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Roland King

An experienced professional in communications, marketing, and statistical analysis.

  • About Me
  • Resume
    • Education
  • Skills
  • Projects
  • Portfolio
    • Feature Writing
    • News Writing
    • Media Relations
    • Publication Writing
    • Internal Communications
  • Contact

Resume

Digital Strategy Manager

University of Maryland, Baltimore County (UMBC)
2019 – present

Provides guidance and strategic support for all university digital marketing efforts, with focus on undergraduate admissions customer journeys and lead generation.

  • Lead for Admissions-focused Salesforce Marketing Cloud (SFMC) implementation.
  • SFMC admin responsible for Salesforce integration and extension building to drive email automation campaigns.
  • Lead email developer and producer, including performance and mail client usability testing.
  • Developed customer personas through data mining and behavioral analysis for admissions-focused targeted marketing.
  • Managed all day-to-day email deployment, including decision splits and A/B testing on campaigns.
  • Developed and managed Google Data Studio and Datorama Dashboards for reporting to senior leadership.
  • Developed and implemented divisional marketing campaigns to drive prospective and current student lead generation for specific graduate and undergraduate programs.
  • Global admin for the university’s Google Analytics account, responsible for managing property ID creation and Google Analytics integration with domains and subdomains.
  • Orchestrated usability testing and survey analysis to inform high-profile campus news website redesign, which resulted in site traffic growth of more than 200% over the past three years.
  • Analyzed web traffic and social media metrics to identify visitor behavior, resulting in web redesign recommendations that have increased conversions across the university’s websites.
  • Lead for implementation of enterprise email marketing system, including database scrubbing, template design, and audience segmentation.
  • Project manager and content strategist for campus-wide web development solutions.
  • Lead on campus-wide survey development and analysis to inform decision-making.

Communications Manager

University of Maryland, Baltimore County (UMBC)
2013 – 2018

Responsible for crisis communications, media relations, internal communications, online communications, event management, and speechwriting.

  • Served as communications liaison for the Offices of the President and Provost, as well as other administrative offices.
  • Co-developed and led communications strategy and support for UMBC’s strategic planning process.
  • Drafted crisis communications responses from the president, provost, and other campus leaders.
  • Handled media inquiries and proactively pitched media on campus community news.
  • Managed all day-to-day communications to campus community, including campus partners.
  • Handled all employee communications for human resources, including benefits updates, health and wellness initiatives, and change management.
  • Lead writer for major campus events, including commencement, convocation, and other high profile ceremonies.
  • Led communications strategy for high-profile, multi-year campus construction projects.
  • Communications liaison for campus police and parking services.

Independent Online Communications Consultant

2010 – 2013

As an independent web communications consultant, assisted clients with strategy, design, and development. Specific services include:

  • Website development on WordPress framework, featuring donation management, e-commerce solutions, and content migration and editing.
  • Web hosting, domain registration, and email exchange server setup.
  • Client training and technical writing for support documentation.

Online Communications Manager

National Coalition for Cancer Survivorship
2008 – 2012

Responsible for the strategy, implementation, and development of all online communications, along with writing, editing, and design responsibilities for print and digital communications.

  • Managed all aspects of the research, restructure, and redesign of the organization’s website, including implementation of an e-commerce system.
  • Directed the creation of a smart phone app for cancer patients and survivors that was selected as an Official Honoree of the 16th Annual Webby Awards.
  • Created and monitored search engine marketing campaigns through Google and Facebook.
  • Managed email marketing outreach for more than 40,000 constituents.
  • Developed a social media outreach and branding strategy using Facebook, Twitter, and YouTube and managed day-to-day posting and support for all accounts.
  • Served as chief editor and designer for all print materials.
  • Supervised and provided ongoing direction to the organization’s development coordinator, whose responsibilities included donor relations, sponsorships and grants, and reconciliation.
  • Managed a $200,000 communications budget.

Communications/Website Coordinator

Greater Baltimore Committee
2007 – 2008

Provided website and publication content and design, as well as writing and media relations support for this highly influential association of Baltimore area business and civic leaders.

  • Researched and drafted background documents and position papers on major business topics such as transit development, renewable energy, municipal wireless initiatives, IT workforce development, and rural broadband access.
  • Built HTML websites and designed print templates for member and public communication.
  • Managed content and design for multiple websites.
  • Managed email marketing system and member database.
  • Oversaw projects to enhance website interactivity and data integration/consolidation.
  • Principal designer and production specialist for all print promotional material.
  • Wrote news releases, stories, and commentaries.
  • Assisted in media outreach and news conference materials and logistics.

Publications Specialist

American Red Cross Greater Chesapeake & Potomac Blood Services Region
2005 – 2006
  • Provided publications copywriting, design, and media relations support.
  • Managed all print direct mail marketing efforts for the central Maryland region.

Primary Sidebar

My Projects

  • New Campus-wide CMS
  • Centralized Email Marketing
  • News Site Redesign
  • Centralizing Financial & Administrative Management Support
  • Advocacy Website Redesign
  • Online Visibility Campaign
  • Mobile App Development

Writing Samples

Alternative energy preview: Hydropower

Pick up your new campus card, beginning April 16

Presidential Distinguished Faculty and Staff Awards: Valerie A. Thomas

Remembering Dr. Homer Schamp, Jr.

Alternative energy preview: Solar power

  • About Me
  • Resume
  • Skills
  • Projects
  • Portfolio
  • Contact

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