Illinois State University

Human Factors International (HFI)

The American College of Financial Services

CX Strategist  -  Digital & Traditional Marketer  -  Social Media & Content Strategist  -  UX & Print Designer  -  Educator

Exploring, understanding, and mapping the digital properties from a customer perspective to identify improvements within the user experience of our digital properties, user interface, and information structure.

Performed “competitive audits” of products and site functionality to understand how the competition is approaching similar customer engagement challenges and what could be learned and applied to the future product page and site functionality, enhancements, and priorities.

Created an Enterprise Content Calendar to ensure the content being produced by DE is aligned with marketing campaigns, peak SEO performance periods, and public affairs media events along with “trending events”. The results will ensure optimal content performance during moments customers are looking for the content.

Creation of a strategy to utilize social proof, or testimonials, on digital properties. The strategy outlines how social proof can be leveraged to build brand confidence and trust to be exchanged for a customer’s loyalty and willingness to quote. In addition, showcased how digital properties can be modernized with social proof through a sustainable, repeatable process that mitigates compliance and legal concerns for all products and services.

State Farm ®

Technology Analyst (Digital Experience)

Utilizing product analytics data, team performance metrics, and product OKRs, I transformed the Digital Content product teams under my leadership to meet and exceed target goals:
- An increase of 19% (Jan.-Oct., 2021) in natural search visits over 2020.
- An increase of 27% (Jan-Oct, 2021) in quote starts over 2020.
- An increase of 106% (Jan.-Oct., 2021) in traffic sent to the product information over 2020. 
- An increase of 40% (Jan.-Oct., 2021) in traffic sent to Agent Locator over 2020. 
- In 2020, increased natural search visits by 23% over 2019.
- In 2020, increased  traffic sent to the product information by 32% in over 2019.

Utilizing analytics data from digital traffic to Spanish content, I mentored the Spanish team to optimize content around Spanish keywords, develop new content focused on Hispanic Insurance concerns, and analyze and track customer patterns. The results were: 
- An increase of 81% (Jan.-Oct., 2021) in natural search visits over 2020
- An increase of 125% (Jan.-Oct., 2021) in quote starts over 2020.
- An increase of 268% (Jan.-Oct., 2021) in traffic sent to product information over 2020.
- An increase of 84% (Jan.-Oct., 2021) in additional articles read over 2020. 
- An increase of 30% (Jan.-Oct., 2021) in traffic sent to Agent Locator over 2020. 
- In 2020, increased natural search visits 183% in over 2019 
- In 2020, increased traffic sent to the product information 52% over 2019. 

Developed an initial draft of an Enterprise Digital Content Strategy to propel alignment of the Enterprise content objectives and goals with Enterprise business objectives. The results of this work will guide the creation of digital content to ensure message brand and campaign message alignment, efficient content production, and measurements to ensure content objectives and goals are met.

Technology Manager, Content Optimization and Publication

Responsible for assisting State Farm as they undergo customer experience (CX) transformation through the utilization of a cross-functional Enterprise team of subject matter experts and agency partners. Within this role, I:

Spearheaded the development of a “Renewal Journey” to shape understanding of customers' experiences as they move through their first year with State Farm. Leading a cross-functional team, I then developed data-driven customer experience journey maps, service blueprints, and empathy maps that highlighted what a customer thinks, feels, and experiences during that year, focusing on those experiences that drive defection. The result of this work was:
- A shared definition of the Renewal Journey between Marketing, Agency, ET, and ER
- Partnered with Enterprise Research to develop surveys, perform agent interviews, and hold customer focus groups.
- Identification of omnichannel opportunities to improve the customer experience.
- Prioritized business plans articulating the need, benefits, scope, and risks.

In addition:
- Planned and developed strategic plans built from CX principles in order to drive continuous value, efficiencies, and measurable results.
- Developed data-driven customer experience maps highlighting what a customer feels during the lead experiences that drive defection.
- Developed "flow prints", combining the customer journey with business processes to identify omnichannel enhancements.
- Partnered with Enterprise Research to develop surveys, perform agent interviews, and hold customer focus groups.
- Partnered with business areas to evaluate opportunities and create data-driven business cases to enhance the customer experience.

Customer Experience (CX) Strategy Lead

Taught community education classes in Content and Social Marketing for Small Business and Adobe Applications.

Heartland Community College

Community Education Instructor

Responsible for content marketing strategy and content creation for Simple Insights by State Farm Insurance, an integrated content marketing platform. Within this role, I:
• Conceived, developed and led the implementation of Simple Insights, The site achieved the following results within a year over the previous content hub: 
  - A 136.14% increase in Unique Visitors over the previous year
  - A 131.17% increase in Page Views
  - A 206.10% increase in traffic from Nature Search
  - A 246.07% increase in traffic from Paid Search
  - Opened up a destination for social campaigns resulting in 4,434.47% increase in traffic from 
     Social traffic platforms
  - 157.74% increase in traffic Simple Insights is sending to statefarm.com.
  - 270.81% increase in traffic from statefarm.com to Simple Insight.
  - A 633.29% increase in traffic to Agent Searches.
  - A 187.40% increase in quote starts.

In addition, I  
• Provide team leadership, direction, and mentoring
• Develop and implement digital marketing programs or projects that support organizational marketing objectives
• Coordinate and develop communication strategies and messages for customer audience
• Develop content from customer profiling, segmentation, geographic analysis, customer retention, and customer acquisition methodologies
• Translate consumer research and web analytics into insights and strategic plans that align with corporate marketing strategies 
• Serve as a key decision-maker and escalation point in regard to approving customer experience design decisions within the scope of the assignment

Other skills utilized: analyze market conditions, develop marketing forecasts, conduct marketing tests, etc

Product Owner for Simple Insights, Team Lead for Digital Content and Optimization

Responsible for State Farm Insurance's digital properties on the Branded Digital Content team. Within this role, I:
• Provided coverage for the majority of manager duties for the Branded Digital Content. Duties included project evaluation and planning, strategic planning, skill identification, and team development. In addition, developed 2015 project plan to guide future work and resources,
• Developed an inbound, integrated content marketing strategy designed to utilize new and existing content from across State Farm. The strategy will enhance organic search, paid advertising, social media, and digital advertising efforts. 
• Developed a Retirement Engagement Tool from research performed in conjunction with CEI. The tool will replace 4 calculators, engage the customer through a "gamified" experience, channel customers to agents, and integrate with the Simple Conversation Tool.

Other responsibilities include: 
• Development and implementation of marketing programs or projects that support organizational marketing objectives
• Plan, create, produce marketing communications and/or promotional materials to implement marketing projects and programs
• Coordinate and develop communication strategies and messages for customer audience
• Develop application from customer profiling, segmentation, geographic analysis, customer retention and customer acquisition methodologies
• Collect and analyzes data to identify market trends and potentials, user biases and preferences, etc.
• Integrate current corporate marketing strategies within digital and content strategies
• Translate consumer research and web analytics into insights and strategic plans
• Develop creative strategy briefs, usability flows, and UX designs
• Serve as a key decision-maker and escalation point in regard to approving customer experience design decisions within scope of the assignment
• Analyze market conditions, develop marketing forecasts, estimate, costs, conduct marketing tests, etc

Marketing Analyst

Organized and lead a board of volunteers in the planning, development, and execution of a social media conference targeting small to medium-sized business in the Midwest. 

Accomplishments include:
• Developed the identity, brand strategy, and statistics for measuring conference success.
• Developed and implemented a strategic marketing plan for the conference which:
..... resulted in a 10% growth in attendance each year.
..... resulted in reaching an international audience.
• Developed and planned conference sessions.
• Recruited the conference speakers.
• Spoke at various sessions on social media.

@Midwest

President

Developed various integrated marketing plans consisting of online, print, and social media materials designed to increase student recruitment, alumni engagement, and annual gifts.  

Accomplishments include:
• Designed inbound marketing strategy to increase alumni and student engagement through Strories.IllinoisState.edu and lead a team to implement the strategy across the University’s Web presence and social networks that:
..... resulted in a 250% increase in visits to our website over 2012. 
..... resulted in a 400% increase in the articles read over 2012. 
• Developed and executed a social media strategy designed to increase alumni and student engagement. 
• Developed and executed a integrated, multi-channel marketing campaign designed to increase annual gifts that: 
..... in FY2012, increased gifts through direct mail by 85% while increasing overall donors by 4%.
..... in FY2013, increased gifts through direct mail by 67% while increasing overall donors by 5%.
• Developed and implemented a analytic strategy designed to track engagement and the return on investment (ROI) of various University marketing campaigns and social media programs. 
• Developed creative concepts and designs for various multi-channel micro marketing campaigns. 
• Aided colleges, schools, departments, and units of Illinois State University to incorporate new media, including social media, into their marketing efforts
• Led a team of designers, writers, photographers, videographers, and programmers the development and execution of campaign landing pages, email and direct mail campaigns, social media campaigns, and "gorilla" (targeted) marketing campaigns

Other skills utilized: project management. account management, audience analysis, content strategizing, market analysis, analytic tracking, department budgeting, strategic planning

Assistant Director, University Marketing

Taught ART 302, Graphic Design for the Web.

Adjunct Professor

Oversaw the designed, development and maintenance the Illinois State University’s digital presentence, including websites and applications for both the mobile and desktop experience.

Accomplishments include:
• Supervised a team of designers, writers, and developers the development of websites that focused on user experience while compiling to the WC3 and Section 508 accessibility standards.
• Development of a CSS driven web “eStoryboard” which separated content and design allowing for the streamlining of the content creation process.
• Development of an integrated digital marketing plan to ensure brand consistency and cohesive user experience within the University’s digital presence.
• Led focus groups, usability studies, and A/B testing programs to ensure digital properties met customers’ expectations while continuing to evolve the user experience.
• Aided in the development, implementation, and evolution of the Illinois State University brand.
• Aided colleges, schools, departments, and units of Illinois State University to incorporate new media, including social media, into their marketing efforts.
• Utilized Web Trends and Google Analytic to track engagement, track goals, and measure the return on investment (ROI).
• Assisted in the education and development of the department staff and content partners through the university.

Other skills utilized: project management. account management, audience analysis, content strategizing, market analysis, analytic tracking, department budgeting, strategic planning.

Creative Director/UX Manager (Civil Service Graphic Designer IV)

Taught community education classes in various graphics and web design tools.

Adjunct Professor/Community Education Instructor

Developed creative, user-driven graphic designs for regional, national and international accounts—including Fortune 50 companies. 

Accomplishments include:
• Researched, developed, and implemented integration marketing plans
• Developed and implemented creative concepts for various mediums, including: brochures, annual reports, package design, catalogs, postcards, direct mail, advertisements, posters, T-shirts, logos, stationary, announcements, signage, folders, videos, radio commercials, websites, and kiosks
• Utilized Google Analytic to track engagement and ROI
• Implemented SEO for effective inbound marketing

Skills utilized: project coordination, photo and video direction, account management and budgeting

A partial list of clients included; General Electric, Honeywell, St. Farm, Caterpillar, Country (IAA Trust), Lend Lease (Yarmouth Group), Lechler, State of Illinois, Paradise Riverboat Casino, College Hills Mall, Precision Planting, Yetter Manufacturing, Children’s Discovery Museum, and Miller Park Zoo.

CS&A Marketing and Communications

Art Director

Developed creative, user-driven graphic designs for local and regional accounts.

A partial list of clients includes Precision Planting, Moving Forward, Long Custom Building and Remodeling, Hoeffecker Homes, Solid Rock Farms, 4Insights, Aymond and Associates, BNCCC.org, VisitHistoricIllinois.org, WM Putnam.

Brian Huonker Designs

Freelance Marketing Strategist, Designer, and Consultant

Supervised the petroleum distribution for the battalion and managed the supply and weapon distribution for the company. Cross trained in biological and chemical weapon identification and clean up.