Kristina Naylor Email & Phone Number

Wilmington, De, Us

Collaborate with stakeholders to develop content strategies to drive business and define/demonstrate our brand and values.Accomplishments:- Developed entire brand visual identity.- Co-developed brand voice and personality.- Designed key brand-building assets, i.e. vehicle wraps, display and print ads, welcome kits.- Develop and deliver strategies to drive organic web traffic.- Built GA4 reporting suite and implemented conversion tracking (Google Ads and GA4)

Eden Prairie , Mn, Us

Manage Adobe Experience Manager (AEM) and Adobe Analytics instances with a focus on continuous optimization and actionable insights. Partner with segment stakeholders to ensure web content is optimized to drive results. Leverage SEO tools to compile organic and local search performance data that informs content recommendations and drives increased organic search traffic. Perform ongoing SEO (keyword research and technical SEO) throughout website. Design UX prototypes (Figma) that support company initiatives and are backed by data. Monitor web and SEO trends and Adobe Analytics capabilities and their site implications. Report web metrics monthly with an emphasis on actionable insights for all digital channel owners. Develop SEO and HTML best practices training for all content writers and web authors. Ensure content meets accessibility standards and is optimized for search engines.Accomplishments:- Developed the strategy selected as 2023 marketing success highlight of the year for MedExpress and Optum Virtual Care lines of business.- Improved web conversion rate by 15% via web redesigns.- Nominated to participate in UnitedHealth Group’s Emerging Leaders development program for high-potential leaders after first year. Graduated from the program in 2023.- Developed web personalization use cases to support organizational strategy (Adobe Target, Adobe Analytics).- Implemented a process to find and earn backlinks from high domain authority websites.- Developed SEO strategies that produced top organic traffic-generating content site wide.- Selected as an Optum Health Marketing Unsung Hero for SEO contributions in my first year.- Improved organic search traffic to blog by 55% in one year.- Recognized opportunity to/developed awareness-buiding SEO strategy for the 60+ MedExpress services. Incorporated UX redesigns that increased visit volume to service pages.- Developed top Google Ads campaign (for what I discovered was an under-utilized service — STI Testing).

Chadds Ford, Pa, Us

Evolved SEO and content development programs. Owned the strategies that produced organic search traffic growth. Delivered plans and reported results. Defined what is measured along digital funnels, from KPI to conversion. Directed and produced videos and motion graphics, including storyboards, scripts, animation, and voiceover for member- and employee-facing digital channels. Identified targeting opportunities within owned digital channels. Designed and executed digital campaigns; measured results. Developed Google Analytics dashboard packages for five websites.Accomplishments:- Implemented Google Tag Manager and developed data collection/reporting strategy to analyze digital marketing KPIs and ROI.- Developed customized Google Analytics dashboards for stakeholders.

Chadds Ford, Pa, Us

Developed and designed integrated digital marketing campaigns in support of Credit Union goals (targeted throughout web, app, email, eStatement, ATM, and digital signage spaces) and tracked results. Owned the creation and delivery of custom indoor and outdoor digital signage for 16+ branches using Adobe Animate. Managed website and monthly digital marketing calendar, including implementation and launch for multiple channels. Developed custom, responsive landing pages (HTML5 and CSS) and web enhancements for company websites. Directed and produced employee- and member-facing videos using Adobe CC and custom animation. Created and disseminated quarterly Google Analytics dashboards for five websites, and analyzed results and opportunities.Accomplishments:- Delivered, from concept to completion, an online portal integrated with our email marketing platform to give member-facing employees the ability to send emails ("How To" videos, guides and supplemental information), enhancing member experience in the moment.- Increased Financial Wellness seminar registration by 300% through web redesign/development and email marketing.- Conceptualized and produced a series of “How To" videos (five thousand+ views) that make technical mobile banking instructions (i.e. mobile check deposit, online banking enrollment, purchase and fraud text alert enrollment, and adding external accounts) easy for all members to understand.Franklin Mint Federal Credit Union (FMFCU) has provided financial products and services to its members since 1970. FMFCU was voted among the Best Credit Unions to Work For by Credit Union Journal and ranks ninth in asset size among Pennsylvania credit unions and remains the largest financial institution headquartered in Delaware County, Pennsylvania. FMFCU has over 125,000 members and 2,500 partner organizations. Learn more at fmfcu.org.

Dover, De, Us

Managed CRM system overseeing tracking, event triggering, email/letter template generation, and reporting necessary for NeighborGood Partners to deliver on its United States Department of Agriculture (USDA) contract to provide nonprofit technical assistance in 21 states. Managed company websites. Owned the content and development strategy for national and company websites and social media accounts, resulting in consistent traffic growth and lead generation every month. Designed and executed email campaigns, including contact list maintenance and targeting, for multiple business lines. Managed company social media accounts, targeting, and boosted posts.Accomplishments:- Lead a national web design and content committee resulting in 3x more organic search traffic/leads for 90 agencies offering USDA Mutual Self-Help Housing.- Earned Google SERPs for key search phrases, resulting in higher traffic and leads. - Participated in Housing Assistance Council conference panel discussions on digital marketing strategy and tactics.- Grew Facebook following by 1100% in two years and assisted partner nonprofits with social media efforts.NeighborGood Partners (formerly NCALL Research, Inc.) is a nonprofit and Community Development Financial Institution (CDFI), leading the Restoring Central Dover community revitalization initiative and providing housing counseling, financial coaching, and foreclosure prevention services to Delmarva residents and technical assistance to other nonprofits.

Chadds Ford, Pa, Us

Coordinated large-scale paid search and digital advertising campaigns. Sourced and onboarded new digital advertising partners. Negotiated advertising contracts. Managed consultants during SEO redesign. Reported advertising and paid search spend and results daily to identify trends and opportunities.

Charlotte, North Carolina, Us

Coordinated a multi-state corporate credit card program (4,000+ accounts), including opening accounts, maintaining cardholder agreements and approval forms, and training employees company-wide to reconcile and approve transactions through JPMorgan PaymentNet®.Accomplishments:- Worked with parent company and management to identify time- and cost-saving opportunities within our procedures.

Wilmington, Delaware, Us

While in college, my position within AAA Mid-Atlantic's Accounts Payable department was to provide welcome kits, collect supporting documentation, answer questions, and reconcile transactions for the company's purchasing card portfolio (500+ corporate-issued credit cards).Accomplishments:- During a merger, new corporate credit cards were added en masse to our portfolio, which in turn required a revised process. I developed a procedure that made expense report collecting more seamless and prevented common mistakes.- Built Excel pivot tables to examine individual account usage within AAA Mid-Atlantic's corporate credit card portfolio, identifying dormant accounts and aligning credit limits appropriately based on historical activity.Additional roles at AAA Mid-Atlantic include: Accounts Payable Clerk (2007-2008) and Membership Processing Specialist (2006-2007).

Master Of Arts, Mass Communication Specializing In Web Design And Online Communication, Graduated With Distinction

Certificate, Graphic And Web Design

Certificate, Search Engine Marketing

Certificate, Internet Marketing

Bachelor Of Science, Marketing (Integrated Marketing Communications Concentration), Graduated Cum Laude

Bachelor Of Science, Web Development