Laura Lippay

About Laura Lippay

I am an opportunity-finder. Using data, trends, research and competitive insights, I help companies meet and exceed business goals by uncovering opportunities to drive qualified organic search traffic, and work alongside internal teams to implement, educating along the way for long term success. With over 2 decades of hands-on experience almost entirely in Silicon Valley, I\'ve worked with Netflix, Tesla, Red Bull, Xfinity, Comcast Business, Microsoft, Yahoo, CNET, Icelandair, Nylon Mag, Universal Sports and many others. I\'ve also worked with many mid-size brands and startups, and volunteered my tech expertise with US Digital Response and local art-affiliated non-profits. I tailor each strategy to the individual client and business needs - never spitting out generic best practice reports like some agencies or green consultants. With over 20 years of experience I\'ve worked with a variety of businesses and through a variety of situations. I thrive working alongside problem solvers, critical thinkers, and out-of-the-box thinkers. I obsess over data, even when I\'m not working. Research studies are far more interesting than prime time TV (with the exception of Jeopardy!). My experience in tech started in 1998 hand-coding websites in HTML and Javascript, and developing Flash animations. After moving to Silicon Valley to work alongside the best of the best, I started leaning into marketing strategy at a biotech marketing agency. With traffic-driving goals always top of mind, I leaned hard into organic search-driven opportunities from there. Throughout my career, I\'ve worked mostly on marketing and product teams, and cross-functionally with engineers, editors, PR, accessibility, analytics, design/UX, consumer research, and sales & retail, depending on which teams can help affect the desired outcome. As a lifelong athlete, I bring determination, dedication, teamwork, goal-setting and a keen desire to win to everything I do. I am open to remote consulting opportunities, as I am transitioning out of my current role at Comcast in Q1 2024 to return to providing consulting services.

Experience

1. Sr Director Organic Search

   Comcast

   Nov 2018 — Present · US

   I, and the team I lead- INFORM CONTENT CREATION: Work hand-in-hand with teams creating content and messaging for Xfinity and Comcast Business, informing content, site architecture, messaging, product naming, and more- FIND AREAS FOR DIGITAL GROWTH: Via micro and macro trends in search, analytics data, competitive insights, user-testing, and even tactics like combing Reddit to gain consumer insights and feels- CONDUCT EXTENSIVE RESEARCH: Extensive up-front research via a variety of resources for every campaign or initiative. Half of what we do is research to inform- CREATE CONTENT: For opportunities where we can drive incremental traffic to the site from new and existing customers, bringing more eyeballs to the brand and people into the site ecosystem- REALISTIC: Set realistic goals and expectations for growth opportunities - POPULAR: Build great working relationships with a variety of teams for holistic, strategic growth, educating along the way- BALANCE THE SERP: Maintain a close relationship with paid search for both teams to effectively balance the right experience in the SERP and maintain cost-efficiencies- FANS OF A11Y: Appreciate our accessibility coworkers\' mission, and aim to adhere to accessibility compliance- BUILD THE DATA WE CANT GET ELSEWHERE: My team has built several internal reporting systems to get even better insights out of the data systems we have access to.

Education

• University of California, Berkeley

  Project Management Certification Program

• Northampton Community College

  Advertising Design

• Art Institute of Philadelphia

  Associates Degree, Specialized Technology