Contentsquare is the all-in-one experience intelligence platform designed to be easily used by anyone that cares about digital journeys. With our flexible and scalable platform, you quickly get a deep understanding of your customers’ whole online journey. CSQ’s AI-powered insights provide those “ah ha” moments you need to deliver the right digital experiences. You get to work faster and smarter with the confidence to know what to do next to improve.

Leading brands use tools from the Contentsquare group (Contentsquare, Hotjar & Heap) to grow their business, deliver more customer delight and move with greater agility in a constantly changing world. Our insights are used to optimize the experience on over 1.3 million websites worldwide.

Website Content Curation and Governance

One of my first actions after been given ownership of the website was investing time in website information architecture and content governance to improve discoverability, reduce content debt, and keep high-intent experiences current. For example, I led the creation of dedicated Press and Corporate sections to declutter the blog, clarify user journeys, and make critical company information easier to find. I also established a maintenance cadence for high-visibility hubs (like the CX Circle hub and other time-sensitive pages) to ensure they stay accurate, relevant, and conversion-ready.

I led our investment in ungated competitor and comparison content because it’s where buyers often begin evaluating solutions. Done well, we’ve make sure these pages capture high-intent organic demand, shape the narrative early, and support pipeline by helping prospects self-qualify with transparent, credible information before engaging Sales.

I lead the global content and web strategy for major international campaigns.
I lead the global content and web strategy for our biannual product launches.
I own and manage six- to seven-figure budgets across global content and web programs.

Cross-brand initiatives

I was responsible for several cross-site initiatives across the Contentsquare, Hotjar, and Heap websites to clearly communicate the new brand architecture: three distinct brands, connected under one company. This work included aligning messaging and navigation patterns, updating key pages to reflect the relationship between the products, and ensuring the experience felt consistent no matter where users entered the ecosystem. One of the flagship initiatives was the creation and rollout of two videos that explained how Hotjar and Heap fit within Contentsquare—turning a complex merger story into a clear narrative that helped customers and prospects quickly understand what each brand is, how they relate to one another, and what (if anything) changed for them.

CSQ and CX Circle Youtube channel launch

I led the relaunch of the CSQ YouTube channel, taking full responsibility for creating and editing 12 videos on general topics in preparation for several upcoming product launches. These videos set the creative, visual, and storytelling approach for our new YouTube channel as a key content marketing tool. You can see them all here: https://www.youtube.com/@Contentsquare.

Additionally, I led the curation of the CX Circle YouTube channel as a growing presence in our video ecosystem. I shaped the content strategy and publishing cadence to strengthen brand awareness and deepen engagement with the CX community. The channel helped extend Contentsquare’s narrative beyond the website—creating a consistent, discoverable video hub that supports our broader web and brand strategy.

Global Content Marketing Strategy

My unified global content marketing model proposal translated into a Global Content Strategy framework 2 years in a row

As the Director of Global Marketing at Contentsquare, I lead a strategic initiative to unify and enhance the content strategies of three SaaS B2B businesses—Contentsquare, Heap, and Hotjar. My mission is to integrate existing content frameworks while positioning the organization for future growth in a competitive landscape.

I spearhead the creation of a comprehensive, global content strategy that emphasizes consistency, scalability, and efficiency. This strategy focuses on the entire content lifecycle, from attracting and educating new prospects to nurturing and converting leads through targeted and personalized content. A critical part of this process is consolidating diverse content assets, using a mix of gated and ungated content to maximize engagement across different audience segments, including SMBs, mid-market, and enterprise clients.

My role also involves optimizing content production processes, implementing a unified reporting system, and fostering cross-team collaboration to ensure alignment across marketing, sales, product, and customer education teams. Additionally, I play a key role in integrating SEO-driven and localized content strategies to enhance global reach and audience engagement. This initiative aligns the content strategy with current business objectives and lays the groundwork for a cohesive, future-focused content marketing framework that drives long-term customer value and business growth.

Partner Stories Hub

With the intention of streamlining editorial efforts and given the business importance of partners for every B2B SaaS business, I led and coordinated the creation of a Partner Stories Hub to house all partner stories and interviews previously scattered across the blog. My team and I audited, coordinated the revamp, and migrated ~20 partner stories into a newly designed space. The ultimate goal is to continue expanding this hub, ensuring its longevity and implementing the same process in other languages as resources allow. At the same time, I’ve been working on coordinating content in other languages (e.g., French and German).

eBooks

I lead the strategy, production, and end-to-end delivery of Contentsquare and Heap by Contentsquare eBooks. These are digital publications offering valuable insights and solutions, typically downloadable. These eBooks serve as educational resources for all our prospects, customers, and sometimes partners, positioning each specific brand as an authority in the industry while generating leads and nurturing customer relationships. They combine text, visuals, and interactive features to engage readers and deliver actionable content that helps businesses optimize operations or achieve goals in the SaaS realm.

Internal comms and stakeholder education

Due to the merger and a general lack of understanding of the nuances and finer details of content marketing, there was a significant need for trust-building and overcommunication from the Content Marketing team to other departments and stakeholders regarding our reasoning and planning processes. To address this, I launched a quarterly global newsletter to update the entire marketing team, as well as our closest stakeholders, on the team’s achievements.

Additionally, after our monthly planning sessions, I have been sharing a planning recap to ensure everyone understands what we’re working on and why.

Peer and management feedback

All of the work you have done to engage with stakeholders and build strategy, is a first-class example of how to lead a team through difficult change

— Manager feedback, Q1:24

You are changing ways of working in a really positive way in multiple ways from process, to teaching people how to brief and work with your team, to enabling your team to grow. Great leadership.

— Manager feedback, Q2:24

I do want to say that you have been so amazing since we joined the two companies. I hear your name a lot and it's always with "SHE IS SO AWESOME" :) I know you have a lot on your plate but everything you do has so much impact.

— Peer feedback, Q1:24

Valeria is truly the best Lead I’ve ever encountered on any content team (in-house or freelance) and I know you’re all in incredible hands.
— Direct report feedback, Q1:24