Summary
Work History
Education
Skills
Timeline
BusinessAnalyst
Karla Sluis

Karla Sluis

Durango,Colorado

Summary

Innovative leader and lifelong storyteller with 38 years of experience delivering exceptional marketing campaigns, editorial content and collateral based on established and innovative strategies. Proactive and achievement-oriented professional special emphasis helping health and wellness clientele. Articulate communicator, natural leader and organized manager.

Work History

Marketing Manager

Axis Health System
Durango, CO
06.2016 - Current
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
  • Transformed corporate website and social media platforms to better engage customers and promote sales.
  • Capitalized on industry and marketplace trends to strategize marketing solutions and enhance business operations.
  • Coordinated meetings between project members and clients to develop ideas, discuss progress and set goals.
  • Utilized market trends and target audience statistics to effectively and appropriately market products.
  • Managed workflow between staff, coordinating documents, planning and creative material distribution.
  • Created company brand messaging, collateral materials, customer events, promotional strategies and product commercialization.
  • Advocated for client requirements and objectives to internal and external stakeholders.
  • Organized contacts and orchestrated innovative marketing campaigns to boost awareness, engagement and sales.
  • Managed marketing budget to develop and execute marketing strategies, budgets, and sales plans for business segments.
  • Implemented creative partnership building, event sponsorship, activation platforms and consumer experience design.
  • Generated reports detailing campaign performance, customer engagement and engagement trends.

Business Owner

Metamorph Fitness
Durango, United States
06.2010 - Current
  • Taught private studio fitness classes including Zumba Fitness, PiYo, afterschool fitness programs for children
  • AFAA-Certified Group Exercise Instruction and ACE-Certified Health Coach since 2012
  • Devised and deployed sales and marketing tactics to drive strategic growth and support achievement of revenue goals.
  • Put together realistic budgets based upon costs and fees for successfully operating business.
  • Learned and remained updated on statutory requirements and regulations.
  • Verified parts and materials through audit inspections and independent checks.
  • Remained up-to-date on current trends and attended industry trade shows and markets to view and order inventory.
  • Capitalized on social media platforms to increase market awareness and recruit sales agents.
  • Used print strategies such as newspaper ads, business catalogs and marketing brochures to bring in and capture new customer business.
  • Consulted with customers to assess needs and propose optimal solutions.
  • Created and monitored promotional approaches to increase sales and profit levels.

Magazine Editor/Designer

The Durango Herald
Durango, CO
01.2010 - 04.2016
  • Determined readiness of written pieces, made changes and approved final versions for publication.
  • Worked with graphic artists, post-production team members and other specialists to produce captivating and successful content.
  • Built productive relationships with writers, designers and other professionals.
  • Pitched content strategies and managed [Type] asset acquisition.
  • Assigned stories, led content development meetings and reviewed completed stories to guide execution of concepts and tone.
  • Interviewed sources and developed relationships with informants to obtain vital information for stories.
  • Communicated directly with reporters to assess stories and improve quality of work.
  • Prepared, rewrote and edited pieces to improve readability and impact.
  • Chose and prepared photos for use with feature pieces with [Software].
  • Monitored breaking news for information on incidents, events and topics of interest to quickly assign coverage to staff.
  • Managed team of [Number] personnel to deliver consistent, accurate, engaging and [Type] content.
  • Guided and motivated staff to achieve demanding targets under tight deadlines.
  • Devised attention-grabbing headlines and summaries for articles.
  • Reviewed articles for grammar, spelling, punctuation, syntax, accuracy and compliance with quality standards.

Marketing Art Director

The Durango Herald
Durango, CO
01.2001 - 01.2010
  • Contributed to creative process through original ideas and inspiration.
  • Created storyboards, 3D models, animation and visual effects to meet design goals.
  • Designed visual models meeting both aesthetic and technical criteria.
  • Enforced uniform style guide for project consistency across contributors.
  • Made collateral to support various marketing campaigns and visually communicate concepts.
  • Presented concepts, copy and art during internal and client reviews.
  • Collaborated with production on task list creation to meet overall project goals on time.
  • Anticipated design issues and proved to be proactive in developing effective solutions.
  • Managed client relationships and expectations for creative projects with varying budgets and objectives.
  • Fostered highly communicative, collaborative team culture on visual product projects.
  • Developed artistic visual products while working within defined technical constraints.
  • Carefully prepared design layouts into prepress files for offset, web and digital printing.

Assistant News Editor

The Durango Herald
Durango, CO
08.1998 - 01.2001
  • Monitored breaking news for information on incidents, events and topics of interest to quickly assign coverage to staff.
  • Sought out stories by pursuing other news organizations information periodically and either assigned or wrote stories according to strict timelines.
  • Interviewed sources and developed relationships with informants to obtain vital information for stories.
  • Conceptualized, pitched, assigned and monitored stories from origination to publication.
  • Supported design team by helping develop layouts and collaborating with production professionals to create publications.
  • Reported to editor-In-chief about news articles for print, daily staff happenings and creation of company newsletter.
  • Oversaw team of reporters and support staff when creating [Type] shows.
  • Trained [Number] junior staff members on compelling breaking news stories, style guidelines and organization procedures.
  • Planned for coverage of large events by assigning reporters and photographers.
  • Conducted editorial meetings with staff members to collaborate and review proposed publication suggestions.
  • Worked with graphic artists, post-production team members and other specialists to produce captivating and successful content.
  • Led team of [Number] staff writers in production of content for daily newspaper.
  • Provided concise and constructive editorial feedback to writers to improve article and story writing.
  • Proofread, edited, and evaluated final copy to verify content aligned with established guidelines.

Editor & Page Designer

Contra Costa Times
Concord, CA
05.1995 - 06.1998
  • Determined readiness of written pieces, made changes and approved final versions for publication.
  • Managed team of [Number] personnel to deliver consistent, accurate, engaging and [Type] content.
  • Oversaw team of reporters and support staff when creating [Type] shows.
  • Maintained professional, friendly and productive relationships with coaches, athletes and team representatives to stay updated on team strategies, changes and victories.
  • Chose and prepared photos for use with feature pieces with [Software].
  • Developed and optimized online and print strategies to maximize coverage, advertiser funding and subscriptions.
  • Prepared [Type] page budgets, set layouts and selected photos for stories to boost readership.
  • Coordinated with writers to maintain consistent voice while removing [Type] problems.
  • Communicated directly with reporters to assess stories and improve quality of work.
  • Built productive relationships with writers, designers and other professionals.
  • Worked with graphic artists, post-production team members and other specialists to produce captivating and successful content.
  • Reviewed reports and recommended changes to improve copy flow.
  • Guided and motivated staff to achieve demanding targets under tight deadlines.
  • Monitored breaking news for information on incidents, events and topics of interest to quickly assign coverage to staff.
  • Prepared, rewrote and edited pieces to improve readability and impact.
  • Devised attention-grabbing headlines and summaries for articles.
  • Assigned stories, led content development meetings and reviewed completed stories to guide execution of concepts and tone.
  • Supported design team by helping develop layouts and collaborating with production professionals to create publications.

Education

Bachelor of Arts - Communications & Literature/Writing

University of California-San Diego
La Jolla, CA
06.1991

Skills

  • Campaign Performance Tracking
  • Marketing Strategy Development
  • Verbal and Written Communication
  • SEO Strategy and Execution
  • Brand Messaging
  • Public and Media Relations
  • Promotional Events
  • Social Media Campaigns
  • Content Curation
  • Reputation Management

Timeline

Marketing Manager

Axis Health System
06.2016 - Current

Business Owner

Metamorph Fitness
06.2010 - Current

Magazine Editor/Designer

The Durango Herald
01.2010 - 04.2016

Marketing Art Director

The Durango Herald
01.2001 - 01.2010

Assistant News Editor

The Durango Herald
08.1998 - 01.2001

Editor & Page Designer

Contra Costa Times
05.1995 - 06.1998

Bachelor of Arts - Communications & Literature/Writing

University of California-San Diego

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Karla Sluis