Hi, I’m Lindsay Tigar.

Following a major site migration, WHOOP experienced a sharp decline in organic visibility, putting pressure on a core content channel and limiting how the brand surfaced across both traditional search and emerging AI-driven discovery. I partnered closely with WHOOP’s internal marketing team as an editorial and growth leader to diagnose the issue and rebuild the blog into a durable authority engine.

The work began with a deep audit of content architecture, performance, and narrative clarity. From there, I repositioned the blog to better align with brand voice, real search intent, and how large language models interpret and surface content. This included targeted on-page optimizations, strategic internal linking, content refreshes, new editorial creation, and structural improvements designed to strengthen WHOOP’s visibility across search engines and AI platforms alike.

The impact was both immediate and sustained. WHOOP reversed post-migration declines and saw a 20% lift in overall organic sessions in a single month, with blog traffic increasing by 36% and non-brand clicks up 42%. Impressions grew by 21%, high-value featured snippets were secured, and competitive keywords moved into top search positions: reestablishing the blog as a primary growth channel and reinforcing WHOOP’s authority within AI-generated discovery environments.

LaRue had a strong reputation and deep expertise, but their digital presence wasn’t fully reflecting their positioning—or consistently converting interest into high-intent inbound demand. At the same time, clients were increasingly asking how brands show up in AI-driven discovery, and LaRue wanted to address that shift without overextending their internal team.

I partnered with LaRue as a strategic advisor across brand voice, content, SEO, and emerging AI visibility, leading a rebuild of their digital foundation. This included clarifying the homepage narrative, restructuring editorial content, optimizing for high-intent search, and ensuring the brand’s voice carried consistently across channels, alongside white-labeled strategy and LLM visibility support for LaRue’s own clients.

The results were decisive. Organic traffic increased 37% in the first phase, non-brand visibility grew 62%, and LaRue achieved its strongest organic performance in over six months: moving into prime positions for competitive, revenue-driving queries. The partnership also enabled LaRue to confidently extend AI and LLM visibility guidance to clients through a trusted white-label model.

As ClassPass scaled rapidly, content became a core growth lever: not just for acquisition, but for engagement, retention, and partner trust. The company needed a cohesive editorial strategy that could operate at global scale while establishing ClassPass as a credible, authoritative voice in fitness and wellness.

I served as Head of Content and Editorial Strategy for three years, leading the vision, execution, and growth of ClassPass’s consumer blog, The Warm Up. I built and managed a globally distributed editorial team of 20+ writers across New York, San Francisco, and Sydney, creating a distinct, consistent voice while publishing 15+ pieces of content each week. In parallel, I led a full redesign of The Warm Up, partnering closely with internal design, engineering, and external agency teams to improve structure, usability, and performance.

The result was a durable content engine that scaled with the business. Traffic to The Warm Up grew more than 300% over three years, establishing it as a major acquisition and engagement channel. SEO-driven content supported acquisition, retention, and churn reduction, while syndication partnerships with outlets like SELF, Brides, and Refinery29 expanded reach and reinforced editorial credibility. Together, this work positioned ClassPass as a trusted, editorially credible leader in the fitness and wellness space.

As Entreprenista’s global community continued to scale, the launch of the Entreprenista 100—created in partnership with Chase: marked a high-visibility inflection point for the brand. The inaugural year needed more than promotion; it required a clear editorial vision, a credible storytelling framework, and a repeatable structure that could scale in future years.

I led content strategy and editorial execution for the Entreprenista 100 in its first year, shaping the narrative arc of the franchise from application through awards and founder programming. This included conducting and editing founder interviews, translating complex entrepreneurial stories into cohesive, publishable profiles, and building a distribution and promotion plan across newsletters and digital channels to sustain momentum throughout the launch.

In parallel, I spearheaded Entreprenista’s annual gift guide strategy: spotlighting founder-led brands while introducing a scalable affiliate model aligned with the company’s mission.

Together, this work established the Entreprenista 100 as a credible flagship editorial franchise, generated hundreds of submissions, strengthened Entreprenista’s authority as a platform for women entrepreneurs, and created durable frameworks that continue to support future lists, partnerships, and revenue-generating content.