Digital Marketing, Copywriting
Resume:
Kevin M. Williams
******@*****.***
Professional Objective
To leverage three years of expertise in collegiate enrollment paid ad management and over 25 years of experience in traditional and digital marketing within the global Christian marketplace to develop and execute strategic marketing and content initiatives for Calvin University. My goal is to create compelling, faith-driven messaging that engages prospective students, alumni, and stakeholders while advancing Calvin’s mission of fostering a Christ-centered liberal arts education.
Statement of Faith
Guided by my faith in Jesus Christ, I am committed to the commandments to love God with all my heart, soul, and mind, and to love my neighbor as myself. These principles shape my professional approach, ensuring authenticity, purpose, and alignment with Calvin University’s Christian Reformed Church affiliation in creating marketing strategies that resonate with diverse Christian communities.
Core Competencies
● Content Creation & Copywriting: Proven ability tocraft compelling, storytelling-driven content for web, email, print, and social media, tailored to faith-based audiences.
● Digital Marketing & Campaign Management: Expertise in Google Ads, SEO, and AEO for targeted audience engagement and brand consistency.
● Brand Management: Managed multiple brands, including Discovery House, Our Daily Bread, My Utmost for His Highest, and Cornerstone University, ensuring mission-aligned messaging.
● Analytics & Optimization: Skilled in using GA4, Power BI, and Tableau to extract actionable insights and optimize campaign performance.
● Cross-Functional Collaboration: Experienced in leadingand collaborating with design, merchandising, and publishing teams to manage multiple projects on time and within budget.
● Christian Publishing Expertise: Over 20 years creating and marketing content for B2B and B2C Christian audiences, both print and digital.
● Social Media Strategy: Managed high-engagement content for faith-based platforms, increasing audience interaction.
● Training & Consensus Building: Skilled in trainingteams on marketing best practices and fostering stakeholder buy-in for content strategies.
● Workplace Tools: Proficient in Asana, Jira, and Microsoft Office Professional Experience
Cornerstone University, Grand Rapids, MI
Executive Director of Acquisitions & Content Marketing 2022 – September 2025
● Collaborated with marketing and admissions teams to develop messaging and content strategies for graduate and non-traditional students, resulting in a 400% increase in lead conversion rates.
● Spearheaded Google Ads campaigns, reversing a 15-year decline in online enrollment with data-driven strategies tailored to faith-based audiences, achieving an 11% enrollment increase for 2025–26.
● Directed cross-functional teams of web developers and designers to enhance user experience and align with Cornerstone’s mission-driven brand.
● Implemented processes to measure marketing results for development optimization. Our Daily Bread Ministries, Grand Rapids, MI
Multiple Roles: External Teams Program Manager, Product Owner, eCommerce Marketing Manager, Content Creator
1997 – 2022
● Created and marketed compelling content for global Christian audiences across 35 countries, including church leaders, pastors, and small group leaders, using storytelling frameworks.
● Managed ODBM’s Google Ads campaign within the Google Ads Grant, optimizing visibility for faith-based content.
● Led Agile transformation as External Teams Program Manager (2020), overseeing SAFe processes with C-suite executives to align digital initiatives with ministry goals.
● Served as Product Owner (2018) during SAFe Agile launch, prioritizing content and platform development to enhance engagement for global audiences.
● Directed Salesforce Marketing Cloud implementation (2019), improving email open rates by 20% through migrations from iContact to Acoustic and Acoustic to Salesforce.
● Pioneered eCommerce initiatives using Magento and WooCommerce, driving 25% growth in online donations.
● Managed social media content forMy Utmost for His Highest,increasing engagement by 30% for over 50,000 readers.
● Authored three Discovery Series booklets, translated into 13 languages, demonstrating strong copywriting and content creation skills for evangelical audiences.
● Collaborated with international teams to develop culturally relevant marketing campaigns aligned with Christian values.
Key Achievements
● Reversed a 15-year enrollment decline at Cornerstone University, achieving an 11% enrollment increase for 2025–26 through strategic digital marketing.
● Drove 400% increase in lead conversion rates at Cornerstone University via targeted Google Ads campaigns.
● Delivered 25% growth in online donations at Our Daily Bread Ministries through eCommerce and email marketing strategies.
● Authored globally distributed content, including three Discovery Series booklets translated into 13 languages.
● Increased social media engagement by 30% for My Utmost for His Highest through targeted content strategies.
● Awarded honorary Doctor of Humane Letters and Doctor of Literature degrees for contributions to Christian content and marketing.
Education & Training
● MIT: Digital Business Strategy: Harnessing Our DigitalFuture
● SAFe Agile: Certified Program Manager and ProductOwner
● American Writers and Artists Institute (AWAI): CopywritingTraining
● Direct Marketing Association (DMA): Marketing Certification
● SEO Workshop: Advanced Search Engine Optimization Additional Information
References: Available upon request.
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