Expert Details
Marketing and Communications
ID: 738413
Michigan, USA
Expert also serves on the board of trustees at her alma mater, a small liberal arts college, and has insights into trends in higher education.
Skills + Training:
• Agile methodology
• IDEO’s Design Thinking framework
• Adobe Creative Suite (Photoshop, InDesign, Acrobat Pro, Premiere Pro)
• Variety of digital marketing and CMS tools, including WordPress, Ektron, SharePoint, Mailchimp, Hubspot, etc.
• Reporting and analytics software including Google Analytics and Adobe Analytics
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2008 | Degree: MA | Subject: Communications | Institution: Grand Valley State University |
| Year: 1998 | Degree: BA | Subject: English | Institution: Northwestern College |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2021 to Present | Employer: Undisclosed | Title: Director, U.S. Marketing and Strategy | Department: Marketing and Communications |
Responsibilities:Expert has led all initiatives responsible for building the brand in North America for the largest contract office furniture manufacturer in Asia -- a new entrant to the U.S. market. Her responsibilities in this capacity include SEO, website optimization, social media, analytics, content and blog post creation, and creation of product and sales support materials (including sell sheets, catalogs, hang tags, PowerPoints, brand videos, marketing emails and more).Expert is also responsible for all strategy and tactics for U.S. market, including brand building, attracting dealers and end users, supporting sales efforts, and creating a brand identity targeted at this market. She also partner with the brand team in China on global marketing initiatives. Significant accomplishments: • Faced with competing demands within her first 30 days, Expert mapped out a marketing strategy and timeline to maximize impact and support sales efforts with limited dollars, while also creating foundational elements such as an NA tagline, brand pillars and attributes. • Expert created a brand video on a budget of $500 – acting as script writer, director and voiceover artist while finding a vendor who could meet the company's budget and brand requirements alike. • In less than a year, Expert has created a full array of foundational marketing assets, including rewriting web pages for all products. She has created and designed sell sheets and price lists for all products, product overview catalog, in-stock catalog, category brochures, an official "About" presentation and video, and more. |
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| Years | Employer | Title | Department |
| Years: 2001 to 2021 | Employer: Steelcase Inc. | Title: Manager | Department: Marketing and Communications |
Responsibilities:Expert was responsible for strategy development and support of communications efforts across the company, including human resources, DEI (diversity, equity and inclusion), ESG and corporate responsibility, community relations, competitive analysis, dealer relations, e-commerce, digital marketing, investor relations, and product launches.She served the company as Communications Manager (2018-21), as Digital Marketing Manager (2017-18), in a variety of Digital Marketing Management and IT Management roles (2008-17), and Senior Communications Specialist for Employee Communications (2001-08). During this timeline, Expert role's have included Surface Materials product launches: Social media campaign, video script, photo shoot, sales webinar, and web page design. She has led cross-functional teams tasked by the CEO and has managed complex, global, multi-channel projects. Among other significant achievements, Expert led a cross-functional team of vendors and IT experts over 7 months in developing and launching cutting-edge digital solution for customer visits. Expert has assumed responsibility for all digital touchpoints for a brand within the company, including 4 global websites, social media, email marketing, and sales support. She also created a multi-channel digital strategy and drove 160% increase in signups for the company's email newsletter. She also led the team responsible for managing the catalog database for online B2C stores and retail channels. In her first role with the company, Expert spearheaded the overhaul of the company's Intranet and online and print newsletters, spanning focus group to launch. |
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| Years | Employer | Title | Department |
| Years: 1999 to 2001 | Employer: The Wordsmiths, Inc. | Title: Writer/Editor/Project Manager | Department: |
Responsibilities:• Provided communications support in a variety of mediums (including annual reports, brochures, newsletters, ads,websites, membership letters, etc.) for clients in diverse industries ranging from finance to law to manufacturing. |
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| Years | Employer | Title | Department |
| Years: 1998 to 1999 | Employer: Iowa Information Publications | Title: Managing Editor | Department: |
Responsibilities:• Oversaw and wrote for weekly entertainment guide and quarterly lifestyle magazine, plus weekly newspaper. |
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