Resume – Primal Tribe
Primal Tribe
Primal Tribe is a digital marketing agency based in Edmonton, specializing in integrated campaigns, SEO, web design, and content development. The agency serves a diverse set of B2B and B2C clients, requiring adaptable creative strategy, performance-focused execution, and deep collaboration across design, development, and marketing teams. Known for early adoption of digital-first strategies, Primal Tribe provided a strong foundation for building modern marketing and content ecosystems.
Content Marketing Strategist
August 2022 – Present
My Role
As Content Marketing Strategist, I helped establish the agency’s content and SEO practice — building frameworks, messaging architectures, and content systems that supported higher-value client engagements. I worked closely with designers, developers, and account teams to produce cohesive digital experiences that elevated brand voice, discoverability, and conversion.
My work laid the foundation for new service offerings that improved client outcomes and expanded Primal Tribe’s revenue models.
The Challenge
When I joined Primal Tribe, the agency was evolving from traditional digital production toward a more strategic, content-driven service model. Many clients lacked defined messaging, SEO strategy, or digital storytelling frameworks, creating inconsistency in outcomes and limiting long-term retention. The agency needed to formalize its approach to content, expand SEO capabilities, and build repeatable digital marketing offerings.
Key Contributions
Established the agency’s content strategy and SEO practice, creating structured methodologies for audits, keyword research, messaging development, and ongoing optimization.
Developed and managed multi-channel digital marketing programs for clients across retail, professional services, and nonprofit sectors, aligning content, SEO, and advertising strategy.
Created new digital ad products and service packages, contributing to higher-value retainers and diversified revenue streams for the agency.
Collaborated with design and development teams to ensure content and UX worked together across websites, landing pages, and campaign assets.
Delivered research-driven storytelling frameworks that helped clients refine brand positioning, improve engagement, and support long-term content planning.
Produced high-quality written content, including website copy, ad campaigns, blogs, thought leadership, and SEO-optimized editorial.
Strengthened internal processes, documenting repeatable workflows and content standards to support scaling production as the agency grew.
Highlighted Projects
SEO & Content Overhaul Programs
Led comprehensive SEO audits and content redesigns for multiple clients, improving organic visibility and lead generation.
End-to-End Website Content Production
Wrote and structured website content for dozens of client projects, ensuring clear messaging and high-performing UX.
Digital Advertising Strategy Development
Helped create digital ad products and frameworks that combined content, keyword strategy, and funnel planning.
Brand Messaging Systems
Built messaging guidelines and tone-of-voice recommendations that supported brand consistency across campaigns.
Impact & Outcomes
Expanded Primal Tribe’s strategic service offerings, increasing project value and improving client retention.
Elevated content quality, consistency, and performance across the agency’s digital projects.
Delivered measurable improvements in organic search visibility and inbound lead generation for client campaigns.
Helped shift the agency’s perception from a production shop to a strategy-led digital partner.
Built repeatable content and SEO frameworks still used as foundational practices in modern digital environments.