Content Marketing & Video Production Specialist
Creative, multi-talented, and efficient professional with over 15 years of experience in marketing, multimedia design, and team management. Areas of expertise include…
Creative, multi-talented, and efficient professional with over 15 years of experience in marketing, multimedia design, and team management. Areas of expertise include…
MARKETING STRATEGY: Multichannel Content, Customer Analysis, Search Engine Optimization
VIDEO PRODUCTION: Pre-Production Planning, Studio & On-Location Shoots, Editing & Post-Production
GRAPHIC DESIGN: Digital & Print Design, Catalog, Logos, Packaging, Animation
Professional Experience
Performance Bicycle – Production Studio Manager & Video Content Specialist
Chapel Hill, North Carolina, June 2018 – Present
Preside over cycling equipment company’s content production studio. Guide photographers and color correction team through fulfilling daily obligations and responding to trends in retail and digital marketing.
Key Achievements:
- Developed and led reliable and dynamic production team.
- Produced over 1K videos since creating company’s video program in 2006.
Performance Bicycle – Video Content Specialist
Chapel Hill, North Carolina, 2016-2018
Outlined and coordinated plans to execute storyboard and achieve Creative Art Director’s vision. Defined goals, schedules, and processes to guarantee project completion within deadlines and budget. Supported all aspects of high-quality video production, including talent selection, equipment setup, set design and preparation, shooting, and editing. Verified correct levels and calibrations of equipment. Applied SEO tags to videos and articles. Tailored videos to commerce site, Amazon, YouTube, Facebook, and Instagram. Oversaw video content in Learning Center.
Key Achievements:
- Boosted viewer retention rates by 20% by employing YouTube Analytics.
- Maximized content relevance by orchestrating A/B testing.
Performance Bicycle – Content Marketing Specialist
Chapel Hill, North Carolina, 2013-2016
Determined how to optimize user engagement with articles through words, images, graphics, and videos. Uploaded and edited large volume of content in Learning Center in accordance with marketing and editorial calendars. Strategically incorporated bidirectional links to product pages, Learning Center, and social media content.
Key Achievement:
- Played key role on team that devised new content marketing strategy to increase sales.
Performance Bicycle – Graphic Designer, Web
Chapel Hill, North Carolina, 2010-2013
Facilitated every stage of planning and launching weekly e-commerce events in order to accomplish sales goals of Bike Nashbar, sister company of Performance Bicycle. Collaborated with vendors and merchants to generate video content.
Performance Bicycle – Email Marketing Manager
Chapel Hill, North Carolina, 2008-2010
Directed all email promotions for Performance Bicycle and Bike Nashbar. Assessed, reported, and continuously improved weekly email performance. Maintained and updated email database.
Key Achievement:
- Spearheaded transformation of email marketing program to strengthen team collaboration and more effectively utilize customer behavior data.
Performance Bicycle – Graphic Designer, Web
Chapel Hill, North Carolina, 2006-2008
Designed and created email and web graphics for e-commerce and retail events. Constructed micro sites within commerce site.
Key Achievements:
- Produced online “how to” video series, writing scripts, selecting talent and location, and directing shoots.
- Improved user experience and raised awareness of sales promotions by building interactive Flash animations for PerformanceBike.com
Additional experience as Production Coordinator (2005-2006) and Graphic Designer, Print (2003-2005) for Performance Bicycle. Before embarking on career, served in United States Marine Corps
Preside over cycling equipment company’s content production studio. Guide photographers and color correction team through fulfilling daily obligations and responding to trends in retail and digital marketing.
Key Achievements:
- Developed and led reliable and dynamic production team.
- Produced over 1K videos since creating company’s video program in 2006.
Performance Bicycle – Video Content Specialist
Chapel Hill, North Carolina, 2016-2018
Outlined and coordinated plans to execute storyboard and achieve Creative Art Director’s vision. Defined goals, schedules, and processes to guarantee project completion within deadlines and budget. Supported all aspects of high-quality video production, including talent selection, equipment setup, set design and preparation, shooting, and editing. Verified correct levels and calibrations of equipment. Applied SEO tags to videos and articles. Tailored videos to commerce site, Amazon, YouTube, Facebook, and Instagram. Oversaw video content in Learning Center.
Key Achievements:
- Boosted viewer retention rates by 20% by employing YouTube Analytics.
- Maximized content relevance by orchestrating A/B testing.
Performance Bicycle – Content Marketing Specialist
Chapel Hill, North Carolina, 2013-2016
Determined how to optimize user engagement with articles through words, images, graphics, and videos. Uploaded and edited large volume of content in Learning Center in accordance with marketing and editorial calendars. Strategically incorporated bidirectional links to product pages, Learning Center, and social media content.
Key Achievement:
- Played key role on team that devised new content marketing strategy to increase sales.
Performance Bicycle – Graphic Designer, Web
Chapel Hill, North Carolina, 2010-2013
Facilitated every stage of planning and launching weekly e-commerce events in order to accomplish sales goals of Bike Nashbar, sister company of Performance Bicycle. Collaborated with vendors and merchants to generate video content.
Performance Bicycle – Email Marketing Manager
Chapel Hill, North Carolina, 2008-2010
Directed all email promotions for Performance Bicycle and Bike Nashbar. Assessed, reported, and continuously improved weekly email performance. Maintained and updated email database.
Key Achievement:
- Spearheaded transformation of email marketing program to strengthen team collaboration and more effectively utilize customer behavior data.
Performance Bicycle – Graphic Designer, Web
Chapel Hill, North Carolina, 2006-2008
Designed and created email and web graphics for e-commerce and retail events. Constructed micro sites within commerce site.
Key Achievements:
- Produced online “how to” video series, writing scripts, selecting talent and location, and directing shoots.
- Improved user experience and raised awareness of sales promotions by building interactive Flash animations for PerformanceBike.com
Additional experience as Production Coordinator (2005-2006) and Graphic Designer, Print (2003-2005) for Performance Bicycle. Before embarking on career, served in United States Marine Corps
Education / Training
Digital Media Program Certificate of Completion | Living Arts College – Raleigh, North Carolina
Digital Media Program Certificate of Completion | Living Arts College – Raleigh, North Carolina
Commercial Art Training | Cumberland-Perry Area Vocational Technical School – Cumberland County, Pennsylvania
Coursework in General Studies | Durham Technical Community College – Durham, North Carolina
FAA Part 107 Certified Drone Pilot
Technical Proficiencies
PLATFORMS: Windows & Mac Operating Systems
SOFTWARE: Adobe Creative Cloud, Yesmail Express/Enterprise, Pivotal Veracity,
Coremetrics, IBM WebSphere Commerce, Microsoft Office Suite
Coremetrics, IBM WebSphere Commerce, Microsoft Office Suite
LANGUAGES: HTML, CSS