Founder | Digital PR, SEO & Content Strategy
Hey there! I’m Michelle, Founder at Red Queen Marketing, where I help companies scale through high-impact Digital PR, SEO, and Content Strategy. My path into growth was non-traditional. I transitioned from customer service into marketing and was thrown straight into the deep end, building out SEO and organic growth functions with no prior playbook. I learned by doing, testing, and figuring things out on the fly. Over the years, I’ve built strategies for major, fast-growing brands and eventually started my own business while on maternity leave back in 2023. I actually started on GrowthMentor as a mentee. I remember how overwhelming it feels to build your skillset or your function out from nothing. No question is too small or silly with me. I’m so excited to be here to give back by offering a mix of tactical growth advice and a zero-judgment sounding board for the emotional side of being a founder. What We Can Talk About - Marketing & organic growth - Digital PR , running outreach campaigns, and earning media mentions - Data-driven content strategy and creating linkable assets - White-hat link building for earning high-tier backlinks that drive organic authority. - Creating link-building and AEO/SEO strategies or narratives for stakeholders - SEO & Content Strategy and building SEO foundations from scratch - Campaign Execution and mapping out processes to scale - Founder wellbeing & Mindset - Imposter syndrome - A sounding board Come with a specific technical marketing problem or a dilemma. My goal is for you to leave the call feeling relieved, clear-headed, and equipped with actionable next steps. OR if you want to chat or debate with me that earned media is vital for online visibility now. That you have to prove 'you are who the internet says you are' far beyond just your website. Book a chat with me and lets nerd out :)
Written, created and masterminded many pieces of content and tools. I can talk through content strategy, creating interactive content, creating linkable assets that can attract links naturally, creating data driven content that can be used for links, PR and socials.
I've been working on growth marketing and growth strategy since 2019. I've worked with tech start ups that have scaled internationally into new markets
Have extensive experience in imposter syndrome as a sufferer myself. If you are finding it difficult the thought of going out on your own or you are letting perfectionism stop you, happy to have a chat and talk you through
I have built out several teams onshore and offshore across many companies, and now my own. One thing I have been described as multiple times is a good leader. I've made mistakes and made good decisions; I know it's a difficult journey. Happy to support and talk through
I have extensive experience in link building and digital PR having built out several offpage functions at 2 different companies and then within my own business. I can talk through benchmarketing, link velocity, creating strategies, tactics, creating linkable assets and much more. We also do digital PR for links
Reputation is a vital part of the new AI age we are facing. Building yourself up as an expert through acheiving commentary or providing expertise to media and other websites is a great idea beyond doing just Linkedin. We do this for our clients and happy to answer any questions on it
Digital PR is a big part of the work I do and I have also worked with one of the best digital PR teams in Australia. I have landed press coverage in national media from data driven stories, as well as have landed expert commentary for my clients
Extensive SEO experience working across many SEO teams, leading SEO upskilling and mentoring at old companies. I also have SEO clients who I work with and have experience growing monthly organic traffic for start ups from scratch starting at about 700 clicks a month to scaling to over 11,000 clicks a month through cross functional SEO.
Partnering with brands to build authority through SEO, content, and digital PR, driving sustainable visibility, links, and organic growth. I offer: - SEO strategy and consulting - Digital PR and link building - Content-led SEO and content marketing - Fractional SEO support - Building out SEO and content functions - Training teams on SEO, content, and links
SEO consultant for the content and marketing teams, driving a scalable SEO content strategy and supporting organic growth across key campaigns and initiatives. - Led the development and execution of the SEO content strategy, aligning content production with search demand and organic growth opportunities - Acted as the go-to SEO expert for the marketing team, advising on campaigns, content direction, and organic growth initiatives - Trained and upskilled the content team in SEO best practices, including keyword strategy, on-page optimisation, and content structure - Led SEO strategy for the brand’s first awards campaign, including link acquisition, partnerships, and authority-building initiatives - Executed link building and outreach campaigns, securing backlinks to support key content and campaign visibility - Ran content experiments with the blog team, contributing to articles outranking competitors, including TripAdvisor, for high-intent travel queries
Led off-page SEO and content-led growth initiatives across AU and global markets, focusing on building authority, improving rankings, and driving organic traffic in highly competitive (YMYL) niches. - Developed and embedded an off-page SEO strategy focused on quality, relevance, and authority over volume, shifting the business away from traditional link building - Built out my own high performing content team while also working cross functionally with different teams across the business - Built and scaled content-led link acquisition frameworks, including data-led campaigns, tools, and evergreen resources designed to earn high-authority links - Worked cross-functionally with PR, content, and SEO teams to connect content, links, and site architecture, ensuring link equity flowed to high-value pages - Identified key gaps in Finder’s backlink profile and expanded strategy to include niche, .edu, .org and partner sites Contributed to SEO strategy at an organisational level, leading training sessions, contributing to the overall business strategy overall - Supported experiments across content and outreach to improve linkability, organic visibility, and rankings across core financial niches
Built and led the off-page SEO function from scratch, developing a content-led link acquisition strategy to grow domain authority and support international market expansion. - Designed and executed a link earning strategy focused on high-quality, relevant backlinks, prioritising impact over volume - Created frameworks for linkable content (interactive tools, data-driven assets, and visual resources) to attract links from authoritative sites - Built and managed an in-house outreach function, developing targeted outreach strategies across media, bloggers, niche sites, and .edu/.gov domains - Improved outreach performance through testing and iteration (e.g. increasing reply rates to ~20% and generating high-DR links) - Led international link-building strategies for the UK, Ireland, and Singapore, identifying gaps in geo-relevance and authority vs competitors - Ran continuous experiments across content formats and angles (tools, seasonal content, trends, calculators) to improve link acquisition success - Collaborated with content, PR, and SEO teams to align link acquisition with broader organic growth strategy
- Leading weekend and after hours team through day to day tasks while also managing workflow and providing support to head office senior team as well as offshore BPO'S - establishing and communicating service metrics - forming focus areas in line with company objectives. - bench marking best practices, analyzing information. - monitoring and analyzing results, implementing changes.
- Handling critical escalations over the phone, live chat, and email via overseas BPO as well as social media - Managing peak and after hours onsite senior team with everyday duties as well as during emergencies with customer and stakeholder crisis management - Resolving problems and identifying service trends - Developing processes and working to continuously improve existing processes - Online brand protection and crisis management for stakeholder affecting incidents - Building and nurturing relationships with overseas BPO and other relevant stakeholders - Performing day to day support and monitoring of overseas BPO - Training and mentoring new staff -Ongoing training for existing staff members -Quality assurance for senior cs agents as well as FOH BPO agents - Monitoring customer satisfaction - Social Media community management - Being a team player and taking on additional duties to assist my team and company
- Responding to customer enquiries and complaints via phone, email, Live Chat and social media. - Deliver customer service, complaint resolution, motivation and advice to the community while driving site traffic, purchase, acquisition, retention and brand salience. - Community Management using Radian 6 - Co-ordinate engaging content across Weight Watchers Social Media platforms such as Facebook, and Twitter - Respond to and escalate complaints to relevant department if necessary. - Implement social media strategies
- Government contract for Translink, the public service provider for South East Queensland - Liaised with clients/stakeholders to resolve escalated complaints - Updating customers via Facebook and Twitter of events and service issues - Answering customer queries via Facebook and email and escalating complaints to relevant stakeholders eg: bus companies, Queensland Rail etc. - Generating reports to be distributed to internal and external stakeholders - Working with stakeholders and client to monitor service disruptions - Provide floor support and coaching for customer service agents - Updating internal systems with updates to process information - Provide overflow support to the customer service centre answering incoming phone enquiries
• Leading a team of 6 operators in the warranty and complaints team • Conducting coaching, recruitment and performance reviews • Handling high numbers of escalated complaints including handling complaints referred from government departments and ombudsman • Making final decisions on escalations such as warranty issues, major repairs and return visits from supervising technicians. • Reporting on feedback figures and trends • Proving information and reports to external stakeholders • Ensuring team adherence to response targets and KPI’s • Liasing with stakeholders such as Local Government and Infrastructure Services to resolve serious complaints
• Answering incoming calls for ClimateSmart and Home WaterWise services. Government rebated electrical and plumbing services. • Providing service information, booking appointments, scheduling technician’s days, providing technical support and logging complaints for escalation.
