Content Manager
Resume:
312-***-**** ***********@*****.*** Website Facebook Twitter
Content Strategy LinkedIn Pinterest AMAConnect
Profile: Nancy Pekala is a web content strategist, journalist, editorial leader and social
community builder. As a leader, she fosters high performance by encouraging shared
Editorial responsibility, personal engagement and authentic customer-focused relationships.
Core Competencies
Content Strategy Editorial Social Media Leadership
Social Media
Content Strategy Content Development Social Media Strategy Strategic Planning
Blogging
Editorial Planning Journalistic Writing Training
Community Engagement
Persona Development Reporting Public Speaking
Community Management
Content Management Editing Project Management
Social Content Planning
Content Mapping Publication Strategy Mentoring
Social Monitoring
Content Curation Interviewing
Taxonomy Planning
Usability Testing
User Research
Search/Web Analytics
Career Highlights
contact
Senior Director, Online Content (2008~Present) American Marketing Association
Serves as Editor-in-Chief and Content Strategist
Defines and directs the strategy and execution of organization-wide online content; develops business
***********@*****.***.*** requirements, creates custom content offerings, manages content partnership program negotiating 40+
corporate partners; develops messaging that communicates the brand voice; implements SEO best
practices; and promotes business objectives across a variety of channels including social media.
Architected and implemented organization-wide content and digital strategy for award-winning
MarketingPower.com attracting more than 200,000 monthly visits and 600,000 page views
Created organization-wide content calendar and strategy, increasing registered users by 20%
follow me Launched content partnership program, negotiated contracts and managed 40+ partners including
McKinsey, GfK Research, Maritz, Prophet, Aberdeen Research, Aquent, WOMMA and Colloquy
twitter Acquired and created more than 1,500 partnership content offerings including articles, white
papers, best practices, case studies, podcasts and webcasts
Directed 30+ content producers ensuring adherence to content authoring best practices
linkedin Defined content strategy for international countries including China, India and Japan
Developed content needs assessment research including writing of survey instrument, recruitment of
participants, creation and delivery of insights presentation to leadership team
blog Hosted and produced leadership podcasts netting 3,000+ downloads and 1,000+ page views
Established Wikipedia Common Terms for marketing industry via industry association partnership
portfolio Editor, E-Newsletters and Publications
As Editor of portfolio of 8 e-newsletters with 250,000+ subscribers, increased subscription rate by 54%
and average open rates by 15%
Researched and wrote more than 250+ articles on topics ranging from social media, technology,
research, strategy, b2b marketing, trends, branding and nonprofit marketing
Conducted interviews with key thought leaders for feature articles and podcasts including Seth Godin,
Jonah Lehrer, Brian Halligan, Jonathon Salem Baskin, David Meerman Scott and Jeffrey Hayzlett
Wrote and produced e-books on topics including mobile marketing trends, content marketing, customer
experience management and international social media practices
Developed executive-level white papers including Marketing Transformation, based on interviews with
top nonprofit organization leaders
2 Page
Social Media and Content Strategy
selected articles Planned, launched, managed and grew professional online community (AMAConnect) to more than
9,000 users and 40+ groups including blogs, forums, media galleries and wikis
Developed and implemented organization s social strategy including company-wide social media
Niche Communi- guidelines, policies, procedures and social monitoring
ties Nurture Net- Managed and hosted corporate Twitter account (@marketing_power), engaging 20,000+ followers
working Produced and hosted popular social media podcast series with top social media experts including David
Meerman Scott, Joel Rubinson, Geoff Livingston, B.L. Ochman and Peter Kim
From Dead-end to Directed the AMAConnect community team, including group ambassadors, owners and community
Deadhead Mar- manager to increase engagement throughout the community
keting Developed and implemented content plan for branded online community including blog and forum posts
and custom community offerings resulting in 20% increase in community participation
Marketing Trans-
Website Strategy/User Experience
formation
Managed launch of $1M+ website including implementation of SharePoint CMS, content migration,
Collaborative Im- content author training, measurement and user testing
agining Crafted, delivered and sold business plans to Board of Directors and leadership teams on key digital
initiatives including branded online community, website and content research programs
Want to Market Crafted annual website strategic plan including defining business requirements for website redesigns
Remarkably? and major initiatives, business requirements, website taxonomy, site architecture and usability guides
Defined SEO best practices and developed content author training sessions and manuals for 30+staff on
EpicMix: Redefin- content authoring, SEO Best Practices and Style Guide
Conducted first-ever website usability testing leading to website improvements and redesign
ing the Customer
Directed website measurement program including identifying KPIs, tracking and reporting
Experience
Delivered presentations on website and social media strategies at key events including Telligent s Big
Social conference, AMA Leadership Summit and Non-Profit Marketing Conference
Year of Mobile
Roadmap Communications Consultant (2004~2008)
Consulting work included producing editorial, marketing, and communications projects for a financial
institution. Developed website content, created marketing materials targeting Latino market, crafted
promotional campaigns for savings and mortgage programs, launched campaign promoting Citizenship
Conference and prepared regular reporting communications for financial agencies and committees.
Institute of Real Estate Management, Chicago, IL (promoted four times)
Editor, Journal of Property Management (2000 ~2003)
As editorial director for award-winning industry magazine, established editorial calendars; developed and
managed budgets; hired, trained and managed editorial and production staff; edited, reported and
wrote features; created subscription and advertising programs, and represented the magazine at trade
shows and conferences.
Led creative team in major award-winning redesign and positioning of 70-year old magazine
As advertising manager, developed campaigns resulting in $1,000,000+ in annual revenues
Created industry s only software review research, top-selling reprints and monographs
Developed new traffic control process resulting in 33% savings in production schedule
Editor, IREM Online (1999~2003)
Oversaw major $1M redesign of 600+-page Web site (www.irem.org) including development of Strategic
Plan and RFP; analysis of bids; selection of vendor; negotiation of hosting agreements; direction of task
forces and management of budget and site maintenance. Researched, wrote and updated content of four
star-rated site. Increased unique user visits by 60% with two site redesigns.
3 Page
Web Strategist and Editor, IREM Online (1996~1999)
As Editor of award-winning, 10x-a-year news publication targeting senior-level managers, established
editorial calendars, reported and wrote content, directed design and production and managed budgets.
"Nancy is truly a
talent in web con- Additional Experience
Created business plan and launched award-winning Perspectives business magazine including
tent management management of editorial and production staff, writing, budget development, subscription promotions and
and ensures that marketing
Produced award-winning Annual Review utilized in USC graduate program
everything she Executed communication strategies including annual media plan, press conferences, media placements,
does has measure- media buys, speeches and direct mail campaigns; effected 65% increase in news placements in national
publications
able results Successfully launched award-winning crime prevention program in marketplace
against the organ- Developed Diversity program resulting in 33% increase in minority participation
Scripted, planned and produced award-winning corporate video program series
ization's strategic
drivers." Other Information:
In early career, served as reporter for multiple publications. Reported and wrote news stories for:
Christine Moffett Commercial Property News, NREI, FORUM, NACORE, Multi-Housing News, FM Link, Multi-Family Executive,
Learning Solutions Manager Regional News, Rockford Register Star, DeKalb News Service, The Northern Star, and NIU On-Line
at Crowe Horwath LLP
Education:
Northern Illinois University--BA (Journalism/Communications)
Columbia College: Extensive course work in video communications
Continued education courses in publishing and communications
Honors
Earned 30+ awards for website, publishing and editorial excellence including:
Best Business/Finance Website (Editor and Publisher)
SNAP Award, Magazine Publishing Award
First Place, Association Trends Magazine Competition
Outstanding Journalist Award (SPJ/SDX)
Computer Proficiency:
SharePoint 2010, Dreamweaver, WordPress, Telligent, Word, Photoshop, Excel, PowerPoint, HTML,
Omniture, Unica, SubscriberMail
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