Coalfire
Global services and solutions company that specializes in cyber advisory, assessment, and security
Website | SEO | Social media | Employee Advocacy
Brand | Graphics | Events | Campaigns
Website
Kentico, HTML/CSS, Wrike, Trello, Smartsheet, Adobe Suite
For six years, I grew Coalfire’s web presence through design refreshes, content updates, and technical SEO. I was in charge of 148 public pages and 110 active campaign pages. I managed three website contractors and a creative agency.
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2016 vs 2021:
✓ Increased pageviews 140.35%
✓ Increased unique pageviews 136.19%
✓ Decreased exit rate 25.70%
Search engine optimization (SEO)
Content optimization, local SEO, technical SEO, off-page SEO
I owned SEO strategy and published metrics to provide general and keyword-specific recommendations for content development. I executed on SEO tactical elements, to include updates to headers, meta titles/descriptions, and content across the website.
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YoY comparison:
✓ Reduced pages with duplicate titles by 93% and duplicate descriptions by 68%
✓ Improve non-brand clicks 75%
✓ Increase Sistrix Visibility 9%
✓ Reduce indexable pages 33%
Organic social media
LinkedIn, Twitter, Facebook, Instagram, YouTube
I managed the company’s organic social channels from creation to execution, to include: design, copywriting, content calendar management, scheduling, and performance tracking. My approach combined thoughtful storytelling with data-driven optimization to increase engagement, support corporate initiatives, and increase brand awareness. #LifeAtCoalfire
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✓ LinkedIn: 562K+ Average number of impressions | 4.28% Average engagement rate | Total audience growth tripled from 2017 to 2021
✓ Twitter: 223K+ Average impressions | 7% Average engagement rate | 149% Total audience growth from 2017 to 2021
✓ Facebook: Total audience growth more than doubled from 2017 to 2021
Employee Advocacy
Social selling, Dynamic Signal by Firstup
I launched the company’s first social media advocacy programs to drive amplification, social selling, thought leadership, consistent messaging, and engagement. Role included:
Developing, editing, and scheduling content
Facilitating trainings and office hours for faster adoption
Incorporating industry hashtags and creating company specific hashtags
Creating and leading design direction
Incorporating employee engagement tactics
Leading employee LinkedIn reviews
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✓ 2018 vs 2019: Total impressions increased 15% | Total reactions increased 20% | Average monthly members 27%
✓ 2019 vs 2020: Total impressions increased 131% | Total reactions increased 51% | Total clicks increased 125% | Average monthly members 35%
Additional roles and responsibilities
Brand
As brand ambassador at Coalfire, I created imagery, educated employees, and reviewed materials for cohesive brand consistency. Roles and responsibilities:
Incorporated brand standards across visual materials
Created a website brand guide
Educated employees on correct vs incorrect brand standards
Offered constructive feedback on incorrect imagery
Swag
I worked closely with other departments to facilitate ordering swag, from communicating with the vendor, ordering samples, creating the design, and purchasing. I launched an online company store and fulfillment center for the employees to utilize and purchase branded swag. Items included: clothes, camera covers, mugs, golf balls, hats, and water bottles.
Additionally, I created shirt designs using the company’s logo and brand guidelines.
Graphics
As the in-house Graphic Designer, I developed compelling visual assets across events, social media, signage, swag, campaigns, and collateral. I have proficiency in Adobe Creative Suite, experience preparing files for print and large-format production, a collaborative mindset for working with marketing and events teams, and the ability to manage multiple projects and deadlines while maintaining brand consistency and high-quality visual standards.
Events
I supported the events team at Coalfire. In this role, I helped define event themes, managed vendors, and executed internal and external events. I was the on-site support and liaison, along with shipping/logistics.
I created graphics for events including: in-mail teasers, signage, name tags, table tents, posters, dinner invites, and agendas.
Collateral management
At Coalfire, I supported assets/collateral to ensure brand consistency across all supporting materials. I organized and maintained collateral libraries, streamlined file workflows, and lead the migration of assets from SharePoint to Box to improve version control, access, and permissions. Responsibilities include cataloging collateral, enforcing brand standards, coordinating print runs and inventory, managing approvals and file formats, and partnering with marketing and production teams to keep materials accurate, accessible, and event ready.
Campaigns
Along with building out the campaign process, I supported campaigns through creating:
Header images
Pardot email images
Social media graphics
Social media plan
Veris Group integration
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Project highlights
Website rebrand
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“Back to school” brand campaign
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Social media highlight: Black Hat USA 2019
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2018 Commercial Services Kick Off (CSKO)
2/12/18 – 2/14/18 | Grand Hyatt and Denver and Broncos Stadium
CSKO 2018 was a three-day working session for key individuals that contribute, influence, and promote sales growth in the company. The focus and messaging of the internal program was around the sales team’s three pillars – Hone Your Craft, Customer Intimacy, and Teamwork.
I was lead event coordinator during the second day of this internal program which took place at the Bronco Football Stadium. I provided transportation, hired a guest speaker, worked directly with the on-site crew, including AV and catering, assisted in setup/take down, and arranged for team building activities around the stadium.
Other roles and responsibilities for this event:
Design: Created name tags, signage (pull-up banners and welcome sign)
Swag: Water bottles, high end pens, stickers, Spyder jackets, name plates, lanyards
Support: Setup/take down, herding employees to different locations, hotel and employee liaison