Jessica Cassity
Senior Content Strategy Manager @BISSELL Homecare, Inc.
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WORK HISTORY
Senior Content Strategy Manager @BISSELL Homecare, Inc.
Directs website content strategy and implementation, including updating content design based on A/B test results, influencing a narrative shift from brand to product, partnering with development to build new components, and creating templates and processes for faster content creation.* Launched and manages BISSELL Story Lab, a cross-channel forum and content calendar for internal storytellers; guides the creation of consistent, cooperative, full-funnel narratives across the website, email, social media, PR, paid media, etc, from product launches to promos.* Serves as content designer, author, image re-sizer, and publisher of all Bissell.com homepage, landing page, and blog content. Moonlights writing video scripts, reviewing PDP content, and editing taglines.* Developed AI+human research, writing, and editing process to efficiently scale SEO/GEO/AEO blog content; increased blog impressions (appearances in SERPs, AI Overviews) by in 8 months and blog views by 1500%.* Managed content creation/revisions and marketing and legal reviews of website migration and optimization project, from copy to video; served as point on vendor relationship over 7-month project.* Uses video editing tools to turn long, dry consumer care videos into short and snappy JTBD content.* Interviews thought leaders (engineers, chemists, etc.), translating high-level information into relatable insider-details that enhance the storytelling arc of campaigns, product launch content, corporate comms, influencer resources, and PR pitches.* Partnered with consumer insights and PR to ideate data journalism series based on proprietary data.* Manages an editorial strategy that is responsive to algorithm updates, A/B test results, new consumer insights, emerging AI tools, and changing content trends.
EDUCATION
University of Illinois Chicago
English Language and Literature, Writing
SKILLS
ABOUT JESSICA CASSITY
My memoir would likely be titled \"Just Curious\" or \"Tell Me More,\" due to my propensity for asking questions. But it’s the answers I hear that really stand out. As a print journalist turned digital storyteller, I get a thrill from connecting readers with expert tips and fascinating facts, which is why I\'ve spent my career interviewing MDs and PhDs and writing and editing insight-driven content for B2B and B2C outlets. My specialty is finding a compelling hook, then cutting out the jargon to simplify complex topics. I\'m used to coaching writers of various levels of experience - including gently guiding thought leaders through a first draft - and can oversee and implement multichannel editorial strategies, from managing SEO to writing video scripts, white papers and campaign landing pages and emails.
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