Available for freelance and remote opportunities
Martha Vassallo
I help B2B/B2C brands maintain editorial quality and stay competitive in search and AI-driven discovery.
Available for freelance and remote opportunities
I help B2B/B2C brands maintain editorial quality and stay competitive in search and AI-driven discovery.
About
I specialise in editorial strategy, content editing, and quality assurance across academia, journalism, SaaS, iGaming, and hospitality.
Over the past two decades, I've worked across the full editorial process, from briefing and commissioning to editing and publication. I've also developed style guides and refined editorial workflows while supporting writers in producing stronger content.
My work combines editorial practice with content strategy. I apply SEO principles and emerging GEO approaches to help craft content that's genuinely useful to readers and is accessible in search and AI systems.
Alongside editing, I offer proofreading services for academic, institutional, and marketing content.
Career
Grizzle
Developmental and copy editing of blog posts, landing pages, video scripts, and email newsletters for B2B SaaS clients. Responsible for building and maintaining content guidelines, contributing to AI content workflows, and delivering structured writer feedback to a distributed team of freelancers.
Semrush
Developmental and copy editing of SEO-focused blog content following brand guidelines and best practices. Responsibilities included ensuring factual accuracy, maintaining editorial quality at scale, and delivering detailed writer feedback.
Fluent Forever, US
End-to-end editorial production for a language-learning app — from blog posts and email campaigns to in-app content. Conducted keyword research, created content briefs, developed writing guidelines, and managed the blog calendar from ideation to publication.
Blexr Ltd, Malta
Oversaw daily online news production for vegasslotsonline.com. Managed a team of freelance writers including recruitment and onboarding, built editorial guidelines, and produced analytics reports to shape content strategy.
Blexr Ltd, Malta
Editing marketing-focused gaming content to high editorial and SEO standards. Produced detailed content briefs and delivered structured writer feedback across a high-volume publishing pipeline.
Azure Services Ltd, Malta
Writing and editing copy across print, digital, and social media channels. Chief proofreader for a quarterly newsletter in both print and online editions.
Times of Malta
Subediting news and feature content for one of Malta's leading national newspapers — a grounding in speed, accuracy, and editorial judgement under deadline pressure.
Various clients
A long-running freelance practice spanning copy editing, academic proofreading, EN/MT/IT translation, and marketing content. Clients include NCPD Malta, Martello Media (Ireland), the Valletta 2018 Committee, and academic institutions worldwide.
Search is evolving fast, and so is the bar for content quality. AI can generate at scale, but it takes a human editor to ensure that the information is reliable and genuinely helpful to the people it's written for. Here's what that means in practice.
Readers arrive with specific pain points and search intent. I make sure the content addresses them with expertise and unique insights that signal relevance and build trust.
Good information architecture helps readers find what they need and search systems to understand context. I edit for clarity, logical flow, and comprehensive topic coverage.
AI cannot reliably assess nuance or investigate unsupported claims. I check facts, identify gaps, resolve inconsistencies, and ensure a piece delivers on its purpose with accuracy.
Portfolio