Experience

1. Aug 2022 to present

   Digital Marketing Consultant

   Self-employed, Minneapolis, MN, remote

   • Define and execute persona-based web and omnichannel content strategies, setting KPIs and running A/B tests to lift engagement, discoverability and lead generation.
   • Build and optimize campaign landing pages that drive lead generation and conversion.
   • Translate business goals into technical briefs, prioritized backlogs and content governance, managing delivery across design, content and development teams.
2. Mar 2023 to Jun 2023

   Digital Producer

   Polaris Inc., Plymouth, MN, contract, hybrid

   • Provided strategic direction for campaigns and content on consumer-facing web properties. Authored requirements and design briefs for development teams.
   • Aligned website initiatives with product launches and campaign priorities alongside product, creative and marketing teams. Maintained dashboards to guide roadmap decisions.
3. Jul 2022 to Oct 2022

   Campaign Manager, Digital Solutions

   Bio-Techne, Minneapolis, MN, contract, hybrid

   • Prioritized multichannel campaigns for awareness, leads and conversion. Coordinated landing pages, tracking and A/B tests in an Agile team.
   • Executed email, event and promotional tactics that built interest, drove ROI and strengthened brand loyalty.
4. Mar 2019 to Jun 2022

   Career break

   Family caregiving, with pro-bono consulting for start-ups

5. Sep 2014 to Feb 2019

   Digital Marketing and Content Manager

   UnitedHealth Group, Minnetonka, MN, full-time, hybrid

   • Owned the website roadmap, prioritizing projects by impact, resources and business objectives and translating them into requirements for development teams.
   • Developed and managed digital programs across email, social, display, SEO and SEM. Defined KPIs and reported performance through Google and Adobe Analytics.
   • Led process re-engineering that improved workflow efficiency and communication across cross-functional teams.
   • Ensured healthcare content met strict regulatory, risk and security standards. Directed creative services.
6. Mar 2010 to Oct 2013

   Digital Marketing and Business Development Manager

   TN Marketing, Wayzata, MN, full-time, on-site

   • Ran subscription-based instructional web communities, overseeing CMS publishing, on-page SEO, UX and video production.
   • Led acquisition and retention through multichannel and direct-mail campaigns and partnerships with industry leaders.
   • Properties included the Ultimate PhotoGuide web community for photography enthusiasts and the Personal Defense Network web community, both built on articles and instructional video.

Earlier experience