RESUME

Below is an expanded outline of Tom’s professional experience, duties, and accomplishments.

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DIGITAL CONTENT MANAGER
Cabinetworks Group, 2020 – 2022
Formed in February 2020 by the merger of acpi® and Masco Cabinetry. (2018-2022 in total)

  • Managed a team of digital marketing specialists responsible for all website maintenance, email marketing execution, and digital strategy support.
  • Implemented and/or managed all enhancements and technical product detail page (PDP) updates for over 20 total internal and external websites spanning multiple platforms including Big Commerce, WordPress, and Wix.
  • Delivered new Cabinetworks Group website within two weeks, well ahead of schedule. Designed and coded entirely in-house, from the ground up.
  • Contributed heavily to company merger finalization communication strategy by composing messaging introducing Cabinetworks Group to employees, customers, and the press.
  • Improved quality of sales leads by redesigning the online new business lead capture form. Additional information collected resulted in higher quality leads, leading to improved follow-up rates by sales, and higher conversions.
  • Launched a multi-page kitchen remodeling consumer information portal for a national home improvement retailer in six weeks.
  • Introduced new Sharepoint intranet site, working collaboratively with Creative Services and IT department; designed features and user interface graphics.
  • Developed intranet content calendar, and wrote internal corporate communications; sought out newsworthy content, and interviewed employee “news-makers.” Repurposed existing content including press releases and social media content for internal audience.
  • Increased application rates for hourly labor positions at production facilities across ten states by improving the candidate experience.  Developed a paid social media advertising recruitment strategy, designed entirely new, region-specific landing pages with improved search engine optimization (SEO).
  • Supported brands include: Medallion Cabinetry, Yorktowne Cabinetry, Design-Craft Cabinets, Schuler Cabinetry, Medallion at Menards, American Cabinetry Collection, MasterCraft Cabinets, Serenade Cabinetry, and Cabinetworks Group corporate.


DIGITAL CONTENT MANAGER
acpi® Wood Products, 2019-2020
Elkay Wood Products was acquired by acpi® in February 2019.

  • Directed all digital marketing and online communications strategies, including social media, content marketing, and email communications for a portfolio of ten cabinetry brands spanning B2B and B2C channels.
  • Planned content for, and monitored over 30 social media channels and ratings forums.  Responded to consumer questions and reviews; worked closely with Customer Service team to resolve problems and complaints.
  • Managed and implemented all updates for ten total WordPress and Wix websites, including UX/UI enhancements, and SEO.
  • Established new e-commerce channel driving incremental revenue growth, reducing end consumer call & email volume, leading to improved response times for B2B account assistance requests.
  • Created new custom product request intake system, minimizing follow-up communications by ensuring capture of all necessary information, leading to increased capacity for custom quotes team.
  • Captured additional social-forward still images and video of new product sets, at specialty photo studio in Pennsylvania.
  • Leveraged relationship with BUILDER Magazine to gather content and promote Design-Craft product line during the 2020 Kitchen & Bath Industry Show; created micro-site to house content; captured additional photos and videos used on websites, branded and corporate social media channels.
  • Built new acpi corporate website on WordPress platform entirely in-house.


DIGITAL CONTENT MANAGER
Elkay Wood Products, 2018-2019

  • Planned, coordinated, and executed new product launch content updates across seven cabinetry brands’ digital communication channels, including email, social, and web.
  • Improved social media engagement rates by implementing a new system for identifying, capturing, and leveraging content generated by B2B partners.
  • Increased blog website traffic through refined social strategy promotion; integrated blog promotions into multiple email communications leading to audience growth; improved subscriber readership using upgraded new post notifications email.
  • Developed an interactive “selfie station” at the 2019 Kitchen & Bath Industry Show (KBIS) to encourage creation of user generated content by expo attendees when sharing photos of themselves physically engaging with new products launched at the show on their personal social media channels.
  • Partnered with outside agency to manage a content management platform shift with significant data migration for seven cabinetry brand websites.


SOCIAL MEDIA MANAGER & SENIOR COPYWRITER
CliqStudios, 2016 – 2018
Online only, direct-to-consumer cabinetry manufacturer and kitchen design.

  • Wrote advertising and collateral copy, updated product descriptions and website verbiage.
  • Developed content strategy, and organic social publishing calendar.
  • Authored original blog content, and associated content for a wide social media footprint including Facebook, Instagram, YouTube, Twitter, Pinterest, and Houzz.
  • Executed daily community management, answering general home improvement questions, responding to specific product inquiries, and resolving customer service issues and complaints.
  • Tracked and reported organic performance using native platform insights, third-party social media management tools, and Google Analytics. Identified key traits of high engagement posts to produce similar-style content; converted best performing organic posts to paid advertising campaigns.
  • Established social listening programs to find and leverage user generated content.
  • Nurtured, developed, and deployed influencer marketing campaigns.
  • Monitored reviews and reputation across multiple consumer reporting websites, responding to positive and negative customer ratings; successfully removed Yelp listings.
  • Collaborated across the organization providing copywriting, graphic design, digital marketing, and pay-per-click advertising support for human resources, financing, and B2B dealer channel sales support.


PRINCIPAL
Majewski Marketing & Media LLC, 2011 – present*

  • Consulted on, wrote, launched, and managed content strategy, social media, and paid digital advertising campaigns on Google Adwords, Facebook, Twitter, Linkedin, and Meetup.
  • Built client brand awareness through organized professional networking and education events. Clients were billed as main event sponsors across multiple online events portals. Events drove additional foot traffic to client locations.
  • Wrote, directed, filmed, and edited short form video content.
  • Clients include Brave New Workshop, Schuler Shoes, Executive Suites of Minnesota, Lake Superior Brewing, Oceana Resorts, The College of St. Scholastica, AFINIA 3D Printing, Ripley’s Believe-It-Or-Not, Gatlinburg, TN CVB
    *Consulting part-time with select established clients since 2016.


MARKETER & GRAPHIC DESIGNER
Thomson Reuters – West Academic Publishing, 2009 – 2011
Publisher of law school text books and study aids. Divested by TR in 2013.

  • Designed collateral, digital visuals and mobile application user experience graphics while adhering to strict Thomson Reuters branding guidelines.
  • Designed, coded, and distributed email campaigns, updated micro-site HTML code, developed social media and pay-per-click advertising strategies.
  • Developed corporate-wide standards for use of social media, published employee manual, and presented short seminars on proper use of the medium as part of a cross-functional working group.
  • Executed all marketing projects for AttorneyJobs.com (independent entity within TR), writing and designing all communications for social media, print ads, collateral, online & print.


DIRECTOR OF MARKETING
 Great Lakes Aquarium (2005 – 2008)
Duluth’s most visited tourism attraction, and non-profit education organization.

  • Maximized exposure within a tight budget when planning all media, including sourcing, purchasing and placing all print, broadcast and out-of-home advertising and collateral materials.
  • Reduced marketing costs through elimination of under-performing vehicles, maximizing use of in-kind media, and developing all creative in-house.
  • Facilitated all communication with media by writing and distributing news releases, giving interviews, conducting VIP tours, and planning receptions/special events.
  • Fostered strategic relationships with key community organizations and formed partnerships with other nonprofit entities to advance GLA’s educational mission.