What I’m looking for
- Level
- Senior · IC or management
- Setup
- In-office, hybrid, or remote
- Type
- Full-time salaried position
If there’s one thing I’ve learned about finding jobs, it’s that “the dream job” can come in different shapes and sizes, sometimes unexpected. That’s why I like to keep an open mind about this kind of thing.
I’d like to find a senior content position that involves one or more of the following:
- Content strategy and editorial standards
- SEO, AEO, and anything in between
- Building and testing AI content generation systems and workflows
- Team leadership and people management
- Hiring, training, and coaching writers and editors
If you have a different type of role that you think could match my skill set, please don’t hesitate to reach out!
Been there, done that
Got the T-shirt. And all the hoodies. Actually, trying to cram all the swag into my closet feels a lot like trying to cram a decade of experience into a resume PDF.
Fortunately, a web page doesn’t have that problem. I’d like to use this lovely unlimited space to tell you about some of the projects I’m most proud of.
- I worked with product and engineering teams to shape HubSpot’s new AEO and content generation systems. My role included writing and iterating prompts for a variety of content types, testing output quality for different models, and meeting regularly with the teams to provide my feedback and suggestions.
- I was part of the Autopilot team, where we provided white-glove AEO services for HubSpot customers – everything from meeting with the customers to understand their brand and goals to using our content systems to generate publishable content for them and track the results. The project boosted customers’ LLM visibility while giving us a real-world testing ground for our own systems.
“[Sarah] has a rare ability to combine outstanding writing talent and critical thinking with a deep, intuitive understanding of AI. Her work is creative, thoughtful, and consistently held to an incredibly high standard.”
“Her expertise has been invaluable in developing our next generation content generation experiences.”
- I joined XFunnel to build a content generation system for our customers, creating AEO-optimized content at scale. I worked with Claude Projects/Skills and managed a team of freelance editors to produce blog posts and landing pages for global brands like HiBob and LastPass. I also worked with XFunnel’s engineering team to build XFlow, an automated AI workflow system.
- I audited ~40 customers’ existing websites and content and met with customers to walk them through my recommendations. Many customers were able to optimize their existing content for improved LLM visibility.
- My role at XFunnel also gave me the opportunity to perform extensive research through our citation database. I got a close look at what content types actually get cited and was able to compare results between different LLMs. This research helped shape XFunnel’s GEO methodology.
- I wrote several posts for the XFunnel blog, including How to Get Cited on Google AI Mode and SEO vs. GEO.
- XFunnel was acquired by HubSpot in December 2025.
“Sarah is truly an all around content/strategy mind. She joined a young startup, in a new market, and managed to [take] her expertise and bake it into our product, working hand in hand with our engineers.”
“She didn’t just write great content. She brought that same rigor to the product side, helping product & engineering teams at both XFunnel and HubSpot build AI content products.”
- I started at Kape as a Content Lead for CyberGhost and Private Internet Access (PIA), two of the company’s VPN brands. I led organic content strategy, managing a team of ~15 freelance writers and editors. We increased YoY organic sales by up to 200% across different content directories. I also streamlined content production and introduced AI to our workflows, increasing weekly publishing rates by 300%.
- Later on, I was promoted to Senior Content Lead and added ExpressVPN, the company’s flagship brand, to my portfolio. I was in charge of entertainment, gaming, and sports content, and led a team of in-house content strategists and freelance writers and editors.
- One of my favorite things I did at Kape was coaching and upskilling my direct reports. I loved getting to know the people on my team and helping them build the confidence to try new things and excel at them. I also led group editing sessions and SEO webinars to help the team grow as a whole.
- Alongside my role, I established the Women at Kape Mentorship Program along with my co-lead. We connected women across the company and helped foster the mentor-mentee relationships that allowed both sides to grow.
“What stood out most was her ability to hold two things in tension that often pull against each other — sales objectives and KPIs on one side, genuine user intent on the other — and find a workable balance rather than defaulting to one at the expense of the other.”
“[Sarah] brings a calm, grounded leadership style that builds confidence and brings out the best in each and every one of her team. She advocated for my development, created space for creativity, and gave clear, constructive feedback that made me want to raise my game.”
- I started out as Editor-in-Chief for WebsitePlanet.com, in charge of editorial standards and content quality across verticals such as web hosting, website builders, design tools, and more.
- Later on, I established Webselenese’s training program for freelance writers and editors. I led a team of 7–8 training managers and together we designed the training materials and onboarded over 100 freelancers across the company’s websites.
- I led content operations for Fund.com, the company’s financial services website. I hired a freelance team and created templates and content briefs for verticals such as insurance, loans, and mortgages.
- Through a collaboration with Pay.com, I spearheaded the brand’s content across blog, landing pages, LinkedIn, and email, increasing organic site visits by 600% within 6 months.
- I organized the Webselenese content summit in Jerusalem in 2022, an in-person, 3-day event for 40 content professionals from all over the world (a special challenge during COVID).
“What will impress you the most about Sarah is her uncanny ability to assimilate and distill the entirety of your company’s message – no matter how nuanced – and transmit this as practical information to a team of writers and editors in the most efficient manner possible.”
“Sarah’s a thoughtful, empathetic leader. She built an amazing, talented team and ensured each of us felt supported – that’s no easy task when you’re working with freelancers from around the world.”
Prefer to read the PDF version with the tiny fonts and all the keywords?
Send me an email and I’ll happily send you my CV.
Long story short
What came before, and what I like to do outside work
Born in Upstate New York, I moved to Israel with my family when I was a kid, so I grew up with both English and Hebrew as native languages. You can speak to me in either, but if you’re Israeli and you insist on speaking to me in English, just know that I’ll be judging you. (Okay, not really, but it will make me feel awkward.)
I’m self-taught and don’t have a college degree. I’m a fast learner and quite good at figuring things out when I need to.
Writing was always “my thing” from a very young age, but content wasn’t my first career. I spent a while working in web design, back at a time when we had to actually write HTML code by hand.
After that, I started my own business, Glass by Sarah. I made and sold handmade glass beads to customers worldwide, taught classes in 12 countries, and produced and marketed beadmaking ebooks that sold over 10,000 copies. You could call that the ecommerce chapter of my life, I guess.
Along the way, I wrote and self-published my book, Don’t Talk About Dafna. It’s a suspense novel in Hebrew, and I keep saying I’ll translate it into English one day, but I’m slowly coming to terms with the fact that I probably won’t.
I have translated other things, though. Many other things, particularly Hebrew subtitles for hundreds of TV shows.
It’s been an unconventional path into content, but I think it’s a big part of why I care so much about how things look, how they’re taught, and how they read to a real audience.
Off the clock
All work and no play? Nope. In my free time, I’m an avid solo traveler, and I’ve visited around 40 different countries. Over the past year, I’ve taken up urban sketching, and sketching on location has been a blast!
This must sound really exciting (and it is), but when I’m not out roaming the world, I’m a huge homebody. On most nights and weekends, you can find me hanging out with my cats, cooking vegan food, solving crosswords, doomscrolling, or getting into pointless arguments with Claude. Or ChatGPT. Depends on the latest model.
Let’s talk.
If you’ve read this far, we should definitely talk. I’d be delighted to send you my CV and/or set up a call.
or write to [email protected]
FAQ
Which industries have you worked in?
In my previous roles, I’ve had the opportunity to work with a variety of industries, including (but not limited to):
Do you always use AI for writing content?
No. It depends on the project and its requirements. I find AI to be a great tool for generating certain types of content, while other types require a human voice, and I feel very comfortable with both. On this site, for example, I wrote all the content myself, but Claude was my partner in building the page.
In what ways do you use AI in your content work?
I use it for research, ideation, and for generating content when the case calls for it. I also find it extremely helpful for editing, especially when it comes to my own work – sometimes you just need that second eye for spotting typos or inconsistencies.
This also works the other way around. I’m a long-time “human in the loop,” and I have tons of experience editing AI-generated content, improving quality and preparing for publishing.
On a higher level, I’ve either built or taken part in building AI-based content workflows, skills, and agents for producing content at scale.
Everyone on our team can use AI to generate content. What do we need you for?
Ah, I’m glad you asked. You’re right, anyone can open ChatGPT and say “write a blog post” or even create a Claude Skill, but my content management experience gives me an edge, with a few special skills to bring to the table. Having created hundreds of briefs and templates and personally trained dozens of human writers and editors, I’m very good at prompting AI tools to produce high-quality, optimized results. And having worked extensively with AI tools and testing their output, I can easily spot and avoid the patterns and conventions that make a piece of content “sound like AI.”
What other tools have you worked with?
I’ve worked with various CMS platforms including WordPress, Wix, Webflow, and others – I feel very comfortable in site builder environments and can always learn to use others if I need to.
For project management, I’ve used Asana, Trello, Jira, and Notion.
My jobs over the past decade have been in Google Workspace environments so I feel most at-home with Google Docs, Sheets, and friends, but I’ll adjust to MS Office if that’s what your company works with.
I’ve used Canva a lot and my visual background makes me quite good at it. I’ve also done a bit of video editing, but I am not a pro.
Can you work in both English and Hebrew?
Yes, absolutely. I speak, read, and write Hebrew at a native level and feel comfortable giving presentations and leading meetings in either language.
What time zone do you work in?
I live in Israel, UTC+2/3, and my work week is typically Sunday–Thursday, but I’m more than happy to be flexible about this. I can be available, at least partially, during U.S. or East Asia work hours, and don’t mind working Monday–Friday or any other reasonable configuration.
Would you be comfortable with a fully remote position?
Yes, I have worked remotely before. As I am a self-starter and quite independent, I can easily work remotely if needed. Just be aware that my cats may occasionally show up at Zoom meetings.
Do you do technical SEO?
No. I have tons of experience with on-page SEO and I can optimize the heck out of your priority pages, but I’m not experienced with backend SEO.
Are you open to freelance work?
I am not currently set up for freelance work and I strongly prefer a full-time salaried position. That said, if you have a fascinating, full-time, long-term project that would make a great fit for me but you can only pay through a freelance contract, feel free to get in touch and I’ll see if I can make it work.
Where can I see samples of your writing?
To get an idea of my writing style, you can see a few of my articles on the XFunnel blog:
- How to Get Cited on Google AI Mode
- GPT-5 vs Opus 4.1 vs Gemini 2.5
- SEO vs. GEO: How They’re Different & What You Need to Know
As I have worked mostly in content management and editing positions rather than writing positions, I don’t have a full writing portfolio, but I’m very much open to take-home assignments as part of a hiring process and I’d love to show you what I can do.
When can you start?
I’m available to get started whenever you need me to!