavior, and content all work together, and when they're aligned, you get growth. That's how I helped grow Google Discover visibility by 112% and lifted revenue by nearly 60%. It's also how I've driven conversion lifts through CRO and smarter strategy, not just tactics. Search is changing fast. I lean on AI, analytics, and forward-looking strategies to stay ahead and make sure brands stay visible in the places that matter. My focus remains the same: building scalable strategies that turn visibility into tangible business outcomes.

Experience

• SEO Manager · POLYWOOD2021-11-01 – 2025-02-01

  I built the SEO strategy from the ground up, aligning technical SEO, content, and analytics with business goals. This framework delivered a 21% lift in organic traffic and a 10% increase in Google Shopping revenue. I introduced AI-driven workflows and Agile processes to streamline execution and keep the team focused on outcomes instead of tactics. By integrating paid and organic insights, I developed a strategy that optimized ROI and established long-term visibility. My work centered on leveraging SEO as a strategic growth tool—not just rankings—by connecting data, fostering cross-team collaboration, and implementing forward-looking processes.

• Sr. SEO Strategist · Directive2021-03-01 – 2021-11-01

  I worked with B2B SaaS clients to build growth strategies rooted in data. By analyzing markets and using predictive modeling, I identified opportunities that mattered to revenue. I shared those insights with product and marketing teams, helping them make smarter decisions and improve bottom-funnel conversions.

• Sr. SEO Strategist · NextLeft2020-11-01 – 2021-03-01

  I led SEO strategy for an e-commerce client, focusing on sales impact. By implementing CRO best practices alongside technical and content improvements, I helped drive a 20% lift in revenue. My work included tightening site performance, improving internal linking, and refining link acquisition to bring in higher-value customers.

• Technical SEO Manager · Improove Inc.2019-10-01 – 2020-11-01

  I advised enterprise brands like Pinterest, PureWow, and Well+Good on technical SEO, focusing on large-site challenges—crawlability, indexation, performance, and architecture. For Well+Good, I built a QA framework that safeguarded organic traffic during an 80k-URL restructure, preventing visibility losses. For PureWow, I improved Core Web Vitals across 25k+ pages by addressing rendering and speed issues, strengthening both user experience and search performance.

• Contract Team Lead · Sure Oak2019-04-01 – 2019-10-01

  At Sure Oak, I provided strategic leadership to an SEO team, fostering a culture of collaboration, proactive problem-solving, and performance optimization. I established quality assurance processes for client deliverables, ensuring early identification of SEO opportunities and technical issues. I enhanced client SEO performance and exceeded engagement benchmarks by aligning on-page optimization, link-building, analytics, and reporting.

• SEO & Website Manager · Innovative Plumbing Solutions2017-04-01 – 2018-08-01

  At Innovative Plumbing Solutions, I developed and executed a full-scale SEO strategy, including a comprehensive site redesign and online booking implementation. These updates resulted in a 300% increase in inbound leads. I also built an A/B testing framework to optimize conversion paths, local SEO, and content performance, ensuring sustained visibility in competitive search markets.

• SEO Strategist II · CDK Global2014-06-01 – 2016-05-01

  At CDK Global, I developed and executed SEO initiatives for 24 clients—24 websites—including the launch of event-focused landing pages, which drove a 20% annual increase in organic traffic. I collaborated with developers to implement platform-wide schema markup, improving visibility in local and automotive search results. I also designed and delivered SEO training programs, ensuring team alignment and fostering consistent execution of on-page optimization best practices.

• Marketing and Sales Coordinator · Injured Workers Pharmacy2007-11-01 – 2013-07-01

  At IWP, I played a key role in sales enablement and event marketing, creating customized collateral designed to improve sales effectiveness and drive in-person attendance at industry events. I worked closely with sales teams to develop targeted materials, ensuring alignment with their messaging and customer needs. Additionally, I delivered sales training sessions, equipping teams with the knowledge and resources needed to enhance outreach efforts.

Education

• Southern New Hampshire UniversityBachelor of Arts (B.A.), Communications

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