Experience
Web Developer - Marketing | Altair Engineering, Troy, Michigan May 2015–February 2021
- Built HubSpot templates and custom modules to help a global marketing team quickly avoid writing code. Migrated existing MailChimp templates into the HubSpot platform
- Built an eCommerce store for toggled LED lighting products and increased brand awareness and sales through Google Shopping, Remarketing Ads, and Amazon Advertising
- Google Analytics setup, conversion tracking, and on-demand reporting
- Assist in the daily maintenance of multiple global websites on various CMS platforms (static HTML builds, WordPress, .NET, and Shopify)
Senior web designer | Flagstar Bank, Troy, Michigan June 2011–June 2014
- Increased productivity at Flagstar Bank by developing a creative review process and implementing a server file naming convention
- Improved organic search traffic and product openings after redesigning the Flagstar Bank website to have a clearer visual hierarchy
- Developed visual consistency across marketing channels by creating a brand style guide for Flagstar Bank
Freelance Web Designer | Bootstrap Creative, Clinton Township, Michigan May 2014–present
- Improving existing websites to increase results: SEO Optimization, conversion rate optimization, page speed improvements, and design tweaks
Front-end web designer | Sendwell, Walled Lake, Michigan June 2009–October 2010
- Increased new user signups and user engagement after redesigning the OriginalPoetry website. My role was website design and front-end development.
- Designed and built HTML email campaigns
Graphic designer | Catalyst Design, Rochester, Michigan November 2007–June 2009
- Designed tradeshow graphics and marketing materials for automotive suppliers FEV, Federal Mogul, and Dura Systems
- Designed brand identity systems, websites, brochures, and sales print collateral
Art director | Doner Advertising, Southfield, Michigan April 2007–November 2007
- Worked with writers to develop print collateral for clients such as: Blockbuster, Owens Corning, and AutoTrader
- Designed a point-of-sale kit of materials for The UPS Store retail locations
Graphic designer | StelterPartners, Grand Rapids, Michigan April 2005–April 2007
- Developed a brand style guide to improve visual consistency across business units
- Worked under a tight budget and timeline to design signage and print collateral for a furniture tradeshow in Chicago
Graphic designer | Form Works, Grand Rapids, Michigan May 2004–April 2005
- Helped Forest Hills Public Schools promote their new Fine Art Center by designing a brochure to capture its unique architecture
- Saved Forest Hills Public Schools money by redesigning their community services catalog to take less time to format
Skills and Expertise
Digital Marketing
- Analytics & reporting: Google Analytics, Search Console, Data Studio, Tag Manager
- Brand positioning, persona development, buyer journey mapping
- Conversion rate optimization: A/B testing, heatmap & session recording analysis, surveys
- eCommerce strategy and implementation
- Email marketing and marketing automation
- Lead generation and segmentation
- PPC: Google Ads, Microsoft Advertising, Amazon Ads
- SEO: keyword research, page load speed optimization, organic search optimization
Website Design
- Marketing and sales collateral
- Responsive web design - mobile-first approach
- Visual brand style guides
- Wireframes and clickable prototypes
Frontend Development
- Custom website theme and template development: WordPress, HubSpot, and Shopify
- HTML email template development
- Bootstrap CSS framework - SCSS
- Hand-coded HTML5, CSS. jQuery
Education
B.S. Visual Design and Web Media | Ferris State University, College of Business May 2004
Certifications
- Microsoft Advertising Certified | Microsoft
- Google Ads Fundamentals & Search Advertising | Google
- Certified HubSpot CMS Developer | Hubspot Academy
- HubSpot Inbound Marketing Certified | Hubspot Academy
Courses
- Salesforce for Marketers | LinkedIn Learning
Issued Feb 2021 - Marketing Automation Tools Overview: ActiveCampaign, Pardot, Marketo, Oracle Eloqua | LinkedIn Learning
Issued Feb 2021 - Website Speed Performance Optimization | Udacity
Issued Oct. 2016 - CSS: Core Concepts | Lynda.com
Issued Sept. 2016
Accomplishments
Industrial HubSpot Theme - HubSpot Themes Challenge 2020
I specifically designed the Industrial Pro Theme to help a manufacturer quickly build a website that follows best practices for inbound marketing, SEO, and lead generation," Lett said. "While most website themes cater to multiple industries, my Industrial Pro HubSpot Theme cuts out the clutter so manufacturing brands can save time and begin building a website catered to the specific needs of the target audiences in their industry.
Bootstrap 4 Quick Start - Self-published books on responsive web design
A Bootstrap tutorial PDF with real-world examples. Helps absolute beginners start learning how to use the Bootstrap CSS framework in their projects.
HubSpot CMS Templates and Modules
As a way to learn the HubSpot CMS design process I built a few templates for sale in their template marketplace.
Bootstrap 4 Cheat Sheet and Classes Reference
The Bootstrap 4 classes list helps you find documentation for particular CSS styles, components, and grids. Use the sortable table below and be sure to download the free PDF cheat sheet.