HEATHER
Apse
Growth Content Operator · B2B SaaS
Building content systems that drive organic growth & pipeline
✦ Available for hire ✦
Portfolio

Content that thinks
as hard as it works.

Every piece here had a job to do — capture demand, build authority, move a buyer, or give a sales rep something they could actually use in a conversation. Tripleseat was the category leader for hospitality event management, winning sophisticated multi-location operators like TAO Group, Maggiano's, Topgolf, and Puttshack. The content challenge was enterprise-level. I didn't publish for the sake of publishing. This is what it looks like when content is treated as a growth function, not a content calendar to fill.

All of this was built inside one company. I'd argue that's a feature, not a bug — it means you're seeing genuine depth and ownership, not a highlight reel stitched together from five different employers.

Case Studies

Three proof layers — strategy, execution, results
01
Growth Content Strategy · SEO

Scaling Organic Growth Through a Content System

Inherited a blog with 300+ posts of content bloat. Left it with a pillar-and-cluster architecture, a 24% traffic lift, and a content system that actually knew what it was trying to do.

See pillar example →
Problem
Organic traffic had grown less than 3% the previous year. The blog had 300+ posts with no pillar structure and no internal linking strategy — content existed but lacked strategic architecture, consistent targeting, or topic authority.
Strategy
  • Audited existing content and identified gaps
  • Built pillar + cluster model around high-intent categories
  • Implemented technical SEO improvements
  • Developed AI-assisted research and brief workflows
Execution
  • Published new and updated existing content across TOFU → BOFU to fulfill content gaps and optimize page infrastructure
  • Audited and redirected 300+ pages; optimized legacy content
  • Managed technical SEO and AEO infrastructure
  • Built internal linking and conversion architecture
  • Integrated AI tools to accelerate production
Results
24%% Organic traffic increase over 12 months
+24% YoY Sessions (1.26M → 1.56M)
+34% Total keyword footprint
+232% SERP features (1,755 → 5,843)
2025 YTD Organic Performance — Tripleseat.com
+24%
Sessions YoY
1.26M → 1.56M
+232%
SERP Features
1,755 → 5,843
+34%
Total Keywords
13,045 → 17,489
+29%
Top 3 Rankings
402 → 520
SERP Features Growth · Jan → Oct 2025
Jan 2025 Apr 2025 Aug 2025 Oct 2025 1,755 3,281 3,793 5,843
Source: Tripleseat.com 2025 Year in Review — Site Organic Performance Report
AEO in Action — Google AI Overview
Tripleseat appearing in Google AI Overview

Tripleseat appearing first in Google AI Overview for "software to increase private event revenue for restaurants" — a direct result of structured, authoritative content strategy built for both SEO and answer engine optimization.

02
Website Overhaul · Product Launch · Cross-Functional

Website Overhaul + Product Launch: Two High-Stakes Projects, Four Months Apart

In February 2024 I led a full website content overhaul with no dedicated web person on the team. Four months later, I ran the content launch for Tripleseat Floorplans. Two separate initiatives — same level of ownership, same scrappy execution.

See Floorplans page →
Problem
Tripleseat was growing into the category leader for hospitality event management — winning sophisticated multi-location operators like TAO Group, Topgolf, and Maggiano's. The website didn't reflect that. It needed a complete content overhaul to match the platform's enterprise positioning. Then four months later, a major new product feature needed a full launch campaign — also with no dedicated web person and no content team to delegate to.
Strategy
  • Phase 1 (Feb 2024): Website overhaul — messaging framework, web copy architecture, dev agency partnership
  • Shared ownership with Creative Director — no dedicated web resource on team
  • Phase 2 (Jun 2024): Floorplans launch — full funnel content from awareness to conversion
  • Coordinated with Product, Sales, and Design across both initiatives
Execution
  • Feb 2024 — Led content overhaul for full website relaunch; managed dev agency relationship; post-launch copy iterations, SEO improvements, CTA testing
  • Jun 2024 — Product page, blog series, and launch ebook for Floorplans
  • Sales enablement collateral, email sequences, and social assets
  • Experimented with content formats and CTAs to improve conversion performance
  • A/B tested demo and pricing form copy to optimize lead capture
Results
10.85% CVR ~2–3x the B2B SaaS benchmark of 2–5%
4,481 Floorplans launch asset views
8 assets Integrated campaign: blog, web, ebook, email, social & sales
6 weeks Brief to live — full cross-functional execution

Supported a significant increase in demo requests in the first 30 days — to the point where the sales team had to increase capacity.
03
Content Systems · AI Operations

Building an AI-Assisted Content Production System

Built the AI content system from scratch — not as a cost-cutting measure, but as a way to spend more time on the things that actually require a human. Brief creation went from two hours to thirty minutes. The work got better, not worse.

See guest post example →
Problem
A 14-person marketing team with one dedicated content person. Manual research, briefing, and editing processes were bottlenecks — limiting output and leaving little time for strategy and optimization. Every efficiency gain had to be built, not hired.
Strategy
  • Mapped every stage of content production workflow
  • Identified AI integration points without quality risk
  • Developed prompt frameworks and QA standards
  • Led AI Advocacy Committee across marketing team
Execution
  • Built prompt libraries for research, briefs, drafts, repurposing
  • Created content repurposing system: 1 story → blog, LinkedIn, email, sales
  • Experimented with content formats and CTAs to improve conversion performance
  • A/B tested demo and pricing form copy to optimize lead capture
  • Established AI usage guidelines for the marketing org
  • Trained team members on AI-assisted workflows
Results
↑ Output Increased content output while maintaining editorial standards
2 hrs → 30 min Brief creation time after AI workflow implementation
Brand consistency Improved editing timelines and on-brand content through AI-facilitated QA checks

One content person. Full content function. Built to scale.
Jump to Growth Strategy SEO & Organic Conversion Content Systems Launch Work

Growth Content Strategy

01
Thought Leadership · Contrarian POV

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

A contrarian take aimed at hospitality operators who over-index on social while leaving higher-intent channels underutilized. Bold opening claim backed by real-world business implications and a narrative arc from assumption to insight to action.

Read article →
Tripleseat · Thought Leadership
02
Thought Leadership · Market Trends

Navigating Today's Economy: How Events Can Recession-Proof Your Business

A timely POV piece connecting macroeconomic pressure to actionable strategy for hospitality operators. Positions the brand as a trusted voice during uncertainty — not just a vendor, but a strategic partner.

Read article →
Tripleseat · Thought Leadership
03
Guest Post · 🎥 Video Component

Become the Smart Sidekick for Planners: How to Use Data That Thinks Ahead

Guest post for Hospitality Upgrade on how venues can shift from reactive vendor to proactive partner using data from booking systems and BEO archives. Includes companion video. Published October 2025.

Read article →
Hospitality Upgrade · Guest Post

SEO & Organic Acquisition

04
SEO Pillar · Organic Acquisition

Event Management Software: A Comprehensive Guide

Long-form, search-optimized pillar targeting mid- to bottom-funnel keywords. Clear headers, keyword alignment, and balanced education with subtle product positioning. Cornerstone for internal linking and topic authority.

Read article →
Tripleseat · SEO Pillar
05
SEO Pillar · Hospitality KPIs

Hotel KPIs You Need to Track

A definitive reference guide for hotel operators searching for performance benchmarks. Targets high-intent, evergreen search queries with skimmable content designed for featured snippet capture and ongoing organic acquisition.

Read article →
Tripleseat · SEO Pillar

Conversion & Messaging Optimization

06
Product-Led · Automation

Automation in Action: A Deep Dive into Lead Management

Deep-dive into how the Tripleseat lead management ecosystem uses automation to eliminate bottlenecks, accelerate response velocity, and convert more inquiries into revenue. Positions automation as a competitive necessity.

Read article →
Tripleseat · Product-Led
07
Product Page · Web Copy

Tripleseat for Restaurants — Product Page

Conversion-focused product page positioning Tripleseat for restaurant operators. Balances clarity and persuasion — aligning platform features to audience pain points and guiding visitors toward a demo.

See page →
Tripleseat · Product Page
08
Landing Page · Lead Gen

Free BEO Template — Lead Gen Page

High-intent lead generation page built around a free Banquet Event Order template — a search-driven asset targeting venue operators at the moment they need it most. Combines utility content with a clear conversion path.

See page →
Tripleseat · Landing Page

Content Systems & Scaling

09
Ebook · Demand Gen

The 2026 Event Intelligence Report

Data-driven ebook for high-growth venues featuring benchmarks, trend analysis, and growth blueprints. Premium gated asset to drive lead capture and support demand generation at the top of funnel.

See ebook →
Tripleseat · Ebook
10
Ebook · AI Strategy

Supercharge Hospitality and Events with AI

Practical guide for hospitality operators on adopting AI tools to drive efficiency, personalization, and revenue growth. A strategic resource for teams navigating AI adoption — not a tech primer but a business outcomes playbook.

See ebook →
Tripleseat · Ebook

Cross-Functional Launch Work

11
Case Study · Social Proof

Puttshack Customer Success Story

Narrative case study built around a recognizable hospitality brand. Structured to move a skeptical buyer toward confidence — real outcomes, real context, supporting both sales enablement and organic credibility.

See case study →
Tripleseat · Case Study
12
Resource · Seasonal Campaign

2026 Booking Season Checklist

Conversion-focused checklist asset timed to capture intent during peak booking season planning. Drives downloads, supports email campaigns, and nurtures prospects toward a demo as part of a broader demand gen push.

See checklist →
Tripleseat · Campaign Asset

Print & Editorial

"

Heather is our Marketing Team anchor in every facet! Without much guidance (or any, at times), I watched her single-handedly deliver powerful content and strategic improvements across our digital and physical experiences. She brought rock solid methodology to how we evolved the website, what content would impact our SEO, pushed AI usage across the team, and willingly took on projects that were incredibly challenging.

— Matt Dionne, Creative Director · Tripleseat

"

I feel so lucky to have had the absolute joy of working with someone who is so incredibly smart, always learning, and constantly pushing themselves to stay ahead of what's next — especially when it came to evolving content strategy, SEO, and AI. Heather has the rare ability to tell stories with authenticity and clarity, while also being deeply methodical and data-driven.

— Venice Sacco, Integrated Marketing Manager · Tripleseat

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