Shana Haynie

About Shana Haynie

Content & Organic Growth Leader | Director of Content & Organic Growth at MoEngageWith 12+ years of experience in marketing and 8 years leading high-performance teams, I specialize in driving strategic content initiatives and optimizing organic growth for B2B brands looking to build trust and credibility in their respective markets.At MoEngage, I lead a small team of content strategists and agency vendors to produce SEO, thought leadership, and high-impact, research-driven content, such as the annual State of Cross-Channel Marketing and Email Benchmarks Reports. I develop integrated content programs that fuel brand awareness, lead generation, and pipeline acceleration.Key areas of expertise: SEO: Revamped global SEO strategy, reducing keyword cannibalization and increasing organic visibility Thought Leadership: Led research-backed content programs positioning MoEngage as an industry authority Executive Influence: Persuaded internal teams to rethink current publishing processes and to pursue investment in SEO+GEO content strategies to adapt to zero-click search Team Leadership: Scaled and managed a team of content and SEO experts, fostering collaboration across global teamsLet\'s connect! I’m passionate about content-led growth, demand generation, and driving brand impact in the evolving marketing landscape.Other things about me: Skilled marketing program manager. 2020 Hubspot Champion User. 🥒 Pickleball enthusiast. Dog lover. Karaoke queen. Published author:\"The Customer Engagement Book: Adapt or Die\" and \"Fraud Fighters Manual.\" Voted most likely to vanish from a room in a cloud of glitter. Skills include: Content Strategy / SEO, AEO, GEO / Website Management / Thought Leadership / Brand Narrative Creator Skilled AI Prompt Writer and LLM User Email Marketing and Marketing Automation Demand Generation Partnerships / Event Marketing Social Media Strategy Copywriting Marketing Talent Acquisition / Team Building Employer Branding Marketing Operations / Project Management Advanced knowledge of marketing technology software and applications

Experience

1. Director of Content Marketing, North America

   MoEngage

   Nov 2023 — Present · San Francisco, CA, US

   Brought in to build MoEngage’s North America organic growth engine and elevate the company’s market presence through content, SEO, thought leadership, and strategic storytelling.→ Promoted to people manager within my first year, leading a high-performing content and SEO team focused on North America growth.→ Turned content into a core growth lever for the region, improving search visibility, strengthening strategic alignment, and raising the quality of market-facing storytelling.→ Published The Customer Engagement Book: Adapt or Die, a 117-page flagship book featuring 13 contributors and words of original insight from B2C marketing leaders.→ Led the development of marquee research and editorial programs, including MoEngage’s annual benchmark and industry reports.→ Overhauled SEO and editorial strategy to resolve cannibalization issues, sharpen regional relevance, and better coordinate publishing across global teams.→ Helped shape MoEngage’s response to shifting search behavior by advancing an AI-aware content strategy built for AI Overviews and zero-click discovery.→ Strengthened content operations, introducing more rigor, structure, and performance orientation into planning and production.→ Recently expanded scope to include executive thought leadership, PR, influencer marketing, and global brand voice initiatives.

Education

• Penn Foster Group

  Associate’s Degree, Graphic Design

  2013 — 2015

• University of California, Santa Cruz

  Bachelor of Arts (BA), Fine and Studio Arts

  2004 — 2008

Skills

• Blogging
• Event Marketing Strategy
• Branding
• Art Direction
• Entrepreneurship
• Adobe Creative Suite
• Customer Service
• Creative Entrepreneurship
• Microsoft Office
• Sales
• Online Advertising
• Email Marketing
• Adobe Photoshop
• Online Marketing
• Social Networking
• Social Media Marketing
• Digital Marketing
• Content Marketing
• SEO
• Graphic Design
• Leadership
• Inbound Marketing
• Search Engine Optimization (SEO)
• Brand Development
• Facebook
• Event Planning
• Marketing
• Writing
• Growth Hacking
• Startup Marketing
• Content Management
• Creative Direction
• Marketing Strategy
• Training
• Hospitality
• Painting
• Social Media
• Copywriting
• Photoshop