Nikki Cupp

Build it, buy it, or lead it — I've grown a business all three ways, and no two of them taught me the same lesson. I currently lead SEO, brand, and organic growth strategy from inside a senior leadership seat at a multi-brand company. I also co-founded my own digital marketing agency from scratch — no existing customers, no playbook, just a blank page. And four years ago, I acquired a small business outright, which meant learning to run something I didn't build: inheriting decisions I didn't make, renegotiating a multi-member partnership structure, and figuring out how to grow a business whose foundation was already set before I ever touched it. That combination — corporate leadership, founder-from-zero, and owner-by-acquisition — means I've faced growth problems from just about every angle. Some of what I love helping people with: -Building an organic growth or SEO function from the ground up (not just running an existing one) -Navigating the shift to AEO/GEO — how you actually get cited by ChatGPT, Perplexity, and AI Overviews -Evaluating, buying, or stepping into a business you didn't start — and what changes once you own it -Navigating partnerships, operating agreements, and multi-member ownership structures -Turning messy data into KPIs leadership actually trusts Brand and positioning strategy that doesn't lean on fear-based sales tactics I'm direct, pretty skeptical of hype, and much more interested in what actually works than what sounds good in a deck. Book time with me and let's dig into what you're up against.

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  Artificial intelligence

  I've built real AI systems, not just talked about them: LLM visibility tracking across hundreds of prompts to measure how brands show up in ChatGPT and AI Overviews, automated workflows connecting task management, meeting notes, and email into a single briefing pipeline, and AI-assisted competitive and content research at scale. I can help you move from "we should use AI" to systems that actually save time.

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  Content marketing

  I've built prioritized content calendars and strategy from the ground up, including full methodology behind why each piece is prioritized the way it is, not just a list of topics. I help founders think through content as a system — what to write, why, and how it should support both traditional SEO and how AI systems cite and summarize your brand.

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  Demand generation

  I've run paid search and demand gen for high-CAC local service businesses, where every click has to justify itself against a real cost of acquisition. I help founders build demand gen that's tied to actual unit economics, not vanity metrics — knowing when to lean on paid, when organic will outperform it, and how to structure campaigns and offers that convert.

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  Growth marketing

  I've led growth from three different vantage points: inside a senior leadership seat at a multi-brand company, as a co-founder building an agency from zero, and as the owner of a business I acquired outright. That range means I don't default to one playbook — I help you diagnose what's actually constraining growth in your specific situation, then build the strategy and the team to fix it.

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  Leadership

  I've led teams as large as 40 people, including identifying and developing high performers, managing promotions, and building out career tracks so people have a real path forward instead of a vague one. I help founders think through org design, how to hire ahead of need without over-hiring, and how to build a culture where good people actually want to stay.

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  Link building

  Traditional link building is dying; digital PR and thought leadership are what's replacing it. I've helped build a brand mentions-as-backlinks thesis — the idea that being cited and mentioned by name matters as much now as a traditional backlink, especially in an AI search world. I can help you think through authority-building that works for how search actually functions today.

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  SEO

  SEO is my core discipline — I currently oversee organic search strategy across multiple consumer brands from a senior leadership seat. I've run technical SEO audits, schema markup strategy, competitive benchmarking, and content strategy engagements end to end. I help founders build an SEO function from scratch or fix one that's plateaued, with a bias toward what actually moves rankings and revenue.

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  ContentStack

  3 years of experience

  At Porch Moving Group, I worked through a full content migration from WordPress to Contentstack for one of our brands, and figured out how to leverage the Claude-Contentstack MCP integration to make that workflow faster and more scalable. I understand both the CMS itself and how to connect it to AI tooling — useful for anyone modernizing a legacy content stack.

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  Jotform

  3 years of experience

  At my own small business, I built every contract and e-commerce flow myself using Jotform — no dev team, no agency, just figuring it out. I can help you understand what's realistically possible to build yourself before you spend money on custom development.

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  Ahrefs

  9 years of experience

  I use Ahrefs constantly for SEO analysis — competitive domain research, keyword strategy, content prioritization, and backlink profile audits. I've used it to build full content strategies and prospect analyses for clients, and to benchmark competitive positioning at the brand level. I know it well enough to get past the surface-level metrics and into what the data actually means for strategy.

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  Claude

  2 years of experience

  I use Claude daily across every part of my work — from building AI-powered SEO and content workflows at Porch Moving Group, to standing up MCP integrations connecting Claude to Google Sheets, Zernio, and Tableau, to automating research and reporting for my own agency. I've gone well beyond prompting: I build multi-tool automations and treat Claude as core infrastructure, not a chat window.

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  Zapier

  8 years of experience

  I use Zapier to build custom automations that connect tools that don't talk to each other out of the box — saving hours of manual, repetitive work. I can help you think through what's actually worth automating versus what just feels productive, and how to build workflows that hold up over time instead of breaking the first time something changes.