RAE
SIPE SMITH
Strategic Communication
About Me
Hi! My name is Rachel, but I usually go by Rae. I am an experienced communications, marketing and web design professional located in the Eastern Panhandle of West Virginia. Over the past 12+ years, I've worked in a variety of industries to design websites, manage content strategy, and optimize digital products.
I have an M.A. in strategic communication, where my research explored how to connect and engage with target audiences across demographics and channels.
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In my free time I enjoy hiking with my family, playing with makeup, beautiful spaces, and deep conversations over fancy coffee. Lately I consider myself an I/ENFJ, house Ravenclaw, and a rather serious proponent of the Oxford comma.
Work Experience
2024 - Current
Senior Digital Marketing Consultant | Northstar Solutions Group
Supports digital content marketing campaigns. Writes compelling copy, synthesizing data to analyze KPI and optimize SEO. Collaborates cross-functionally to evolve brand standards and content strategy for digital channels.
2023 - 2024
Senior Web Content Administrator | Elevance Health
Supports website and digital product optimization across nationwide healthcare marketplaces. Partners with content strategy, designers, and IT developers to enhance, evolve, and maintain digital experience and engagement platforms.
2016 - 2023
Web Content & Media Specialist | Old Dominion University
Designed websites and produced digital solutions for clients. Managed content and assets for 50K+ page website. Captured and analyzed data for optimal site performance and campaign strategy. Wrote and edited branded UX copy/microcopy. Established and implemented web and accessibility standards.
2015 - 2016
Social Media Coordinator | SR Social Media Management
Contracted remotely to consult on social media strategy, produce original content, establish editorial calendar, broker strategic partnerships, and facilitate brand engagement for a diverse portfolio of clientele.
2015 - 2015
Marketing Coordinator | Stephens & LaRoche Financial Partners
Directed company marketing to reach targeted prospects by advertising, content marketing, managing print/digital collateral, planning outreach, and coordinating events.
2014 - 2015
Communications Manager | Toby's Dream Foundation
Managed communications and public relations. Maintained website, managed social media, coordinated events, promoted fundraising campaigns, wrote press releases, and more.
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SKILLS
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Content Management Systems (CMS), Digital Asset Management (DAM), Information Architecture (IA)
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Website Design, UX/UI, Wireframing & Microcopy
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Copywriting, Editing & Content Strategy
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Audience & User Research, SEO, Google Analytics
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Marketing, Public Relations & Journalism
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Social Media & Digital Communications Strategy
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ADA Compliance & Digital Accessibility
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UX Writing & User-Centered Design
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AI-Enhanced Content Creation & Optimization
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Generative AI Tools for Communications & Workflow Efficiency
Contact Me
Want to work together? I do freelance and pro bono projects on a case-by-case basis! I can help you identify your needs to craft a targeted multimedia experience for your ideal audience.
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web design • social media • press/media • copy • ads • blogs • videos • podcasts • print collateral • merchandise • event design • & more