1. Hillery S. Shay, MBA
651-325-6656 • hilleryshay@gmail.com • hilleryshay.com
TALENTED C REATIVE M ANAGER WITH N EW M EDIA MARKETING S KILLS
Forward thinking marketing professional with over 10 years of management and creative team building
experience. Background in consulting, training and news media with demonstrated expertise in communicating
creative principles, techniques and expectations. Adept at producing and overseeing quality creative content with
minimal resources and tight deadlines. Expertise in the latest Adobe Creative Suite software.
K EY S KILLS AND ABILITIES
Executive Leadership Social Media Marketing
Production Management & Budgeting Strategic Planning & Problem solving
Collateral/Marketing Materials Development Conflict Resolution & Negotiation
Product Branding Spanish Fluency
T ECHNICAL S KILLS
Adobe Design Creative Suite 5.5 trainer Creative Design
Online Marketing (SEO/SEM/PPC) Photography & Retouching
Windows and Mac OS Brightcove/Omniture/Argyle/SPS
P ROFESSIONAL E XPERIENCE
HealthEast Care System, St. Paul, MN 2012-Present
Manager Brand Services
Standardize and clarify the visual representation of HealthEast Care System by collaborating with Market
Strategists and analysts on brand positioning. Work to differentiate HealthEast Care System by designing creative
strategic and visual campaigns. Manage a team of project management and design professionals coach and
mentor quality production and streamlining workflow through Value Based Improvements and Lean flow.
Highlighted Accomplishments
Lead the creative team for the “It’ll Change You” campaign
Assisted in repositioning of the HealthEast Brand
Key contributor to marketing the newly launched HealthEast Medica product “Inspiration Health”
Cut spending on trinkets by 23 percent by bulk ordering systemwide
Designed and executed a branding plan for HealthEast Collateral materials
Hillery Smith Shay Consulting, St. Paul, MN 2011 - Present
Principal/Consultant
Collaborate with clients on all aspects of brand representation in new media. Strategize and produce campaigns
to increase brand awareness and revenue. Review and provide expert advice on target markets and multimedia
representation for clients. Conduct studies to create effective messaging strategies. Provide training for staff on
new media techniques and best practices; coach collaborating marketing partners on multimedia trends.
Implement social media and mobile software applications to expand the practice's reach. Effectively manage
project workflow.

2. Highlighted Accomplishments
Organized and supervised production teams in meeting 100% of project deadlines
Taught and/or retrained multimedia production skills to contract staff
Increased client website traffic by an average of 30% by implementing SEO best practices
University of Wisconsin, River Falls, WI 2009 - Present
Adjunct professor
Teach visual communications to undergrad students with an emphasis on mar/com best practices and the use of
advanced techniques for Adobe Creative Suite 5.5. Create and deliver lessons and course materials in a classroom
and online, using personality and technology to engage students and enrich lessons.
St. Paul Pioneer Press, St. Paul, MN 2005 - 2011
Director of Photography / Senior Editor (2006 - 2011)
Managed the main visual elements of a daily newspaper with 200,000 subscribers; led a staff of award-winning
photojournalists and editors. Assigned, edited and packaged photos for use with news stories appearing both in
print and online. Worked closely with the Marketing & Sales departments to secure rights, produce photos and
design visual marketing content. Managed the marketing and sales of Pioneer Press photos to B2B clients.
Managed an annual budget of $1.2M.
Highlighted Accomplishments
Negotiated B2B deals with local professional sports venues for visual displays
Assisted in Twins Stadium visual procurement and reproduction
Key contributor to winning two National Photo Editor of the Year awards
Exceeded online traffic and revenue goals by over 50%
Designed and executed a branding plan for twincitiesphoto.com
Spearheaded newsroom transition to multimedia, including training reporters in video and photography
Deputy Director of Photography (2005 - 2006)
Responsible for directing and editing a team of 14 photojournalists. Trained veteran photographers to shoot video
as part of the paper’s commitment to multimedia technology.
Associated Press, Washington D.C./Miami, FL 1999 - 2005
Photographer / Acting Photo Editor
Captured photographs using a variety of film and digital equipment to accompany news stories. Worked with
photo editors to crop and edit photos to meet AP policies. Coordinated a statewide network of staff and
freelancers to ensure The Associated Press had access to photography resources across Florida. Supervised the
photo report for member news organizations.
Highlighted Accomplishments
Produced award winning coverage of the Pentagon on 9/11
Led major event coverage of the Space Shuttle Columbia disaster and Hurricanes Charley and Ivan
E DUCATION
MBA, Marketing and Communication, Bethel University, Arden Hills, MN
Bachelor of Arts in Fine Arts Photography, Haverford College, Haverford, PA
A SSOCIATIONS
Minnesota Women in Marketing and Communications
Minnesota Interactive Marketing Association
National Association of Black Journalists