Sales Manager

Kelly Ingrum

**** ******* ***** **** :: Dallas, TX 75208

Mb: 214-***-**** :: Hm: 214-***-**** :: Email: *****.******@*****.***

Linkedin profile: http://www.linkedin.com/in/kingrum

Portfolio: http://www.kingrum.com

Summary

Senior UX and digital marketing manager with experience designing,

developing and promoting user-centered sites and services. I work to

understanding customer motivations and provide simple solutions that are in

sync with the brand experience. Business verticals include advertising,

media, telecommunications and healthcare.

Skills & experience

User-centered design

. Conducted research and testing to understand users' needs and mental

models, including interviews, online surveys, card-sorting exercises

and prototype testing to build and refine the user experience.

. Designed complete user experience for web sites and applications,

including information architecture, navigation, labeling systems and

interactions.

. Created documentation for internal and external teams, including

personas, task analysis, use cases and scenarios, conceptual diagrams,

site maps, interactive prototypes, wire frames, design mockups,

content audits and detailed functional specifications.

. Introduced a user centered design process in an agile development

environment and promoted user-centered design best practices to

marketers, developers, project managers and clients.

. Consulted with business and process owners to understand problems and

users' needs. Wrote business requirements to detail solutions and

provide development direction.

. Improved the brand experience by defining and coordinating multi-

channel customer touchpoints.

. Built sites from ground up, led site redesign and optimization

efforts.

. Managed working relationships with agencies, freelance contractors and

technology providers.

Social & interactive media

. Designed email communications and email marketing campaigns. Built

infrastructure for supporting and reporting on email activity using

Exact Target.

. Designed and coded corporate mobile presence. Sold mobile web sites

online with a third-party technology partner. Developed QR code tools

for directing traffic to mobile devices.

. Developed a blog and the associated governance to provide engaging

content, encourage interaction and help SEO efforts.

. Used online chat tool to answer user questions and generate sales

leads.

. Integrated video content into product merchandising and helped small

businesses generate and distribute their own video content.

. Used social media tags to extend site content and brand, driving new

inbound links and SEO benefit.

. Developed applications for submission of photos and user reviews to

build content. Extended the capability by developing a widget for

distribution on other sites.

Ecommerce

. Managed a team responsible for site strategy, online marketing, SEM,

SEO, user research, user interaction design and web analytics.

. Built and managed online sales channel from ground up, driving $10M

annual online revenue.

. Maintained P&L responsibility, including top line revenue contribution

and departmental budget.

. Created online positioning and merchandising for products then tested

components to increase conversions.

. Designed and developed multi-part sales and fulfillment processes for

online advertising products.

. Developed and maintained full shopping cart capability, including

customer authentication, terms acceptance and credit card processing.

. Introduced online coupons capabilities for customers and promotion

codes for increasing conversion rates.

. Used Omniture analytics tool to monitor site activity and understand

user behavior.

Digital marketing

. Managed search engine marketing program with thousands of keywords.

Drove SEM performance over time based on cost-per-acquisition and

average order value metrics.

. Implemented search engine optimization best practices. Launched SEO

projects to increase visibility of pages designed for long-tail

keywords.

. Worked with ad agencies to develop creative and run display

advertising placements. Optimized the program across multiple

networks by driving to a targeted CPA.

. Designed, built and optimized landing pages and micro sites for

customer acquisition. Implemented lead tracking to tie results to

specific marketing activities.

. Optimized conversion funnels with fallout analysis and A/B testing

using Omniture Test & Target.

. Converted a small customer service team into blended telephone sales

to support site activity. Optimized IVR options for better customer

experience.

. Used call tracking and recording technology to identify and direct

lead sources.

Customer retention / eCRM

. Developed email marketing program to send and track transactional

emails, increasing customer communication and promoting dynamic up-

sell and cross-sell offers.

. Created a customer extranet for ad approval, robust performance

reporting capabilities, account management and maintenance.

. Designed and implemented satisfaction surveys using online survey

tools.

. Sent alerts to customers based on key account activity. Designed

interface to allow customers to control format and frequency of alerts

delivered.

Product management / strategy

. Analyzed market research and identified product concepts and

opportunities based on customer needs.

. Managed product development activities including business case,

financial modeling, volume forecasting, product specifications,

operational and sales support, training and promotion.

. Developed and communicated strategies for product positioning,

customer acquisition and retention.

. Identified, evaluated, and initiated strategic relationships with

partners to provide technology and content.

. Led teams directly and across functional areas. Worked to develop

employees through assignments and training opportunities.

. Developed deep understanding of the small to medium-sized business

marketplace.

Work History

2009 to present: User Experience Architect - SuperMedia (formerly Idearc

Media)

. Responsible for all aspects of user experience, including information

architecture and interaction design.

. Built corporate web site and online sales channel extending and

interpreting the brand into the online experience.

. Built collaboration tool for advertising design and copy to automate

the processes, reduce errors and increase communication between

customers, sales and graphics teams.

2004 to 2008: Ecommerce and Group Manager - Idearc Media (formerly

Verizon)

. Responsible for generating sales of pay per click and directory

advertising, web sites and ecommerce solutions targeting small and

medium-sized businesses.

. Built an online sales channel, ecommerce engine and customer extranet

from the ground up.

2001 to 2004: Product Manager - Verizon Information Services

. Responsible for introducing new products for Superpages.com, an online

Yellow Pages business directory.

. Managed full range of product development activities from product

concept through rollout.

. Developed go-to-market strategy and ensured success by building

operational support, sales training and promotion.

2000 to 2001: Customer Experience Manager - Scient Consulting

. Managed user experience team efforts including information

architecture, content strategy, visual design, and front-end

technology through site development cycle.

. Worked directly with client, Baxter Healthcare, to identify needs and

design solutions for hemophilia patients, caregivers and doctors.

Created Advoy.com, an online tool for communication and management of

the chronic condition.

1997 to 1999: Online Producer & Site Administrator - GTE Directories

. Responsible for developing online product and site features based on

marketing strategy, user interface testing, and traffic analyses.

. Directed user interface development team and managed delivery and

implementation of vendor code and applications.

1993 to 1996: Marketing and Sales Promotion Analyst - GTE Directories

. Responsible for design, production, and distribution of market and

sales promotion materials.

. Managed creative agency and print production supplier relationships.

Education & Training

. University of Texas at Austin - BBA, double major in Marketing and

Finance

. Certified Usability Analyst - Human Factors International

. Graduate Marketing Certificate Program - Southern Methodist University

. Training & Conferences:

Human Factors, IA Summit, Nielson/Norman Usability, Web 2.0, Search

Engine Strategies, Ad Tech

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