Michelle M. Carlson

• Develop, execute and sustain content strategy across website and social channels to align with brand framework
• Manage marketing editorial calendar to ensure effectiveness and consistency across all channels
• Influence strategy for content development related to lead acquisition and brand-building tactics that drive consistent storytelling across digital platforms for multiple brands
• Lead SEO program strategy
• Drive brand voice and digital reputation management

• Built editorial content calendars for corporate blog and social media channels, including Facebook, Twitter, Instagram and LinkedIn
• Wrote content for email campaigns, website, catalogs, brochures and sell sheets for both customers and prospects
• Managed corporate blog – research and write six industry articles monthly for audience of 53,000+
• Introduced and oversaw social media strategy
• Created brand standards, style guide and voice; ensured consistency across all departments for three brands

• Edited Weekly Ad for Target voice and brand, guest clarity, grammar, consistency and pricing accuracy
• Coordinated versioning of Weekly Ad and CityTarget ad to ensure art, price and copy are accurate for 20+ major markets
• Wrote and edited content for Weekly Ad social media channels using brand voice to engage guests
• Delivered content expertise for Apparel & Accessories, Toys and Stationery merchandise categories and partners, including Creative Managers, Brand Marketing, Buyers and Promotions
• Provided direction on process improvements, timing & action and resource requirements for pilot initiatives supporting cross-functional teams

• Managed revamp of Team Member Service Center (TMSC) call center process documentation, which resulted in a 57.5% reduction of total sections and 46% reduction of total pages
• Collaborated on completion of Online Resources revamp, which included researching, editing and formatting 2,000+ content pages, resulting in an accurate, consistent and user-friendly resource for the Call Team
• Published HR pay and benefits content to internal website
• Created process documentation template, ensuring TMSC has consistent tool for documenting and transferring knowledge

• Coordinated textbook creation with design, production, digital education and marketing from manuscript to bound book
• Assigned editorial content to in-house editors, freelance writers and development houses; evaluated assignments based on written guidelines, production schedules and budgets
• Developed writing guidelines, art specifications and requests for proposals; led weekly and monthly team status meetings
• Executed quality assurance for digital products, including online teacher resources, test-building software and student textbooks
• Contributed to the development of new, comprehensive company-wide style guide

• Wrote, edited and assigned articles as assistant editor of Mpls.St.Paul Magazine special advertising sections and Twins Magazine
• Planned editorial content and assigned stories to freelance writers within publication budgets; assisted in creative concept process with art directors and provided final signoff of pre-press proofs as associate editor of IBM Systems Magazine, i5 Business Systems edition (monthly trade magazine with circulation of 50,000)
• Built a technical editorial board and introduced two new columns as managing editor of IBM Systems Magazine, Open Systems edition (bimonthly trade magazine with circulation of 25,000)
• Introduced and maintained in-house editorial style guide, including technical terminology, IBM branding rules and acronym usage
• Managed, interviewed and hired candidates for custom editorial intern program