Nicole Cassis
SVP, COMMUNICATIONS & CONTENT | FORMER INTERIM CMO
Content, social and search
Content, communications and the systems behind them
I’ve spent the past seven years building a global content and communications operation from the ground up. What started as a small team has grown into a much broader function supporting marketing, PR, executive communications, product launches, customer education, SEO, video and reputation.
Selected content highlights
- Built the team’s Content Tree approach so one strong idea can become video, blogs, email, social, PR and executive content
- Led content for technical products including advanced VPS hosting, cybersecurity, AI products and Dark Web Monitoring
- Built a data-journalism program using customer research and external survey partners, earning Tier 1 coverage
- By August 2026, the blog program had generated 540K+ visits, 986 blog-assisted orders and more than 9,000 Top 10 keyword rankings
The Content Tree
One of the things I pushed early was getting away from one-and-done content. I created what we call the Content Tree. The idea is simple: start with one strong piece of content and build around it.
Our annual holiday-prep program is a good example. A long-form video interview becomes an ebook or guide. That becomes several blog posts. The interview gives us short video clips. Those clips and articles feed social and email. SMEs and executives can extend the story through their own channels.
We use the same approach for product launches. A launch may include a press release, blog content, a technical explainer, product-page copy, video, social, customer email, SME posts and executive amplification. Sometimes we add paid media too. The point is to get more value out of the work we are already doing.
Technical content
A lot of our content is highly technical. At Network Solutions, the team writes for developers, IT professionals, web professionals and other technical users across domains, hosting, cybersecurity and AI.
In summer 2026, we supported the launch of a new line of advanced VPS hosting products with blogs and landing pages explaining VPS hosting, self-managed VPS, cloud hosting and related topics.
We also supported the launch of Dark Web Monitoring with product content, educational material, PR and thought leadership around cybersecurity.
That kind of work feels familiar to me. Earlier in my career at Arizona State University, I spent almost nine years communicating about NASA missions, engineering and scientific research.
I’ve always liked taking something complicated and figuring out how to explain it clearly without dumbing it down.
Data journalism
In 2025, I started building a research and data-journalism program.
We began with our own customer base. I helped identify topics where we had interesting proprietary insight, personally wrote survey questions and worked with our Customer Insights team to field research through Qualtrics.
Because internal surveying could be slow, we later brought in an agency partner focused specifically on data journalism. I’m still closely involved in the ideas, survey concepts, editorial review and media strategy.
The content is often published behind a password first so we can pitch the findings exclusively to media. Once the exclusive lands, the piece becomes public and continues working for us through search, backlinks, social and ongoing thought leadership. That program has already earned Tier 1 coverage, including Inc.
Measuring what works
I also pushed the team to build a scorecard so content performance wasn’t treated separately from the rest of marketing.
We review it in our monthly reporting and in weekly performance meetings. We look at audience growth, engagement, organic search visibility, AI citations, referral traffic, video performance, earned media and business impact.
By August 2026, the blog program had generated more than 540,000 visits year to date, 986 blog-assisted orders and more than 9,000 keywords ranking in the Top 10.
More important, we use the data. It changes what we write, what we refresh, where we distribute and where we invest.
Digital content and search experience
I have set up blogging sites, storyboarded and produced videos, launched a podcast series, conducted keyword research to drive on-page SEO, wrote optimized web copy to get our content noticed by our target audience, prioritized link-building, learned Google Analytics, developed shareable infographics and so much more.
I hold a M.S. in Technology (Graphic Information Technology), which included coursework focused on Search Engine Optimization. I also participated in several trainings and workshops related to writing for the web. Freelance projects have included SEO contracts for a financial investment company, photography studio, and AV/Tech company. In June 2016 I became Inbound Marketing certified by HubSpot, and in January 2017, I earned my Marketing Consultant Certification from eMarketing Association.
Florida Coastal School of Law: organic search results
increased YOY in the number of new sessions, new users and Pages/Session. The percent of new sessions increased 84.75%, new users jumped 41.32 percent, and Pages/Session increased 3.21 percent.
Social media strategy and execution
In the ever-evolving world of web 2.0, the flexibility to continually adapt as technology inevitably advances is a necessary trait -- and I possess it.
I hold a [M.S. in Technology](https://www.nicolecassis.com/resume) (Graphic Information Technology), and I completed my thesis on social media as a marketing tool in higher education (Defining Elements of a Strategic Social Media/New Media Plan).
My current and past roles included management of three organization's social media platforms, specifically:
- Developing comprehensive social media engagement strategies.
- Creating and maintaining a content calendar.
- Managing the implementation of the social strategies, which includes: daily monitoring of social media on dashboards, conversations, content creation and postings, social campaigns and paid social ads.
- Developing coordinated social media marketing campaigns (creating copy, image selection, designing ads, determining audience parameters, A/B testing).
- Analyzing and reporting metrics, including monthly analytical review to meet metrics and develop ROI estimates.
Florida Coastal School of Law: social media results
Developed, implemented and managed social media strategy, content and campaigns for social networking sites that reach 60,000+ of people each week, ultimately resulting in increased website traffic, customer engagement and acquisition. Grew Facebook community 11%, Twitter following 12%, Instagram by 203%. Increased overall social media website traffic 984% in first 12 months; unique website visitors (users) jumped 51%. The number of sessions from social media sources increased 241% YOY.
- Manage social networking sites that reach 60,000+ of people each week. Grew Facebook community 11%, Twitter following 12%, Instagram by 203%. Grew overall social media website traffic 984% first 12 months
North Carolina A&T State University: social and research content
Initiated Facebook and Instagram accounts, and grew the Twitter fan base by 11% in two months. In all press releases sent to the media I included our social handles and hashtags. I developed a network of researchers and students committed to sending me one photo per week of work happening in there lab as a means of diversifying content and engaging students. Created a blog to host research-focused stories.
Arizona State University: social media and LRO Live!
Successes included the implementation of a social media plan that resulted in an average 7% Facebook fan growth each month over six months, and for Twitter followers we saw a 30% growth in one month. One successful tactic I used to build the audience was asking employees to share our organization’s content on their personal social profiles (employee advocacy).
Additionally, I managed a complex social media project (LRO Live!) involving NASA engineers/scientists and K12 kids across the U.S. designed to elevate the mission and engage youth. This experience included the launch of a YouTube video series.
Creative content and national campaigns
- Content Creation -- Partnered with writers, editors, creative staff, and design agencies to create and publish content that inspires a target audience to take the desired action. Created and produced marketing products for national marketing campaigns (E.g., Viewbook, direct-mail, ads, email campaigns, etc.)
Journalism and magazine publishing: working for IBA in Egypt
I used to live on Al-Sherifa Dina in Maadi, a suburb of Cairo. For almost two years 'home' was Egypt, and I loved it all - the country, the people, and my job. Especially my job.
As a magazine editor, I assigned, wrote, and edited stories for a suite of magazines on a variety of beats from technology, business and politics to human interest and health-related stories. I also had the good fortune to travel the Middle East extensively, covering hotel openings, test driving new Mercedes in the Sinai, and reporting on the Grand Prix in Bahrain.
I quickly climbed the ladder at IBA Media, and by the time I left, I held the title of deputy managing editor and was responsible for daily operations and personnel, which included the editorial, art and production staff of 18, as well as numerous freelancers.
I received InDesign and Photoshop training, juggled many competing priorities (including art package planning, developing ad copy and layout), and approved page layouts, template redesigns, and pre-press print checks.
While working for the largest English-language publishing company in the Middle East, IBA Media, I conceived, assigned and edited stories for all magazines on a variety of beats from technology, business and politics to human interest stories, as well as planned and wrote a monthly health column. Publications included: [Egypt Today](http://egypttoday.com/), [Business Today Egypt](http://www.businesstodayegypt.com/) and [Horus](http://issuu.com/mhani/docs/horus_october), the in-flight magazine of EgyptAir airline.
About the magazines
IBA Media is the largest English-language publishing company in the Middle East. It publishes a suite of magazines: [Egypt Today](http://egypttoday.com/), [Business Today Egypt](http://www.businesstodayegypt.com/) and [Horus](http://issuu.com/mhani/docs/horus_october), the in-flight magazine of EgyptAir airline.
Egypt Today
Published monthly in Cairo, Egypt, since 1979, Egypt Today is the leading current affairs magazine in Egypt and the Middle East — and the oldest English-language publication of its kind in the nation. Subscribers in more than 40 countries use the magazine to keep abreast of developments in Egypt and the region.
Business Today Egypt
Owned by IBA Media, Business Today Egypt is the nations leading business magazine. The nation's only independent business title, bt offers Egyptian and expatriate business leaders cutting-edge insights and analysis of the topics of the day.
Horus
Written in both Arabic and Englight, Horus is the official inflight magazine of Egypt’s national airline, EgyptAir. It is placed on 77 aircrafts serving 73 destinations.
Magazine clips