Krizel Minnema

As part of a multi-award winning 11-person marketing team, my role is to develop, execute, track and optimize digital marketing campaigns across various channels. I oversee SEO, e-mail (campaigns, funnels and HTML/CSS development), content marketing, landing pages, CRM data and analytics, lead nurturing, and audience targeting research.

• Collaborate with the marketing manager to plan and develop e-mail marketing campaigns for different customer paths. Improved open rate from 2020 Q1
  to 2020 Q2 (27% to 33%), while maintaining an open-rate above the industry average (18%) throughout 2019.
• Brainstorm new and creative growth strategies and evaluate emerging technologies to maximize campaign effectiveness and prospect behavior visibility. Led a multi-month project to architect a marketing automation system (Pardot) and integration with Salesforce. Launched full-channel marketing program to drive lead generation and SQL conversions.
• Develop and oversee web content ideas for various assets, such as the website, and e-mail campaigns. Also, regularly develop surveys for research and product development.
• Serve as the go-to Pardot and Salesforce resource to help the sales and marketing team utilize the most out of its marketing automation tools.

• Developed and executed campaign strategies for multiple assets such as print, website, and social. Also developed relationships with key industry players to establish brand credibility. From 2016 to 2017, inquiries tripled, resulting in a 42% revenue increase.
• Tracked and analyzed SEO campaigns and keywords to craft strategies that drive online traffic. Consistently maintained top page rankings for profitable, relevant keywords.
• Improve the consumer experience by identifing growth trends, researching conditions that affect the wedding industry, and compiling competitor analysis. Earned over 11 awards based on consumer experience from The Knot, Wedding Wire, and Expertise.com. Earned Hall of Fame with The Knot in 2020.
• Designed brand identity, and digital and print campaigns.

• Reported to and collaborated directly with the president of the company to develop and implement creative development, content creation, and branding for various assets, including the first website launch of its top-performing sister company, Certified Meat Company.
• Oversaw SEO campaigns and regularly reviewed web analytics to build website traffic.
• Core strategist to direct and execute content development for all JD Food digital real estate (including Twitter, Facebook, Instagram, and websites).
• Performed regular research on relevant markets and products, such as audience targeting to perform ongoing optimization for lead generation.
• Instrumental lead to the company’s creative, such as the branding for one of its staple meat seasoning products.

• Directed and coached student leaders with outreach training. Provided opportunities to reach out to their local community through volunteer services and expand its chapters’ growth.
• Developed campus-wide events and initiatives to promote chapter presence; increased growth by 36% within a year (2013 – 2014). Created a campaign that started at a single campus, then became a nationwide company initiative.
• Fundraised over $500K (over the course of 5 years) for chapter funds through local networking, fundraising events, e-mail marketing, and social media.