737 36th Ave. NE, Minneapolis, Minnesota 55418 | 763-438-1737 | kristeen@KristeenBullwinkle.com
An award-winning Web site editor and manager with 15 years of experience. An advocate for the reader/user experience, clarity of writing, consistency of message, and institution-wide goals. Problem-solving marketer and designer for change with experience in:
- Online marketing, including PPC campaigns
- Strategic and integrative communications planning
- Information architecture
- Social media strategy
- Writing and editing
- Cross functional team leadership
SKILLS AND EXPERIENCE
Marketing/SEO
• Google Analytics Qualified Individual Qualification certification
• Conducted competitive research and identified marketing strategies in use.
• Conducted research on new and current audiences, using interviews, personas and mental models.
• Identified competitive keywords for both organic and paid search opportunities.
• Advised on campaigns using integrated print and Web marketing tools to increase direct sales and public awareness, and to improve customer service.
• Identified new marketing opportunities with a focus on lead generation.
• Created landing pages for specific campaigns and evaluated their success.
• Improved conversions for an AdWords campaign by 77%.
• Increased number and quality of inbound Web links: The average number of page views per day increased from 650 to 17,500 four months after I initiated a linking strategy.
• Initiated and maintained relationships with other publishers and partners to promote exchange of links.
• Determined key performance indicators and evaluated page, site, and campaign performance.
• Customized internal search engine (Inktomi) for five sites.
Audience engagement/Social media
• Creation of social media sites to promote established and potential customer engagement.
• Creation of social media sites for a professional group.
• Employed social bookmarking tools to increase dissemination of key messages.
• Created and coded an HTML e-mail newsletter.
• Advised blog content and created several Word Press sites.
• Created and supported an internal wiki.
• Consulted on Web portal projects.
Writing/Editing/Content development
• Created content strategy for websites and/or accompanying blogs
• Developed a consistent vocabulary and set of images to support key messages and strategic goals.
• Wrote and edited content to improve marketing goals, with results such as bringing a page’s bounce rate from over 46% to 29%.
• Assigned interviews and writing tasks to match content strategies.
• Rewrote print content for use on the Web.
• Conducted content audits.
• Consulted on email marketing campaigns.
Information Architecture/Usability
• Created, evaluated and maintained evolving site architecture for site with over 3,000 pages.
• Oversaw two major site redesigns for a very fluid 800-page site, reducing the number of pages while improving the relevancy and usability.
• Tested navigation labels and user paths through use of card-sorting, talk-aloud testing, paper prototyping, and surveys.
• Consulted on usability of Web applications created by IT.
• Created content briefs and wireframes for new sites.
Leadership/supervision
• Resolved content and strategy conflicts between and among publishing units.
• Initiated and facilitated relationships with administrators, faculty, and staff within academic departments, service units, and university offices to eliminate inaccuracies, duplicated content, and inconsistent navigation; to promote improved content and procedures; to facilitate better user experiences; and to promote college presence within the university.
• Chaired the college’s Web advisory committee and wrote Web policy for committee approval.
• Managed multiple client accounts.
• Acted as liaison between communications and technical staff.
Project management
• Oversaw two major Web site (3000 + pages) redesigns and several redesigns of sub-sections (10-800 pages).
• Managed initial design and redesign projects for small and mid-size websites.
• Determined priorities for multiple projects with overlapping timelines.
Wrote RFPs for website development
WORK HISTORY
Bullwinkle SEO, September 2009 – present
Online marketing consultant
Advised businesses on organic and paid search engine marketing, other paid online marketing (such as AdWords), social media participation and strategies, and messaging.
College of Education and Human Development, University of Minnesota, July 1999 – January 2009
Marketing lead and client manager (promoted from Web content manger and from Web communications specialist), Office of External Relations
I collaborated with the college’s communications and IT offices to create new site architecture, navigation, and coordinate content for the college’s Internet and intranet sites. I determined content requirements for college pages on this site of over 5,000 pages. I consulted with the college departments and centers regarding their current or new Web sites and other electronic communications. This includes assisting them in detailing their needs, writing content briefs, preparing wireframes, training them on software and procedures, helping them measure the success of their pages, and suggesting internal and external marketing strategies. I also monitored the college’s online reputation.
Federal Reserve Bank of Minneapolis, March 1989 – June 1999
Electronic communications editor (promoted from constituent relations specialist), Public Affairs Department
I served on a three-person team that expanded the Minneapolis Fed’s bulletin board system (BBS) into the first Web site in the Federal Reserve System. I soon had responsibility for adding new content, marketing the site, and maintaining the site’s integrity. The site grew to over 5,000 pages, received significant media attention, won several awards, had several number one Yahoo! rankings, and was considered a premier site within the Federal Reserve System.
In addition to my work with the Web site, I created and published a monthly electronic newsletter and wrote articles for external publications.
Education
M.Ed. in adult education, University of Minnesota
B.A. in women’s studies, University of Minnesota
Current volunteer activities
Family Readiness Group, Army National Guard, HHC 1/34 BCT
Leadership team member, website administrator, newsletter contributor
