As point creative person of Salesforce’s CSG division I established agency-grade methodologies for team collaboration, revamped customer email programs with responsive design and dynamic Salesforce data linkage, and integrated selected full-stack development practices, all within the Marketing Cloud platform. Also responsible for oversight of offshore web development teams.
The Fairbank Agency
As owner of this boutique creative agency, I service the needs of clients in a wide variety of industries. The company was started in 2011 with specialization in custom WordPress development, online marketing creative, Email design and templating, and branding consultation. A short list of clients includes FICO, Pastry Smart, NapaStyle, Ocean Alexander Marine, Hornblower Cruises, and American Distilling Institute.
A life sciences corporation with a market cap of $3.3B, Bio-Rad Laboratories is a B2B manufacturer and distributor of tools and services to the LSR and clinical diagnostic markets. Employing the most stringent oversight of their content development, Bio-Rad requires the services of teams of technical editors and team designers to ensure integrity of scientific data for accurate scientific application and legal compliance. As Web Content Manager, I coordinated these teams for web launch strategy and in day-to-day publishing efforts. Liason between my Marketing Communications department and three other departments was also an important part of this position.
Cost Plus World Market
As Senior E-Marketing Manager I was responsible for managing all email campaigns and social media. During my time at World Market we grew the in-house mailing list by 10%, inaugurated promotions on Twitter, and implemented an email schedule that aligned email campaigns with print and other marketing initiatives. I also plotted out scheduling for online media ad strategies in eight different metropolitan areas.
As Executive Web Producer, I worked with NapaStyle’s Director of E-Commerce to launch a new website to fit the needs of a multi-channel retailer. After six months working with the design agency establishing UI and design strategy, I took over as the creative and technical lead — supervising production, merchandising and marketing assistants in the daily maintenance of the site. Other duties were tracking conversion and analytics, managing SEO and paid search, and creating assets for weekly email and online advertising campaigns.
The Territory Ahead
Engaged by this multi-channel retailer for SEO copy editing, I revised website text to gain higher placement on SERPs throughout the product line. Analysis of competitor keyword selection and potential customer search terms was employed to identify opportunities for new search placement. Additional copy written to address seasonal retail cycles was included to give options for content scheduling. As an additional service, reviews of overall website and site template structure were provided at regular intervals to assist in future e-commerce platform enhancements.
As a contract web developer and new media consultant, I had a long tenure with KP’s Multimedia Communications division designing websites, promotions and information portals for the KP Intranet system. I was one of the first Flash developers at Kaiser Permanente, coming up with standards-compliant presentations for various internal clients – one of the many technical-creative issues I assisted the department with in helping to advance their use of internet marketing within the organization.
AIDS Healthcare Foundation
As web developer and online art director I created the flagship website for AHF as well as sites for all subsidiary companies. Also worked with outside agencies to design and build a site for Positive Healthcare, a healthcare insurer site with member login and other resources. Also created web marketing materials in tandem with print campaigns, designed the Human Resources portal, and created/edited/designed the AHF411 online company newsletter.
Designed several artist websites for both established and emerging artists on the Interscope roster. Sites were designed using Flash in the early days of the program’s development, in a structure that accomodated access to ColdFusion database tecnology serving up dynamic data for concert dates and artist news releases. Also designed many Flash promo postcards and banner ads.