Heidi Liddle

Experience

• 

  Baylor Scott & White Health

  Senior Digital Content Writer and Editor

  Nov 2024 - Present

  Baylor Scott & White Health is a leading Texas-based healthcare provider delivering comprehensive medical care and virtual services (MyBSWHealth, eVisits) with a strong focus on patient education, digital access, and integrated clinical services.

  • Led editorial content strategy for consumer healthcare blog and virtual care platforms, translating clinical and operational priorities into clear patient-facing narratives.
  • Applied SEO/GEO/AEO and content discoverability best practices to increase organic reach and AI-mediated discovery.
  • Used GA4 and Amplitude to measure performance and guide editorial prioritization and channel mix.
  • Built patient education and conversion-focused content for virtual care journeys and provider-facing communications.
  • Drove measurable reach: contributed to a cross-channel ecosystem that delivered 3M+ annual users aligned to search intent and conversion goals.

• Medline Industries, LP

  Brand Content Strategist and Editorial Director of SCO (Supply Chain Optimization) Magazine

  Jan 2022 - Oct 2024

  Medline is a multi–billion-dollar healthcare distributor serving acute care, ambulatory, and long‑term care customers; it operates enterprise brands, supply‑chain solutions, and B2B content programs for healthcare operators.

  • Led enterprise content strategy to support brand growth and account expansion across acute, ambulatory, and long‑term care segments.
  • Built messaging architectures and differentiation frameworks from CRM language, call data, and customer interviews to inform campaigns and sales enablement.
  • Produced full‑funnel content and sales enablement (executive bylines, case studies, guides, one‑pagers) to educate and convert healthcare decision‑makers.
  • Partnered with brand, digital, UX, and sales teams to align messaging across channels and buyer stages.
  • Oversaw editorial standards and regulatory considerations for enterprise thought leadership and demand generation.

• Medline Industries, LP

  Senior Content Writer, Brand Strategy—Enterprise and supply chain

  Mar 2020 - Jan 2022

  • Owned brand‑level content for enterprise and supply‑chain audiences, creating persona/vertical messaging tracks for procurement, operations, and clinical leaders.
  • Converted fragmented inputs (Gong/call data, CRM fields, competitive intel) into repeatable messaging and playbooks for sales and account teams.
  • Designed and produced enablement assets (battlecards, ROI tools, case studies) that shortened sales cycles and supported account expansion.
  • Directed SCO Magazine editorial strategy (2021–2024), translating technical supply‑chain innovation—warehouse automation, autonomous material handling—into practical stories for procurement and operations.
  • Applied SEO and content patterns that drove measurable organic traffic and improved awareness among target healthcare buyers.
• 

  Vistex

  Senior Copywriter and Content Strategist

  Jul 2019 - Mar 2020

  Vistex provides enterprise software for pricing, incentives, rights & royalties, and revenue optimization—helping companies manage complex commercial programs across industries.

  • Created B2B SaaS thought leadership and demand‑generation content tailored by industry, buyer stage, and region to support pipeline development.
  • Wrote and edited a broad range of assets—eBooks, case studies, blog posts, video scripts, feature sheets, and press releases—aligned to product suites and buyer journey.
  • Partnered with product, sales, and regional teams to ensure messaging resonated with technical and commercial stakeholders.
  • Focused on content that translated product capabilities into measurable business outcomes for global customers.
• 

  Quad

  Content Licensing Specialist

  Oct 2016 - May 2019

  Quad is a marketing, creative and print solutions company offering integrated services across content production, media, packaging, in‑store experiences, and omnichannel marketing.

  • Project‑managed text relicensing for higher‑education publishers (McGraw Hill), coordinating rights holders, contracts, and invoicing.
  • Maintained licensing compliance and audit trails to ensure all reuse matched contractual and publisher requirements.
  • Served as primary coordinator for rights correspondence and contract management between internal stakeholders and external licensors.
  • Monitored licensing workflows against guidelines and regulations to mitigate rights and royalty risk.

• Self-employed

  Writer and design consultant

  Sep 2009 - Jul 2019

  Independent consulting practice providing writing, digital content development, project management, and layout/design services for B2B and B2C clients across publishing, education, retail, AEC, and corporate brands.

  • Delivered end‑to‑end content and design services for multiple clients (email campaigns, product video scripts, monthly newsletter articles, marketing brochures).
  • Adapted print learning materials into interactive e‑learning and ebook formats for educational publishers and proprietary platforms.
  • Provided magazine design and layout, media kit design, conference and trade show collateral, and sales materials for B2B media clients.
  • Scoped, managed, and handed off campaigns and content systems—coordinating designers, developers, and subject experts to meet production timelines and budget targets.
  • Developed branding, catalog copy, and marketing content for clients across office products, retail, lighting, and consulting.
• 

  ZweigWhite

  Creative and Production Director

  Mar 2004 - Sep 2009

  Zweig Group (ZweigWhite) is a national provider of research, benchmarking, publishing, and consulting services for architecture, engineering, and construction firms—offering reports, training, events, and advisory services to improve firm performance.

  • Provided editorial, creative, and production leadership for B2B trade publications serving architecture, engineering, and construction audiences.
  • Managed end‑to‑end publication production—editorial calendars, contributor management, layout, and print production timelines.
  • Directed creative and agency client work including catalogs, books, marketing collateral, and conference materials.
  • Led teams across editorial and production, ensuring consistent voice, quality, and on‑brand creative execution for industry audiences.
• 

  Quad

  Creative Director (Copy) and Account Manager

  Jul 1999 - Feb 2004

  • Directed multiple creative accounts (catalogs, books, direct mail, trade shows, photography, print advertising) and provided copy and editorial leadership.
  • Authored creative briefs, catalog copy, marketing and ad copy, and digital content aligned to client strategy and brand voice.
  • As account manager, developed project schedules, estimates, and budget forecasts while keeping projects on scope and on time.
  • Led new business efforts—writing proposals and RFP responses, preparing case studies, and presenting creative pitches to prospective clients.
  • Coordinated cross‑functional teams (design, production, strategy) to deliver cohesive campaigns for B2B and B2C clients including national retail and office products brands.