As Creative Director, I also grew and managed the content team at Berxi. When I started, content was only seen as editorial. But we needed to broaden out strategy, messaging alignment, and connect all the dots. I hired a content strategist and content coordinator, and we brought in an SEO agency and backlinking agency to support our content strategy. 

From lead gen content, newsletters, influencer program, and creating new ways to move prospects through the purchase cycle, the content strategy and execution was an evolving one beyond just editorial articles to help us achieve business goals.