KELSEY HEDLUND
marketing & COMMUNICATION SPECIALIST
ABOUT ME
Hi, my name is Kelsey and I am a driven social media marketer based in St. Paul, Minnesota.
My bachelor’s degree is in fashion merchandising with a minor in business. I have 5 years of social media marketing experience including strategy and content creation. I am passionate about building brand awareness and increasing diversity in the digital marketing space.
Currently, I am the Marketing and Communications Specialist at Goodwill-Easter Seals Minnesota.
EXPERIENCE
Goodwill-Easter Seals Minnesota - 501(c)3 non-profit organization
Marketing & Communications Specialist
St. Paul, MN
November 2022-Present
- Manages all social media platforms (Facebook, Instagram, X, LinkedIn and TikTok).
- Develops, implements, and reports analytics for all social media ad performances to internal departments.
- Writes digital marketing content such as blogs, emails, and SMS.
- Aggregates, edits, and distributes org-wide communications and newsletters weekly.
- Social media firsts – Facebook collaborative video post, created and managed LinkedIn Campaign Manager account, managed our Earth Day collaboration which was the most played Reel on Instagram (85,546) and had the highest total reach (74,229) and engagement (2,239) so far this year. Also, implemented, managed, and reported our first Facebook A/B test ad.
- Manages all end-to-end influencer campaigns across all tiers of influencers, which helped increase the organization's Instagram following by 10% from 2022.
- Managed the first Black History, Women’s History, AAPI Heritage, and Pride Month (featured the organization’s first male influencer) campaigns.
- Instagram influencer partnerships resulted in a 1,964% average increase in engagement compared to the organization’s Instagram organic posts. TikTok influencer partnerships resulted in an average of 2,940 total views and 211 total engagements to reach new audiences.
- Polished 17 employee recipes, adhering to brand standards, to create an org-wide DEI cookbook as part of a successful Marcomm FY24 DEI initiative.
Coolibar - Sun protective clothing company
Social Media Specialist
St. Louis Park, MN
July 2021-November 2022
- Manage all social media platforms (Facebook, Instagram, Twitter, LinkedIn, and TikTok). Created, wrote copy, scheduled, posted, and tracked performance of 300+ posts using Sprout Social.
- Increased the total number of followers for Facebook, Instagram, Twitter, LinkedIn, and TikTok by 19% over 14 months through continuous audience engagement.
- Manage 5+ non-paid influencers to increase brand awareness. Total reach is 145,000.
- Social media firsts – Instagram Reels, interactive Instagram stories, collaborative posts, and collaborating with the Director of Studio Photography.
- Edited a 30-second commercial that aired 4 times a day for the Mubadala Silicon Valley Classic Tennis Tournament. Commercial appeared on all event video boards promoting the brand as the apparel sponsor of the event. Total attendance 30,000 plus broadcast nationally.
EXPERIENCE
American Mills International - Loungewear manufacturer
Merchandising Marketing Manager
Maple Grove, MN
June 2020-July 2021
- Created a virtual booth and product line for the Magic Apparel Trade Show, which was highlighted on the President’s Pick page, which resulted in the company achieving significant visibility out of the 300 participating brands.
- Designed and managed the creation of the 2021 catalog that featured over 450 products by developing page layouts in Canva and ensuring all the SKU numbers aligned with QuickBooks and UPCs.
- Collected over $50,000 in outstanding account receivables over 10 weeks in addition to primary responsibilities.
Social Media Freelance
St. Paul, MN
June 2019-June 2020
- Introduced Facebook Ads to clients, which contributed to over $98,000 in E-Commerce sales April-December 2020 by building 57 Ads with a $5.00/day budget.
- Established client’s presence on Instagram, Facebook, and Pinterest by developing campaigns based on budget and goals, implementing content calendars, and consistently scheduling posts in Hootsuite or Later.
Scarborough Fair Boutique - Women’s clothing retailer
E-Commerce Marketing, Social Media and Web Manager
St. Paul, MN
August 2019-January 2020
- Developed and created 50+ social media posts for Instagram and Facebook using Canva.
- Managed product listings, inventory, and landing pages in WordPress for E-Commerce site.
LOFT, Ann Inc. - Women’s clothing retailer
Social Media Specialist / Stylist
Woodbury, MN
August 2019-January 2020
- Increased Instagram followers by 27% through styling, photographing, writing captions for posts, and managing the daily social media content calendar.
- Won Valentine’s Day Instagram creation challenge against 12 other stores in the district to increase awareness for the Valentine’s Day collection.
EDUCATION AND SKILLS
University of Nebraska-Lincoln
Lincoln, NE
BS in Education and Human Sciences (Cumulative GPA 3.4)
May 2018
- Major: Fashion Merchandising; Major (GPA 3.5) | Minor: Business Administration
- Scholarship: Ruth Leverton Scholarship
GOODWILL-EASTER SEALS MN
Best Performing Instagram Collaborative Reel 2023
- I re-established and managed the influencer partnership with Kate Arends for GESMN's Earth Day influencer campaign in April to create awareness around sustainable shopping.
- In terms of total plays (85,000+) this collaborative IG Reel is the best-performing Reel compared to all GESMN's Reels/videos (130+).
- Highest engaging post for GESMN in 2023 with 2,200+ total engagements and 74,000+ total reach.
GOODWILL-EASTER SEALS MN
Social Media Firsts
- I identified, secured, and managed key influencer partnerships for the first Black History, Women's History, AAPI Heritage, and Pride Month (featured the organization's first male influencer) campaigns.
- Managed and implemented the first MN sports team influencer campaign to align with the Twin’s Opening Day 2024.
- Managed and implemented the first Facebook A/B test ad. I also created our LinkedIn Campaign Manager account and ran our first LinkedIn ad.
- Managed the influencer relationship for the first Facebook influencer video ad to promote retail sweater promotion and VIP program.
- Managed and implemented the first E-Commerce Facebook video ad, which resulted in 7,740 total web page views and 1,950 total users.
GOODWILL-EASTER SEALS MN
Social Media Content Creation Examples
- I created and executed Goodwill-Easter Seals Minnesota’s (GESMN) organic social media content.
- I filmed and edited content in CapCut or Adobe Rush.
- I created the template for GESMN’s first ‘This or That’ video series, which was requested by Goowill’s Senior Director of Retails Stores.
COOLIBAR
Mubadala Silicon Valley Classic Tennis Tournament Commerical
- I edited a 30-second commercial that aired 4 times a day for the event. The commercial appeared on all event video boards promoting Coolibar as the apparel sponsor of the event. The total attendance was 30,000 plus broadcast nationally.
- The Mubadala Silicon Valley Classic Tennis Tournament was co-founded by Billie Jean King in 1971 and is the longest-running women-only professional tennis tournament in the world.
COOLIBAR
Social Media Firsts - Instagram Collaborative Posts
- I was the first to discover and use the new Instagram collaborative post feature on Coolibar's Instagram.
- The two collaborative posts were the best engaging posts in November 2021.
- Isla Convertible Wrap post had 500+ total engagements.
- Motio joggers post had 300+ total engagements.
COOLIBAR
Social Media Firsts - Interactive Instagram Stories
- I was the first to utilize the Instagram poll feature on Coolibar's Instagram.
- The This or That series received 200+ total engagements and 1,700+ total accounts were reached.
- The fall color series received 60+ total engagements and 2,220+ total accounts were reached.
CAREER HIGHLIGHTS
Top President's Pick for MAGIC Apparel Trade Show
- I created a virtual booth and product line for the MAGIC Apparel Trade Show, which was highlighted on the President’s Pick page, which resulted in Brief Insanity achieving significant visibility out of the 300 participating brands.
CAREER HIGHLIGHTS
Vallentine’s Day Challenge Winner
- At the Woodbury LOFT, Ann Inc., we won the Valentine’s Day Instagram creation challenge against 12 other stores in the district to increase awareness for the Valentine’s Day collection.
- I managed the story-telling, merchandising, styling, modeling and posting of the winning content.
PUBLICATIONS
My Adoption Story
I'm Adopted Organization | Global Online Adoptee Community
- I contributed to their #MyStory Campaign where adoptees were able to submit their stories to get featured on their social media platforms.
- I’m Adopted is a global online community established in July 2015 by Russian-New Zealand adoptee, Alex Gilbert. They share stories, resources, and videos with other adoptees for adoptees through their virtual community.
PUBLICATIONS
How Tour Korea Changed My Life
Children's Home Society & Lutheran Social Service of Minnesota
- I contributed to the CHLSS blog on my trip to South Korea in 2019.
*Children’s Home and LSS combined complementary adoption services, high standards of quality, and experience in creating and supporting families.
PUBLICATIONS
Fall Fashion Trend: Natural Beauty
The Volk Magazine | Saint Paul, MN
- I wrote a trend report on the color beige/nude, which included where the trend was seen in fashion shows and how to style it in the Fall season.
*Volk was a Saint Paul-based fashion magazine that collaborated with local designers, photographers, models, journalists, and artists with the mission to spotlight contemporary fashion and beauty while raising money for Threads for Teens.
