Served as the lead for all marketing ventures for American Fence & Supply Co., Inc. and Metal City Fab across North America, achieving over $13 million in combined revenue in 2020. Directly reports to CEO and COO.

–  Developed marketing department and initiatives from the ground up

–  Developed, implemented, and measured success of all marketing initiatives from strategy to execution

–  Maintained oversight of all marketing and creative initiatives

–  Created marketing plans, working with COO to set goals/KPIs

–  Strategized and executed the creation and development of the Metal City Fab brand and the rebranding of American Fence & Supply Co., Inc.; developed, distributed, and enforced brand guidelines for each

–  Conceptualized, built, updated, and maintained the design, content, SEO, and UI/UX functionality for Metal City Fab’s website (achieving an average session duration of 4m 24s and outcompeting all known local competitors on Google) as well as the overhaul of American Fence’s website

–  Implemented social media presence and devised social media strategy and schedules, increasing performance significantly in just one year (sample statistics here and here)

–  Developed email campaigns to targeted leads and clients

–  Strategized and created various digital and print lead generation tools including hard cover books, magazines, flyers, white papers, blog posts, digital ads, landing pages/CTAs, e-blasts, packaging, swag, NFC business cards, banners, etc.

–  Spearheaded public relations strategy and worked with executives and marketing associates at industry partners such as CAM and AGC to raise brand awareness and generate leads

–  Wrote articles for placement in publications such as the Associated General Contractors of MI’s “The Midweek Briefing”

–  Visited construction sites all over Metro Detroit and beyond to photograph recently completed work

–  Led Metal City Fab’s expansion into two new target markets, identifying potential leads and devising strategies for their successful conversion

Served as the Human Resources Coordinator for not only the Spanish-speaking workforce, but the rest of the employees as well, following the completion of my internship. Directly reported to CEO and CFO.

–  Implemented and independently headed offshore direct recruiting in San Juan, PR in place of indirectly recruiting through staffing companies in PR

–  Proactively worked with supervisors and managers to understand needs and provide recruiting solutions in response to hiring needs
–  Built and maintained personnel files and medical files
–  Utilized various recruitment tools such as Indeed and LinkedIn to source qualified candidates actively and passively for various roles including laborers, skilled tradesmen, and Leadership Team members
–  Assessed up to 200 resumes, conducted up to 30 phone screenings, and completed 10-12 interviews per week to determine candidate viability
–  Processed background checks and ordered drug testing for new hires
–  Ordered COVID-19 testing for new hires and other employees based on likelihood of exposure and other factors
–  Maintained a high-quality pipeline of pre-screened candidates for various positions
–  Conducted research on competitors’ benefits and compensation, analyzed them in comparison to our own, and presented suggestions to Leadership Team based on findings
–  Worked with staffing companies to fill open positions during busy periods
–  Worked with recruiters in Puerto Rico to continue and further develop recruiting program
–  Worked with community organizations and training centers such as SER Metro and Detroit Training Center to offer employment opportunities to their students
–  Created recruitment marketing materials and distributed them via various outlets
–  Assisted CFO with administration of payroll and benefits, incident reporting, investigations, etc.
–  Implemented monthly contests and events, designed and ordered custom jackets and other swag, and strategized other ways to boost employee morale/company culture and reduce turnover rates
–  Completely revised, updated, and restructured Employee Handbook, Safety Manual, and other company policies and procedures

Originally hired to assist CEO and COO as a marketing intern. When COVID-19 hit Michigan, the position quickly evolved into a much broader range of unexpected responsibilities. Hired full time at the end of my internship.

–  Implemented and managed recruiting program based in Puerto Rico to solve labor shortages due to COVID-19

–  Translated Employee Handbook, Safety Manual, and other miscellaneous documents and policies from English to Spanish

–  Wrote job offers and new company policies in Spanish and English

–  Developed and led cultural integration and sensitivity training for entire existing workforce

–  Developed and led onboarding and orientation programs for incoming recruits

–  Served as the sole administrative point of contact for entire Spanish-speaking workforce

–  Executed disciplinary measures and terminations of Spanish speaking employees

–  Verbally translated conversations from English to Spanish and vice versa

–  Led COVID-19 response, wrote and revised plans, developed screening measures, maintained communication with workforce, ordered and inventoried PPE, designed custom face coverings, and ensured compliance with MIOSHA and CDC guidelines

–  Began the development of the Metal City Fab brand and its website

–  Completed miscellaneous graphic design projects as needed

–  Began strategizing and working to implement new marketing department and strategies

–  Filed and received two registered trademarks for Metal City Fab’s proprietary ACR4500® and AmeriLouver® designs, independently submitted six others (currently in review)