Heather Apse
HEATHER
Apse
Growth Content Operator · B2B SaaS
Building content systems that drive organic growth & pipeline
✦ Available for hire ✦
Featured in Hospitality Upgrade · Tripleseat Blog · Seated Magazine
✦ 17,489 keywords ranked · 5,843 SERP features · 76K+ monthly readers ✦
Growth Content Operator

I turn content into
compounding growth —
for B2B SaaS teams ready to scale.

Content Strategy · SEO & AEO · AI-Powered Operations · Growth

I'm the kind of content marketer who loses sleep over internal linking strategy and gets genuinely excited when a content brief comes together. At Tripleseat — the category leader for hospitality event management — I owned the whole content function: SEO architecture, AI workflows, product launches, and enterprise sales enablement for multi-location operators like TAO Group, Topgolf, and Maggiano's. No hand-holding. No playbook. Just built it.

See my work → Get in touch →
By the numbers
350+Pieces published
76K+Monthly readers
+24%Organic traffic lift
10.85%Product launch CVR
Built to thrive in lean, high-growth environments Sole content person on a 14-person team · full-funnel ownership · startup mindset at scale
Core capabilities

What I build

⚙️
Content Systems
Scalable editorial workflows, content briefs, repurposing frameworks, and AI-assisted production processes that multiply output without sacrificing quality.
📈
SEO + AEO Growth
Pillar-and-cluster architecture, high-intent keyword targeting, entity optimization, and structured content designed to surface in both search and AI-generated answers.
🎯
Conversion & Website Ownership
Product pages, landing pages, website copy overhauls, and sales enablement — including A/B testing CTAs, demo forms, and pricing copy to improve conversion performance.
🤖
AI-Powered Operations
Prompt frameworks, QA workflows, and human-AI editorial systems that compress production time while maintaining brand integrity and editorial standards.
📣
Thought Leadership
Differentiated POVs, executive narratives, and category-building content that positions a brand as the most trusted voice in a crowded SaaS landscape.
🚀
Cross-Functional Launch
Integrated product launch campaigns spanning blog, web, email, and sales enablement — aligned with Product, Marketing, and Sales from brief to results.

Selected work

View all →
01
Blog · Thought Leadership

Why Social Media Shouldn't Be Your Primary Lead Generation Tactic

A contrarian POV that cuts through noise for hospitality operators — built around a bold claim, real business implications, and a clear narrative arc from assumption to action.

Read article →
TripleseatBlog
02
Ebook · Demand Gen

The 2026 Event Intelligence Report

A data-driven ebook for high-growth venues featuring benchmarks, trend analysis, and growth blueprints — designed as a premium gated asset to drive pipeline at the top of funnel.

See ebook →
TripleseatEbook
03
Case Study · Social Proof

Puttshack Customer Success Story

A narrative case study structured to move a skeptical buyer toward confidence — real outcomes, real context, designed to support both sales enablement and organic credibility.

See case study →
TripleseatCase Study
My perspective on AI-era content marketing

The companies that win won't produce the most content — they'll produce the most useful content.

Here's the uncomfortable truth about AI and content: anyone can now produce more. That means volume is no longer the edge. The companies winning right now are the ones creating content that's genuinely useful, clearly expert, and structured to be found — by both humans and AI answer engines. I use AI to do more of the strategic work, not less of it.

Read my full perspective →
Quality over volume
Relevance, originality, and business impact — not production volume.
SEO + AEO converging
Content must be optimized for both search engines and AI answer engines.
AI as force multiplier
Eliminate repetitive tasks — free teams for strategy and storytelling.
Content as growth engine
Not a publishing function — a growth function aligned to business outcomes.
What I'm looking for

I know the role I'm
meant to do next.

I thrive when there's a content function to build, a search footprint to grow, and a team that moves fast. Growth-stage B2B SaaS is my environment — where strategy and execution aren't two separate jobs, they're the same one.

Everything in this portfolio was built inside one company — and I'd take that over a scattered résumé any day. Depth over breadth. Ownership over cameos.

Best fit
Growth-stage B2B SaaS · Series A–C · Building or scaling a content function
Roles I'm targeting
Content Marketing Manager · Growth Content Manager · Head of Content
What I bring on day one
SEO architecture · content systems · AI workflows · cross-functional alignment
"

Heather balances storytelling and optimization in the most exquisite way. I appreciate her curiosity and skills in the ever-evolving SEO landscape to ensure the brand stands out. She is the epitome of a team player — she navigates the needs of business partners ensuring business alignment, strong collaboration, and positive energy.

— Lynn Holmlund, VP of Marketing at Tripleseat