Laura Kate Hinrichsen, M.A.

Experience

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  Hawaii Visitors and Convention Bureau

  Jun 2007 - Jul 2007

  Marketing Intern

  Investigated market trends, produced emails and print copy for the bureau, edited an International Meeting Planner Guide, attended tourism industry meetings, designed newsletter articles and layouts, collaborated with fellow interns, and worked alongside various leaders in the department to brainstorm ways to expand our audience outreach and message effectiveness.

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  Pearl Insurance

  Sept 2008 - Jul 2009

  Lawyers Professional Liability Sales Specialist

  Provided quotes and product information while soliciting Property and Casualty Insurance products to prospective customers, participated in ongoing product and technology education, assisted in the training of new employees in my department, executed strategic marketing campaigns via mediated and face-to-face communication, travelled as a representative to various conferences and meetings across the Midwest, and built and maintained positive customer relationships.

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  Saint Louis University

  Aug 2009 - May 2011

  Conducted secondary research on ethnography and third places, pan-Latino identity and advertising, faculty identity in higher education and family communication. Edited documents and paper presentations for faculty, co-presented with faculty at a conference with a faculty member, managed listserv queries and interlibrary book loans, located and summarized articles and publications relevant to faculty research.Worked as a teaching assistant for 1 upper division Communication Theory course and supported student success through grading assignments, proctoring exams, maintaining student attendance records, and assisting students during non-faculty office hours. Show less

  • Public Speaking Instructor (Graduate Teaching Assistant)

    Aug 2010 - May 2011

  • Graduate Research/Teaching Assistant

    Aug 2009 - Jul 2010
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  Caterpillar Inc.

  Jan 2013 - Jul 2013

  Associate Communications Representative

  Edited and distributed weekly division newsletter, produced leader video blog, assisted in the coordination of division and business unit employee meetings, developed and implemented a safety communications plan, and participated in a 6 Sigma project on effectiveness of internal communication vehicles.

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  Greenville College

  Jul 2013 - Dec 2018

  Taught the following in-person, online and hybrid courses: Intro to Public Relations, Speech Communication, Media Communication, Research & Writing and Elementary Spanish. Cultivated student interest and critical thinking skills through relevant lesson plans, course curricula, activities, and multimodal student knowledge assessments. Enabled student engagement through office hours, emails, specific and prompt feedback on student assignments. Pioneered a hybrid in-person lab and remote classroom environment for upper division Public Relations courses. Show less Managed the effectiveness and success for a portfolio of projects, expanding and improving the university’s online presence with relevant content across all digital platforms, including Greenville.edu, Facebook, Twitter, YouTube, Instagram, etc. Contributed to and managed the university news and story cycle to support the institution's marketing and brand initiatives. Recruited, trained and managed a team of marketing, videography and photography student interns.Overview of Responsibilities: - Website Content - Social Media - News & Press Releases - Special Events - Photo & Video Requests - Student Worker Recruitment, Management and Coaching Show less Generate content that connects with Greenville College target audiences in a media-rich society and helps reinforce the institutional brand. Oversee website content and maintain an up-to-date library of photos and videos to support Greenville College's marketing initiatives.Website ContentWork with the Director of Marketing to organize and prioritize website projects.Work closely with the Web Developer to continually improve the school’s website through projects.Gather information from various campus departments and offices for web page updates, new web pages and campus news.Write, edit, and publish website content.Interview students, professors and alumni and write web features or bios.Review analytics data to inform decisions about the website. Research competition and current college web trends to determine necessary updates for the Greenville College website.Hire and manage a student worker for assistance with web updates.Visual Content:Coordinate video and photo shoots with professional and student photographers and videographers to maintain up-to-date marketing images for college web pages, publications, advertisements, news items etc. Capture and edit video and photo footage as needed.Monitor photography and video requests, and assign photographers and videographers to cover events.Regularly request images and video from world outreach trips, study abroad experiences, and other off-campus events.Recruit, hire, coach and manage student photography and videography interns. Implement an orientation and training process for student workers to gain familiarity with the school’s equipment and best practices.Manage photography and video equipment.Provide consulting and direction to other departments working on video projects.Special Events - Work with Director of Marketing and University leadership team with messaging content and marketing strategy for special events including: campus preview (recruiting) days, Homecoming and Commencement. Show less

  • Adjunct Professor

    Aug 2011 - Dec 2018

  • Digital Marketing Manager

    Oct 2014 - Jun 2016

  • Marketing Content Developer

    Jul 2013 - Oct 2014
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  Core Dermatology

  Apr 2016 - Oct 2018

  Digital Marketing Strategist

  Developed, executed, distributed and managed digital marketing materials for each of the 3 Core Dermatology (formerly MedPro Advantage) brands; analyzed and utilized website traffic to create strategies and content to support branding, service and product campaigns; consulted with subject matter experts to develop digital assets including blog posts, social media content, videos, emails and web pages; worked with leaders and external service providers to create campaigns to support organization goals; monitored and analyzed campaign effectiveness and cost of Google AdWords, Google Shopping, Facebook Ads and email marketing campaigns; developed, managed and expanded web presence across all three brands; coordinated our client and patient reviews process; launched social selling and skincare subscription programs, assisted with customer support through live chat and social media inquiries; led the transition to mobile friendly websites and supported the launch of a mobile app; provided event support; wrote copy and edited copy for print and digital assets. Conducted ethnographic and survey research to created customer profiles (dermatology, medspa, spa, plastic surgery and retail customers), map customer journeys and provide business development recommendations to expand customer reach and improve customer experience.Certifications: Skin Dimensions Cosmeceutical Specialist Show less

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  Caterpillar Inc.

  Oct 2018 - now

  Responsible for creating and managing evergreen, customer-facing marketing and communication materials to support parts and services for Cat machines and online customer experiences including: eCommerce, Ground Engaging Tools and Drive Train.Responsibilities: provide sales support through marketing materials, support services go-to-market commercial strategies, ensure services new product introduction (NPI) marketing readiness, create positive customer experiences online, support Construction Industries Services Division (CISD) Integrated Marketing Team with global content where needed. Show less Developed messaging strategy within a change management business within Caterpillar for disruptive technology implementation and mine site performance consulting. Conducted interviews with key internal stakeholders and customers to gain and communicate key needs and understanding of commercial offerings. Created ethnographic interview process for annual voice of business process report and recommendations. Coordinated business unit involvement in key industry events including the creation of presentation abstracts, presentations, trade show booths and event outcome summaries. Collaborated with subject matter experts to create thought leadership articles for the mining industry. Represented a Caterpillar disruptive technology product at a week-long international trade show. Also photographed and edited team head shot photos and edited video presentations, PowerPoint slides and leader messaging. Show less

  • Integrated Customer Experience Project Manager (Senior Digital Project Manager)

    Apr 2024 - now

  • Technical Marketing Consultant: Ground Engaging Tools, Drive Train & eCommerce

    Jul 2022 - now

  • Marketing Consultant: Mining Technology and Change Management

    Oct 2018 - Jul 2022