Ella thrives at collaborating with businesses and organizations to craft and tell their stories through all the means, methods and media necessary to achieve their goals. An accomplished professional writer/copywriter with more than 25 years of experience, she helps clients build authentic, effective brands that present the best of who they are to their customers, employees and communities.As Red Mood Marketing’s Communications Director, Ella gets to know the passion and priorities of her clients’ organizations and creates a fully aligned and comprehensive communications and content strategy. From web content, social media posts and advertising to key messaging, white papers, articles and proposal writing, Ella ensures the brand promise of her clients consistently and deliberately connects to each audience with integrity, energy and purpose.

As Director of Marketing & Communications for Anderson Companies, I led and developed a team capable of delivering innovative, results-driven marketing and business development opportunities. As a member of the company's leadership team, I worked with Senior Management and our Market Leaders to tell Anderson Companies' story, serve our clients and continually develop and promote Anderson Companies brand. With a focus on:• Brand strategy and development• Strategic planning• Business development and project pursuits• Training and development• Crisis management• Website and social media• Media relations• Content creation• Client relationship management

Story Sister LLC collaborated with businesses and organizations to craft their stories. Led by Ella Carlsson, an accomplished professional writer/copywriter with more than 16 years of marketing communications experience, Story Sister specialized in helping customers build authentic, effective brands that present the best of who they are to their customers, employees and communities. Story Sister helped with: • Marketing communications collateral development• Web strategy, development and content • Proposal strategy and technical content• Public relations/crisis management• Project management• Brand management• Strategic planning• Brand standards and best practices training• Social media integration• Direct promotions/customer retention

• Created all major messaging for the company and served as the primary writer. • Developed, implemented and trained proposal standards throughout the company. • Established, managed and maintained a corporate brand through all sales/marketing channels. • Managed the company’s PR firm and directed all media relations to position Ryan as an industry leader in all its major service areas. • Developed strategic communication plans for company initiatives. • Website redesign, a national advertising/PR campaign, and establishing, training and enforcing proposal design/messaging standards and processes.• Co-developed and -managed marketing department budget.• Wrote and developed the submitall for the company honor, NAIOP Developer of the Year 2007, a prestigious real estate industry award.

• Provided copywriting and copyediting services to clients including Eaton Engineering, MCS Print on Demand & Distribution, University of Minnesota, etc.• Worked as one of four project managers on the Eaton Engineering account setting the copy standards for all Eaton Engineering materials including catalogs, ads, brochures and more. I also managed the billing and trafficking of projects.• With the U of M, I worked with the Department of Transportation on both print and web material for their Toward Zero Death program. Included researching, interviewing and writing about community action .• I was MCS’ primary copyeditor and proofreader. I worked primarily on 3M and Motorola projects.

• Conceptualized, wrote and planned the most successful product upgrade campaign in the company’s history.• Provided both branding advice and copy/content to product marketing and interactive marketing. I was responsible for maintaining both corporate and product brands throughout all communication media. • Led internal and external creative teams working collaboratively to establish a cohesive copy and design strategy.• Wrote and developed the re-branding and re-packaging of Paint Shop Pro, the company’s flagship product.• Worked closely with product marketing, direct marketing and internet development to effectively launch product, promotions, advertising campaigns and website content.• Wrote and co-led the strategic, tactical, and architectural plans around the Jasc VAR (value added reseller) Web site. • Created the Global Marketing Guide for Jasc Master Representatives worldwide. The guide assists international partners with branding Jasc and its products.

• Was responsible for new customer/subscriber acquisition through all channels including direct promotion, advertising, website and wholesale/retail sales.• Managed a $2 million direct promotions budget and a $500,000 single copy sales budget.• Planned and executed all facets of the company’s direct mail campaigns including writing copy, overseeing design, picking the mailing lists, merge/purge, lettershop, etc.• Worked with independent, direct and wholesale distributors to ensure the magazine’s maximum exposure in retail — increased newsstand sales within key college markets — one of top 10 selling titles in 2000.• Branded and wrote the promotions around the Utne Web Watch Daily —a daily newsletter drawing people to magazine’s website, the Best of the Alternative Web.• Invented and planned in-store events centered on UTNE’s annual Best of the Alternative Press Awards.