Gina Norman Likins
5700 Loyal Ave.
Durham, NC 27713
Online strategist/information architect/manager with 18+ years experience: creating powerful stakeholder and community relationships; designing meaningful and robust site structures to meet requirements; providing usability expertise; and evaluating and improving communication programs through the integration of new media. Ability to lead teams to consensus around strategic solutions that balance technical requirements and marketing needs.
Usability & Information Architecture
Social Media Strategy & Evangelism
Situation Evaluation & Problem Solving
Team Management & Employee Development
Process Creation & Governance
Intranet Strategist, Red Hat, Raleigh, NC, 2012 - present. Lead communications strategy for intranet portal, collaborative tools, digital signage, and other internal communication & collaboration vehicles. Create tools and processes that enable associates across all geographies, businesses and functions to connect and work together.
- Created Intranet Community of Practice (CoP) to identify intranet “pain points” (https://mojo.redhat.com/groups/intranet-community-of-practice). More than 65 associates representing all geos and business functions helped focus intranet efforts by contributing to list of trouble areas. Results drove decisions around tool configuration and project direction. Intranet CoP currently serves as working Group for intranet concerns.
- Based on outcomes from Intranet CoP work, created strategy for how to best implement tool selected by IT. Developed, published and gathered feedback on draft plan to use Groups for collaborative content and Spaces for “curated”/all-associate content. Have written majority of (https://mojo.redhat.com/docs/DOC-28857). Led effort to organize content aimed at all associates in Mojo Spaces, creating templates and a process to develop information architectures that encouraged input from throughout the Red Hat community.
- Established governance model, content owners, templates and best practices for digital signs. Used knowledge of systems and business needs to map system limitations and identify potential vendor solutions to bridge functionality gaps.
- Led revamp of HR Space, including: creating and testing information architecture, forming extended team of content owners (and growing their skills), creating substantial amounts of content; and doing change management and communications for the project. Four of seven spaces have been launched so far (Rewards & Recognition, Hiring, Onboarding, US Benefits -- https://mojo.redhat.com/community/hr/places). US Benefits site combined Open Enrollment information with information about plans to simplify experience and reduce confusion.
- Updated and migrated Travel Space. Original site was 14 PDFs; new site has clear steps for how to book travel, easily findable contact names, and a blog that’s updated with travel-related announcements.
- Responsible for driving several People Team initiatives towards a more “open” approach, most notably, recasting the People Managers Community as a discussion forum rather than a one-way messaging vehicle.
Web Strategist, Ipas, Chapel Hill, NC, 2008 - 2011. Planned, managed and evaluated all aspects of online strategy for Ipas, a global women’s healthcare non-profit. Hired, managed and mentored two web producers.
- Became organization’s trusted resource regarding online tools and strategy, disseminating information through many channels including: Ipas’s intranet, forums about privacy and best practices for social networking, coaching sessions for executives starting to use Twitter, and team strategy planning sessions for groups within the organization.
- Created information architecture for and managed creation of all facets of Ipas’s online presence.
- Launched Ipas’ Facebook page, created guidelines for managing content and grew fanbase from zero to more than 1300. Visitors to ipas.org from Facebook represent a highly engaged audience: during 2010 they visited nearly 100% more pages on ipas.org than visitors from other sources.
- Gathered requirements for, researched, selected, installed and configured a contact management and email-marketing solution. Scoped, designed and managed production of five newsletters created to reach different segments of Ipas’ audience. Ipas newsletters averaged a 20%+ clickthru rate, compared to a 4% average for non-profits and 6% for health care.
- Redesigned Ipas.org to improve navigation and homepage experience. Post-redesign the visitor time on site increased by more than 40% and “bounce rate” decreased by more than 8%.
- Planned and implemented new metrics program: installed Google Analytics; defined parameters for metrics “cleanup” and new baseline data; and designed system to allow tracking of message performance across all platforms (Facebook, Twitter, email newsletters and ipas.org). New system allowed organization to hone messaging effort, focusing on highest ROI activities.
Senior Manager, Intranet Governance, Nortel Networks, 2001 - 2008. Created policies to manage intranet content; managed evolution of internal search engine; and determined overall strategy for intranet information architecture.
- Created and enforced processes and policies for bringing order to Nortel Networks intranet space. Estimated cost-savings: $640,000+ in annual ongoing costs (infrastructure alone).
- Served as Business Analyst and Chief Information Architect for internal deployment of Microsoft SharePoint Employee Portal, which replaced two legacy systems and delivered custom content based on geography, role, etc. Included news tool with tiered publishing system to enable significant reduction in number of emails sent to employees, addressing major employee pain point.
- Chosen as one of three inaugural Citizen Journalists to blog the Nortel Sales Conference to generate excitement within rest of company.
- Collaborated with technical and business primes to design architecture for SOA-based taxonomy and ontology management engine.
- Developed major improvements to search engine (“quick links”, spell check, refined collection).
- Created keyword system so short URLs (“go/phone”) could be used to reach intranet websites.
- Successfully launched several major rebranding initiatives, including banner ads, flash “commercials” and look-and-feel redesigns.
Senior Manager, Service Provider and Carrier Intranet, Nortel Networks, 2000 - 2001. Created and managed more than half the intranet resources supporting Nortel Networks sales & marketing efforts; consolidated numerous unauthorized intranet sites into central framework; managed web development team of 14.
- Brought together three separate web teams into one cohesive unit, with a single vision of web excellence, while mentoring three managers into stronger project and team leaders.
- Architected and implemented first internal system for delivering consistent product information to sales and marketing by combing three pre-existing websites -- each driven by a different backend technology -- into one site with a single look and consistent information architecture.
- Developed and implemented a new, coherent vision of the intranet, bringing together many politically disparate internal groups.
- Shut down more than 30 unauthorized intranet websites/yr., each costing Nortel an estimated $20,000 annually, resulting in a cost savings of >$600,000/yr.
- Managed more than 6,000 documents and 27,000 database items to ensure accuracy, consistency and currency of information used by sales and marketing.
- Co-authored requirements document for next-generation document storage, management and display system; and participated in system development team.
Manager, External Web, Carrier Packet Solutions, Nortel Networks, 1999 - 2000. Managed external web presence for one third of Nortel Networks products; developed strategy for integration of web into marcom strategy; managed three full-time web developers.
- Created the Universal Product Template (UPT), the consistent representation of Nortel Networks products on the external website (still in use today).
- Managed online portion of Nortel’s first integrated marketing launch (OPTera Packet Solution), featuring ad tracking, interactive “infomerical,” webcast and online press kits.
Web Development Senior Specialist, Nortel, Mar. 1996 - Jan. 1999. Consulted with internal clients on implementation of on-line marketing; helped determine overall shape/direction of Nortel website; worked with internal clients to create compelling web content; managed relationships between lines of business, product groups and corporate communications; and coordinated activities of external vendors, such as graphic designers and HTML developers.
- Shepherded Nortel’s external website through two redesigns (June 96/Sept. 98), including: determining site architecture and navigational tools; interviewing and choosing design firms; creating graphics and HTML standards; clarifying functional specifications and requirements with vendor; and managing transition of 6,000+ pages of static HTML into relational database.
- Designed the interface and functionality for Nortel’s collaborative user group sites. More than 15 of these sites were deployed for our key customers.
- Created an administrative web site with tiered access to provide standards, guidelines, processes and templates for use by internal and external site developer.
- Served as lead information architect and project manager for more than 25 subsites, including product groups and the 1996 and 1997 Annual Reports.
Account Executive at TechKnowledge Communications, a public relations firm specializing in high-tech and research clients, 1993 - 1996. Planned, budgeted and managed projects including: print publications and on-line communications; and conferences and special events. Supervised two employees.
- Coordinated weekly intelligence report for clients such as Intel, Texas Instruments and Motorola summarizing Internet discussions of environmental issues.
- Managed on- and off-line communications for the Smalltalk Industry Council, an international software trade association.
Education & Career Development:
- WWW2010 Conference, Raleigh, NC Apr. 2010
- Blog Carolinas Conference on Social Networking, May 2008
- Edward Tufte – Presenting Data and Information, Jan. 2004
- Jared M. Spool – UIE Roadshow: The Secret Design Strategies of Highly Effective Web Sites, Aug. 2003
- School of Journalism and Mass Communications, University of North Carolina at Chapel Hill, Chapel Hill, NC. Master of Arts in public relations, May 1993
- Duke University, Durham, NC, Bachelor of Science in Zoology, May 1990
- Obtained N.C. Teacher Certification; 1988-89 Dean's List; 1989-90 Dean's List with Distinction
- North Carolina School of Science and Mathematics, Durham, NC, May 1986
Speeches & Presentations:
- “Nyms & Nickwars” session leader at the Conference on Ethics, North Carolina School of Science and Math, Nov. 2011
- Ethics and the Internet,” break-out session leader at the Conference on Ethics, North Carolina School of Science and Math, Nov. 2002
- “Weaving A Website,” presentation for RTP Chapter of the International Association of Business Communicators, Feb. 10, 1998
- “An Introduction to the World Wide Web,” presentation for the Triangle Chapter of the Public Relations Society of America, July 27, 1995
- “Netiquette: A look at how to keep from being ‘flamed,’ as well as other tips for ‘Newbies,’” for the Public Relations in Cyberspace conference; UNC School of Journalism and Mass Communications, July 27, 1995