Washington Penn

I create Content strategy & SEO strategy, manage all social media channels, implement website updates, and embrace the roles of content creator and content manager for Washington Penn and all Audia companies: Audia Elastomers, Uniform Color, and Southern Polymer. 

Content Strategy is accomplished through:

• Establishing brand voice chart for content consistency and streamlined content creation
• Understanding key audience with personas created from UX research
• Auditing all content to evaluate user intent and copy's effectiveness.
• Develop content library segmented by themes mapped out by the buyer's journey
• Distributing content through various medium and across numerous channels

Social Media Marketing is accomplished through:

• Develop social calendar for curation of monthly posts
• Craft social copy aligning business development goals to the target audience's needs
• Analyze performance of various channels for engagement and campaign conversion

SEO is accomplished through:

• Reviewing traffic analytics and setting specific behavior and conversion goals
• Running site audits quarterly to identify major website issues and make fixes
• Tracking keywords performance, running keyword gap analysis, and identifying new keywords to target
• Increasing link building across all companies sites

Website Updates are accomplished through:

• Manage all CMS updates from code injection to content refreshes
• Create new design elements to sites as necessary

Digital Marketing Specialist

BPS World

Content & Campaign Executive

HIKE2

I actively contributed to marketing and brand strategy through original copy, conveying Hike2's thought leadership. 

This was accomplished through:

• Development and execution of innovative content marketing strategies and social campaigns
• Performing content gap analyses for evaluation of missing content and forecast new strategy 
• Writing original copy and edit current corporate marketing and communication assets
• Ideating, creating, and executing fresh social media content
• Analyzing content performance to provide actionable recommendations on optimization and brand awareness.

Content Strategist

Sargent Electric Company

I supported business development in the acquisition of new clients and support brand awareness through various marketing campaigns.

This was accomplished through:

• Gathering all necessary documentation to submit pre-qualification packages 
• Devising marketing strategy that supports expansion into new markets, such as renewable energy
• Updating the current website, and planning the development of a new website
• Managing all our social media platforms: Facebook, Twitter, Instagram, and LinkedIn
• Creating all digital and print advertisements

Marketing Coordinator

ProMAXX Tool

I supported all marketing initiatives to reach a wider audience and improve the e-commerce platform. I did this by the following: 

• Identified KPIs for SEO and Analytics program
• Assisting in establishing website traffic goals and monitoring activity to increase click to purchase conversion rate. 
•Planned, wrote, and edited both technical and creative content incorporating targeted keywords to increase inbound marketing efforts.
• Executed website migration and redesigned new website in collaboration with interdepartmental teams (Customer Support, Accounting, Sales, and Assembly) to ensure build met the needs of both internal and external stakeholders (customers, and B2B clients). 
• Created content pieces ranging from press releases, client presentations, product labels, and website graphics.

Marketing Intern

Michigan Technological University

I managed and moderated content for social media platforms, wrote Alumni profiles on the Michigan Technological University Alumni website, and assisted with external communications for the Michigan Tech Alumni & Friends outreach group.

I accomplished this through:

- Producing weekly posts and creating AR effects for the engagement of new alumni on Facebook and Instagram
- Highlighting alumni work and achievements in specialized blog postings
- Designing and managing marketing content for newsletters to engage alumni, foster positive relations, and support a culture of philanthropy at Michigan Technological University

Advancement & Alumni Engagement Digital Media Writer

Network with Michigan Tech alumni to strengthen university relations and encourage donations made to the University's Annual fund supporting
     - Improvements to research labs
     - Student learning centers
     - Scholarship opportunities
Engage with students to increase philanthropy awareness on campus-wide through campaigns and events such as: 
     - Day of Giving
     - Gold and Black Gives Back
     - National Philanthropy Day

Advancement & Alumni House Student Foundation Representative

Dr. Kelly Steelman | Safety, Technology, and Attention Research (STAR) Lab 

I was actively involved in several projects focused on multimedia learning studies, digital literacy, and assessment of cognitive load; responsible for scheduling participants, administering surveys, and collecting data. I conducted eye-tracking-based research including calibration, set up, and running for human subjects research. I processed and analyzed data using SPSS and JASP. I also created marketing materials for the STAR Lab WordPress website. (usability testing, user research).

Dr. Adam Feltz | Ethical Decision-Making and Ethical Naturalism (EDEN) Lab 

For evaluating end-user behavior in response to cybersecurity, I have researched the reliability and validity of Emotion, Trust, Guilt, and Shame Scales. I have developed recognizable phishing images for an experiment and assessed the construct of the experimental design. I analyzed quantitative data using JASP and SPSS, performed IRT analysis, and reported findings in poster presentations. I am co-authored in a published poster in the judgement and Decision-Making Conference, Fall 2017

Human Factors Research Assistant

I executed pre-production planning, storyboarded all content for promotional campaigns, scheduled client meetings, and dates for model shoots, conducted business professional interviews, captured quality footage and audio for clients on campus and in a professional studio, ensured timely post-production editing, and produced all video content for Housing and Residential Life, Dean of Students, and Student Affairs.

As a creative agency inside of Student Affairs, Creative Suite 155 strived to produce quality graphic design, photography, web design, videography, and marketing plans for on-campus initiatives

Videographer

I coordinated client photoshoots, conducted professional and non-traditional portraits with a Nikon DSLR, captured special events for website header photos, edited all photos on the university brand guide, and cataloged photos into Cumulus or uploaded them to Flickr.

Student Photographer at University Marketing and Communications

Humane Interface Design Enterprise (HIDE)

As the lead UX Researcher and Designer, I informed our team of 40 developers on best practices for engaging users that maximize performance and increase satisfaction for users on both web and mobile applications. I created vector images for our front-end developers, low fidelity wire-frames for the progression of our applications, and performed cognitive walkthroughs as well as usability studies to address interaction problems.

The enterprise program on campus at Michigan Tech allows students to work in teams on real projects, with real clients, in an environment that's more like a business than a classroom. With coaching and guidance from faculty mentors, our teams work to invent products, provide services, and pioneer solutions. Humane Interface Design Enterprise (HIDE) is one of the 25 teams on campus. HIDE focuses on software development and usability testing.

Lead UX Researcher and Designer

University Innovation Fellows

University Innovation Fellows empowers students to become leaders of change in higher education. Fellows are leading a global movement to ensure that all students gain the attitudes, skills, and knowledge required to navigate a complex world. I have been trained with design thinking practices to create positive change on Michigan Technological University's campus. My current project focuses on unifying the community of students within the college of sciences and arts with the students across campus, specifically in the college of engineering.

University Innovation Fellow, Michigan Technological University

Abby is a digital marketer focused on creating accessible and seamless digital experiences through making the complex simple. She strives to drive engagement and retention by providing meaning and delight in product and marketing content. Her background is in human factors research and digital communication studies.  https://www.abigailkuehne.com/

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