WORK HISTORY
Feb 2017 – Current
VP, Marketing
National Association of Federally-Insured Credit Unions (NAFCU)
Results-driven leader of the marketing division in forward-thinking financial services trade association. Responsible for creation, oversight and execution of dynamic marketing strategies that tell the association’s story, engage members and potential members, build the association’s brand and drive revenue. Selected for vice president after exhibiting acute understanding of big picture goals and strategy, and ability to put the pieces together to achieve those goals and help the organization evolve and grow.
Fun fact: I Developed integrated membership marketing plans to help drive 25% growth during 19% industry consolidation in same timeframe.
Nov 2014 – Feb 2017
Director of Digital Strategy
National Association of Federally-Insured Credit Unions (NAFCU)
Earned promotion to director and secured new FTE direct-report following superior performance and demonstrated ability to lead and deliver results in digital channels as the association’s first digital content strategist. Oversaw association website, app, social media and digital content strategies including optimization, analysis, reporting and continuous improvement. Served as the technical and digital marketing subject matter expert, representing the digital point-of-view on projects across the organization and provided overall project management for all digital initiatives.
Fun fact: I developed a conference mobile app strategy that has resulted in 82% usage and 97% excellent/good app satisfaction rating on average per event to date.
Aug 2012 – Sep 2014
Digital Content Strategist
National Association of Federally-Insured Credit Unions (NAFCU)
Built NAFCU’s digital strategy from the ground up, ensuring brand consistency, optimal user experience and engagement. Oversaw association websites, including strategy, content management, Search Engine Optimization (SEO), analysis, reporting and long-term planning. Lead successful website redesign project, moving the association to a responsive design interface and reorganized content for optimal usability. Developed and implemented association’s first social media strategy, garnering 27% increase in social community and 95% increase in social traffic.
Fun fact: Saw 12% increase in organic traffic, 7% more pageviews, 15% more online conference registrations after website redesign.
Nov 2011 – Aug 2012
Senior Associate Director of Marketing
NAFCU Services Corporation
Manager of small, fast-paced marketing team in financial services association affinity marketing company. Responsible for developing and overseeing comprehensive marketing affiliate strategies for 30 “Preferred Partners,” to include website, email, direct mail, social media, advertising, public relations, event sponsorships, and creation of digital content assets (webinars, podcasts, etc.). Promoted to senior associate director following exceptional partner relations and leadership skills. Three direct reports.
Fun fact: Comprehensive social media strategy resulted in 7% more visitors on average each month to corporate website and partner landing pages, and 81% growth in organic search traffic.
Dec 2008 – Nov 2011
Marketing Manager
NAFCU Services Corporation
Responsible for implementing marketing programs from start to finish, including targeted email and direct mail, webinars, podcasts, advertising, database/list management, SEO, as well as assisting with press releases and trade show events. Managed multiple websites including on-going content updates, optimization of pages, advertising, reporting on results and suggesting new web initiatives.
Fun fact: Identified new advertising partner expanding reach to over 30,000 primary target contacts.
Jul 2007 – Dec 2008
Marketing Communications Specialist
SciQuest, Inc.
Fundamental member of marketing operations team at rapidly growing software-as-a-service company. Responsible for creating and executing all email and direct mail campaigns. Managed website as a lead-generation tool, including leading a full website redesign completed in 3 months. Designed graphics for HTML email communications, print and web ads, direct mail campaigns, corporate PowerPoint, brochures, and a variety of sales tools.
Fun fact: New webinar marketing strategy resulted in 550% increase in attendance from previous year.
2006 – 2007
Marketing Program Specialist
The Training Network
Key member in fast-paced direct marketing company. Responsible for developing and implementing promotional plans, including email, fax and insert campaigns. Promoted from marketing assistant role within 3 months for exceptional project management, marketing and analytics skills.
Fun fact: Saw ~20% increase in channel sales during my time.
EDUCATION & PROFESSIONAL DEVELOPMENT
2006
Bachelor of Science in Business, Marketing Management
Virginia Polytechnic Institute and State University (Virginia Tech)
2008-2016
Custom Google Analytics Training
E-Nor
Landing Page Optimization Certification
MECLABS
Google Analytics 101, 102, 103 training courses
Lunametrics
Social Media Certification
MarketingSherpa
Google Adwords 101 & 102
Sitening
Software Skills
Microsoft Office
Google Analytics
Google Adwords
Google Tag Manager
Content Management Systems
Email Platforms
Dreamweaver
Photoshop
Illustrator
InDesign
Coding Skills
HTML5
CSS3
WordPress
TESTIMONIALS
Alicia Hosmer
Senior Director of Brand Strategy / APTA
Kirstin has a love of learning that keeps her at the forefront of digital marketing trends and constantly improving results. She is a team player that has the ability work seamlessly and effectively across division lines. Kirstin is a natural leader and fantastic employee. Her strong sense of duty to her colleagues and NAFCU’s members is evident in her work every single day.
Ioana Dietsch
Creative Director / AIAA
Kirstin is one of the most intelligent people I have had the opportunity to work with. She is thorough and calculated in her decisions and expects the highest quality of work from herself and her colleagues. Her digital marketing knowledge is second to none. She keeps on top of trends and loves problem solving. I miss working with her and learning from her daily!
Karen Tyson
Client Solutions / Freddie Mac
Kirstin is the dream employee. She is a rock star. She’s smart and savvy, always looking for ways to make a difference and make things better. Not willing to settle for mediocre, she is willing to step outside of what is required and the confines of her job description to find new solutions and ways to help others. She has an extraordinary grasp of marketing, particulary content marketing. She’s made an incredible difference at NAFCU, including making the website a more vibrant platform and developing a social media strategy. And she’s a crack writer — and just a generally nice person to be around. I would hire her anywhere anytime if given the chance…and am honored I was able to do so for NAFCU.
Kelly Latham
Americas Marketing / ProQuest
Kirstin’s outstanding work ethic and comprehensive marketing skill make her an incredible resource. She has a tremendous ability to find solutions to problems. Working with online mediums is second nature to Kirstin. When asked “Do you think there is a way to..,” nine times out 10 she finds it. She is an asset!
Peer-Voted Top Skills
Email Marketing
Marketing
Marketing Communications
Social Media Marketing
Digital Marketing
Marketing Strategy
Online Advertising
Marketing Management
SEO
Copywriting