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					Kelly Ingrum
2231 Stevens Woods Lane :: Dallas, TX 75208
Mb: 214.726.2666 :: Hm: 214.948.9335 :: Email: kelly.ingrum@gmail.com
Linkedin profile: http://www.linkedin.com/in/kingrum
Portfolio: http://www.kingrum.com



Summary

Senior UX and digital marketing manager with experience designing, developing and promoting user-centered
sites and services. I work to understanding customer motivations and provide simple solutions that are in sync
with the brand experience. Business verticals include advertising, media, telecommunications and healthcare.



Skills & experience

User-centered design
       Conducted research and testing to understand users’ needs and mental models, including interviews,
        online surveys, card-sorting exercises and prototype testing to build and refine the user experience.
       Designed complete user experience for web sites and applications, including information architecture,
        navigation, labeling systems and interactions.
       Created documentation for internal and external teams, including personas, task analysis, use cases and
        scenarios, conceptual diagrams, site maps, interactive prototypes, wire frames, design mockups,
        content audits and detailed functional specifications.
       Introduced a user centered design process in an agile development environment and promoted user-
        centered design best practices to marketers, developers, project managers and clients.
       Consulted with business and process owners to understand problems and users’ needs. Wrote business
        requirements to detail solutions and provide development direction.
       Improved the brand experience by defining and coordinating multi-channel customer touchpoints.
       Built sites from ground up, led site redesign and optimization efforts.
       Managed working relationships with agencies, freelance contractors and technology providers.

Social & interactive media
       Designed email communications and email marketing campaigns. Built infrastructure for supporting
        and reporting on email activity using Exact Target.
       Designed and coded corporate mobile presence. Sold mobile web sites online with a third-party
        technology partner. Developed QR code tools for directing traffic to mobile devices.
       Developed a blog and the associated governance to provide engaging content, encourage interaction
        and help SEO efforts.
       Used online chat tool to answer user questions and generate sales leads.
       Integrated video content into product merchandising and helped small businesses generate and
        distribute their own video content.
       Used social media tags to extend site content and brand, driving new inbound links and SEO benefit.
       Developed applications for submission of photos and user reviews to build content. Extended the
        capability by developing a widget for distribution on other sites.




Kelly Ingrum :: Page 1 of 3                                       kelly.ingrum@gmail.com :: 214.726.2666
Ecommerce
       Managed a team responsible for site strategy, online marketing, SEM, SEO, user research, user
        interaction design and web analytics.
       Built and managed online sales channel from ground up, driving $10M annual online revenue.
       Maintained P&L responsibility, including top line revenue contribution and departmental budget.
       Created online positioning and merchandising for products then tested components to increase
        conversions.
       Designed and developed multi-part sales and fulfillment processes for online advertising products.
       Developed and maintained full shopping cart capability, including customer authentication, terms
        acceptance and credit card processing.
       Introduced online coupons capabilities for customers and promotion codes for increasing conversion
        rates.
       Used Omniture analytics tool to monitor site activity and understand user behavior.

Digital marketing
       Managed search engine marketing program with thousands of keywords. Drove SEM performance over
        time based on cost-per-acquisition and average order value metrics.
       Implemented search engine optimization best practices. Launched SEO projects to increase visibility of
        pages designed for long-tail keywords.
       Worked with ad agencies to develop creative and run display advertising placements. Optimized the
        program across multiple networks by driving to a targeted CPA.
       Designed, built and optimized landing pages and micro sites for customer acquisition. Implemented
        lead tracking to tie results to specific marketing activities.
       Optimized conversion funnels with fallout analysis and A/B testing using Omniture Test & Target.
       Converted a small customer service team into blended telephone sales to support site activity.
        Optimized IVR options for better customer experience.
       Used call tracking and recording technology to identify and direct lead sources.

Customer retention / eCRM
       Developed email marketing program to send and track transactional emails, increasing customer
        communication and promoting dynamic up-sell and cross-sell offers.
       Created a customer extranet for ad approval, robust performance reporting capabilities, account
        management and maintenance.
       Designed and implemented satisfaction surveys using online survey tools.
       Sent alerts to customers based on key account activity. Designed interface to allow customers to
        control format and frequency of alerts delivered.

Product management / strategy
       Analyzed market research and identified product concepts and opportunities based on customer needs.
       Managed product development activities including business case, financial modeling, volume
        forecasting, product specifications, operational and sales support, training and promotion.
       Developed and communicated strategies for product positioning, customer acquisition and retention.
       Identified, evaluated, and initiated strategic relationships with partners to provide technology and
        content.
       Led teams directly and across functional areas. Worked to develop employees through assignments
        and training opportunities.
       Developed deep understanding of the small to medium-sized business marketplace.



Kelly Ingrum :: Page 2 of 3                                       kelly.ingrum@gmail.com :: 214.726.2666
Work History

2009 to present: User Experience Architect – SuperMedia (formerly Idearc Media)
       Responsible for all aspects of user experience, including information architecture and interaction design.
       Built corporate web site and online sales channel extending and interpreting the brand into the online
        experience.
       Built collaboration tool for advertising design and copy to automate the processes, reduce errors and
        increase communication between customers, sales and graphics teams.


2004 to 2008: Ecommerce and Group Manager – Idearc Media (formerly Verizon)
       Responsible for generating sales of pay per click and directory advertising, web sites and ecommerce
        solutions targeting small and medium-sized businesses.
       Built an online sales channel, ecommerce engine and customer extranet from the ground up.


2001 to 2004: Product Manager – Verizon Information Services
       Responsible for introducing new products for Superpages.com, an online Yellow Pages business
        directory.
       Managed full range of product development activities from product concept through rollout.
       Developed go-to-market strategy and ensured success by building operational support, sales training
        and promotion.


2000 to 2001: Customer Experience Manager – Scient Consulting
       Managed user experience team efforts including information architecture, content strategy, visual
        design, and front-end technology through site development cycle.
       Worked directly with client, Baxter Healthcare, to identify needs and design solutions for hemophilia
        patients, caregivers and doctors. Created Advoy.com, an online tool for communication and
        management of the chronic condition.

1997 to 1999: Online Producer & Site Administrator – GTE Directories
       Responsible for developing online product and site features based on marketing strategy, user interface
        testing, and traffic analyses.
       Directed user interface development team and managed delivery and implementation of vendor code
        and applications.

1993 to 1996: Marketing and Sales Promotion Analyst – GTE Directories
       Responsible for design, production, and distribution of market and sales promotion materials.
       Managed creative agency and print production supplier relationships.



Education & Training

       University of Texas at Austin – BBA, double major in Marketing and Finance
       Certified Usability Analyst – Human Factors International
       Graduate Marketing Certificate Program – Southern Methodist University
       Training & Conferences:
        Human Factors, IA Summit, Nielson/Norman Usability, Web 2.0, Search Engine Strategies, Ad Tech



Kelly Ingrum :: Page 3 of 3                                         kelly.ingrum@gmail.com :: 214.726.2666

				
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