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Kaitlin Powell

@kaitlinpowell

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Marketing Brand Manager at Dominion Payroll shaping HR and payroll campaigns, brand identity, and digital experiences.

United States

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At Dominion Payroll, I drive brand vision for B2B HR and payroll products through integrated campaigns and service positioning. I also develop messaging for sales and client onboarding, and work on content and SEO strategies to improve service visibility.

At MacLaurin Group, I was the Creative Principal and senior UX design subject matter expert. I led design work across online, mobile, and print, using Human-Centered Design methods and collaborating with researchers, engineers, product owners, and business stakeholders.

As the sole designer on a logistics client’s SaaS product project, I collaborated with the client and engineering team on the interface for a serverless, microservice, AWS cloud-native solution. I also designed and developed the MacLaurin Group website with its back-end team, supporting lead generation and clearer communication of the company’s services.

Experience

Work history, roles, and key accomplishments

Current

Marketing Brand Manager

Current

Dominion Payroll

Apr 2023 - Present (3 years 7 months)

Drive strategic brand vision for B2B HR and payroll products through integrated campaigns and service positioning. Led landing page and web collateral design, collaborating with UI/UX and development teams to optimize user experience.

Brand Strategy Campaign Management UI UX Design Web Design Content Strategy SEO Data Driven Marketing

Marketing Associate

Dominion Payroll

Jun 2022 - Mar 2023 (9 months)

Supported marketing team in developing and executing service campaigns for HR and payroll solutions, contributing to product launches and client retention initiatives. Assisted in drafting targeted messaging, case studies, and landing page copy.

Campaign Management Copywriting Digital collateral Lead Generation Brand Voice

Creative Principal

MacLaurin Group

Feb 2019 - Mar 2022 (3 years 1 month)

Develop marketing strategies through collaboration with senior executives to capture a deeper understanding of clients' objectives for direct marketing, telemarketing, advertising, and business development. Lead discovery, conception and execution of design process including online, mobile, and print as senior UX design subject matter expert.

Marketing Strategy UX Design Human Centered Design Brand Management Content Creation Podcast Production Digital Media

Digital Designer

Nordstrom

Aug 2018 - Jan 2019 (5 months)

Partnered directly with external vendors and internal project manager to understand requirements and direction of seasonal campaigns. Collaborated with Art Director, Photographer and Graphic Design team to develop content strategy for execution of marketing objectives.

Campaign Management Content Strategy Graphic Design Collaboration

Graphic Designer

Conversion Logix

Mar 2017 - Jul 2018 (1 year 4 months)

Developed client graphics and layouts for product illustrations, websites, emails, social media outlets, banners. Created visuals to appeal to leaders in the big data and high-tech world.

Graphic Design Layout Design Social Media Web Design Email Design