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Mari Yell

Burnsville, MN 55306

Sr. Web Content Specialist, Gander Mountain, St. Paul, MN July 2015-Present
Web Content Specialist, Gander Mountain, St. Paul, MN July 2013-July 2015

Worked with 200+ vendors to identify product attributes and features that were key to product sales.
Wrote content for various categories of outdoor gear including hunting, archery, shooting, fishing, hiking,
and camping.
Identified overarching ways to group product features across categories for easy web comparison.
Converted complex product manuals into audience-focused and easy-to-navigate landing pages.
Developed and maintained editorial and brand guidelines for all product web content in order to create
site consistency and optimal user-experience.
Directed development and execution of 5 information site sections to improve Gander Mountain website
views and SEO presence by educating outdoorsmen on specific topics and linking related product pages.
Researched and edited lengthy product content into easy-to-read and compelling product pages.
Coordinated the addition of YouTube videos for complex products to enhance the customer experience
and likelihood of online purchase.
Utilized Web Site Data Management (WSDM) system and implemented suggestions for ease of use.
Mentored 10 teammates on web content development to provide consistent site voice and branding.
Collaborated with Web Content Specialists, Copywriters, and Managers to improve online sales.
Led corporate Base Camp Wellness C.R.E.W. Team to encourage associate well-being and engagement.

Intern, Red Line Editorial, Burnsville, MN December 2011, December 2012, and May 2013

Created and converted hundreds of PDF files into eBook applications for easy access for clients.
Reviewed, negotiated, and contacted content consultants for nonfiction childrens books.
Copy edited several childrens books and legal textbooks for consistency and overall editorial appearance.
Researched and filed stock and editorial photos for childrens books.
Cross-checked childrens books and produced organized indexes to save research time.

Student Orientation Leader, Winona State University, Winona, MN August 2011 and August 2012
Led a group of 30 incoming students on registration process, freshman protocol, and campus life.
Facilitated group tours and social activities to assist students transition into college.


Vice President and Secretary of English Club and member of Book-Writing Club at WSU.
Member of prose editing team for the literary magazine, Satori, at WSU 2011-2013.
Photography published in literary magazine, Satori, at WSU 2011, 2012, and 2013.
Dog and Cat Care Volunteer at Winona Area Humane Society 2010-2013.

Winona State University, Winona, MN, Bachelor of Arts: English (GPA 3.87): Graduated May 2013
Major: Literature and Language; Minor: Creative Writing

Deans List 2009-2013.

Presidential Honors Scholarship 2009-2013.
Member of National Society of Collegiate Scholars 2009-2013.