Irvine, California, United States
Marketing professional with a proven track record of success of bringing innovation and optimized processes to brand new roles. Expert writer and detailed communicator with experience in team management. Skilled in developing and executing content strategy, managing a team with a high volume of work, and optimizing and creating processes to enhance work performance. Experienced with developing visually engaging materials, websites and more.
Content Strategy Development: • Played a critical content strategy role in 2023-24 site consolidation work at Kaiser Permanente (KP) requiring in-depth content audits, relationship-building with cross-functional and regional partners, and development of content migration strategies. • Developed a methodology for auditing thousands of pages of content to support content assessment and strategy. Produced the strategy and content requirements that helped KP develop new “Departments” page structures for hospitals and medical offices. • Produced content strategies for national and regional B2C content for KP open enrollment marketing activities, gender-affirming care, and pharmacy services. This included conducting content audits, aligning on key messages with partners, and identifying SEO-optimized content opportunities. Content Marketing: Lead a new content marketing program at KP, including building and evolving new processes for content ideation, creative brief creation, project management, and post-publication analytics tracking. Leverage SEO recommendations to support search-optimized content creation, manage several projects and evolving timelines, and pivot according to urgent/changing needs. Championing New Technologies and Processes: Regularly champion the use of new technologies that support content strategy development and workflow optimization. Identify and investigate pain points in existing content creation processes to inform future optimizations to workflows and page templates. Partner and Stakeholder Relationships: Develop new relationships across the organization (e.g., national marketing, internal creative team, IT/UX) to support work productivity, collaboration, and problem-solving for complex issues and questions.
Content Strategy and Development • Establish and enforce branding consistency across biola.edu, including messaging and visual identity. • Define the long-term strategy for Biola’s web presence in relation to Biola’s overarching institutional goals. • Collaborate with SEO agency to implement various search optimization strategies. • Develop and launch new websites for Biola University by addressing stakeholder requirements, writing copy, and advising on web design and other designed materials such as photography, videos and designed graphics. Partnerships and Relationship Management • Collaborate with colleagues in the Division of Enrollment, Marketing and Communications who are responsible for student recruitment, social media, public relations, and content marketing to strategically position content on Biola’s website. • Maintain collaborative, productive relationships with all areas of the university, working closely with university partners (academic/administrative departments) to understand their website needs and execute their goals. Team and Project Management • Manage the web team (5 members) responsible for Biola’s outward facing website, helping prioritize and execute projects. In 2021, the team successfully completed over 200 projects. On average, there are roughly 15-20 active projects a month. • Personally oversee larger-scale web projects, specifically site migrations and new site launches. • Manage cross-functional project groups for any given web initiative, collaborating with various administrative and academic departments as necessary to successfully complete the project at hand.
• Manage all company media relations and outward press communications, and develop relationships with press on behalf of the company. Gather new media leads via online research and cold-calling/emailing. • Responsible for developing all media kits for the press, including writing all company press releases and fact sheets, gathering relevant and design-oriented game screenshots, and more. Have written over 15 press releases and fact sheets in past year. • Develop strategic media relations plans and tactics for effective product launch outreach. • Coordinate reviews and stories with bloggers and general media, especially in the gaming and technology sector. Received front-page coverage for an article I wrote on leading gaming site, Gamasutra (Headline: "School of Dragons: Inside Look Into An Evolving Game). • Coordinate conference efforts through which the company presents/demos its products (e.g. San Diego Comic-Con, WonderCon, E3). Manage employees who work at the convention, as well as organize/coordinate all materials and schedules needed for conference. Develop relationships with media at these events and leverage for future news and game review coverage. • Manage internal company/employee relations through weekly industry news reports (which highlight the most relevant news within the gaming, technology, and general business industries) and quarterly company newsletters (which include relevant news highlights within the company). • Develop written material and design direction for email marketing copy and website design. • Collaborate with art/game development teams, marketing team, and corporate partners (such as DreamWorks Animation, Fuhu, and more) to develop cohesive PR strategy and marketing efforts.
• Managed the social media presence for multiple JumpStart game brands as a part of the larger Community Team. Platforms include: WordPress, Facebook, Google+, YouTube, Twitter, and Pinterest. • Generated weekly social media analytics for each brand/social media platform managed (to be reviewed and analyzed in Community Team strategy meetings). • Developed brand-specific blog content following a team content calendar. Would produce multiple blogs and social media posts a week for consistent community outreach. • Acted as brand ambassador on social media platforms. Required me to be extremely knowledgeable about all JumpStart products.
• Acquired new and relevant media leads based on online research for a variety of groups/companies, including: General Mills, Coca-Cola, NASCAR, and more. • Managed efforts for cold-calling/pitching new media leads via online research. • Responsible for media pitch follow-ups via email and phone for brands including: General Mills, Coca-Cola, NASCAR, and more. • Participated in brainstorms for pitch and event ideas. Helped execute strategic plans in support of main PR team.