Marguerite Darlington

Content strategist, team lead, communications manager, managing editor, producer, and storyteller crafting websites, publications and informational content that reaches and engages target audiences

Conceives and publishes digital content including editorial, images and digital promotions across multiple platforms. Audits websites and recommends optimizations to improve organic search performance. Manages writers, develops and writes in-depth websites.

Key strengths include:

• High-volume content • Daily publication • Client facing • WordPress • Sitecore • AEM • Drupal • SEO optimization • Print publications • YouTube • Paid campaigns • Creative and technical manager • Content production • Alumni magazines • Faculty research • Human-centered storytelling • Digital marketing strategy • Goal conversion

Professional Experience

Marketing Communications Manager, Northwestern Health Sciences University
August 2019 – May 2020
Conceptualized, developed, and executed content development for internal and external marketing communications. Translated business and communication strategies into relevant content for all channels, and develops and implements the processes required to ensure clear and timely workflows throughout the organization.

Chief Storyteller, University of Minnesota
September 2018 – August 2019
Led and motivated a team of talented multimedia creatives to create compelling content with a consistent, values-based narrative that sets the Carlson School of Management apart. Managed writers, videographers, photographers and social media specialists. Refined the project intake and management process for the department, priorities for deliverables and messaging, and created innovative experiences that reflect the best-in-class education delivered by this institution.

 

Editorial Manager, ​ICF Next
March 2018 – September 2018
Led Content Studio daily operations for the Wiley Education Services account, which provided creative services for the online degree programs of more than 35 colleges and universities, including but not limited to website content, email nurture campaigns, UX updates and innovations, multimedia content and strategic storytelling. Managed writers and studio operations, as well as the addition of new digital workflow tools. Served as primary point of contact for client.

Rewire Director, Twin Cities Public Television
July 2016 – March 2018
Created, launched and led a digital-first public media content service targeted at “first-stage” adults nationwide, developing and implementing business and revenue plans to sustain this work. Provided strong editorial leadership to a wide variety of writers, freelance contributors and editors; sought out and managed the management of content creation and distribution partnerships.

Collaborated with TPT executive leadership to identify and develop new business opportunities and projects; and identified up-and-coming talent, unique programming ideas and emerging technology. Built and maintained relationships with TPT staff, local community collaborators, and public media nationwide, serving as a positive partner and vocal advocate for the work of REWIRE across the country.

Managing Editor, Integrated Marketing Communications, University of Wisconsin-Madison Wisconsin School of Business
July 2014 – May 2016
Managed the editorial production and promotion of Update magazine, the business school’s alumni magazine; including the production of content marketing assets such as newsroom stories, faculty blogs and videos, and visual assets for social media; and planned and executed the social media strategy for the School.

Duties included planning and assigning content; managing staff and freelance team members; supervising production; writing, editing, and proofreading; maintaining publishing workflows and calendars; ensuring appropriate promotions (including on the Web and social media); measuring impact using analytics data; and coordinating and collaborating with vendors (including advertisers, printers, and photographers).

Senior Associate Director, Marketing Communications, University of Chicago Booth School of Business
November 2012 – June 2014 

Led and executed brand voice for the University of Chicago Booth School of Business. As leader of the Marketing Communications Content team, which included four full-time writers as well as freelancers, worked with other associate directors to understand Chicago Booth’s target audiences and to create strategic original short- and long-form marketing content for interactive, print, audio, and video, including major marketing projects and initiatives to ensure creative and strategic excellence on all projects.

Interviewed a variety of subjects, including current students, faculty, corporate recruiters, alumni, and high-level business executives for written profiles and video profiles. Developed and wrote  content for print and digital communication channels. Copyedited and revised work developed by others. Proofread long-form and short-form work prior to publication; and maintained consistent content via a content management system on a daily basis. Presented concepts and executions to clients, internal partners, and contributors.

Managing Editor, Fashionablymarketing.me
September 2011 – July 2012
Wrote and edited feature articles for a B2B fashion, marketing and technology blog. Managed contributors, participated in branded content campaigns for corporate clients and managed independent contractor bloggers participating in the campaigns. Managed multiple social media platforms. Optimized posts for search (SEO).

Web Editor, License! Global magazine
January  2011 – March 2012
Wrote and edited B2B content for www.licensemag.com, the website for License! Global magazine. Wrote text ads, maintained custom CMS tool and wrote basic HTML code. Placed photos, created static pages and page elements. Established and managed social media program for magazine on Facebook, LinkedIn and Twitter.

Digital Writer, Editor and Strategist   
February 1998 – January 2011
Worked independently as a freelance writer and editor in both digital and print. Author and contributor to a variety of blogs, including fashionablymarketing.me, visionaryexcellence.com and omnimysterynews.com.

Selected Accomplishments:

• Developed comprehensive Twitter strategy for ProTips4U, resulting in 20 percent organic growth in followers in two months. Also developed strategy to optimize videos uploaded to YouTube channel for in-platform SEO, resulting in an immediate increase in sales on the ProTips4u.com website.
• Wrote numerous feature articles for CMA Today, the print trade magazine for certified medical assistants. Topics included common ailments in the clinic, distance learning and electronic medical records.
• Worked a long-term freelance assignment in 2007 for Publications International, Ltd. (PIL), which partnered with HowStuffWorks to provide nonfiction content for the HowStuffWorks.com website. Used custom CMS tool to upload and format nonfiction content in a number of subject areas including holiday crafts, kids’ crafts, gardening and scenic drives.

Marketing Copywriter, The New York Times
May 2000 – November 2001
Wrote and edited copy to promote special editorial sections including in-house advertisements, sell sheets for advertisers, and radio spots.

Education­­­­­­­­­­­­­­­­­­­­­

Northwestern University Medill School of Journalism                   June 1993
Bachelor of Science in Journalism, Minors in English and Philosophy