Portfolio · Selected Work
Marketing executive who builds channels that generate revenue, brands that earn authority, and content systems that compound over time.
20+ years · Minneapolis, MN · Available for full-time & fractional engagement
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Selected Work
Each engagement below represents a channel I built, a brand I scaled, or a content strategy I led — with real outcomes attached.
Content Distribution · Media · Current Role
Founded and operate Trend Finder Media, a content creation and media distribution agency helping local business owners increase organic visibility and drive inbound leads. Developed a full content-to-distribution system: from story creation through syndication across 400+ media touchpoints including YouTube (DA 100), Apple Podcasts (DA 99), Vimeo (DA 96), and national news networks.
Designed and manage a qualifying lead generation funnel — "Predictable Pipeline" — that books discovery calls with qualified business owner decision-makers through content authority, not cold outreach.
Key Outcomes
Trend Finder Media — content distribution agency
Sample Distribution Reach — Single Campaign
Email Marketing · Lead Generation · Campaign Strategy
Designed, wrote, and deployed a 9-email outbound lead generation sequence targeting decision-makers across 80+ industry verticals. Built the full copy system from cold intro through warm nurture — each email tested for subject line, tone, and CTA to maximize reply rates from qualified prospects.
The campaign generated pipeline for clients including G2 Inc. and Robert Drexler Associates, where sales-ready leads were delivered directly into client pipelines within 30 minutes of qualification.
Campaign Metrics (2016)
9-Email Sequence Structure
Cold Intro
Question for You — discovery hook
Follow Up
Soft re-engagement
Warm 1 — Value Reframe
Re: QUESTION FOR YOU
Warm 2 — New Clients CTA
80+ industry verticals proof point
Warm 3 — Decision Makers
30-min sales-ready lead delivery
+ 4 additional nurture & break-up emails
Franchise Marketing · National Brand · 1,500+ Locations
Led marketing content strategy and brand standards across the Miracle-Ear franchise network — the largest hearing care retail brand in the United States with over 1,500 locations. Developed in-store brand standards, lobby video programming, and franchisee marketing toolkits used across all locations simultaneously.
Managed cross-functional teams through complete brand refresh cycles, creating both consumer-facing campaign content and franchisee education materials that translated national brand strategy into local execution.
Scope of Work
Deliverables Produced
In-Store Brand Standards Guide
Visual identity, messaging hierarchy, and usage guidelines across all touchpoints
Lobby Video Brief & Scripts
Programming for in-store patient education and brand experience
Creative Brief System
Standardized briefing framework for franchise-level campaign execution
Mini Cutdown Campaign Assets
Condensed campaign packages for local franchise market execution
Founder · Brand Build · Online Summit · Acquired
Founded EDP Textiles, the only digital textile printing operation in the Midwest with a DuPont Artistri 2020 printer — built the brand, media kit, sales collateral, and expert positioning from scratch. Secured a Target Corporation partnership, won the IFAI Industry Award for excellence, and achieved a Certificate of Commendation for outstanding work.
Extended brand authority by creating the Future of Fashion online summit — a virtual content event with its own brand identity, registration funnel, and promotional campaign — demonstrating the ability to build audience-facing content platforms from concept to launch.
Outcomes
B2B Marketing · Loyalty Program · $5M → $16M Revenue Growth
Led marketing strategy for the Foodservice Rewards loyalty program — a B2B points-based rewards platform serving thousands of nursing homes, healthcare facilities, and hospitals. Developed corporate participation guidelines, enrollment campaigns, and multi-channel marketing systems that drove program enrollment and engagement at scale.
Under this leadership the program grew from $5M to $16M in revenue — a 220% increase — by building the content and communications infrastructure that connected corporate delegates with facility-level participants across the entire program lifecycle.
Key Results
Program Growth Visualization
+220%
Revenue Growth
Video Content
I practice what I preach — creating video content that helps local businesses attract customers through visibility and authority-building.
Get More Customers for Your Local Business
Practical content marketing strategy for local business owners — demonstrating the exact approach used at Trend Finder Media to build visibility and drive inbound discovery calls.
How to Dye Leather Shoes
A demonstration of the "how-to" content format — the highest-performing video category for local business organic search. Shows production comfort and clear on-camera communication.
Client Voices
From lead generation campaigns to long-term partnerships — a sample of feedback from the people I've worked with.
When we started working with Willetta she generated more leads for our business in two months than what we had done on our own in over a year. She was directly responsible for landing one of G2's largest clients as well as several other substantial opportunities.Justin Fuller Executive Vice President, G2 Inc.
The team at Trend Finder Media have uncovered profitable opportunities that I would never have uncovered without them. This campaign has started to create a new revenue stream I would not have had without their efforts. I look forward to a long term working relationship with Trend Finder Media.Robert Drexler Principal, Robert Drexler Associates
I've managed Inside Sales teams for years and have tried dozens of lead sources. No company has come close to the results that we see with Trend Finder Media. Our cost per acquisition is at an all-time low.Dave Zank Sales Director, Direct Connect
Willetta has been awarded the Adventurous Value Award, which highlights a member in our community who takes every opportunity to learn, seek out new experiences and better themselves along the way — a value which Willetta illustrates with a smile each day in the work she does with our team and the clients she has partnered with.Antenna & Creatis Adventurous Value Award Recognition
Experience Across
A cross-section of the brands, organizations, and sectors where I've delivered results.
Credentials
Continuous learning is part of the job — especially in an AI-accelerated content landscape.
AI Specialist Certificate
BotBuilders
Social Media Certified
HubSpot Academy · Valid 2025–2027
Certified Professional Project Manager (CPPM)
University of St. Thomas
Strategic Communication Certificate
Udemy · 2026
Master of Arts, Marketing
University of Wisconsin-Stout
Bachelor of Arts, Communications
Concordia University, St. Paul
Root Cause Analysis
LinkedIn Learning
Adventurous Value Award
Antenna & Creatis
Let's Talk
Open to full-time, fractional, and advisory engagements. If you're building a brand that needs both authority and revenue, let's have a conversation.
Email WillettaMinneapolis, MN · willettadeyoung.com
