Data Storytelling,SEO Content, Generative AI, and More at Toast and xtraCHEF

As content manager at Toast, I produced countless compelling content for our On The Line blog — all focused on driving organic traffic and moving targeted audiences through the funnel. In addition to this quintessential content marketing work, I also devised and led our data storytelling program.

For my data storytelling efforts, I worked closely with data science and finance teams as well as product owners to gather our platform data. I also conducted consumer surveys and stayed attune to 3rd-party data from industry experts and government agencies.

I cleaned and analyzed the data for each report, determining the most valuable insights and crafting compelling narratives based around them. I built the graphics and wrote the report as well as launched cross-channel activation efforts across newsletter programs, sales enablement, social, PR/comms, and strategic link building efforts.

My data storytelling at Toast provided actionable insights across a range of relevant topics for our targeted restaurant operator audiences. The program succeeded in driving countless pitched and earned backlinks to our site, generating greater brand awareness and positioning Toast as a thought leader in the industry.

Here are some of my favorite data storytelling content reports:

Highlights and Takeaways from xtraCHEF

Here are my top learnings from my year at xtraCHEF, prior to officially joining Toast:

  • Engraining content strategy and development with product leaders to strengthen the actionability of copy and articles.
  • Developing and launching webinars in partnership with internal and external subject-matter experts.
  • Create engaging, actionable sales copy for email sequences and ongoing digital outreach.
  • Relationship building and working through the sale-side nuances of a massive acquisition.

Highlights and Takeaways from Toast

And here are some additional takeaways from my time at Toast:

  • Working closely across data owners (product, data science and AI, finance, etc.), achieving buy-in and getting data pulled to power my thought leadership data storytelling program.
  • Prioritizing and strategically merging content programs (from xtraCHEF to Toast) — migrating content while maintaining the most SEO value.
  • Crafting data storytelling content so that it’s optimized for pitching and gathering backlinks — while still maintaining conversion opportunities for funnel impact.
  • Turning consumer data into actionable insights for our targeted restaurant audience.

I was let go from Toast in a reduction of force that heavily impacted our entire demand gen organization.