Professional Summary
Multi-talented Marketing Communications Leader who is passionate about creating a measurable difference. Thrives at the table of collaboration and teamwork. Proven brand champion through storytelling, writing, graphic design, photography, video, and video editing—concept through completion—appealing to target audiences and meeting budgets, deadlines, and technical specifications. Strategic thinker who manages and measures multi-channel paid and organic digital content for brand recognition and qualified leads.
Achievements
- Brand Development: Developed and executed an integrated brand for 13 organizations including writing and graphic design
- Sales Media: Helped acquire over $20 million in specialty architectural glass and metal contracts through branded presentation portfolios
- Website Development: Designed a large e-commerce website and produced the written and visual content of over 20,000 products using SEO strategies to drive targeted organic traffic
- SEO Content Marketing Strategy: Grew quote requests 89% over the previous year through SEO content writing and a multi-channel brand awareness and lead capture strategy which contributed to the best sales year in the company’s 50-year history and exceeded growth expectations by several million
- Social Media: Authored blog and social media content for several B2B companies—gaining brand awareness through storytelling, increasing thought leadership, improving SEO, and generating qualified leads
- Storyteller: Served as Editor and/or Graphic Designer, and Contributing Writer for 11 publications (corporate and nonprofit)
- Google Paid Search: Overturned an unprofitable Google Adwords campaign and exceeded new customer growth goals three years in a row, increasing new customer online sales as much as 230%, and helping a 60-year-old B2B company reach record annual sales
- Photography: Achieved award-winning industrial photography two years in a row published in a leading national trade publication
- Video & Video Editing: Filmed and edited hundreds of videos across three distinct brands and collaborated with a sales team to create personalized videos resulting in sales
- Publication Editor: Applied substantive editing by reducing a 5,000-word manuscript to 1,500 words for a 28-page booklet that has been distributed globally and translated into 34 languages
Skills & Expertise
Marketing Communications, Brand Development & Execution, Multi-Channel Management & Reporting, Writing, Storytelling, Editing, Graphic Design, Photography, Photo Editing, Video, Video Editing, Production Art, Digital Content & SEO, Blogging, Digital Marketing, Social Media, E-mail Marketing, Advertising, Publications, B2B, B2C
Soft Skills:
- Creativity & Innovative Problem Solving
- Integrity & Work Ethic
- Leadership & Self Motivation
- Collaborative Communication & Teamwork
- Strategic & Analytical
- Flexibility & Life-long Learning
Software Expertise: Adobe Creative Cloud, Photoshop, InDesign, Illustrator, Premiere Pro, Dreamweaver, Acrobat Pro; WordPress, HTML, CSS, CMS; Google Analytics, Google AdWords; Microsoft Office, Word, Excel, Publisher, PowerPoint; Social Media, LinkedIn, Facebook, YouTube, Twitter, Pinterest, Instagram; Email Marketing Software, Constant Contact, Mail Chimp, Wrike
Professional Experience
Marketing Communications Specialist
LEMO Northwire, August 2021 to Present
- With direction from the National Marketing Manager, develop and execute the marketing communications strategy for a 50+ year interconnect design manufacturer across digital channels for lead capture and brand awareness
- Collaborate with the Sales Team and Design Engineers to develop content for application-specific marketing materials (medical device, industrial automation, and off-road heavy equipment)
- Write and design trade publication and digital advertising, website landing pages and SEO, email campaigns, press releases, presentations, and social media content
- Design industry-specific trade show displays and coordinate show logistics
- Prepare monthly campaign metric performance reports using Google Analytics
- Manage project milestones and tasks through Wrike project management software to meet deadlines
- Support Human Resources with internal communications, employee stories, and company news
SUCCESSES
- From 2021 to 2022, grew quote requests 89% through SEO content writing and a multi-channel brand awareness and a lead capture strategy which contributed to the best sales year in the company’s 50-year history and exceeded growth expectations by several million
- From 2021 to 2022, improved visibility of a proprietary brand 457% and increased page ranking from 33 to 6th most viewed webpage
Graphic Design & Copy Writing
Trade show display design and copy writing
Social media post design and copy writing
Floor decal design and copy writing
Trade show display design and copy writing
Social media post design and copy writing
Trade publication ad design and copy writing
Social media post design and copy writing
Storytelling
Director of Communications
North Heights, January 2020 to August 2021
As a member of the leadership team, designed a consistent visual brand and narrative across digital and print media channels for a multi-site organization aligned with the vision and mission of the organization.
- Provided storytelling and writing for website and blog content, weekly video scripts and email communications, letters from senior leadership, digital screens, signage, and marketing communications
- Provided graphic design, photography, and video editing across print and digital media channels
- Managed multiple projects to meet deadlines
- Supervised Communications team
SUCCESSES
- Developed a fluid and evolving strategic communications plan and process that aligned with the organization’s mission and vision across digital and print media channels
- Designed and launched three branded CMS websites (NorthHeights.Church, NorthHeights.Academy and NorthHeightsPreschool.org) in less than two months before the previous webhost became obsolete
- As a member of the leadership team, develop innovative ways of engaging a large, multi-site organization through social media during a global pandemic including weekly livestream interactive services, Coffee with the Pastors, Daily Devotions, and weekly video email communications
Websites
Websites
Screens
Digital screen design
Signage
Signage and banner design
Message Titles
Digital screen design
Photography
Marketing Specialist
FirstService Residential, April 2019 to January 2020
Worked closely with the Minnesota-branch President and North Region Vice President of Marketing of a leading North American property management company. Functioned as a graphic designer, writer, editor, and contributing photographer for Minnesota marketing communications meeting corporate brand identity.
SUCCESSES
- Contributed to writing, editing, and formatting several winning RFPs
- Wrote the content for ten CAI-MN Vision Award submissions:
- Nine of ten submissions became Vision Award finalists
- Two of ten submissions became Vision Award winners
Quarterly Client Publication
CommunityConnection publication
Produced three issues of the quarterly client digital publication: CommunityConnection as editor, storywriter, graphic designer, and contributing photographer.
Software: Adobe InDesign, Photoshop, and Acrobat.
2019 Holiday Community Connection (pdf)
Publication Gallery: (Click a thumbnail to enlarge)
Trade Publication Ad
CAI-MN trade publication ad
Produced the writing and graphic design of trade publication ads. Worked closely with the Minnesota-branch President.
Software: Adobe Photoshop and Acrobat.
Social media
FirstSpotlight social media campaign
Produced the writing and graphic design for several local social media campaigns highlighting new hires, new clients, and social purpose. Interviewed employees for content and worked closely with the Minnesota-branch President and North Region Vice President of Marketing.
Software: Adobe Photoshop.
Event Media
Open House theme design
Produced the writing, graphic design, and photography for open house invitations and e-mails, as well as produced a 49-slide multimedia presentation that looped during the event. Worked closely with the Minnesota-branch President.
Software: Adobe Photoshop and Acrobat Microsoft PowerPoint.
Marketing Communications
Marketing communications brochure
Worked closely with the Minnesota-branch President to produce the writing, editing, and graphic design of this eight-page marketing communications brochure.
Market Differentiators brochure (pdf)
Software: Adobe InDesign, Photoshop, and Acrobat.
Proposals
SUCCESSES
- Contributed to writing, editing, and formatting several winning RFPs
Software: Microsoft Word and Adobe Acrobat.
Award Submissions
SUCCESSES
- Wrote the content for ten CAI-MN Vision Award submissions:
- Nine of ten submissions became Vision Award finalists
- Two of ten submissions became Vision Award winners
Software: Microsoft Word and Adobe Acrobat.
Website Copy and SEO
Re-wrote Minnesota-branch Website copy to align with the corporate brand voice and SEO keywords.
Marketing Specialist
Acucraft Fireplace Systems, September 2018 to January 2019
Functioned as a one-person creative agency for a leading custom fireplace design manufacturer while the Marketing Director was on leave. Reported weekly metric performance. Worked with leadership and the sales teams to deliver the writing, graphic design, photography, and video for print and digital media to improve brand awareness, thought leadership, SEO, engagement, and generate qualified leads.
National Sales Brochure
National sales brochure
Produced the graphic design and copywriting for this 12-page Peninsula national sales brochure.
SUCCESSES
- The Company’s Owner said it was the best designed and written brochure in the Company’s 40-year history
Graphic design, logo design, copywriting, and extensive photo image editing of this national sales brochure.
Software: Adobe InDesign, Illustrator and Photoshop.
Logo Design
Logo design for the peninsula linear gas fireplace series.
Software: Adobe Illustrator.
Product Launch E-mail
This successful Peninsula product e-mail drove over 700 responses the first week it launched through e-mail, blog posts, and social media channels.
Produced monthly e-mail campaigns to multiple lists to improve thought leadership, brand awareness, and generate qualified leads. Provided the copywriting, graphic design, image editing, and html coding of e-mails.
While managing email campaigns that linked to the Company’s website (compared to September 2017-January 2018):
- Improved the goal conversion rate from 1.82% to 6.49%
Software: IXFactor, Adobe Photoshop.
Blog and Social Media
Acucraft blog
Wrote weekly or twice weekly blog posts. Links were shared on social media channels with branded infographics, teaser copy, and keyword hashtags. Blog post content was written to reflect the Company’s uniques and Core Values, establish the Company as a thought leader, launch new products and offers, improve SEO, and drive qualified prospects to call, chat, or e-mail.
While managing social media content that linked to the Company’s website (compared to September 2017-January 2018):
- Lowered bounce rate 37% to a bounce rate of 24%
- Increased time on website 47% with an average of 2:40
- Improved goal conversion rate from 1.2% to 11.19%
Blog Posts:
3rd-Party Certified Gas Fireplaces»
See-Through Wood Fireplace Gains Inspiration from 1800s Mining Cabin»
Blog posts links were shared on the Company Facebook,Twitter, LinkedIn, Pinterest, and Instagram.
Concept development, author, graphic designer, photographer and videographer.
Software: Adobe Photoshop and Premiere Pro and WordPress.
Multimedia Presentation
AIA trade show multimedia
Produced the copywriting and graphic design of a large-screen multimedia presentation that looped during the 2018 AIA Trade Show.
- The presentation was useful in generating conversations between the Sales Team and Trade Show attendees
- 46 qualified leads were generated during the AIA Trade Show
Software: Microsoft PowerPoint and Adobe Photoshop.
Freelance Production Artist
The Lacek Group, June 2018 to August 2018
Filled in during peak volumes as a freelancer for a leading advertising agency. Worked closely with Account Managers, the Associate Creative Director, and Senior Production Artist to produce print and digital assets using Adobe InDesign, Photoshop, Illustrator and Acrobat Pro in a fast-paced deadline environment meeting client expectations, brand standards, and technical requirements. Produced and delivered press-ready mechanicals to outside vendors. Projects included a 144-page interactive directory and versioning layouts in multiple languages.
Marketing Communications Specialist
Empirehouse, Inc., January 2016 to May 2018
Collaborated with senior leadership to design and implement an integrated brand across print and digital media channels for a successful architectural glass and metal contractor. Produced creative content for websites, blogs, social media, trade show booth designs, trade publication advertising, presentation portfolios, multimedia presentations, project profiles, marketing communications, packaging, signage, and publications. Executed concept development, graphic design, writing, editing, production art, photography, image editing, video, and video editing.
Presentation Portfolios
- Helped acquire over $20 million in specialty architectural glass and metal contracts through collaborative communication, graphic design, writing, editing, and photography to produce branded presentation portfolios
Award Submissions
Earned numerous prestigious state, national, and international awards on behalf of the Company by providing the writing, editing, photography, and award submissions:
- 2018 Minnesota Construction Association Subcontractor Project of the Year: Westminster Presbyterian Church
- 2017 Minnesota Family Business of the Year Finalist
- 2016 CREST Safety Award
Award-Winning Photography
Captured award-winning industrial photography two years in a row published in the 2017 and 2018 Glass Magazine, a leading national trade publication.
Interior Design
Corporate reception area design
Objective
- Develop a new reception area design
Design Decisions
- Utilize the company’s brand colors of red, white, blue and black
- Create vector art from glazing photography I had captured in the field for three glass standoffs to be placed over the light gray weathered wood background
- Design a multimedia display showcasing completed iconic architectural glass and glazing design-assist projects
- Move the original logo art to another area of the company
- Add the company logo and passion statement to the digitally printed white marble reception desk surround
Time Frame
- Produced the design concept and prototype within four hours
Reaction
- While away from my desk, leadership stopped by my office and saw the prototype on my monitor and were thrilled with the new design before I had a chance to present it
Finalized Artwork
- Worked with the company’s specialty glass vendor to provide large format vector art to specification
- Designed looped multimedia that showcased the company’s signature architectural glass and metal design-assist projects from photography I had captured
Software: Adobe Photoshop, Illustrator, and Acrobat DC and Microsoft PowerPoint.
Reception Multimedia
Branded multimedia presentation that showcased the Company’s iconic architectural design-assist glass and metal projects.
Photography and graphic design.
Software: Adobe Photoshop and Microsoft PowerPoint.
Marker Boards
Hallway marker board design
Objective
- Leadership loved the look of the 2017 AIA trade show design I had developed and desired a similar look for the glass marker boards with elements of the passion statement and core values
My Role
- Provide the concept development, graphic design, vendor coordination, and final large format vector art to specification
Design Decisions
- Choose artwork that combines Minneapolis and St. Paul skylines which are in the company’s target region
- Integrate the company brand colors and type styles with the passion statement and core values
- Utilizes the logo icon as the rising sun
Finalized Artwork
- Worked with the company’s specialty glass vendor to provide large format vector art to specification
Software: Adobe Photoshop, Illustrator and Acrobat.
Social Media
Branded graphics
Designed and wrote dozens of branded graphics used with blog and weekly social media posts.
- Branded graphics were used with blog posts and shared on social media with links back to the company’s website
- Weekly blog and social posts increased brand recognition, thought leadership, and generated Website leads
Concept development, graphic design, photography, and copywriting.
Software: Adobe Photoshop.
Trade Publication Advertisements
Trade Publication Ad
The brand design utilized photos of projects during construction and completed projects. Buildings don’t build themselves. People build buildings and this was also captured in the company icon image montage. Many people are involved in the success of a project: Estimators, Project Managers, Fabricators, 3D Modeler, Glaziers, Field Superintendent, and the Safety and Quality Director.
Concept development, graphic design, photography, and copywriting.
Software: Adobe Photoshop and InDesign.
Website
Website home page
Proposed, launched, managed and executed an editorial calendar and social media strategy and made significant website content and SEO improvements.
- Wrote over 75 blog posts and project profiles for the Empirehouse WordPress blog
- Blog post content established the Company as a thought leader in the architectural glass and metal industry and reflected the Company’s uniques and Core Values through the people who were involved in each successful project
- Blog post links were shared on the Company Facebook, LinkedIn, and Google+ channels with branded infographics and teaser copy
- Many blog and social posts included videos from the Company YouTube channel
Results
- Grew website leads 210% in qualified service, design-assist, and bid requests
- Grew website page views 123% in the Company’s target geographic area
- Grew website unique visitors 102%
- Website visitors remained on the site 75% longer
- Grew LinkedIn Company page “followers” 247%
Concept development, writing, graphic design, photography and video.
Software: Adobe Photoshop and Premiere Pro and WordPress.
Blog posts:
Is your Architectural Glass and Metal Contractor Certified»
An Empirehouse Intern Unplugged»
Teamwork and Innovation to Go Above and Beyond»
Inner Workings of a Floating Staircase»
Over 9,000 Pounds of Hand-Set Glass»
Helping Hungry Haiti Children»
Innovative Pre-glazing and Installation»
Glazing beneath a Flight Path»
Construction Olympics: Glazing on a Beam 60 Feet in the Air»
Videos
Launched the Empirehouse YouTube channel in May 2016
- Filmed, edited and produced over a dozen branded videos
- Produced the concept development, copywriting, graphic design, photography, video, and editing
Software: Adobe Photoshop and Premiere Pro.
Visit: Youtube/Empirehouse
Project Profiles
Project profiles
Project profiles showcased the company’s specialty glass and glazing projects and were used as custom inserts to accompany the Company brochure at trade shows and for portfolio presentations.
- Interview key personnel involved in the project to develop the profile: Estimator, Project Manager, Fabrication Manager, Field Superintendent, Safety & Quality Manager, and Glazing Foreman
- Concept development, copywriting, substantive editing, graphic design, and photography
Software: Adobe Indesign and Photoshop.
Company Manuals
Designed four branded manuals for the company: a Safety Manual, a Quality Manual, an Employee Manual, and a Procedure Manual.
Concept development, graphic design, technical editing, photography, image editing and compositing, and production art to press-ready mechanicals and print vendor coordination.
Software: Adobe Photoshop and Acrobat, Microsoft Word.
Packaging
Design Process
- Worked with the company president to design a branded glass sample box
My Role
- Provided the concept development, graphic design, and production art according to printing specifications for this two-color glass box
Design Thinking
- Produced two designs:
- a four-color digital design that reflected the icon photo montage
- a two-color flexo-printed design that reflected the logo colors and 2017 AIA trade show design. The front of the box is Minneapolis and the backside is St. Paul. Both cities are within the company’s target market; the red, white and blue colors of the two-color design align perfectly front to back when folded
Finalized Artwork
- The two-color flexo-printed design was chosen for its cost effectiveness
- Worked with the print vendor to create vector art to flexo specifications using PMS colors
Software: Adobe Photoshop, Illustrator and Acrobat
Trade Show Branding
2017 AIA Trade Show Booth Design, Coordination, Marketing & Media
The company had been a regular participant of the Minnesota AIA Trade Show for 40 years with the same eye-catching booth for many years. The “Catch the Buzz” theme began as a social media teaser leading up to the launch of a new, interactive marker board booth display featuring “Empirehouse: Your Architectural Glass and Metal Design-Assist Partner.”
A buzz trail led trade show participants from the aisle through the booth to the beginning of the “Discovery” phase of the design-assist experience. A giant 20 x 8 foot steel-loaded aluminum frame held write-able, decorative glass marker boards—both showcased products that the Company represents and installs.
The marker board doubled as an interactive tool to engage trade show participants in the Company’s architectural glass and metal design-assist services. A looped multimedia presentation showcased the Company’s design-assist projects. Project profiles were available as handouts of signature design-assist projects.
Adding to the experience was free craft beer that engaged pub table conversations and marker board renderings with design-assist partners in the Architectural, General Contractor, and Specialty Glass and Metal industries.
Trade show guests left with a memorable, branded mini-marker board and dry erase marker to use as an erasable to-do list or coffee coaster.
My Role
- Collaborated with leadership three months ahead of the AIA Trade Show event to develop the trade show theme
- Designed and wrote an integrated brand across print and digital media channels: 20 x 8 foot marker board booth and pub tables, giveaways, multimedia presentation, project profiles, blog posts, social media infographic and posts, an advertisement in the AIA Convention publication, and email campaigns which drove publicity to the booth
- Facilitated weekly meetings with key stakeholders to establish timelines and logistics leading up to the event
- Prior to the trade show, encouraged leadership to coach booth staff in ways to engage trade show participants and reviewed tools to capture qualified leads
- Designed a multimedia presentation loop showcased successful design-assist architectural glass and metal projects: Target Center renovation, Bell Museum of Natural History, Lakewood Garden Mausoleum, Walker Art Center, Westminster Presbyterian Church, Minnesota Orchestra Hall, and more
- Designed, wrote and printed project profiles of successful architectural glass and metal design-assist projects to use as handouts
- Served as event photographer
Brand development and execution, graphic design, copywriting, and event coordination.
Software: Adobe Illustrator and Acrobat.
Engaging trade show attendees using the giant marker board to provide architectural glass and metal design-assist solutions.
Portable Banners
Portable branded pull-up banners
The large floor-mounted banner and small table-mounted banner were used at smaller venues with limited space.
Concept development, graphic design, copywriting, and extensive image editing and compositing of large format 3 x 8 foot and 3 x 4-1/2 foot banners.
Software: Adobe Photoshop and InDesign.
North Skies Architectural Sales
Logo Design
Objective
- Create a logo for North Skies Architectural Sales that incorporates Northern Lights in the design
My Role
- Produce a logo design that can be effectively replicated across all media: Website, print, signage, and embroidery
Design Process
- Worked with the client to understand project objectives and target audience
- Designed a dozen concepts utilizing Northern Lights
- Presented concepts to the client
- Made modifications for final presentation across media
Deliverables
- Produced logo for print, website, and vector formats
Software: Adobe Illustrator, Photoshop and Acrobat.
Website
Home page
Product page
Objective
- Select an affordable and easy-to-use website platform for the client to maintain
- Design a simple, clean and modern nine-page informational website that appeals to the architectural industry and highlights the North Skies products, services, and projects
My Role
- Website concept, graphic design, development, and copy editing using SEO strategies
Design Process
- Worked with the client to understand project objectives and target audience
- Presented the website design to the client and made recommended modifications
- Client provided the text, and I edited the text for SEO
Design Decisions
- Chose a full width, responsive layout that functions well on all devices
- Generated a color pallet from the company logo
- Above the fold design elements include: main navigation, links to the North Skies news blog and social media channels, dramatic clickable slider images with end benefit text for each of the five product categories leading to each product page; a brief overview about North Skies; and link to the About Us page
- Below the fold are secondary links to the five product categories and recent blog posts
Deliverables
- Website design and development
- Copy editing with SEO tactics
- Completed the ten-page website from idea to done in less than two weeks
Software: Wix website platform and Adobe Photoshop
Portable Pull-up Banner
Two-in-one pull-up banner
Designed this portable banner to be used as a full-sized floor banner or pulled-up half sized as a table banner.
Concept development, graphic design, image editing and compositing for large format display floor display.
Software: Adobe Illustrator, Photoshop and Acrobat.
Graphic Designer/Web Content Specialist
Dasco, May 2011 to December 2015
Developed an integrated brand identity for an industrial label and identification company including concept development, writing, editing, graphic design, photography and video for print and online media channels: Websites, blogs, social media, marketing communications, trade publication ad campaigns, trade show media, and e-newsletters. Provide graphic design, copywriting, photography, videography, video editing, image editing, color correction, and image compositing.
- Conceptualized and designed a large e-commerce website and produced the written and visual content of over 20,000 products using SEO strategies to drive targeted organic traffic
- Overturned an unprofitable Google Adwords campaign by re-writing ads and keywords, and writing and designing targeted landing pages that resulted in:
- Exceeding new customer growth goals three years in a row
- Increasing sales by as much as 230% of Wire ID, Hospital Lab ID, Dasco-brand labels, and label printers through targeted AdWord campaigns and landing pages
- Helping a 60-year-old company reach record annual sales two years in a row
- Produced and edited over 50 branded videos using Adobe Premiere Pro which exceed 180,000 views
- Collaborated with the sales team to create branded personalized videos for customers within the hour. Personalized videos addressed solutions to meet their identification needs and resulted in 100% sales for each video created
- Conceptualized and designed a Wire ID trade show booth that drew targeted prospects resulting in capturing 2,000 qualified leads at the first event
- Executed the concept development, copywriting, graphic design, and complex image composite for a medical lab trade publication ad leading to 56 qualified leads and four sales exceeding ROI in its first placement
- Designed hundreds of complex full-color labels for automotive dealerships
- Developed a streamlined process to achieve new label designs within an hour and made digital assets available for online ordering within minutes of approval
Website
e-commerce Website home page
Objective
- Design a 20,000 product e-commerce website to showcase identification solutions by industry and product
- Highlight how Dasco offers great prices, fast delivery, expert service, and custom labels
My Role
- Website concept, graphic design, and copywriting using SEO strategies
Design Process
- Worked with leadership to understand project objectives and target audience
- Produced and presented seven design concepts
- After review, presented the modified website design to leadership
- Designed the home page to fit within the screen without scrolling
- Integrated social media: Facebook, Google+, Twitter, YouTube, and a WordPress blog and produce content with links back to the Company’s website
Deliverables
- Website brand design
- Written and visual content of 20,000 products with SEO best practices
Software: Adobe Dreamweaver and Photoshop, and e-commerce platform.
Infographics
Concept development, graphic design and copywriting.
Integrated social media content. Designed and wrote dozens of branded infographics used with blog and social media posts with links to website landing pages.
Software: Adobe Photoshop.
Blog
Blog post with branded infographic
Wrote 55 blog posts and designed branded infographics for the Dasco WordPress blog featuring information related to label applications for hospital laboratory, manufacturing, and wire and cable identification.
- Blog posts were shared on social media with branded infographics or a branded video, teaser copy, and links to company Website
- The Dasco blog generated some of the best new organic referral traffic each month with very low bounce rates
- Blog post content was featured as links on high traffic landing pages which established the company as a thought leader in the labeling industry
Concept development, graphic design, blog writing, and video creation and editing.
Software: Adobe Photoshop, Premiere Pro and WordPress.
Blog Posts:
Direct Thermal vs. Thermal Transfer: Which is Best for Lab Labeling and Why?»
Why Barcode Labels are Better than Handwritten Labels for Patient Safety»
Microscope Slide Labels that Endure Stains and Washes»
Six Great Reasons to Print Your UL and cUL Labels on Demand»
Why do Some Labels Fall off Before Their Time?»
Trade Publication Ad
Concept development, copywriting, graphic design, extensive image editing and compositing.
Executed the concept development, copywriting, graphic design, and complex image montage for an ad published in a medical trade publication leading to 56 qualified leads and four sales exceeding ROI in its first placement, as well as a campaign of ads for the same publication.
Software: Adobe Photoshop and InDesign.
Videos
Branded videos
Launched the Dasco YouTube channel and filmed, edited, and produced over 50 branded demonstration videos which were shared on social media and embedded into blog posts, website landing pages and product sell pages.
Most videos were filmed and produced within an hour and used as sales tools to convert prospects into customers.
Concept development, graphic design, video and editing.
Software: Adobe Photoshop and Premiere Pro.
Trade Show Banners
Wire ID Trade Show Banners
Provided the concept development, graphic design, and copywriting for the Dasco Wire ID trade show banners used at the Electrical Wire Processing Technology Expos. Trade show banners were instrumental in drawing 2,000 targeted prospects who were in search of affordable ways to mark their wires and cables. Designed and wrote the marketing material for the trade show: blog posts, infographics, Website home page banners, landing pages, and video.
Concept development, graphic design, copy writing and extensive image editing and compositing for large format displays (3′ x 8′).
Software: Adobe Photoshop, Premiere Pro and Acrobat.
Sales Brochure
Branded sales brochure
Concept development, graphic design, copywriting, and extensive image editing and compositing of this sales brochure that was handed out at a Wire ID Trade Show.
Designed and wrote several branded sales brochures and marketing material.
Software: Adobe Photoshop and InDesign.
Freelancer
November 2006-April 2011
Worked with several charitable nonprofits to develop and launch integrated brands across print and digital media.
Grace Lutheran Church of Andover
Developed and executed an integrated communication strategy and brand identity throughout print and online media: Website, weekly service bulletins, monthly newsletters and e-newsletters, signage, multimedia graphics, postcards, logo development and letterhead.
Website
Website home page
Objective
- Design and produce a website with a home page that has many entry points to the events and ministries of the church
- Highlight the core values: Welcome, Encourage, and Equip
My Role
- Design and produce a website using Dreamweaver and maintain the content
Design Process
- Worked with leadership to understand project objectives and target audience
- Produced and presented several design concepts
- Presented the final modified Website design to leadership
- Designed the home page to fit within the screen without scrolling
- Clip art was intentionally used to connect with the print media attendees saw in the weekly bulletins and monthly publications that were printed on a two-color duplicator
Deliverables
- Concept, graphic design, website development, copywriting, and content creation of 150-page website
- Maintain the website content by populating monthly newsletter content throughout the site and keep the home page fresh
Software: Adobe Dreamweaver, Photoshop.
Designed images that tied into the sermon theme that were used as multimedia communication and re-purposed for print and digital media.
Concept development, graphic design, image editing and compositing.
Software: Adobe Photoshop and Microsoft PowerPoint.
e-newsletter
e-newsletter design
Concept development, editing, and graphic design of e-newsletter.
Software: Adobe Photoshop and Constant Contact.
Outdoor Signage
Outdoor signage design
Concept development, graphic design, and image creation of this Easter banner used for multiple years.
Software: Adobe Photoshop and Microsoft Publisher.
Publication
GraceNotes, the official publication of Grace Lutheran Church of Andover
- Concept development, graphic design and editing of 27 issues of GraceNotes
- Developed an effective method to replicate halftone images on a two-color duplicator to modernize the look printed media by replacing clip art
Weekly Bulletin
Weekly bulletin design
The weekly bulletin cover imagery tied into the sermon theme and was integrated throughout print and digital media.
Bulletins were printed cost-effectively in-house on a two-color duplicator. Devised a way to replace the clip art imagery with more compelling photography montages that would reproduce well on the duplicator printer.
Concept development, copywriting, editing, and graphic design.
Software: Adobe Photoshop and Microsoft PowerPoint.
Direct Mail
Direct mail copywriting and design
Concept development, copywriting, and graphic design.
Software: Adobe Photoshop and Publisher
Logo Design
Concept development and graphic design.
Software: Adobe Photoshop and Illustrator
Letterhead
Letterhead and logo design
Grove Christian Center
Designed and developed a website using Dreamweaver and an e-newsletter using Constant Contact. Served as website and e-newsletter editor and graphic designer.
Website
Website home page.
Client: Grove Christian Center
Objective
- Design a website for Grove Christian Center that aligns with the existing brand and around the core values: reaching, relational, and relevant
My Role
- Proposed a WordPress cloud-based website and a Dreamweaver self-hosted Website
Design Process
- Worked with leadership to understand project objectives and target audience
- Produced and presented several design concepts
- Proposed the pros and cons between a WordPress cloud-based Website and a Dreamweaver self-hosted website
- Leadership chose the Dreamweaver self-hosted website
- Designed the home page to fit within the screen without scrolling
- Integrates online communication tools: online calendar, pastor’s blog, weekly e-mails, sermon podcasts, and social media
Deliverables
- Concept, graphic design, web development, and content creation using SEO principles
- Maintained the content by populating the weekly e-newsletter content throughout the Website and keeping the home page fresh
Software: Adobe Dreamweaver and Photoshop.
e-newsletter
Software: Adobe Photoshop and Constant Contact
Oasis World Ministries
Developed integrated communications across digital media channels for an international nonprofit.
Website
Website home page.
Objective
- Maintain the website content to highlight how this international nonprofit meets tangible needs of third-world countries by bringing fresh-water wells to villages, building churches, holding Gospel festivals, supporting indigenous missionaries, and leading pastor’s schools
My Role
- Maintain the content creation for a self hosted Dreamweaver website
Deliverables
- Maintained the content creation of this 250-page website
- Maintained WordPress blog, weekly e-mails, videos, photo galleries, social media
Software: Adobe Photoshop and Dreamweaver.
Website
Website home page.
Objective
- Develop an awareness building Website for an international nonprofit that drills fresh-water wells in third-world countries
My Role
- Collaborated with a Graphic Designer who produced the look of the website
- Produced the copywriting
- Presented the concept to the President
- Upon approval, developed the website using Dreamweaver
Deliverables
- Copywriting and development of this self-hosted website
Software: Adobe Photoshop and Dreamweaver.
Booklet
One Minute Witness, a 28-page booklet that has been translated into 34 languages and distributed internationally
Provided the substantive editing of the One Minute Witness booklet.
- Edited a 5,000 word manuscript to 1,500 words
- Massaged the text into a consistent tone and voice
One Minute Witness Booklet (pdf)
Visit: One Minute Witness
Event Marketing
- Copywriting of event materials: e-invitation, invitation, calendar, trifold brochure, Website content
- Design and production of three-hour banquet PowerPoint media
Software: Adobe InDesign, Photoshop and Dreamweaver; Microsoft Word and PowerPoint; Constant Contact.
Calendar
A Million Reasons to Celebrate calendar covers the first 14 years of Oasis World Ministries in reaching their milestones.
As Editor and copywriter, worked with the President and a graphic designer to develop the calendar concept. Provided copywriting and substantive editing.
Software: Microsoft Word and Adobe InDesign.
A Million Reasons to Celebrate calendar (pdf)
Letterhead
Letterhead design.
Software: Adobe Photoshop
E-newsletter
Copywriting and graphic design.
Software: Adobe Photoshop and Constant Contact.
Lord of Life Lutheran Church
Served as Editor and Graphic Designer of LifeTIMES monthly magazine for a church of 8,000 regular attendees.
- Redesigned the look and feel of LifeTIMES repositioning the magazine to be a story-based medium
- Provided substantive editing, copy editing, copywriting, graphic design, and image editing for marketing communication materials
- Worked with the media team to develop a strategic communication plan and integrate online, print, and multimedia communications
Projects
LifeTIMES (pdf)
First Lutheran Church of Crystal
Designed an integrated brand across print and Web-based media.
Website
Designed and provided content for the church website.
Software: Adobe Photoshop and Dreamweaver.
Publication
Graphic design and editing for 21 issues of the Visitor, official publication of First Lutheran Church of Crystal.
Software: Adobe Photoshop and Microsoft Publisher.
Letterhead and Logo
Designed the church letterhead and logo.
Software: Adobe Photoshop, Illustrator, InDesign and Microsoft Publisher.
Golden Rule Childcare
Website
Concept development, graphic design, and web development of the Golden Rule Childcare website and informational trifold.
Maple Grove Lutheran Church
Website
Maintained the church website.
Graphic design and editing of 22 issues of the Messenger, official publication of Maple Grove Lutheran Church.
Editor
Church of the Open Door, August 2004-December 2006
As Editor for a church of 5,000 weekly attendees, served as Editor, Graphic Designer, and Contributing Writer for 27 issues of the Kingdom Now newspaper and two issues of the annual publication Kingdom Next, as well as for creating promotional materials, corporate communications, marketing communications, and e-mails.
- Facilitated a writer’s group to encourage story submissions inline with an editorial calendar
- Proposed bringing the publication graphic design in-house resulting in less errors, improving time efficiencies, and saving a nonprofit corporation $20,000 annually
Projects
Published Stories
- Faces Have Names pdf
- Misfit Christmas pdf
- More Than Math pdf
- A Man Named Gus pdf
- SmileClub pdf
- Slowing Down To Hear pdf
Catalog Supervisor
Medical Arts Press, January 1999-August 2004
Worked with Marketing Directors and Product Managers to design complex catalog cover composits using Photoshop while leading a team of Graphic Artists to produce the document design of 2,500 catalog pages annually meeting brand standards and committed press schedules.
- Developed a streamlined process and led a team of three to produce web content for 10,000 products in 90 days
- Attended press checks and directed photography
Projects
Senior Marketing Art Director
North American Media Group, August 1994-December 1998
Conceptualized and designed the brand for several membership clubs (hunting, fishing, handyman, golf, gardening, and cooking) of all marketing channels: acquisition, retention, event, and product marketing. Directed a wide range of on-location and in-studio photography; assisted with set propping and apparel styling. Developed the marketing creative department from inception and managed a team of four Art Directors achieve a high-volume workload meeting brand standards and deadlines.
Successes
- Designed the brand identity for several national membership clubs (hunting, fishing, handyman, gardening, cooking, and golf) across acquisition, retention, and product marketing material
- Helped the company earn a Midwest Direct Marketing Direct Marketer of the Year Award in 1998
- Redesigned a long-standing acquisition control package using the existing text for a national membership club
- Beat the control by 33% with mail quantities of one million monthly
- Generated 47,000 additional members annually and remained the unbeaten control package for over seven years
Projects
Advertising Designer
NordicTrack, May 1992-August 1994
Designed successful national advertising and direct mail campaigns for the company’s leading product line.
- Designed, wrote the headline, and directed the photography of a long-standing national advertising campaign, Legs by NordicTrack women’s ad campaign:
- Won a Harvey Communications Award based on readership response
- Generated one of the lowest cost per inquiry and cost per order for the company
- Designed a 16-page sales brochure which became the new national sales fulfillment brochure
- Beat the previous long-standing control brochure
- Directed 47 photo shoots with models, on-location, and in-studio
Projects
Volunteer Work
Blogger, Photographer and Videographer
NaturallyGaited, March 2010-present
Author of a blog and social media channels that focus on applying classical dressage training methods with gaited horses to improve the quality of natural, smooth gaits.
Concept development, author, graphic designer, photographer and video producer of the Naturally Gaited WordPress blog.
- Have filmed, edited and produced over 200 demonstration videos that are shared on social media and embedded into blog posts
- Have written over 250 blog posts
Successes
- Received an award and grant from the United States Humane Society for spreading the word about natural humane training methods for the Tennessee Walking Horse
Naturally Gaited is integrated with Facebook, YouTube, Pinterest and Twitter.
Software: Adobe Photoshop and Premiere Pro and WordPress.
Visit: www.NaturallyGaited.com
Graphic Designer & Contributing Writer
International Walking Horse Heritage Association, 2012-2021
Heritage Highlights, an international digital publication for the International Heritage Walking Horse Association.
- Developed the original cover concept
- Create cover designs
- Submit stories and photography for the Heritage Highlights
Software: Adobe Photoshop, InDesign and Acrobat Pro.
Blogger, Photographer and Videographer
MySpanishMustang.com, 2012-2017
My Spanish Mustang is a collection of stories of my 2006 Spanish Mustang Indian’s Legend (Indy) and I. His bold, adventurous, and curious demeanor has made a way for this timid dressage rider to expand her horizons beyond the four corners of an arena and dabble with trail obstacles, sorting cows, endurance riding, stadium jumping, and cross country. The Spanish Mustang is a rare breed with less than 3,000 in the world, and I can’t help sharing how versatile, intelligent, athletic, trainable, and hardy this breed is for a variety of riding disciplines.
Successes
- Awarded Spanish Mustang Performance Horse of the Year in 2012 and 2015.
This blog is integrated with Facebook, YouTube and Google+.
Concept development, author, graphic designer, photographer and videographer.
Software: Adobe Photoshop and WordPress.
Visit: MySpanishMustang.com
Graphic Designer, Editor, Story Writer
Minnesota Walking Horse Association, 2010-2011
- Developed the brand image of Minnesota Walker, official publication for the Minnesota Walking Horse Association, as editor, story writer, and graphic designer.
- Worked with the membership for content submissions. Provided concept development, graphic design and photography for 14 issues of Minnesota Walker, the official publication of the Minnesota Walking Horse Association.
- Developed and maintained the brand image and style standards of Minnesota Walker issue to issue using style sheets and templates.
Minnesota Walker, official publication for the Minnesota Walking Horse Association
Provided concept development, graphic design, story writing, editing, logo development, photography, and extensive photo editing for 14 issues of Minnesota Walker.
- Designed the publication brand for the Minnesota Walker
- Worked with the MWHA membership for content submissions
Software: Adobe Photoshop, InDesign and Acrobat Pro.
Education
Bachelor of Arts degree
Metropolitan State University
Major: Marketing and Multimedia Communication
Incorporating marketing communication through graphic design, writing, and editing for print and web-based media.
- Graduated with honors in May 2010
- GPA: 3.92
Associate of Arts degree
Anoka-Ramsey Community College
Completed an Associate of Arts degree.
- Dean’s list
- Member of the Phi Theta Kappa Honor Society
- GPA: 3.83
Certificates
Hennepin Technical College
- Professional Sales
- Production Art
References
Available upon request.
