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Experience
Skills & Proficiencies
Education
For specific project examples & case studies, please visit my marketing portfolio.
Professional Experience
Freelance – Seattle, WA
Marketing consultant & brand strategist
2015
- Actively helping companies develop integrated marketing strategies
- Providing assistance on specific marketing projects, such as outreach strategies, brand positioning, & persona development
- Currently accepting new clients. See my services here.
Rover.com – Seattle, WA
Social media manager
2015
- Developed an integrated social media strategy that aligned each social channel to a different section of the consumer journey
- Defined goals & KPIs for Rover’s social media program
- Executed social media campaigns
Example:
Launched a campaign at the BlogHer ‘15 conference that grew Rover’s Instagram following by 7%
The campaign also brought its average audience engagement to 9% - Researched & implemented a social media management tool to help streamline collaboration & improve productivity
- Researched & implemented a social media analytics software
- Researched & selected a brand monitoring tool to stay abreast of brand crises
- Proposed a crisis management & customer service process for coordinating across teams
- Developed a system for organizing & curating millions of photos
- Created a workflow that improved the team’s social media planning & publishing cadence
Distilled – Seattle, WA
Head of content strategy
2013 – 2015
- Pitched & implemented a new content strategy team
- Developed a framework for how Distilled delivers content strategies, including detailed content marketing processes, internal workflows, & dependencies
- Identified & implemented metrics for tracking content marketing success
- Managed project budgets & monitored team workload
- Regularly conducted the following: branding exercises, benchmark audits, content audits, keyword research, competitor research, persona research, & project management
- Regularly developed the following: content & distribution strategies, brand voices, editorial calendars, & customer journeys (see case studies here)
Example:
Helped one client overhaul its brand voice & blog to grow traffic by 500% & leads by 670% - Acted as project manager & worked closely with the creative production team to execute interactive content experiences
Example:
Redesigned a college’s admissions page & created an interactive data visualization, aptitude test, & salary by state map as part of its content strategy - Trained clients on content marketing best practices, such as primary & secondary market research, effective writing, SEO, promotion, & workflow management
- Acted as managing editor on behalf of clients, which required brainstorming topics, recruiting writers, managing freelancers, & editing content
Example:
Developed the brand voice, content strategy, & landing page copy for an e-commerce security company, which grew the conversion rate by 47% and organic traffic by 80% within four months - Spoke at various conferences & meetups, including SearchLove, LavaCon, & MNSearch Summit
Distilled – Seattle, WA
Head of outreach
2011 – 2013
- Created a new media outreach team for Distilled
- Grew demand for team’s services—within six months it brought in one-sixth of the company’s total annual revenue
- Developed team processes, including a project management workflow, outreach best practices, & reporting procedures
- Identified & implemented metrics for tracking team success
- Managed team, which included ongoing training, line management, employee development, & performance reporting
- Managed client budgets & monitored team workload
- Regularly brainstormed & worked with creative team to execute PR campaigns
Example:
Made a speed reading test for Staples that earned 160,000+ social shares & coverage on sites like The Guardian, CNET, & Buzzfeed - Trained clients on outreach best practices & team management
- Regularly conducted outreach & implemented sponsored partnerships
Examples:
Helped create & promote a series of small business guides, which earned more than 3 million visits, 640,000 social shares, & 2,500 linksWorked with popular lifestyle blogger Coco + Kelley to create a DIY Christmas ornament video tutorial on behalf of a client
The Emerald Palate – Seattle, WA
Founder & editor
2010 – 2015
- Created a lifestyle blog that documents food, decor, street style, news, & trends
- Developed all blog content & business strategies, including the implementation of styling services at one point
- Used social media & a newsletter to connect with the fashion/food community & attract new visitors
- Networked with other bloggers to create strategic partnerships
- Assisted in manipulation of WordPress theme to create site design & architecture
- Designed logo, navigation buttons, business card, & all fashion style guides
- Developed & photographed all recipes
- Photographed & edited all street style subjects
eLocal USA, LLC – Seattle, WA
SEO & business development specialist
2010 – 2011
- Conducted outreach & negotiated partnerships
Example:
Pitched The Washington Post on a content collaboration - Recruited & managed 75+ home experts for a new content series, which earned hundreds of links & proved the value of content marketing to leadership
- Worked closely with a designer to develop infographics
Examples:
Buy Local Infographic
2011 Home Improvement Trends Infographic - Identified internal strengths & weaknesses by analyzing Google Analytics & AdWords accounts
- Carried out extensive competitive backlink analyses using Moz’s Open Site Explorer tool
- Reviewed internal/external site architecture to identify areas for improvement
- Proposed the creation of a design internship program
- Mentored design interns & oversaw day-to-day tasks to ensure successful completion of projects
Pin Street, Inc. – telecommute
Marketing consultant & graphic designer
2009 – 2010
- Recruited & directed designer for creation of website for a chain of bowling centers
- Managed web designer & directed creative vision
- Edited web designer’s work & created additional design elements, such as ads & buttons
- Wrote all web copy
- Created site layout & internal link structure
- Developed onsite SEO strategy
- Developed online marketing strategy, including advertising, social media, blogging, & email marketing
- Created & edited newsletters for 4 bowling centers
- Maintained website, social media accounts, & newsletter
- Managed freelance designer
- Coordinated with managers to receive center-specific information & updates
- Created new marketing campaigns, events, & programs
- Designed marketing materials for bowling centers, such as birthday invitations & brochures
- Prepared all marketing materials for print production