Experience

Marine Stewardship Council (MSC)

• United Kingdom
• Non-profit Organizations
• 200 - 300 Employee

• Senior Marketing Manager, U.S.

  • Apr 2018 - Present

  My primary role for the last few years has been to build our marketing program in the US, redefining our approach to engaging American shoppers and diners in sustainable seafood, and working with national retailers and brands to help consumers shop their values. Through our consumer research efforts, we have identified a clear intent versus action gap; consumers care about our ocean, but many are not acting on their values. Through strategic consumer engagement campaigns developed through research and testing, we are shifting consumer behavior by providing a clear value proposition for certified sustainable seafood and lowering barriers.My responsibilities include:• Lead the development, execution, and evaluation of strategic consumer engagement campaigns.• Work with national retailers and brands on joint marketing campaigns. • Develop funding proposals and manage US marketing budget. • Setting yearly US marketing strategy, plans, goals, and KPIs.• Reporting on and presenting metrics, progress, and impact to leadership and partners.• Manage marketing agency and contractor relationships including selection and briefing.

• Marketing Manager, U.S.

  • Sep 2016 - Mar 2018

  The Marine Stewardship Council (MSC) holds the world's leading environmental standard for wild, sustainable seafood. MSC is a global nonprofit organization founded 25 years ago by Unilever and WWF to protect the ocean and one of our last major food resources that’s truly wild: seafood. The MSC works with fisheries, grocery stores, restaurants, environmental NGOs, and other companies to change the way our oceans are fished. Our focus is to make it simple for consumers to purchase sustainable, verified, wild seafood.My responsibilities included:• Developed, managed, and optimized co-marketing campaigns with MSC business partners in the US, primarily in retail, consumer brands, and food service. Initiatives included both online and traditional marketing channels. • Developed consumer engagement strategies and implement integrated multi-channel marketing plans for growing consumer awareness in the US market. • Managed agency relationships and project managed the development of ad creative, messaging, and promotional materials. • Led the development and production of video and photo story content for owned channels and digital advertising and promotion.



Kitchenbowl

• United States
• Software Development

• Head of Marketing

  • Aug 2015 - Sep 2016

  Kitchenbowl and Fork It apps where developed to encourage home cooking and help people develop healthier eating habits that actually stick. With the Kitchenbowl app, we reimagined the recipe format with interactive content to help make even the most difficult techniques easy and attainable. Apple featured Kitchenbowl as a “Best New App” in 2014 (iOS) and 2015 (tvOS). Fork It was launched at SXSW Interactive Conference 2016, and turns cooking into a game through daily check-ins into dishes, badges for mastering techniques, and competitions with friends.• Managed a small team, three employees.• Implemented and managed lifecycle marketing campaigns (acquisition, engagement, and retention) across all Kitchenbowl products (two iOS apps, tvOS, and web).• Developed email and push notification engagement and retention strategy for both mobile apps.• Analyzed campaign and app performance, presented to leadership and stakeholders.• Lead the development of brand messaging for the launch of Fork It mobile app. • Helped develop a food blogger ambassador toolkit for Nestlé's worldwide United for Healthier Kids campaign.• Lead content development and video production.• Managed SEO through keyword analysis, landing page optimization, and strategic link building campaigns.• Lead our organic and paid social media strategies.• Managed media and content creator relationships.



Zulily

• United States
• Retail
• 700 & Above Employee

• Commercial Photographer (Product & Editorial)

  • Jul 2012 - Aug 2015

  • Partnered with marketing to create imagery for email, display, and social campaigns. Photographed the email marketing campaign for zulily’s launch to Canada.• Led initiative to elevate image production quality resulting in increased sales and vendor retention.• Increased photography output efficiency by 300% in the kid’s apparel division by redesigning the studio workflow with a small team.• Worked on a small team to define and create the studio style guide (which included photography setups, technical copy writing, and instructional diagrams) to uphold consistency and ensure brand alignment across multiple studio locations.• Photographed product for top selling brands like Free People and Spanx to high-end brands like Fendi and Emilio.Interim Lead Photographer (2015):• Led quality assurance reviews for a team of nine photographers• Held regular 1-on-1’s focused on professional development• Trained new hires and worked on a team to launch a studio onboarding program



Sasquatch Books

• Book and Periodical Publishing
• 1 - 100 Employee

• Marketing

  • May 2015 - Jul 2015

  Sasquatch Books is one of the country’s leading independent presses, located in downtown Seattle. Their mission is to seek out and work with the most gifted writers, chefs, naturalists, artists, and thought leaders in the Pacific Northwest and bring their talents to a national audience. • Developed content for owned channels and assisted with social media marketing• Performed market research and competitor analysis• Provided SEO consultations — site structure and keyword strategies



Kristen Stevens Photography

• Photography

• Freelance Photographer (Food & Product)

  • 2008 - 2014

  • My focus was on product and editorial photography and retouching for web and print.• I managed social media marketing and digital advertising for my small business.• I implemented SEO strategies to maximize organic search traffic. • I taught beginning and intermediate photography workshops.Photographed in studio and on location for clients including: Delta Sky Magazine, Atlas Quarterly, The Cleveland Plain Dealer, Columbus Entertainment Magazine, Tasi Cafe, The Top Steakhouse, and Columbus Food Adventures.



Nationwide

• Insurance
• 700 & Above Employee

• Photography Studio Intern

  • May 2011 - Jun 2012

  • Worked closely with marketing and design teams on small and large productions; also shot imagery for subsidiary companies & organizations such as Nationwide Bank and United Way.• Photographed in-studio product imagery for Nationwide’s brand/editorial image library.• Assisted photographers in-studio and on-location for large production shoots and helped manage the shoot schedule and assisted in lighting setup and asset management.• Communicated and coordinated with vendors and talent, as well as negotiated with modeling agencies.• Managed digital assets of editorial photography: coordinating file transfers across teams, uploading files to the library, and tagging them with relevant keywords.• Photographed executives for our internal magazine, associate portraits, and sponsored events.I attained this internship from winning a senior class competition, where we pitched a mock ad proposal in front of Nationwide’s art director and a lead photographer.



Edible Columbus (An Edible Communities Magazine)

• Contributing Photographer

  • 2010 - 2012

  • Photographed local markets, farms, artisans, distributors, and entrepreneurs who were doing notable work in the Ohio food industry. • Edited and retouched images.• Shot the cover of the April 2011 anniversary issue (linked below). • Photographed local markets, farms, artisans, distributors, and entrepreneurs who were doing notable work in the Ohio food industry. • Edited and retouched images.• Shot the cover of the April 2011 anniversary issue (linked below).