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Work Background
Tierra EncantadaWeb Manager
May. 2024Minneapolis, Minnesota, United StatesDriving web strategy and digital execution for the leader in Spanish Immersion early childhood education.
PerficientExperience Director
Feb. 2022 - Jul. 2023Minneapolis, Minnesota, United StatesAs an Experience Design Director, I undertook multifaceted assignments, seamlessly transitioning between roles such as Product Manager, Product Owner, UX Architect, UX Researcher, Digital Strategist, and Creative Director.
• Managed a remote, international team of 6 direct reports and 30+team members
• Delivered high-quality digital experiences for major clients, leading to increased usability, conversion, and repeat business
• Clients include Allegis, Husqvarna, Aetna, Trinity Health Systems, Xcel Energy, Meta, GM Financial, and Enterprise Rental.
PearsonDirector of CRO
Apr. 2021 - Feb. 2022I owned and delivered the conversion rate optimization (CRO), user experience strategy, and execution for Pearson Pathways, a post-graduate recommendation engine, and enrollment application.
• Led an international design and development team of digital analytics managers, web analysts, UI/UX designers, and developers to deliver bi-weekly development sprints.
• Responsible for CRO strategy and execution, UX research, persona development, low and high-fidelity wireframes, customer journeys, and prototypes.
3MGlobal Experience Manager - Safety and Industrial Business Group
May. 2019 - Apr. 2021Greater Minneapolis-St. Paul AreaI owned the global digital experience for 3M's Personal Safety Division, encompassing 32,000 SKUs, 18% of 3M's revenue, and 42% of 3M.com website traffic. • Core member of 3M's Covid-19 Executive Response Team, coordinating global marketing and communication response for the Respirator Portfolio team, 3M Senior Leadership, Legal, CDC, and Federal Government • Annual budgets of $1.3-2.8 Million
3MDigital Product Manager - 3M Global Marketing
Aug. 2016 - May. 2019I created and led an amazingly talented full-stack Agile Product team, establishing the first dedicated Agile Digital Product Team at 3M and creating the organization's first Search Center of Excellence. We pioneered 3M's approach to Agile IT Development, matured 3M digitally, and advanced cultural change.
3MUX Manager - 3M Global Marketing
Apr. 2013 - Oct. 2016St. Paul, MNLeading an Experience team for 3M Global Marketing which includes UX Leads, Digital Strategists, Project Managers, Technical Strategist, Product Owners and Optimization leads. - Team is responsible for the strategic on-boarding of 3M businesses across the globe to a new customer centric, responsive design platform and product catalog.
- Responsible for defining the direction and implementation of the conversion optimization capabilities for 3M web properties.
- Coach local and global business leadership about digital transformation, customer experience, and Lean UX methodologies.
- Serve as the primary point of agency contact as 3M implemented a new CMS platform and design pattern library while incorporating new, holistic brand standards.
- In a nut shell, we get a lot of great work done!
Rasmussen CollegeAssociate Director of UX and Web Strategy
Apr. 2010 - Apr. 2013Responsible for leading the Rasmussen College web strategy and managing the web development team, including web developers, business analysts and UX / UI designer. Projects include:
- Student Portal redesign and architecture
- Credit Hour Calculator
- Rebrand of Rasmussen.edu
- Rasmussen.edu IA
- Rasmussen.ed Mobile
- Dynamic course descriptions
- Design and implementation of interactive development and QA & test schedule
- Ownership of user experience strategy
- Successful launch 150+ campaigns to support marketing initiatives
Blue Cross Blue Shield of MinnesotaInformation Architect and Web Analytics
Jan. 2007 - Apr. 2010- Advise business owners on best practices for designing positive user experience.
- Create storyboard presentations from use cases and business rules.
- Translate storyboards into technical wireframe documents, paper and html prototypes.
- Interact with designers, content managers and developers to meet production deliverables.
- Responsible for web traffic analysis, campaign reporting and advising on website architecture, content and interface updates based on analytics.
- Develop strategic online marketing plan for paid and organic campaigns. Projects include: - myBlueCross.com member portal.
- Bluecrossmn.com public website.
- Direct-to-consumer health insurance applications.
- Plan Selector quote engine.
- Multiple applications used in transitioning print publications to web.
Jobs2webWeb Consultant
May. 2004 - Sep. 2006Jobs2Web is an online community for consultants, hiring agencies and firms. Established in 2004, the start up was able to attract 1,000’s of users and acquire $6.5 million in venture capital in July 2006. My purpose was to drive online traffic and member conversion while making designing and updating the website. Jobs2Web was purchased by SuccessFactors in 2011 for $100 MM. • Serve as Lead Web Producer and Online Marketing Director.
• Gather business requirements from Business, Sales and Customer Service.
• Provide user interface requirements and technical documentation for the HotGigs Engineers.
• Create graphic design elements and make webpage updates.
• Manage internet marketing efforts promoting membership growth.
• Administration of Overture and Google keyword campaigns; create supporting keyword content web pages.
• Use Web Analytics to track organic and paid site traffic and report online campaign spending to management.
BuzzFarmOwner
Jan. 2004 - Dec. 2015Specializing in web design, search engine marketing, web analytics and technical solution consulting. After 11 years of successfully helping businesses and making great friends, I've made the positive decision to close Buzz Farm in order to focus on my family, full time position, and graduate education.
techies.comProduction Director
Jan. 1999 - Dec. 2004- Responsible for the production, testing and support for the techies.com products. - Continually appointed to provide comprehensive assessments of products and operations.
- Administered advertising campaigns including email, online marketing and product rollout.
- Led several projects to streamline production and support internal resources.
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