MARKETING
Sneak Peek: The Initial MozCon 2022 Speaker Lineup
Have you been waiting on the edge of your seat for MozCon to start rolling out the lineup of speakers? Well, my friend, today’s the day so hold on tight!
We’re thrilled to announce the first 15 extraordinary speakers that will be taking the MozCon 2022 stage in Seattle this July (in alphabetical order).
Meet the speakers
Amalia Fowler (she/her)
Founder, Good AF Consulting
@AmaliaEFowler
Amalia is the Founder of Good AF Consulting, a Vancouver, BC consulting firm where she helps companies build great marketing teams. She’s also a marketing instructor at the British Columbia Institute of Technology and creator of The Wholehearted Manager, a newsletter for people who believe in leading with their heart, and that all employees deserve a safe space to work. Amalia has been in search marketing for eight years, with her work focused on helping businesses understand marketing strategy, mentoring new marketers, building exceptional marketing teams and advocating for more ethical and transparent practices in our space. Her favorite saying is “It Depends,” because context is everything.
Amanda Milligan (she/her)
Head of Marketing, Stacker
@millanda | @stacker
Amanda Milligan is the Head of Marketing at Stacker Studio. With a degree in journalism and a decade in content marketing, she’s spent her career helping brands harness the intersection of content and SEO.
Andy Crestodina (he/him)
Co-founder / CMO, Orbit Media Studios
@crestodina | @orbiteers
Andy Crestodina is the co-founder and CMO of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 20 years, Andy has provided digital marketing advice to over 1,000 businesses.
Areej AbuAli (she/her)
Head of SEO, Papier (areejabuali.com)
@areej_abuali | @TechSEOWomen
Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the global Women in Tech SEO community and has been in the digital marketing industry for over eight years.
Crystal Carter (she/her)
Head of SEO Comms, Wix
@CrystalontheWeb
Crystal Carter is an SEO and digital marketer with over 15 years experience working with clients like Disney, Tomy, Kikkoman, and more. She shares insights in leading publications like Google Webmaster Central, The Moz Blog, Search Engine Land, and Women in Tech SEO.
Hannah Smith (she/her)
Founder, Worderist
@hannah_bo_banna
With more than 15 years in the SEO industry, Hannah’s creative work has won multiple awards, and she’s worked with a range of companies including the BBC, Dyson, Expedia, MailChimp, and Salesforce.
Jackie Chu (she/her)
SEO Lead, Intelligence, Uber
@jackiecchu
Jackie Chu is currently the SEO Lead, Intelligence for Uber, driving analytics and tooling for the SEO teams globally. She has deep experience in technical SEO, content SEO, ASO and international SEO spanning both B2B and B2C industries.
Joe Hall (he/him)
SEO Consultant & Principal Analyst, Hall Analysis
@joehall
Joe Hall is an executive SEO consultant focused on analyzing and informing the digital marketing strategies of select clients through in-depth data analysis and SEO audits.
Lidia Infante (she/her)
Senior SEO Manager, BigCommerce (lidia-infante.com)
@LidiaInfanteM | @bigcommerce
Born and raised in Barcelona, Lidia has been working in SEO for over eight years. She’s been helping businesses in e-commerce, media and B2B reach their audiences on search across European markets, the US and Australia. She has leveraged her BSc in Psychology and Master’s in Digital Business to drive organic growth for e-commerce sites, media, and SaaS.
Lily Ray (she/her)
Senior Director, SEO & Head of Organic Research, Amsive Digital
@lilyraynyc | @amsive_digital
Lily Ray is the Sr. Director, SEO & Head of Organic Research at Amsive Digital, where she provides strategic leadership for the agency’s SEO client programs. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies.
Noah Learner (he/him)
Product Director, Two Octobers
@noahlearner | @twooctobers
Noah is a technical marketer, nicknamed the Kraken, who is happiest building SEO tools, automations, data pipelines and communities. When not in the lab, he loves skiing, fly fishing, camping with his family, and walking his dog, Shadow.
Paddy Moogan (he/him)
Co-Founder, Aira
@paddymoogan | @airadigital
Paddy is co-founder of Aira, a digital marketing agency based in the UK and delivering work across SEO, paid media, content marketing, and digital PR. He has been working in SEO since around 2004 when he got bored studying for his law degree.
Dr. Pete Meyers (he/him)
Marketing Scientist, Moz
@dr_pete | @moz
Dr. Pete is Marketing Scientist for Moz, where he works with the marketing and data science teams on product research and data-driven content.
Tom Capper (he/him)
Senior Search Scientist, Moz
@thcapper | @moz
Tom heads up the Search Science team at Moz, providing research and insight for Moz’s next generation of tools. Previously, he led the London consulting team for SEO agency Distilled, and worked as a chef in a roadside grill.
Wil Reynolds (he/him)
Founder & Vice President of Innovation, Seer Interactive
@wilreynolds | @SeerInteractive
Wil has been leading the charge to leverage “Big Data” to break down silos between SEO, PPC, and traditional marketing — pulling together data from various sources to see the big picture.
Stay tuned for more MozCon updates!
And we’re just getting warmed up! We’ve got lots more incredible speakers to reveal in the coming weeks including our community speaker lineup, but don’t wait to snap your ticket as early bird savings are only available for a limited time and once they’re gone, they’re gone for good.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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