I live in the messy middle between "future doctor panic" and "seat in med school," managing SEO, content, podcast, paid media, email and the full tracking architecture for Jack Westin's MCAT prep platform.
Managed a content team of 3 writers and planned and delivered 380+ major SEO articles including AMCAS application guides for the 2025-2026 cycle, residency and match content, detailed MCAT strategy posts, and reworked tutoring FAQ hubs.
Estimated monthly organic traffic rose from around 50,000 to about 180,000 visits. Referring domains grew from roughly 350 to about 1,300.
Ran and supported a weekly podcast schedule, turning each episode into YouTube titles and descriptions, timestamped chapters, Facebook group captions, and ideas for Shorts and social posts.
Wrote hooks and thumbnail text focusing on common MCAT anxieties and specific section struggles like CARS or Econ passages. Helped keep the Facebook group and social channels active with daily questions and clips.
Managed always-on Google Ads across four campaigns: MCAT search, MCAT tutoring search, DAT search, and Performance Max focusing on MCAT. Also ran a Meta image ad as a low-budget brand awareness layer.
Wrote and optimized ad copy and extensions, aligning ads with appropriate landing pages for maximum conversion.
Designed and documented a full tracking architecture connecting GA4, GTM, the WordPress/PHP site, HubSpot and Calendly. Mapped how GA4 and GTM capture events, how Calendly meetings sync into HubSpot, and how HubSpot workflows send key events back into GA4.
Created the UTM Master Sheet standardizing utm_source, utm_medium and utm_campaign across all channels for clean attribution.
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