Matthews International
Matthews Marking Systems & Redimark brands
Wilsonville, OR / February 2018 - MARCH 2022
Brand Marketing Manager
Feb. 2021 - MARCH 2022
Improved:
Brand consistency and voice across all channels
Integrated channel alignment and process management
Social media strategy and platform performance
Team collaboration and communication
Digital Marketing Manager
Feb. 2018 - Feb. 2021
Increased:
Growth and ROI year-over-year
Brand awareness and reach
Digital ad performance and rankings
Customer communications and retention
Brand - Growing the brand look, voice, and reputation of multiple brands within the Product Identification Division, including Redimark, Matthews Marking Systems, and Evolution. Aligning brand strategy with each channels' market position and overall goals, including awareness, reach, and sales. Providing creative direction with rebranding and spearheading the initiative to create web, video, and content formatting and best practice guidelines.
Web and SEO/SEM - Providing the convenience of a B2C buying experience to B2B companies through Redimark's e-commerce website. Decreasing cart abandonment with improved cart and checkout UX. Driving traffic and conversions through organic SEO and paid SEM. Managing Redimark's new site build, set to go live with the next product launch in 2021. Part of the team redesigning the Evolution Inkjet brand's website. Working with the Sr. Global Marketing Manager to improve the MMS website’s SEO and lead generation.
In the first year alone on redimark.com:
Decreased bounce rate by over 20%
Increased avg, session duration by 74%
Increased conversion rate on branded keywords by 58%
Gross sales increased 54%
Social Media - Managing Redimark and Matthews Marking Systems’ social presence and platforms, creating social strategies, posts, and ads to further brand reach, engagement, and reputation. Providing multi-channel support and a timely, two-way communication stream for customers.
Utilizing Redimark’s social media accounts to achieve:
2020 year-over-year increases in web sessions referred from social networks by 237%
Page clicks by more than 2,000
Gained global reach with an organic limited-run campaign garnering over:
11,000 impressions
300 clicks
100 reactions
Direct engagement from current customers, targeted accounts, and key industry influencers with a large following
Marketing Plan Strategy - Responsible for aligning marketing and communication plans with overarching organizational goals, executing multi-channel campaigns, and go-to-market marketing for new Redimark products, including channel readiness, asset creation, media buys, press releases, budgeting, and measuring program effectiveness—managing communication and deliverables from ad agencies, and multiple departments and stakeholders.
Top 3 Redimark return on marketing (ROM) campaigns:
TC12 Price Change campaign – ROM 213%
May the 4th campaign – ROM 655%
Fall Flash Sale campaign – ROM 845%
Email Marketing - Increasing brand visibility, conversions, and customer engagement through email marketing campaigns, automated nurture campaigns, and communication plans. Design and manage three reoccurring e-newsletters, one customer-facing, one internal division-wide, and one internal from the MMS marketing team to the global sales team.
Content Marketing and Design - Developing yearly content marketing strategies, themes, and an editorial calendar, and creating copy, marketing content, graphics, photos, and videos for blogs, web, social media, email, and print.
Technology & Tools
Wordpress
Act-On
Google AdWords
Google Analytics
Adobe Creative Suite
Hootsuite
Sharepoint
Microsoft Office Suite & Teams
Social Media
LinkedIn
Facebook
Twitter
YouTube
Pinterest
Google My Business
Google Merchant Center
Organic and paid
Operations
Inventory management
Service level agreement creations
Customer success team collaboration
Yearly budget build and tracking
“I had the good fortune of hiring Krista to take over our start-up brand’s marketing. In this role, she had to not only set and execute the brand strategy, she was also called upon to wear many other hats: designer, writer, photographer, videographer, ad buyer, customer service rep, social media expert, website designer, accountant, creative director, peace keeper and many other behind-the-scenes roles. Krista’s creativity, thoughtfulness, dedication and phenomenal attitude were the glue our team needed to be able to push our brand to the next level in the market. She is an expert in working through conflict and finding strong, creative solutions. She is a team player and her many skills, both in marketing and in workplace dynamics, pair with her intelligence and great sense of humor to make her the perfect candidate for any marketing role.”
“Krista and I have worked together since I joined Matthews Marking Systems January, 2020. Transitioning one’s career to a new company is a stressful endeavor; Krista’s welcoming personality, incredible sense of humor, and desire to help me both fit in and succeed laid the foundation I needed to grow in my new position.
Over the course of the last couple years, Krista and I have worked closely together on innumerable projects. She has an incredibly creative mind with an acute attention to detail; a rare combination in marketing professionals. I am continually impressed with how well she manages creative projects across cross functional teams, especially when those teams involve technical folks who don’t necessarily understand the marketing approach.
Krista has both marketing prowess and social media expertise; bridging a fundamental gap between product management and promotional strategy.
I would recommend Krista to any employer interested in elevating their marketing initiatives. She’s wonderful to work with and has the skills to drive progress; all while having a good time doing so.”
References
Marni Drew
Marketing Director (past)
Matthews Industrial Automation (MMS and Redimark brands)
503.476.6969
marnidrew@gmail.com
Reporting directly to until her departure
Collaborated with frequently on multiple brand projects
Christopher Cook
Sr. Global Marketing Manager
Matthews Marking Systems
909.561.3235
Collaborated on multiple shared web and campaign initiatives
Senior to me, but did not report to
Brad Allan
Product Marketing Manager
Matthews Marking Systems
503.860.6076
Collaborated on multiple product videos, content pieces, and integrated channel improvements
Lauren DePhilips
Sr. Data Analysis
Matthews Industrial Automation (Evolution brand and channel distribution)
503.928.9102
Collaborated on rebrand of Evolution Inkjet brand and branding of new sales enablement content management system
Jim Vineyard
Customer Success Lead
Redimark
503.719.9006
Worked closely with on a daily basis
In different departments under the same brand
Work Examples
Website:
Redimark Social:
Matthews Marking Systems Social: