Shilo Lucyk

About Shilo Lucyk

Content and SEO leader with 10+ years of experience driving organic growth, brand visibility, and revenue through data-driven content strategies. Proven track record of scaling content operations, optimizing websites for search and answer engines, and leading cross-functional teams to deliver measurable business outcomes. Skilled in CMS platforms, analytics, technical SEO, and managing high-volume editorial calendars.

Experience

1. Associate Director, Content Strategy

   EAB

   Oct 2022 — Present · Richmond, VA, US

   Leading organic growth, website strategy, SEO/GEO initiatives, and Public Relations for the Appily brand. Overseeing the strategy and execution behind our content ecosystem and the performance metrics tied to it, ensuring our website attracts, engages, and converts students and families exploring college options.My work focuses on aligning search demand, website structure, mentions within the digital ecosystem, and high-quality content to drive sustainable organic growth. Overseeing the planning and production of content across the Appily website, while also leading technical audits and SEO initiatives that improve site performance, crawlability, and discoverability.Partnering closely with our product team to ensure search and content initiatives inform and support development priorities. Analyzing website performance using tools such as Google Analytics, Google Search Console, and Heap to understand how users interact with our content and where improvements can drive better outcomes. Monitoring emerging AI-driven discovery channels by tracking LLM crawler activity through Cloudflare bot analytics and analyzing brand mentions across generative search platforms to understand how AI systems discover and reference our website. Using these insights, I test and optimize content and user journeys to improve engagement and conversion.Key accomplishments• Led a full website rebrand and migration involving more than pages with no downtime or technical disruptions.• Increased sitewide organic traffic by 10% year over year in FY23 and 15% year over year in FY24.• Improved a key conversion and revenue metric by 25% in FY24 through targeted content optimization and testing.• Built and managed a network of subject-matter experts and content creators, scaling monthly content production by more than 600% while maintaining strong EEAT standards.

Education

• The University of New Mexico

  Bachelor of Business Administration (BBA), Business Administration and Management & Political Science

  2008 — 2009

• UNM Anderson School of Management

  Master of Business Administration (MBA), Human Resources Management

  2008 — 2010

Skills

• Content Writing
• Content Management
• Content Strategy
• Blogging
• Social Media Marketing
• Inbound Marketing
• Email Marketing
• Trade Shows
• Inbound Lead Generation
• Marketing Automation
• Proofreading
• Event Management
• Event Marketing Strategy
• Writing
• Blog Marketing
• Online Marketing
• Editing
• Marketing Event Planning
• Hubspot
• Event Planning
• Grant Writing
• Print Advertising
• Training
• Leadership
• Public Speaking
• Employee Recognition
• Employee Engagement
• Recruiting
• Human Resources
• Employee Benefits
• Employee Relations
• Marketing
• Change Management
• Nonprofits
• Business Strategy
• Employee Wellness
• Program Management
• Yoga
• Business Planning
• Business Development