Marketing Director
Resume:
Jennifer Gyllenskog Salt Lake City, UT 84102
801-***-**** cell
STRATEGY DIRECTOR ***@******************.***
EXECUTIVE PROFILE
Online Branding Strategic Integrated Marketing
Campaign Integration 15 years experience creating strategic marketing programs and
Messaging & Positioning initiatives. Passionate, experienced and knowledgeable marketer
Creative Collaboration with interactive medium as primary focus.
Advertising Assessment
Workflow & Process
Insightful Advertising Tactics
Usability Testing
Based on psychographics and demographics of key audience
User Advocate
segments, recommend proven and cutting-edge methods of
Web Analytics
connecting and motivating to action.
Digital Strategy
Site Architecture
Analysis and Refinement of Traffic-driving Initiatives
User Flow
Extremely proficient in data analysis including interpretation of Web
Technical Specifications
analytics. Use metrics and findings to improve, correct or re-direct
Functional Design
advertising efforts including messaging.
Wireframe Drafting
Online Merchandising
Site Evolution, Improving Conversion
eCommerce Enhancement
Based on Web, operational and anecdotal data, constantly refine
Content Development
web experience. Develop new strategies and tactics to convert
Online Media Planning
users.
Search Engine Optimization
Search Engine Marketing
Cross-discipline Team Leader
Email Marketing
Liaison between and competent contributor to both creative and
Banner Advertising
technical worlds. Understand each environment s complexity,
Affiliate Advertising
pitfalls and can offer appropriate respectful direction.
CAREER DEVELOPMENT
Strategy Director
Attract Interact (www.attractinteract.com) - Salt Lake City, UT 2008 - present
With lessons learned from previous agency experience, and a feverish passion for my selected field of
focus, I ve helped to craft a nimble, efficient and impactful digital agency ready to face the future.
A smaller shop means a broader skill-set. I provide strategic assessments and direction, contribute to
creative development, serve as team lead and offer client service including agency presentations.
With less hierarchy and more direct access, I m able to build client partnerships and even friendships,
resulting in honest interactions and more effective outcomes.
Recent projects:
Compax - competitive positioning, brand matrix, visual identity, web development, PR strategy,
corporate communications outreach plan, trade show materials and attraction strategy
Futura - brand and messaging refresh, web development, industry publication advertising
Utah State - discovery research followed by a strategic perspective presentation regarding the
impact of digital media, social networking and tablets on education marketing
I also work with other agencies as their on-call digital strategist:
Verizon Business - discovery interviews, digital and content strategy (working with McCann
Erickson Worldwide)
Provo Craft - product-centric web strategy, information distribution diagram, site map, wireframe
(working with Studeo)
Vantage Controls - site architecture and creative collaboration (working with Ritcher 7)
Ken Garff - national digital business migration strategy (working with Rare Method)
www.jennifergyllenskog.com
Strategy Director
Struck (www.struckcreative.com) - Salt Lake City, UT 2007 2008
A creative powerhouse, this boutique-sized digital agency has won every interactive award out there.
Led the strategy department
Mentored several members of account service with an interest developing their strategic
perspectives and skill set
Contributed to company structure, vision, process, management and new business
development
Leveraged all mediums to reach, understand and convince the target audience
Conducted competitive reviews, industry research, offered strategic recommendations
Led branding exercises to determine company name, product name and brand story
Provided strategy, approach, features, functionality, content, layout, wireframes and user
insight for web sites and web-based software
Clients included: Pergo, eDiets, Nutrio, Governor s Office of Economic Development, Sweet s
Candy, Kiiera
You would be hard pressed to find someone better at determining who your brand needs to speak to,
how to speak to them and what message needs to be delivered.
Ryan Goodwin, Partner, Struck
Jen is an extremely talented web strategist. She has a comprehensive knowledge of the interactive
world. She understands the latest changes in the technology but moreover, understands users and how
they think and work online. She is a strong advocate for the user experience and helps clients catch the
vision that a simple, visual and well thought-out site can lead users to stay longer and engage with a
brand. She has been a great client facing force for us and has endeared herself to the clients by her
force of personality, and positive energy as well as her knowledge and experience.
Steve Driggs, Creative Director, Struck
Jennifer is a true strategist and creative thinker. She always thinks big picture and long term, yet with
hard-to-beat attentiveness to the smallest details. She is an asset to any team and has the keen ability to
quickly drill through the superficial level of information and data and dig out that little nugget of insight
that everyone is seeking but can t quite identify. Her knowledge of all things Web is expert and she
approaches every challenge holistically, with consideration to all creative, technical, and human
elements. To sum her up, she is an imaginative visionary and skilled doer and I would recommend her for
any Web strategy development, implementation, or analysis initiative.
Tatyana Ayrapetova, Senior Account Executive, Struck
Web Director
Stampin Up! (www.stampinup.com) - Riverton, UT 2006 2007
This $260M, 600 employee, network marketing company was without a structured Web department.
The communications, creative and I.T. departments were isolated and compartmentalized. But with
the Web becoming a critical and heavily visited communication vehicle, it was finally time to create a
forward-thinking Web division.
Conceptualized, planned and presented the company's future digital strategy to the corporate
team to improve recruitment, retention and revenue from product sales without injuring the
original business model
Drafted departmental budget, activities, quarterly allocation and international segmentation
Structured the Web department including specialization, team-building and cross-
departmental sharing. Wrote job descriptions, conducted rounds of individual and panel
interviews, hired to support new structure.
Conducted a formal review of over 20 eCommerce providers (ultimately decided to build in-
house due to complex integration of applications and logic layers)
Researched and appointed software vendor/partner to build replicated yet personalized web
sites for demonstrator base. Determined business rules for content management controls,
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template designs, level of dynamic content and desired functionality. Priced and determined
technology offerings (online marketing tools) based on collected user feedback and ROI
projections. Encouraged non-traditional thinking regarding creative execution of interactive
product - resulted in company's best web creative to date
Evolved criteria and presentation layer of main referral page/engine. Increased primary
conversion rate by 43% and offered additional method for passive contact
Jennifer initiated the creation of a new business process to help us design a more effective and
profitable demonstrator locator. She has taken the initiative to understand our business model and how
we could use our website to increase our bottom line. She has been very proactive in fostering cross-
departmental cooperation. Jennifer is well-spoken and communicates effectively in written content. She
understands technical jargon, but can communicate technological concepts in a way that everyone
understands and in a way that conveys practical applications. She is open to the ideas of others and is
respectful and attentive when participating in committees and meetings.
Pam Morgan, Director of Marketing, Stampin Up!
Jennifer is a highly motivated and very enthusiastic individual with great marketing skills. She
possesses a complete set of business skills that allows her to be very professional in her business
dealings. Her experience is real and she is able to glean from her experiences to provide a well thought
out vision for her projects. She is naturally fun to be around in a professional setting and works hard to
make other feel comfortable.
Cameron Cooper, Senior Business Systems Analyst, Stampin Up!
Web Strategy Director
Studeo (www.studeo.com) - Salt Lake City, UT 2004 2006
This medium-sized ad agency had its roots in direct marketing including long-form television. The Web
was a crucial aspect of their many direct response campaigns and needed to be integrated seamlessly.
Conducted discovery phase activities including: site assessment, competitive analysis,
interpret web analytics, content audits, benchmark collection, staff interviews, focus groups,
communication life cycle review, usability testing, etc.
Recommended strategies, tactics and techniques to increase awareness, visibility, recall,
understanding, preference, consideration, trust and purchase
Advised clients on marketing issues including audience segmentation, growth areas, product
development and new brand creation
Consulted with clients regarding their corporate digital strategy or online business plan
including logistics, fulfillment and impact on brand
Completed definition phase activities including: scope of work, prioritized objectives, site
architecture, wireframes, user flow with encouraged action, brand extension, campaign
integration, messaging and positioning, technical specifications, functionality design and
success metrics
Assisted production team with cost estimates, schedules and timelines
Collaborated with creative department, contributed to concepting
Planned and assessed effectiveness of traffic-driving efforts (SEO, SEM, email, banners,
sponsorships, affiliate programs)
Particular focus on online product merchandising and increasing conversion
Clients included: NordicTrack, ProForm, Gold s Gym, InFocus, CCI, Kaplan, Omniture,
Stampin Up!, WiLife, Little Giant Ladders, Womens Art Center
I have worked with Jennifer for several years in several different professional capacities and have
developed a genuine respect for her personal and professional qualities. She is passionate about her
work, and moves forward through projects with vision and determination to make that vision a reality. I
have watched her lead groups of individuals through projects, and her ability to inspire and motivate
those she works worth is very impressive. Besides being a great leader at the office, she also has an
impressive personal resume, which makes her a very balanced and centered individual one that you
like to be around. Her ability to communicate clearly in a group setting or presentation is one of her
great strengths. She is also able to communicate difficult technical concepts or principles in a way that is
understood by non-technical audiences. Always working hard to be on top of the industry, Jen brings a
www.jennifergyllenskog.com
solid combination of proven best practices and new bleeding edge technologies to every project. She
brings a balance of technical understanding and creative strategy and is able to blend her skills with the
skills of those she works with to generate quality results.
Clint Smith, Director of Technology, Studeo
Jennifer is one of the brightest people I have ever met. She will take on any challenge with a positive
attitude and always provides her clients with the best possible solution for their needs. Jennifer is a
creative and strategic thinker and would be a major asset to any company.
Jamie Moses, Producer, Studeo
Interactive Account Director Interactive Director
Riester~Robb (www.riester.com) - Salt Lake City, UT 2001 2004
At this full-service advertising agency with an emphasis on branding and public relations, I was originally
tasked with account direction and ultimately became the interactive director. In the wake of the dot com
bust era, I assisted wherever help was needed (art direction, html programming, production, etc.).
Addressed all interactive needs of Riester~Robb s four locations (Salt Lake City, Phoenix, Los
Angeles, Denver)
Represented the interactive department in all agency brainstorming and campaign integration
Wrote scope of work documentation, site analysis, site strategy, site architecture, user flow
and functional specifications
Wrote online media plans, integrated media plans and case studies
Provided client service, client education and in some cases agency education
Led strategic planning, development and production of all interactive projects including Web
sites, online PR events, CD Roms, online advertising and other tactics
Clients included: California Department of Conservation, Arizona Tobacco Education and
Prevention Program, Utah Travel Council, Deer Valley Ski Resort, Flagstaff Convention and
Visitors Bureau, Scottsdale Convention and Visitors Bureau, Western Rivers, Idohoan
Potatoes, Arizona Science Center, Thunderbird School of International Business, Casino
Arizona, Louisiana Office of Public Health, Santa Cruz Transit Authority, River Rock Casino,
Intel LANDesk, Iams, Veterinary Pet Insurance and Regence BlueCross BlueShield
Interactive Account Manager Interactive Account Supervisor
EURO RSCG DSW Partners - Salt Lake City, UT 1999 2000
A large, technically-focused advertising agency best known for creating and launching the Intel Inside
campaign, I worked with some of the best minds in the business. During the dot com boom, I
contributed to not just advertising but online business planning. I learned the value of research, focus
groups and usability testing. I evaluated and utilized then cutting edge web technologies such as Flash,
DHTML and VR plug-ins.
Conducted focus groups, usability testing, industry research and competitive analysis
Wrote scope documents, timelines, cost estimates, creative briefs and case studies
Completed site planning including objectives, strategies and architecture
Managed development and production of interactive projects
Particular focus on technical marketing
Clients included: CheckFree Corporation, Intel, Iomega, Xircom and Alcatel
"It's a wonder Jennifer is ever associated with a single department. She's a one-woman corporation in
my opinion. She s a visionary strategist. A creative director in disguise. A progressive technology guru.
And just generally a fun person to work with. I had the pleasure of working with Jennifer at both at DSW
and at Studeo. And I never cease to be amazed at how informed, motivated and innovative she
continues to be, regardless of the situation."
Leta Baker, Senior Copywriter, DSW and Studeo
www.jennifergyllenskog.com
"Jennifer is a dynamo of web knowledge. She is an unwavering evangelist of best practices and is
incredibly passionate about great work. My favorite thing about Jennifer is her killer combination of
meticulous preparation, professionalism, and ebullient personality - which makes her great to have by
your side during a tough presentation."
Heather Flash, Online Media Planner, DSW and Studeo
Account Executive
InterWeb Design & Hosting - Salt Lake City, UT 1998
Responsible for new business development
Established and maintained client and vendor relationships
Completed site planning including objectives, strategies and architecture
Managed development and production of interactive projects
Particular focus on client education and bringing businesses online
Learned a great deal about the backbone, hardware and technical specifics of the Internet
(hosting, servers, connections, DNS)
Marketing Specialist
CB Richard Ellis - Salt Lake City, UT 1994 1998
Marketing and advertising support for a commercial real estate company
Specialized in investment and industrial departments
Developed expansive property marketing packages
Created and maintained investor database and all advertising efforts
Contributed to the completion of $70 million in transactions
Received the company Technology Services award
EDUCATION
Bachelor of Science Degree in Economics
University of Utah - Salt Lake City, UT 1992 - 1997
Continue to guest lecture at the University of Utah Web Marketing series
Attend several conferences per year to keep up on trends (Jakob Nielsen Usability, Search
Engine Strategies, Ad:Tech, Internet World, OMMA, eTail, Ecommerce Leadership, etc.)
www.jennifergyllenskog.com
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