Social Media Project Management

Jennifer L.S. Pearsall

Somers, CT

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WORK EXPERIENCE

Biofire Technologies; Broomfield, CO November 2021 – February 2024 Director, Marketing Content Strategy & Development/Lead Editor

Lead creative content strategist for in an e-commerce-based, VC-backed A-round D2C platform introducing a first-of-its-kind product to the consumer market in April 2023. Provided editorial oversight of all brand copay across web pages, press releases, emails, and social media platforms, ensuring consistency of voice and tone throughout communications.

Project management head for the brand’s long-look, SEO-optimized content marketing and content distribution strategy, thought leadership content strategy and development, evergreen technical knowledge acquisition base, technical UX content, app wireframe development, and oversight of launch marketing campaign branding.

Brand reputation and voice editorial lead across corporate communications, app UX content, and customer journey campaigns.

Editorial lead for industry press relations, technical information, educational content, digital customer experience collateral, email marketing, and event messaging.

Vista Outdoor, Bushnell Family of Outdoor Brands; Olathe, KS April 2021 – November 2021

Manager, Content Development

Driving creative force behind long-form customer-engagement content strategy designed to improve SEO and brand recognition for hundreds of products across 11 global brands transitioning from a traditional distributor-to-retail pipeline to a D2C environment. Marketing content creator for social media posting, blogs, e-newsletters, and website product information, coordinating SEO optimization, copywriting, script writing, and visual assets across numerous distribution channels

Key generator of marketing campaign content for omni-channel new product launches and seasonal sales, coordinating with internal logistics teams and external PR/creative firms.

Lead content editor for customer journey email marketing and digital marketing campaigns.

Essential product description author primarily utilizing BigCommerce.

Project management lead for long-form content, coordinating assignments with subject matter experts and freelancer management for publication and product engagement.

Project budget management for long-form content aggregation.

National Shooting Sports Foundation; Newtown, CT June 2014 – February 2021

Director of Public Relations

Spearheaded the vision, strategy, and execution for all facets of industry and consumer public relations to expand awareness and visibility of the non-profit organization's activities focused on trade shows and event marketing, industry symposia, new sponsorship partner marketing coordination, industry advocacy, and responses to local, state, and federal regulations. Developed effective and targeted marketing campaigns and projects implementing long-range objectives and manageable strategies.

Principal project management coordinator for multi-faceted marketing campaigns relating to the organization's annual trade-only B2B SHOT Show, ranked among the top five trade shows in the nation and attracting an average of 65,000 attendees and more than 2,100 exhibitors. Achieved significant success in boosting the association’s brand recognition each year and and reversing a decline in SHOT Show attendance during a period of financial struggle for the industry.

Delivered on-point digital marketing projects for numerous smaller events throughout each year, including an annual industry symposium, an import-export trade conference, a chief marketing officer conference, and an influencer marketing conference.

Produced a wide variety of detail-oriented B2B marketing and brand recognition collateral, including press releases, industry safety and instruction guidance, newsletters (print, digital, and social media distribution), and content discussing regulations and other matters of interest to the membership. Served as a copywriter ghostwriter supporting multiple columns and executive communications, providing continuity to the organization’s voice, brand reputation management, and membership recruitment.

Key developer of digital and print persona marketing campaigns, utilizing extensive A/B testing regimens backed by extensive research. These campaigns were successful in elevating the organization’s overall brand reputation, improving audience/membership engagement, and contributing directly to a reversal in the decline in membership numbers, raising membership numbers by nearly 20%.

Continually expanded the scope of content to encompass a wider audience outside the realm of trade professionals, aggregating content contributed by freelance writers for publication on several websites aimed at consumer demographics.

Lead UX and educational resource library content creator for two consumer-facing websites supporting the organization’s mission and expanding its brand recognition with non-trade audiences.

Budget oversight for project management and content production across three websites and including freelancer management

F&W Media; Waupaca, WI September 2011 – June 2014

Editor, Books

Fulfilled a critical role by leading new author acquisition and multiple end-to-end book production projects that included pricing catalogs, new product catalogs, instructional, historical, reference, and coffee-table books. Navigated end-to-end editing processes, measuring the marketability of proposals by researching the sales performance of similar titles and performing revisions to improve quality. As required, engaged in ghostwriting portions of manuscripts.

Start-to-finish project and budget management from topic ideation and historical sales traction analyses through author acquisition, paper pricing, manuscript editing, graphic design, printer delivery, and hard-goods delivery (domestically and internationally) to meet book trade in-store deadlines.

Effectively managed collaboration with graphic designers, paper buyers, and the sales force.

Promoted each title through the development and execution of pre- and post-publication marketing campaigns, including content creation for various distribution channels.

Led the acquisition of book projects tailored to spark the interest of modern firearm owners and outdoor sportsmen, with accountability for author acquisition, budgets, manuscript editing, coordination with designers, and delivery logistics.

Played a key role in securing the Gun Digest brand placement in Walmart. Editor in Chief for top-selling titles such as Standard Catalog of Firearms, Guns & Prices, Modern Gun Values, the annual Gun Digest volume, and Cartridges of the World.

Previous roles:

Senior Sales Consultant, CarMax, San Antonio, TX

Editor, Texas Trophy Hunters Association, San Antonio, TX

Corporate Communications Senior Writer, Information Technology, Inc., Lincoln, NE

Underwriter, Central National Bank, Junction City, KS

Assistant Editor, National Rifle Association, Fairfax, VA

Sales Manager, Blue Ridge Arsenal, Chantilly, VA

EDUCATION

Virginia Polytechnic Institute & State University: Coursework toward B.S. of Science in Agricultural Economics & English

Northern Virginia Community College: Coursework toward B.S. in English

TECHNOLOGIES & SKILLS

Microsoft 365 (Word, Excel, Powerpoint, Outlook, OneDrive, OneNote, Microsoft Teams)

Adobe Creative Suite/InDesign

Google Workspace

Asana

Salesforce

Pardot

Sharepoint

CoSchedule

Wordpress

ClickUp

Sanity

Confluence/Atlassian/Jira

Lucidchart

Figma

Google Analytics

SEMRush

Hootsuite

Hubspot

BigCommerce

RingCentral

Writing

Editing

Copywriting

Copyediting

Proofreading

Ghostwriting

Technical Writing

Project Management

Editorial Calendar Management

Though Leadership Content

Knowledge-Base Content

Long-Form Content

Short-Form Content

Social Media Content

Content Marketing

Content Strategy

Freelancer Management

Team Management

Budget Management

Brand Reputation Management

Brand Voice Management

Brand Marketing

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