CRAIG LAMSON

User Experience, Content Strategy, Copywriting, Marketing

Hello and welcome. During my 17+ year career, I've been a Director of Marketing, Content Strategist, Copywriter, Marketing Manager, Product Manager, and had several other titles.

As you know, it’s the person behind the title who really matters. I’m a results-driven team player who has achieved success by being flexible and adaptive. I get to know my employer and their customers so I can deliver solutions that work for everyone.

You can get to know me better by reviewing my career history below.

MARKETING CONSULTANT (Contract)

Uniplan, San Francisco, CA 7/11 – present

Building Uniplan’s brand by creating a brand sourcebook, marketing materials, and a new website

• Working with a visual designer to enhance Uniplan’s brand with a new logo, tagline, brand pillars, and many other brand positioning elements that will be delivered in a brand sourcebook
• Designing wireframes and writing all copy for their new website

CONTENT STRATEGIST / CONSULTANT (Contract)

Wells Fargo, San Francisco, CA 11/09 – 5/11, 12/07 – 5/09, 11/05 – 4/07

Provided content and designed interfaces for Wells Fargo’s web sites

• Wrote copy for web pages, online applications, email alerts, and Twitter messages
• Participated in all aspects of the user-centered design process including competitive analysis, task analysis, strategy, information architecture, design, usability testing, and quality control
• Created a moderation guide in preparation for the launch of an online community
• Led the redesign of The Private Bank web site targeting high net worth clients
• Redesigned and rewrote the auto loans product center resulting in twice the application volume (example)
• Overhauled the home equity product center significantly increasing site traffic and applications
• Helped create and launch Advanced Access, Wells Fargo’s first two-factor authentication process

SENIOR COPYWRITER (Contract)

Publicis Modem, San Francisco, CA 6/09 – 9/09

Wrote copy for PayPal’s merchant services web pages, emails, and banner ads

• Worked with the Publicis Modem team to produce a new web site for PayPal’s business products
• Promoted campaigns and conferences with engaging copy for emails and banner ads (example)

WRITER / EDITOR (Contract)

Bank of America, San Francisco, CA 5/07 – 11/07

Provided content for Bank of America’s web sites

• Developed copy and helped create and document interaction designs for bill payment functionality

CONTENT STRATEGIST (Contract)

Organic, San Francisco, CA 5/05 – 9/05

Produced all content for Janus’ new retail and institutional web sites

• Worked as a contractor for Organic, a leading digital marketing communications firm, to build two new web sites for Janus
• Built site maps with Organic’s information architects
• Determined appropriate content for all the web pages including copy and functionality
• Wrote copy for all web pages (example)

DIRECTOR OF MARKETING

Forward Management, San Francisco, CA 8/01 – 7/04

Led marketing efforts for two mutual fund families and a mutual fund service provider

• Created a new brand identity for the Forward Funds and developed new collateral materials for use with registered investment advisors and direct shareholder prospects
• Established brand identity and all marketing materials for the launch of the Sierra Club Funds, a new mutual fund family, and ReFlow, a unique service offered to mutual fund companies
• Coordinated development of web sites and electronic campaigns for all three product offerings
• Developed the Sierra Club Funds’ advertising strategies and the hard copy and electronic ads for several publications and sites
• Built award-winning investor kit for the Sierra Club Funds (example)
• Managed four-person marketing team and oversaw design direction for two-person design team
• Mutual fund assets increased 76% during tenure

MARKETING MANAGER

Morgan Stanley Online, San Francisco, CA 3/00 – 7/01

Developed and marketed the products and services of a leading online brokerage

• Built the firm’s first mutual fund co-marketing program that integrated direct mail and online components to promote select mutual fund companies to clients and prospects
• Managed the firm’s mutual fund supermarket by maintaining fund partner relationships and controlling web site content
• Supported the first launch of an account aggregation service in the brokerage industry

VICE PRESIDENT

SSB Citi Management, New York, NY 3/97 – 2/00

Coordinated the development of all retail marketing materials for Salomon Brothers Asset Management

• Created core marketing materials for the firm’s open and closed end mutual funds
• Structured campaigns, strategies and branding to position Salomon Brothers as a leading provider of mutual fund products and value-added services
• Managed six person marketing staff
• Wrote copy for core marketing materials including brochures, presentations, postcards, prospecting letters, and sales ideas
• Built the company’s first web site by outlining content, constructing an intuitive interface, and writing copy for the web pages
• Helped orchestrate $986 million closed end bond fund offering in May of 1998
• Determined print quantities, monitored costs, and controlled fulfillment inventories

PRODUCT MANAGER

American Skandia, Shelton, CT 2/96 – 2/97

Introduced a suite of financial software applications to the broker-dealer marketplace

• Initiated and created a new business unit to offer proprietary software for DST FAN Mail
• Managed the production of a suite of applications designed to meet financial advisors’ various business needs including contact management, account tracking, historical investment performance, needs-based financial analysis, and asset allocation
• Responsibilities included enhancement planning, product pricing, extensive testing of software programs, negotiating and revising license agreements with third party software vendors, and overseeing service team
• Marketing functions consisted of creation of flyers and brochures, CD packaging, content and layout for web page, implementation of drip mailing campaigns, presentations to institutional and individual clients

MARKET RESEARCH ANALYST

American Skandia, Shelton, CT 8/94 – 1/96

Key contributor to American Skandia’s marketing department

• Authored column in quarterly publication and produced brochures to promote variable annuities (example)
• Product manager for fixed annuity products
• Provided information and data for marketing materials and was responsible for final review of all materials

EDUCATIONAL BACKGROUND

Wesleyan University, Middletown, CT 1/91 – 5/94

Bachelor of Arts with majors in Economics and English - Cumulative GPA 3.6