When I joined Alts Digital, I stepped into a company with an impressive global footprint — operating in 8+ countries — but one that was facing an unexpected challenge.
A major external update had shaken the site’s organic performance, leading to a sharp drop in visibility and traffic. The kind of decline that, in most companies, sparks panic. Instead, it sparked strategy.
As Content Marketing and SEO Specialist, I was part of the core team responsible for stabilizing and rebuilding the website’s foundations. I managed the CMS migration and content redesign, rethinking the site structure and adapting every page to the new layout. It was a complex process — we had to balance technical SEO, tone of voice, and UX consistency — but it set the stage for something bigger: recovery and growth.
By 2024, I had been promoted to Content Marketing and SEO Lead, responsible for the Brazilian market’s full SEO strategy.
The challenge wasn’t just to recover traffic — it was to make it stronger than before. I defined and led content marketing campaigns focused on organic acquisition and user engagement across the funnel. I aligned the SEO roadmap with Product, Design, and Tech, ensuring our strategies were as cohesive as they were ambitious. I also restructured the content guidelines — tone, formatting, and UX standards — to ensure every touchpoint reflected both quality and intent.
