G.L. Marshall

Resume

An appeal to a hire power

OVERVIEW
Two jobs over last 12 years: email specialist for an international charity and website editor/digital content creator for an art museum. Previous web work included e-commerce, search engine optimization and corporate intranets. Started my career as a reporter.

Core writing and editing skills pair with fluency in web design, development, strategy and analytics. Experienced in social media and video, well-acquainted with CRM and CMS systems, handy with a camera and well-versed in the Adobe Creative Suite. Use principles from early jobs (information architecture and user interface work) to this day.

OPERATION SMILE
Virginia Beach, 2017-2022

Email specialist: Successfully handled welcome (drip) campaigns, reactivation campaigns, newsletters, engagement pieces and literally hundreds of fundraising appeals. Very satisfying work, helping kids.
• Implemented just two changes — mobile-friendly code and a more conversational tone — and boosted email revenue $250,000 in first six months.
• Grew email to become a $1 million annual performer on an 80,000-deep list.

• Email team ended FY22 up 13 percent year over year.


CHRYSLER MUSEUM OF ART
Norfolk, Va., 2010-2017

Webmaster was the official title, but job evolved from code-heavy to content-heavy over time.

• Launched new site on a new CMS, increased page views from 140,000 to 320.000.

• Expanded email newsletter from 2,500 readers to 12,000 with increased send frequency and expanded content offerings.
• Drove Facebook likes from 4,000 to 17,000 by delivering information not only about the museum, but about the art world in general.

• Increased numbers across my entire portfolio — website, email and social media — in 2013, notable because the museum was closed for renovations at the time. Museum director said I “almost single-handedly” kept the museum in public view while closed.



INTERACTIVE FINANCIAL MARKETING GROUP
Richmond, Va., 2006-2010

SEO Developer: Title aside, this was a classic hybrid job — search engine optimization/graphic design, front-end developer/writer, email specialist/data analyst. This B2B company generated leads for auto dealers.
• Web developer and content producer for a network of 40 online car sales sites, with sophisticated SEO setups and consistent top-of-the-page search engine results.

• Designed, developed and deployed an ambitious lead follow-up program for email, with more than 6 million sent.

• Increased leads 35% in a recession year where car sales dropped 35%.



OTHER EMPLOYMENT

Consulting firms highlight the early web career, 1996-2006, with assignments at Capital One, Owens & Minor, Circuit City and Reynolds Metals, among others.
• Designed, developed and deployed numerous corporate intranets and worked as a managing editor and writer on several of them.
• Initial information architect on a long-running corporate intranet project. In 2006, Jakob Nielsen named it to his list of Top 10 intranets in the world.

• Installed a paperless intranet inside a paper mill. Completely PDF based
• Executed numerous SEO projects in fields ranging from satellite internet providers to online education. E-commerce optimization included florists, diesel engine accessories and pet food.
• Launched my first website in 1996.



JOURNALISM CAREER

• Assignments at the Cincinnati Enquirer, Cleveland Plain Dealer, Associated Press and United Press International, among others, ranged from features to breaking news, sports to business. Also designed pages and edited photos and copy.

• Wrote miles of rip-and-read broadcast scripts for UPI. Knowing how to write for the ear proved invaluable in transitioning to the online world. Digital content isn’t a billboard, it’s a conversation.

PROFICIENCIES

• Excellent writer and copy editor. Particularly adept at editing for length.

• Fluent in the Adobe Creative Suite and Microsoft Office apps. Extra shoutout for 26 years of experience in Photoshop.
• Experience with multiple web content management systems, including WordPress and Blackbaud products. Years of work in email management systems including Luminate, Mailchimp, CheetahMail and Constant Contact.
• Expert in email deliverability, including list hygiene and best practices.
• Solved the challenge of getting emails out of junk filters and back into inboxes at two companies. The standard time frame is six to 12 months; accomplished the last one in 18 weeks.

• Adept in using analytics packages to optimize performance over multiple channels. Your customer is your best source of information.

EDUCATION

Ohio University journalism major with a double minor in history and philosophy. Self-taught in all things Web. Been a quick study in multiple fields. Continuous learner.