Building influence without direct authority in marketing with Shana Haynie @MoEngage

Executive Conversations

“It’s not just about getting things done, but doing it in a way that doesn’t ruffle feathers while making sure people are on your side. “ Shana Haynie, Head of Content & Organic Growth at MoEngage

In this episode of Executive Conversations, Maeva chats with Shana Haynie, Head of Content and Organic Growth at MoEngage North America, as she shares her experience managing content strategy across global regions. She discusses building relationships, influencing without direct authority, and navigating complex content challenges. Shana also details how she drives SEO results, collaborates with web ops teams, and ensures alignment across different regions.

In this episode, we talk about:

• Content strategy

• Organic Growth

• Content operations

Takeaways

• Navigating global content strategy: The complexities of managing content across regions and collaborating with international teams.

• Influencing without authority: Tips for building relationships and gaining support from colleagues and leadership without direct management power.

• Long-term SEO strategy: Addressing technical SEO issues and content overhaul for sustained organic growth.

• Driving process change: Implementing new frameworks and processes to improve content efficiency in a large organization.

• Cross-functional collaboration: The importance of working closely with different departments, like web ops, to drive meaningful results.

Time chapters

[00:06] Introduction

[01:54] Early career challenges: transitioning from content creation to strategy

[06:40] Scaling successful inbound marketing strategies

[10:45] Managing SEO and content strategy across seven global regions

[14:36] Building relationships and collaboration across international teams

[18:40] Overhauling content production and publishing processes

[23:40] Collaborating with web ops and overcoming technical SEO challenges

[26:48] Handling leadership pressure for both short-term and long-term results

About Shana Haynie

Shana is the Head of Content and Organic Growth for MoEngage's North America region and has over a decade of marketing experience helping businesses reach and engage their customers through strategic storytelling. When she isn't writing or editing, you can find her playing pickleball, dancing to hardstyle, singing karaoke, or walking her dog, Dexter.

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