Caroline Steel: Founder, Web Designer in Kensington, MD
Caroline Steel
Founder, Web Designer
Kensington | United States
Skills
No information
Industries
Bike
Creative Agencies
Outdoor
Run
Snow
Triathlon
Summary
Activity
Projects
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Work experience
BADLab Brand & Design
Founder, Web Designer | 05/2020 - Current
Summary: Founded a web design company for literary creatives and managed website stack from code to content
- Rapidly built client base, formulated business plan, and generated 5-figure profitability
- Strategized with clients to align content and aesthetics with website, brand, and business goals
- Synthesized web data from Google Analytics to optimize site design and lead conversion
Wilderness Voyageurs
Whitewater & Bike Tour Guide | 05/2022 - 10/2022
-Communicated and worked in lockstep with guide team and base staff to organize/lead detail-oriented trips, mitigate risk, and coordinate rescue, often in chaotic environments
-Evaluated guest ability, mindset, and learning style to strategically deliver memorable experiences
-Engaged guests with vivid storytelling: relating river/regional lore, history, ecology, and humor
Forward Defense, Atlantic Council
Young Global Professional | 01/2022 - 05/2022
Main portfolios: artificial intelligence, hybrid & gray zone warfare, defense acquisition, defense strategy
- Lead internal & cross-departmental briefings on analytical tools (Google Search Console) and process
automation (Powershell mail merge scripting)
- Synthesized performance indicators from Google Analytics, Google Search Console, Sprout Social, and other
sources, into visual project/event reports, to demonstrate partnership value
- Coordinated FD webpage redesign: analyzing website data and incorporating stakeholder input
- Edited report; titled and designed webpage for Eye to Eye in AI report
- Developed digital engagement strategy for Nexus 22 symposium: coordinated graphic production and designed a social media and live-tweeting action plan. The day of the event, Twitter engagement was 8x
higher than any other day the same month
- Proposed, coordinated, and geocoded Russia-Ukraine Military Assessment map (over 133,000 views)
Bolton Valley
Backcountry Splitboard Guide & Snowboard Instructor | 01/2021 - 02/2022
Summary: Lead introductory clinics on backcountry splitboarding, snowboarding, and winter safety
- Thought laterally by communicating lessons via games, analogies, and lighthearted competition
American Security Project
Asymmetric Operations Intern | 09/2021 - 01/2022
Summary: Developed research proposals and wrote articles around hybrid warfare and transnational threat
- Authored meticulous analysis on the Iran Threat Network, featured in CEO’s newsletter
- Generated engaging maps & models based on quantitative inputs and geodata
- Optimized SEO to yield first page results for articles, keywords “Iran Threat Network” and “Hyperwar”
Zoar Outdoor
Whitewater Raft Guide | 06/2021 - 10/2021
Summary: Lead clients down class III-IV whitewater, working with teammates to maximize safety and fun
Raven Quill Literary Agency
Agency Assistant | 03/2020 - 10/2020
Summary: Spearheaded social media initiatives, amplified voice, coordinated digital logistics
- Crafted digital strategy from the ground up: re-designed website to maximize user experience & conversion,
formulated social media strategy to amplify voice & brand, and produced regular content
- Supervised intern, scheduled meetings, and interfaced with agents & clients
Last Minute Gear
Marketing Associate & Contractor | 09/2019 - 08/2020
Summary: Organized events, collected & analyzed marketing data to assess outcomes, directed campaigns
- 336.85% increase in social reach and 150% increase in user acquisition
- Developed social strategy: designed campaigns, wrote content, produced graphics
- Negotiated free screening of Women's Adventure Film Tour; organized event; wrote campaign report
- Built business relationships with local organizations: managing pipelines & measuring outcomes
- Developed venture initiatives, including an expedition-planning program & community space
Bay Area Wilderness Training
Marketing Intern | 01/2020 - 03/2020
Summary: Formulated digital strategy, set goals, and evaluated outcomes for the 20th Anniversary Gala
- Spearheaded 175% increase in user engagement on social media
- Produced effective paid social ads by identifying & targeting audience segments
Education history
Durham University
B.A. | 2014 - 2019
Connections
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