Resume
Communications Professional
SUMMARY
Collaborative, analytical, goal-oriented communications professional seeking to provide leadership in engaging, thoughtful digital marketing and social media strategies. Proven ability to grow an engaging, culturally relevant social media presence and to develop meaningful relationships with clients, reporters, and co-workers.
WORK EXPERIENCE
Digital Marketing Manager \ Lutheran Church Extension Fund
June 2024 - Present
Social Media Specialist
December 2021 - June 2024
Lutheran Church Extension Fund is the financial arm of The Lutheran Church—Missouri Synod. It provides financial resources to LCMS churches, schools, Recognized Service Organizations and church workers.
Increased social media engagement by 92% and social media video views by 123%, including a 5,610% increase on YouTube, in FY22-23.
Developed strategy and content for inaugural Church Worker Appreciation Week (CWAW) in 2022. The 2023 CWAW grew 25% in impressions and engagement and led to an organizational record of 29,477 engagements in May 2023.
Developed monthly paid social media campaigns, targeted to investors, potential investors and LCMS rostered church workers.
Created highly targeted ads to reach LCMS Lutherans who otherwise were unfamiliar with LCEF.
Reached 532,000 accounts with Facebook ads from more than 2 million impressions on a budget of $14,000 in FY22-23.
Reimagined email communications to more user-friendly, bite-sized content from text-heavy approach traditional used by the organization.
Developed automated prospect email track to nurture potential investors.
Developed email welcome campaign to provide new customers with resources and services available to them as an LCEF investor.
Led website content overhaul as part of organizational rebrand, repositioning content toward a customer-first approach.
Established and implemented paid Google search strategy.
Achieved 18,000 clicks from 2.87 million impressions in calendar year 2023.
Secured Google Ad Grant, which accounted for 152,000 clicks from $40,000 in unitilzed grant money in calendar year 2024.
Oversaw two issues of, Interest Time, including planning content, assigning writers, writing, editing and proofing magazine.
Edited videos in optimized social media formats, website and email communications.
Wrote, produced and edited quarterly radio advertisements.
Ecommerce Marketing Analyst \ Core & Main
August 2021 - November 2021
Communications Specialist-Innovation
March 2021 - August 2021
Core & Main is a leading distributor of water, sewer, storm drain and fire protection products in the United States. With more than 275 locations nationwide, the company offers municipalities and contractors local expertise backed by a national supply chain.
Oversight of change management communication plans for innovation projects.
Wrote internal communications for weekly email to more than 3,000 associates.
Redesigned email and intranet site highlighting innovation projects.
Developed catalog guides across product lines.
Owner \ Ratoon
March 2021 - Present
I provide quality written content in the form of blogs, white papers, social media, website content and more. Contact me at justin(at)ratoonstl.com to learn more and see how we can partner to share your business story.
Develop blog content for a variety of industries, including erosion control, marketing, event planning, industiral heating and executive leadership.
Develop and implement organic and paid social media strategies.
Communications Specialist \ Mid-America Transplant
April 2016 - September 2020
Communications Coordinator
April 2011 - April 2016
Mid-America Transplant is an organ and tissue recovery organization, helping donor families through moments of grief and loss, supporting transplant patients, and facilitating safe, reliable donations for transplant.
Managed and executed social media efforts in concert with website plan, resulting in 900% growth in social media through compelling storytelling and engagement-focused organic content and targeted paid initiatives over four years on Facebook, Twitter, Instagram, and LinkedIn.
Coordinated and evaluated paid digital marketing campaigns with consultant, leading to 20% growth pace for conversions in 2020.
Developed digital marketing and traditional ad effort for organizational 5K, supporting 20% growth in participation in 2019.
Participated in lean methodology trainings and PDSAs to support strategic objectives through continuous improvements in digital communications.
Monitored and reported analytics data for website and social media with Google Analytics and Sprout Social. Used metrics and analytics reports to drive decision making for content creation on both web and social media.
Supported organizational diversity initiatives, including a Facebook Live Townhall focused on Diversity in Donation and Transplantation in collaboration with regional elected officials.
Developed relationships with media, leading to a 72% increase in earned media placements in 2018. Maintained growth in 2019.
Monitored media coverage with Cision and Critical Mention.
Produced SEO content for Drupal-based website, which experienced 10 percent growth in traffic in 2018 and 2019.
Coordinated video and photography production and provided edited video to media professionals to enhance media placements and develop relationships.
Wrote speech communications for executive leadership team for university partnership presentations and press conferences.
Developed talking points for leadership and front-line staff to prepare for media interviews, public speaking, and one-on-one community interactions.
Provided internal communications support through email and updates to SharePoint-based Intranet.
Led project management of Wordpress-based microsite for license offices operated by organization.
Utilized Adobe Creative Suite, including Adobe InDesign, Photoshop and Premier.
Outreach Coordinator \ Memorial Hospital
June 2009 - April 2011
Memorial Hospital-Belleville is a 222-bed acute care Magnet® designated hospital offering emergency and critical care services.
Grew hospital outreach program by more than 80% growth in 2010 through cold calls and relationship development.
Developed and designed printed materials to promote outreach opportunities and provide health education to community.
Researched and created inaugural social media plan.
Developed website content and led of website migration to SharePoint environment.
Selected, designed and coordinated purchase of promotional products.
Assistant Editor of Alumni Publications \ Bradley University
January 2007 - May 2009
Wrote and edited copy for quarterly University publication and University Web site.
Posted Web-only content, developed and maintained Web-based survey, developed story ideas.
Maintained relationships with alumni and friends of Bradley.
Gathered and selected print- and Web-quality photos.
VOLUNTEER EXPERIENCE
Chair, School Board \ Salem Lutheran School
August 2018 - August 2019
Vice Chair, School Board
August 2017- August 2018
Member, School Board
August 2016- August 2017
Salem Lutheran School provides a focused-learning environment for children ages 2 through 8th grade. It is accredited by Missouri Non-public Schools Association and the National Lutheran Schools Association.
Oversight of seven-member board and principal, delegating roles and responsibilities.
Oversaw strategic planning in collaboration with principal and Church Council.
Developed SWOT analysis sessions for board and staff as part of strategic planning.
Led annual $1.1 million budget creation in collaboration with principal and Church Finance Committee.
Developed policy on usage of new endowment of more than $250,000.
Oversaw $150,000 gym renovation and installation of new digital signage for Church and School.
Vice Chair, Media Committee \ Donate Life America
November 2019 - September 2020
Member, Media Committee
November 2017- November 2019
Donate Life America (DLA) manages and promotes Donate Life, the national brand for the cause of organ and tissue donation. It provides education, develops and executes marketing campaigns, and operates the National Donate Life Registry.
Assisted in creating committee’s strategic objectives with Chair and DLA staff.
Assigned annual action plans to committee members and provided guidance to members in completing action plans through regular check-ins.
Provided leadership and developed training module on social media for volunteers
Assisted in creating talking points for national headlines.
Supported the development of programming for national annual meeting.
CERTIFICATIONS
Google Ads Search Certification, October 2023
Google Analytics Individual Qualification, March 2021
The Fundamentals of Digital Marketing, October 2020
Email Marketing, December 2020
SEO Fundamentals, October 2020
Keyword Research, October 2020
Management & Strategy Institute
Six Sigma Lean Professional, January 2015
EDUCATION
Master’s of Business Administration | August 2014
Bachelor’s of Science, Journalism | May 2005
SPECIALIZATIONS
Social Media Management
Digital Advertising
Digital Marketing
Media Relations
Journalistic Writing
Editing
Video Editing
Photography
Budgeting
Leadership
Coaching
Strategic Planning