Bike

Creative Agencies

Outdoor

Snow

Triathlon

Writing

Reading

Design

Languages

Visualization

Graphing

And network analysis

Founder, Web Designer

IT & Technology

I help folks unlock the best parts of themselves doing rad activities in the outdoors—through marketing, communication, and guiding. 

With a bit of creativity, data becomes a map for directing strategy and inciting action. I use my experience in communictions and guiding to craft narrative and drive brand strategies—and ultimately, help get more people outside. 

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

-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


Whitewater & Bike Tour Guide

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)

Young Global Professional

Summary: Lead introductory clinics on backcountry splitboarding, snowboarding, and winter safety
- Thought laterally by communicating lessons via games, analogies, and lighthearted competition

Backcountry Splitboard Guide & Snowboard Instructor

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”


Asymmetric Operations Intern

Summary: Lead clients down class III-IV whitewater, working with teammates to maximize safety and fun

Whitewater Raft Guide

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

Agency Assistant

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

Marketing Associate & Contractor

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

Marketing Intern

Find out detailed information about Caroline Steel, Founder, Web Designer in Kensington, MD

Caroline Steel: Founder, Web Designer in Kensington, MD

Caroline Steel

Durham University