Career Summary

Adapt or die. The end.

In my first job after college —selling door-to-door—I learned that nothing happens until somebody sells something. I also learned to adapt my approach, adjust my feedback, and align with customer priorities. In other words – read the room.

Those two lessons have shaped my career path and influenced every role I’ve engaged in.

Whether I’m designing a go-to-market plan, optimizing a landing page,  building a keyword strategy, using AI to tweak sales funnel copy, or inviting a neighbor to lunch – I still hear my first sales director’s voice:

“Rachael, there are a million cool things we could do—but none of it matters until someone makes the sale.”

That mindset has driven me to launch successful businesses and approach every project with a hunter mentality while adapting to the rapid convergence of sales, marketing, social, and influencer platforms.

My Career Snapshot

Over the past two decades, I’ve transitioned from running a fast-paced magazine & media company to supporting private businesses, start-ups, global enterprises, and high-stakes government projects—always with the same mission: to help clients get found, get chosen, and achieve results.

I’ve earned certifications in SEO, SEM, Lean and Agile Project Management, and am a certified SAFE-6 Agilist. I have the hard-earned experience of leading and directing teams, coupled with the expertise of a skilled technician. Strong project management skills help me stay organized and work towards measurable results, while creating structure and scalable systems for the organizations I work with.

Today, I serve as a full-time, independent content marketing specialist available for contract roles as SEO Strategist, Senior Copywriter, and Content Strategist. I often fill critical content and marketing gaps.

While digital marketing tools and platforms will continue to change, results never go out of style.

If your team is looking for support with optimizing your website, improving SEO, creating a content strategy, or writing high-quality content, grab a spot on my calendar or fill out my brief intake form, and let’s see if we’re a good fit.

Cheers,

Rachael

Resume & Project Highlights

Embracing the GenAI Era while retaining best practices

Generative AI is reshaping how people search, discover, and buy—but the core principles that drive revenue haven’t changed. Strong sales, marketing, and media strategies still start with a clear brand position, defined value streams, and messaging that connects the right audience to the right solution.

I combine decades of proven sales and content experience with a deep technical understanding of today’s digital ecosystem. From crafting conversion-driven copy to structuring websites for technical health, site speed, schema, and SEO performance, I build strategies that not only attract qualified traffic but also guide prospects to a confident buying decision.

This blend of past meets future—door-to-door grit plus data-driven digital expertise—positions me to lead businesses through the current wave of disruption and prepare them for what’s next.

Over the years, I’ve applied these principles to:

  • Write high-conversion copy for start-ups and SaaS products

  • Translate complex concepts for global engineering firms

  • Guide national labs on schema structure for AI-driven search

  • Coach teams on SEO best practices to improve discoverability and ROI

  • Produce high-performing marketing campaigns to drive top priorities

Lessons That Still Work

From Southwestern Publishing’s direct sales training to enterprise SEO campaigns, I’ve relied on:

  • Turning objections into opportunities with clear, timely information

  • Proper website structure, site health, schema, and technical SEO fundamentals.

  • Real client stories to build trust and credibility

  • Streamlined, frictionless paths to purchase

  • Consistent follow-up to turn one-time buyers into loyal advocates

  • Aligning messages and pushing content using an omnichannel strategy

Direct Insurance Sales – Family Heritage Life Insurance of America
2001 – 2005 | 100% Commission | Field Sales & Team Leadership

From the classroom to the streets

Fresh out of college, I entered one of the most challenging and character-defining environments in business: direct, door-to-door insurance sales. I was recruited into Family Heritage Life Insurance of America during its 15th anniversary and trained by the legendary Southwestern Company, known for producing some of the nation’s top business leaders and entrepreneurs.

In this role, I learned to prospect in cold territories, develop new business from scratch, and succeed in a 100% commission, rejection-heavy environment. I built territory from zero, refined my pitch under pressure, and learned firsthand that “new business is the lifeblood of every organization.” Over time, I rose to recruit, train, and lead distributed sales teams across multiple regions. I learned to rely on their proven, replicable scripts, systems, and success strategies, which I would later use to build future ventures.

This foundational experience shaped my lifelong approach to business: one that is relationship-driven, resilient, and focused on solving real problems through consistent effort. Every “no” brought me one step closer to a “yes,” and every knock on a door built a thicker skin, a sharper message, and a deeper belief that success follows action.

Other notable leaders who began their career with the Southwestern Company.

  • Spencer Hays – Began door-to-door book sales with Southwestern in 1959, rose to become the company’s president, and went on to become a highly successful entrepreneur and philanthropist.

  • Senator Jeff Sessions – Sold books for Southwestern during college, developing persistence and people skills he later applied to his political career.

  • Governor Rick Perry – Before becoming Texas Governor, Perry sold books door-to-door for Southwestern while in college, crediting the experience with teaching him discipline and perseverance.

  • Kenneth Starr – Former independent counsel, best known for the Whitewater investigation, also got early sales experience with Southwestern.

  • Marsha Blackburn – U.S. Representative, was the first woman in the South to sell books for Southwestern while in college.

  • Tom Black – Author and entrepreneur, sold books during college summers and went on to build a successful career in business and publishing.

Founder & Publisher

Texas LIVE Magazine & Media Company

Overview:

After a successful five years in direct insurance sales, I wanted to flex my creative talents, so I leveraged my sales experience to build a top-selling Texas lifestyle magazine and digital media company from the ground up. In this role, I built high-performing teams and grew the business to nearly $1 million in annual gross revenue within five years. I was an early adopter of digital marketing, equipping my sales team with first-generation iPads, I taught them to sell digital ads, manage social media, and provide blogging services. I built an internal ad server and distributed our ads across our proprietary multi-site.

Summary

As President and Publisher, I oversaw all areas of the company, including sales, editorial, design, development, and distribution. I recruited and trained a high-performing team using duplicable sales scripts and systems I created. Under my leadership, we published a 130+ page flagship title and multiple niche publications on a consistent 60-day cycle—earning premium distribution in Barnes & Noble, Books-A-Million, Borders, Walmart, HEB, and major airport newsstands across the region.

In parallel with our print success, I launched and sold first-generation digital services, onboarding clients to early WordPress websites, providing blogging services, creating SEO content, and managing social media marketing, long before these became industry norms. I taught my sales team to package and sell digital marketing as an extension of our media footprint, creating new value streams and future-proofing our client offerings.

I also designed and managed the company’s HR, bookkeeping, CRM, project management systems, and advertising operations, ensuring seamless cross-functional performance. As the face of the brand, I actively networked across Texas through chambers of commerce, local events, and business expos—building deep, long-standing relationships in the Texas business community.

This company’s success attracted investor interest, and after negotiating a buyout, I transitioned to private consulting to focus on raising my young family while continuing to serve businesses through content marketing, strategic planning, and digital transformation.

The transition to private digital marketing and website development.

At the peak of my entrepreneurial journey (and after years of infertility, surgeries, and miscarriage), I was blessed with children.  It was a difficult decision at the time, but I accepted an offer from an investor for a buyout. I pivoted to private marketing consulting, website development, and social media management, while focusing on raising my young family.

The transition was “interesting.” I went from directing a full-time staff to becoming a technician. Instead of demanding press schedules, I now faced the question of which WordPress widget or software API I need for a tech stack. Instead of separating the work across multiple contractors and employees, I embedded myself in independent businesses, helping to scope marketing strategies, like a fractional CMO, and producing work as a technician.

I honed my skills in search engine optimization (SEO), inbound lead generation, social media, website development, content marketing, Search Engine Marketing (SEM), paid digital advertising, and lean and agile project management –  as I worked full-time as a boot-strapping ninja.

My journey has taken me to join teams within agencies, enterprise development, nonprofits, and high-stakes government projects. In these diverse roles, I’ve helped guide SEO and inbound lead strategy, built full-funnel conversion tactics, and written optimized content and narrative storyform articles for high-priority initiatives.

Project Summaries

Coldwell Banker

Content Marketing/Social Media and Website Management

  • As an independent consultant operating as Rachael Hall Creative, I partnered with a Coldwell Banker brokerage to implement digital marketing strategies during the launch of their new global IDX platform.
  • Working closely with the brand’s international marketing coaches, I helped roll out a roadmap that focused on increasing online clout, building community engagement, and boosting organic lead generation.
  • I led efforts in website development, tech stack integration (including IDX), and content marketing, using social media and hyperlocal storytelling to establish a trusted online brand that reflected the integrity of the real-life agents.
  • My work contributed to increased unit sales, improved SEO rankings through consistent blogging, and helped position the brokerage as a local market leader.
  • This project was instrumental in shaping my expertise in data-driven digital strategy and taught me how to build influence and visibility from the ground up.
  • It was a season of meaningful growth—for both the brokerage and myself—and I’m proud to have contributed to their continued expansion and talent recruitment success.

Website Development & SEO Content Marketing | HVAC Company
Local SEO Strategy | Brand Authority | Digital Positioning

  • I was hired to launch the digital presence for a high-integrity HVAC business.
  • I built their first website and implemented a hyper-local SEO strategy that positioned them as the top result in local search across multiple community names and service verticals.
  • I crafted SEO-rich, authority-building content to showcase their technical credibility and customer-first reputation—resulting in long-term dominance in SERPs and AI-generated citations.
  • By pairing on-page SEO with thoughtful brand positioning, I established their online presence as a trusted source long before competitors entered the space.
  • This early and strategic investment in digital marketing and search visibility has kept the company at the top of mind in a now-saturated market, generating consistent inbound leads and brand recognition across various channels.

WordPress Development & SEO Content Marketing
Commercial Landscape Supply Company (2011–2021)

  • Led the development of the company’s first website in 2011, establishing a professional online presence that laid the foundation for long-term digital growth.
  • Over the next decade, the company implemented a robust SEO content strategy that positioned it as the #1 provider in its regional market.
  • Authored optimized product descriptions and category content to target high-intent local search terms, driving consistent traffic and conversion.
  • Integrated social media channels to amplify brand visibility and support sales.
  • Helped the company outperform competitors in search rankings, customer acquisition, and online engagement—solidifying a decade of market leadership.

Community Bank

Brand Re-Launch

  • As an independent marketing professional (RHC), I was brought in to lead the brand relaunch of a well-established community bank during a pivotal leadership transition.
  • With a longtime bank president retiring, the board sought to preserve the integrity and familiarity of the brand while introducing a more modern, mobile-first approach to banking.
  • I worked closely with the new leadership team to develop a full suite of branded assets—including logos, taglines, messaging, and marketing campaigns—that balanced tradition with innovation.
  • I provided project planning, brand strategy, and content development across various channels, including website copy, radio, video, and social media.
  • The refreshed brand was warmly received by the local community, driving an increase in digital engagement and radio response, and successfully positioning the bank for expansion into new markets.

Thoroughbred Racing Facility

Brand Positioning and Competitive Research

  • As an independent marketing professional under Rachael Hall Creative (RHC), I was engaged by a Texas-based Thoroughbred breeding and racing facility to explore brand positioning and digital expansion opportunities.
  • The stakeholders were considering scaling both their physical operations and their online presence, and brought me in to conduct competitive research and scope requirements for a new branded website.
  • I facilitated a multi-part strategy series, conducted a comprehensive SWOT analysis and competitive UX audit, and scoped requirements for their tech stack, SEO, and content strategy.
  • I also delivered detailed budget breakouts, project roadmaps, and creative recommendations—including models for selling individual services versus launching a membership-based offering.
  • While the expansion was ultimately paused due to COVID-19, the leadership team now has a fully developed blueprint to move forward when the timing is right.

Brand Launch

Tech Stack Strategy & Marketing Consulting

  • As an independent marketing consultant with Rachael Hall Creative, I partnered with a massage therapist entering a new and unfamiliar market to build a compelling brand from the ground up.
  • The client needed to quickly establish a digital presence, attract ideal clients, and communicate a personal story that would resonate with her target audience.
  • I conducted brand positioning and SWOT analysis, helped script her branded narrative, and coached her through logo development, content strategy, and digital stack integration—including payment portals and social platforms. We used her rural lakeside location as a strategic advantage, crafting a brand that emphasized calm, restoration, and personal transformation.
  • The client credits her authentic brand story as one of her strongest referral sources, and we achieved a smooth, confident launch with all marketing touchpoints aligned around her values and vision.

Nationally Distributed Fertilizer Company

Brand Refresh & Logo Redesign

  • As an independent marketing professional under Rachael Hall Creative, I was retained by the executive leadership team of a nationally distributed fertilizer company to lead a full brand refresh.
  • Serving as both project manager and creative director, I collaborated closely with stakeholders to update the brand’s positioning, develop new taglines and slogans, and design a refreshed logo that could be seamlessly incorporated across thousands of product packages.
  • While I didn’t write the website copy, I helped craft the branded language that emphasized the company’s hallmark: premium-crafted quality.
  • We highlighted their commitment to excellence—blending science and care in every batch—and successfully positioned the brand as a trusted, top-tier name in commercial and residential fertilization.
  • The updated assets were quickly approved and embraced by stakeholders, setting the stage for long-term brand consistency and growth.

Strategic Planning & Marketing Management

Relais & Chateaux, Luxury Resort & 5 Star Restaurant

  • As the founder of Rachael Hall Creative, I was retained by a luxury Relais & Châteaux resort in Texas to lead a content marketing strategy focused on increasing online bookings and local engagement.
  • While the resort had invested heavily in influencer-style content aimed at international audiences, sales data revealed that their core market lived within a 150-mile radius.
  • I shifted the strategy to prioritize high-converting, locally targeted campaigns—developing a mix of SEO-driven content, paid ads, and social media initiatives that directed traffic to booking and reservation pages.
  • I collaborated with the Executive Chef and business development team to create campaigns that increased resort stays and restaurant reservations, ultimately driving a 90% boost in social engagement tied directly to confirmed bookings.
  • My work spanned account management, campaign development, content planning, and digital strategy aimed at growing revenue through a more data-informed, market-aligned approach.

Digital Strategist | Community Mission 501 (c) (3)
2013 – 2015| Fundraising Strategy | Digital Marketing | Program Development

Recruited to modernize marketing and fundraising for a regional Community Mission, I led a full-scale digital transformation to support outreach, donor engagement, and community programming.

Overview:

  • Built the organization’s first website, email list, and social media presence to establish a digital foundation for sustained growth.
  • Analyzed historical fundraising efforts and implemented new strategies that increased annual gala revenue from under $5,000 to over $85,000 in a single season.
  • Designed and deployed SignUpGenius forms and recruitment strategies that secured 100% volunteer coverage for Salvation Army bell ringing—tripling seasonal donations.
  • Marketed community events and handled branding, messaging, and public relations to expand visibility and donor confidence.
  • Developed original summer program curriculum to serve mission-resident and local children, combining character development, career exploration, practical life skills, and creative engagement. Students learned how to write thank-you notes, prepare for job interviews, and imagine future vocations with dignity and purpose.

My work not only improved fundraising outcomes but also deepened community impact through meaningful programming and scalable digital systems. This experience strengthened my ability to merge strategy with mission in measurable ways—raising awareness, donations, and long-term organizational capacity.

503c Nonprofit

Director of Digital Marketing & Fundraising

Hope Rising, Anti-Human Sex Trafficking Organization: Greater Houston Market
  • I was retained by a 501 (c) (3) nonprofit to lead a comprehensive digital and content strategy transformation. The organization required assistance in aligning its brand, unifying its technology stack, and streamlining its marketing and fundraising operations. I provided strategic planning and hands-on project management across departments, helping the team build efficiency and drive results.
  • My work included developing marketing materials, writing grant proposals, building out the CRM, and integrating tech tools to support donor engagement, volunteer campaigns, and fundraising events.
  • I led efforts to elevate the brand voice across all channels, created print and digital assets, managed media relations, and supported board presentations and public events.
  • Through WordPress development and funnel strategy, I helped modernize the organization’s digital footprint, ultimately strengthening its mission delivery and impact.

Fundraising & Events

  • I partnered with a 501 (c) (3) nonprofit from 2019 to 2020 to provide strategic support and branded content focused on fundraising and event marketing.
  • My role spanned high-level strategy and hands-on execution, helping the organization align its mission with measurable objectives and audience engagement efforts.
  • I collaborated with leadership to craft strategic planning documents, establish OKRs and KPIs, and develop messaging that inspired action among donors, volunteers, and community partners.
  • I also supported technical implementation—integrating CRM systems, optimizing the tech stack, and designing funnel strategies to boost campaign performance.
  • Through cohesive branding and consistent messaging across event promotions, donor campaigns, and public relations, we increased visibility, improved conversion rates, and enhanced community engagement.
  • Whether writing executive communications, developing websites, or planning agile marketing sprints, I helped bridge strategy with execution to support lasting impact and fundraising success.

*This section represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

The product:

An application code scanning tool for a DevSecOps firm

The project:

Prepare the brand for an acquisition

The role:

Account management, SEO/UX copywriting

Project Summary:

  • As a Senior Account Manager and UX Copywriter within a Fractional CMO agency, I worked closely with the Chief Marketing Strategist to lead strategic content development for an application security consulting firm preparing for acquisition.
  • My role centered on optimizing digital assets, crafting messaging for the merger, and positioning the client’s flagship code-scanning tool for high-value buyers in the banking and finance sectors. I collaborated with product owners, developers, and C-suite leaders to translate complex DevSecOps capabilities into clear, compelling content for enterprise-scale buyers.
  • From keyword and competitor analysis to writing optimized technical copy, I supported the brand’s transition by producing SEO-driven landing pages, thought leadership content, lead-generation assets, paid ad content, and merger announcements.
  • I also built content frameworks and SOPs to guide junior creatives, contributed to paid ad strategies, and provided monthly performance reporting with strategic recommendations through to the successful acquisition and brand sunset.

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*This section represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

The product:

National Industrial Manufacturer, Commercial HVAC product

The project:

Brand Development & Annual Marketing Strategy

The role:

Digital Strategist

  • As a Senior Account Manager and UX Copywriter within a Fractional CMO agency, I worked closely with the Chief Marketing Strategist to develop brand development and digital strategies for a national industrial manufacturer.
  • The goal was to boost organic and paid search performance and clarify the brand’s market position. I facilitated weekly strategy sessions, built strong client rapport, and managed the full cadence of deliverables—from launching a content-driven rebrand to presenting monthly analytics and next-step recommendations.
  • My contributions included building an annual marketing plan, restructuring the website, conducting keyword and industry research, optimizing content, and guiding nomenclature and linking strategies.
  • I also collaborated with the Senior Marketing Strategist to develop the annual budget and integrate social and paid campaigns post-launch.

*This section represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

The company:

Multicampus Eye Surgery Center

The project:

Improve website SEO and UX

  • As an Account Manager and UX Copywriter within a Fractional CMO agency, I helped a multi-campus Texas eye surgery center improve its SEO performance and user experience following the launch of a fragmented, underperforming website.
  • My role focused on restructuring site content without disrupting existing assets while enhancing usability for a senior patient demographic.
  • I conducted a complete SEO and content audit, keyword and competitor research, and provided a strategic roadmap for SEO improvements that the client’s internal team could execute.
  • I created wireframes for WordPress components, improved taxonomy, and restructured service pages to support search visibility and accessibility.
  • I also wrote long-form content, metadata, CTAs, and UX recommendations to strengthen branding, readability, and conversion.
  • The result was a cohesive, optimized website aligned with the client’s business model and ready to support long-term growth.

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*This section represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

The project:

Perform competitive research to discover content gaps, create new wires, and assist devs in creating component requirements

The company:

Enterprise Real Estate Law Firm

Project Summary:

  • As part of a 5-person Fractional CMO team, I served as the Account Manager and UX Copywriter for an enterprise real estate law firm aiming to increase inbound leads through improved SEO and content strategy.
  • I led strategic meetings, assessed the firm’s digital presence, and provided recommendations to elevate the brand and drive organic search performance.
  • My responsibilities included conducting audience and keyword research, developing wireframes, and writing optimized content for new landing pages.
  • I also managed project scheduling and budget coordination, helping break out phases for brand development, web build, and ongoing content marketing, all designed to position the firm as a leader in a highly competitive legal niche.

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*This page represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

The project:

Review PDF case studies and create wireframes and optimized copy for the new case study templates

The company:

International water reclamation & recycling service company

Project Summary:

  • As an Account Manager and UX Copywriter within a Fractional CMO agency, I led the content optimization and restructuring of case studies for an international water reclamation and recycling service company.
  • My role involved editing technical narratives, sourcing appropriate imagery, and creating wireframes to improve user experience and readability.
  • I coordinated interviews and content reviews with globally distributed SMEs—including engineers and field technicians- to ensure technical accuracy and clarity.
  • I organized complex information into SEO-optimized, digestible case studies that aligned with the brand voice and strategic goals. Using an agile, iterative workflow, I also managed project breakouts, adjusted budgets and production schedules, and delivered high-quality, conversion-focused assets for web publishing.

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*This page represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.

The project:

Announce new software release

The company:

DevSecOps/Application security, code scanning tool

Project Summary:

  • As an Account Manager and UX Copywriter within a Fractional CMO agency, I helped lead the content strategy for a major software release that introduced significant UI and backend upgrades to a DevSecOps scanning tool.
  • My role was to develop a marketing roadmap that guided existing users through a complex system transition while attracting new users with the tool’s expanded capabilities.
  • I collaborated closely with the Product Owner to understand technical challenges, distill features and benefits, and create user-friendly, optimized copy across landing pages, emails, and social media.
  • I also identified CTAs and feedback loops across all touchpoints, managed a team of producers to implement the campaign, and collaborated with design and development teams to ensure accurate and on-brand execution.
  • Additionally, I supported budget planning, campaign scheduling, and reporting throughout the release.

Enterprise Website Re-Launch: SEO, Content Strategy & Technical Writing

Client: Global Scientific Consulting Firm
Duration: 24-Month Project | 100s of Pages | 20+ Technical Disciplines
Platform: Drupal CMS with YEXT Integration

Rachael Hall was retained as a Senior Content Writer and SEO Specialist on a cross-functional team supporting the enterprise re-launch of a global scientific consulting firm’s website. Working alongside content strategists, editors, developers, and SMEs, she provided strategic content leadership, conducted competitive and keyword research, and collaborated on taxonomy, UX, and SEO strategies.

Key Contributions:

  • Strategic Content Development: Wrote and edited original copy aligned to enterprise revenue streams and market opportunities.

  • SEO & Research: Conducted in-depth SEO audits using SEMrush, led content and keyword gap analyses, and developed optimization roadmaps.

  • SME Collaboration: Interviewed dozens of subject matter experts across 20+ disciplines to extract unique service value and align messaging with buyer intent.

  • Technical Implementation: Helped scope Drupal component requirements, contributed to nomenclature and taxonomy, and integrated YEXT search synonyms.

  • Project Coordination: Supported the project manager with stakeholder communication and helped align cross-team deliverables from concept through post-launch.

This work resulted in a scalable content architecture designed to support business development, enhance organic visibility, and establish authority in competitive markets.

Government Content Writer III – 1-Year Contract

SEO Strategy and Implementation for new CMS launch

  • Successfully completed a 12-month contract supporting the launch of a new custom CMS for a federal government website.
  • Collaborated closely with the Chief SEO Strategist, content writers, and the web development team to align SEO, UX, and content best practices.
  • Conducted comprehensive content and keyword gap analyses, optimized titles and metadata, and developed cross-linking strategies to enhance site navigation and authority.
  • Earned 50+ inbound links from Wikipedia, boosting domain credibility.
  • Utilized SEMrush, Google Search Console, Google Analytics, and Siteimprove to identify site health issues and deliver tactical SEO recommendations.
  • Contributed to a scalable, search-optimized content architecture designed to improve accessibility, visibility, and user engagement for public audiences.