Sydney Hook
Marble Hill,MO
Summary
SEO manager with 5+ years of experience driving organic growth for enterprise brands, including WK Kellogg, Kellanova, Invisalign, and McDonald’s. Skilled in technical SEO, content strategy, site migrations, and client-facing strategy. Currently focused on AI-driven search and Generative Engine Optimization (GEO), helping brands navigate evolving search trends and advising senior stakeholders on emerging opportunities.
Overview
7
7
years of professional experience
Work History
SEARCH ENGINE OPTIMIZATION MANAGER
Starcom Worldwide
Chicago, IL
03.2022 - Current
- Lead SEO strategy, technical implementation, and content guidance for enterprise brands including Kellanova, WK Kellogg, Del Monte, Contadina, Invisalign, and McDonald’s.
- Manage site migrations, including URL structures, redirects, metadata, and sitemaps, ensuring minimal traffic disruption during brand separations.
- Develop keyword and content strategies while monitoring technical site health to optimize organic performance.
- Serve as primary client advisor, delivering quarterly reports, presentations, and insights on search trends and AI/Generative Engine Optimization (GEO).
- Design dashboards, frameworks, and “Modern Search POV” presentations to track AI-driven search and guide brand strategy.
- Explore and implement new AI search tools, incorporating findings into client-facing recommendations and SEO reporting.
SENIOR ASSOCIATE, ORGANIC SEARCH
Mindshare
Chicago, IL
03.2020 - 03.2022
- Supported technical SEO audits and ongoing optimization efforts for a portfolio of enterprise CPG brands within the Kimberly-Clark organization.
- Conducted large-scale site crawls and analysis to inform on-page and technical SEO recommendations in partnership with internal IT and development teams.
- Performed content audits and data-driven analysis to identify optimization opportunities and guide brand-level SEO improvements.
- Led quality assurance for SEO-related content and page updates through user acceptance testing and production launches.
SEARCH ENGINE OPTIMIZATION SPECIALIST
Power Equipment Direct, Inc
Bolingbrook, IL
06.2019 - 03.2020
- Owned SEO optimization efforts for a portfolio of niche e-commerce sites, driving an average of 22% year-over-year organic traffic increase.
- Collaborated closely with IT, merchandising, sales, and design teams to align site updates with search and business objectives.
- Acted as a liaison between external platform partners and internal search stakeholders.
Education
B.B.A - Marketing Management
THE UNIVERSITY OF IOWA, HENRY B. TIPPIE COLLEGE OF BUSINESS
Iowa City, IA05-2019
Skills
- Expertise: Generative Engine Optimization (GEO) Tehcnical SEO & Site Migrations Search Measurement and Reporting
- Tools: Google Analytics Google Search Console Looker Studio Screaming Frog SEM Rush/BrightEdge
Timeline
SEARCH ENGINE OPTIMIZATION MANAGER
Starcom Worldwide
03.2022 - Current
SENIOR ASSOCIATE, ORGANIC SEARCH
Mindshare
03.2020 - 03.2022
SEARCH ENGINE OPTIMIZATION SPECIALIST
Power Equipment Direct, Inc
06.2019 - 03.2020
B.B.A - Marketing Management
THE UNIVERSITY OF IOWA, HENRY B. TIPPIE COLLEGE OF BUSINESS