Jenn Mathews, working as the full time individual contributor SEO Manager at GitHub, launched a few projects for SEO, the GitHub compared page is one of those projects.
The CEO of GitHub asked for a page that would rank for “GitHub vs GitLab” that would show up for searches above the competition.
Jenn Mathews managed the project from beginning to end while collaborating with teams across the organization. My process started with research. She gathered any customer data we had in our analytics platform (running SQL queries), pulled customer research performed by a third party, and conducted interviews with avid users of our competitors. In addition, Jenn performed a competitive analysis for SEO to understand the current results and how we could launch with our best foot forward.
Using the critical points found during the research and the data from the competitive analysis for SEO, she drafted a product requirements document for the teams to follow during the project. Given the high level of visibility and importance of the project, it was proven to be challenging to navigate all of the stakeholders required and who wish to be involved. Despite a few technical hiccups, the project launched promptly and with excellent collaboration that I spearheaded.
Jenn, the SEO wizard, worked her magic as our fearless leader. She’s a strategic genius, a team player extraordinaire, and one heck of a kind soul. She aligns all the stakeholders with ease, never sacrificing her kindness or commitment to get things done. She’s like a rockstar diplomat, navigating political situations and murky waters while rallying the extended project teams behind her. Honest, direct, and friendly—that’s Jenn for you. I’d jump at the chance to work with her again, and I highly recommend you do too!
Erdem Menges – Director of Product Marketing @ GitHub