Luis Chacon Digital Strategist

Email: contact@luischacon.net
Phone: (919) 341-9327
Web: luischacon.net

Digital strategist focused on integrating content strategy with results-based web marketing execution. Strengths in team leadership and technical expertise in web design and development. A proven ability to build strong collaborative relationships with strategic partners and key constituents. Highlights include managing a top-tier research university’s comprehensive online presence, including its central website and social media channels.

June 2012 - Present

Director

Web Communications - NC State University

Directs, manages and implements web marketing communications, digital content strategy, development, user experience and interaction design for NC State University. Responsible for the NC State website and central social media channels. Manages the creation, implementation, measurement, content analysis and evolution of the university’s social media channels and enterprise level web marketing content.

Serves as the university's digital strategist, collaborating with campus partners to execute integrated, on-brand and impactful digital-first marketing communication campaigns.

Responsibilities and accomplishments

• Deliver and implement a comprehensive, multi-channel web content strategy designed to influence applications, enrollment, fundraising, student success and campus culture.
• Ongoing responsibility for championing the new digital-first NC State brand. Served a critical role in launching a new university brand, built to increase awareness of the university’s world-leading faculty, cutting-edge, solution-driven research, extensive industry and government partnerships, and commitment to leading in experiential education.
• Developed the strategy for a major brand-focused responsive redesign of NCSU.EDU. The new website is a sleeker, more purposeful web presence that radiates the NC State brand. The new site launches NC State’s innovative approach to digital content strategy, using the brand platform and strategic plan as its foundation.
• Provide strategic vision for and execution of social media and other new media as part of NC State’s online presence.
• Serve on a variety of university committees to promote integrated, strategic digital efforts.
• Provide digital strategy direction to university web developers and communication staff in the creation of academic and administrative websites, tools and digital markteing campaigns.

April 2011 - June 2012

Interim Director

Web Communications - NC State University

Led the university's web strategy and online presence with an emphasis on the strategic advancement of core marketing and communications objectives rooted in the strategic plan. Aligned resources and activities to support four broad strategic priorities: enrollment, student success, research and alumni engagement. Oversaw a team of web application developers, designers, content strategists and student developers.

July 2010 - May 2011

Assistant Director

Web Communications - NC State University

Responsible for the technical implementation and development of top tier web resources, including the NC State University homepage. Supervised technical web development of the university's online strategy, including the central web presence, strategic partnership sites and various online communications channels.

Responsibilities and accomplishments

• Introduced WordPress as a content management system (CMS) to the university web presence
• Promoted and implemented accessible, best-practice coding standards and web technologies consistent with NC State University's role as an elite public university.
• Developed and implemented tools, technical solutions and resources to support communications, brand messaging and online marketing strategies throughout the NC State web presence.
• Served as the technical contact and primary backup in Web Communications for emergency and crisis communications.
• Provided technical consultation for other university web development personnel and communications staff in the creation of academic and administrative websites, tools and online initiatives.
• Served as technical liaison with senior IT staff to identify and implement technical solutions that support university communications goals and business objectives.

July 2007 - July 2010

Senior Web Developer

Web Communications - NC State University

Responsible for technical web development of the university's online strategy, including the central web presence, strategic constituent sites and various online public communications channels. Developed and implemented tools, technical solutions and resources to support communications, brand messaging and online marketing strategies throughout the NC State web presence.

Responsibilities and accomplishments

• Responsible for the optimization and iterative design of the university's central website, NCSU.EDU.
• Developed and implemented tools, technical solutions and resources to support communications, brand messaging and online marketing strategies throughout the NC State web presence.
• Served as a digital strategist for web marketing campaigns and micro-sites including social media integration
• Responsible for the development and management of the university's content management system.
• Served as the technical contact and primary backup in Web Communications for emergency and crisis communications.
• Provided technical consultation for other university web development personnel and communications staff in the creation of academic and administrative websites, tools and online initiatives.

January 2003 - July 2007

Web Applications Developer

Office of Information Technology - NC State University

Technical lead and web applications developer for the digital publications office. Managed development and implementation of web applications and public-facing websites for the central information technology unit. Established a new business model for developing websites for key university partners. Collaborated with the central marketing office to successfully launch a redesign of the central web presence in 2007 and developed a revamped news presence using Cascade Server, an Enterprise Content Management System (CMS).

Selected Achievements

• Web Strategy Book Case Study, Clout: The Art and Science of Persuasive Content (pp. 192-3)
• Web Strategy Book Case Study, Clout: The Art and Science of Persuasive Content (pp. 205)
• CASE National Circle of Excellence, Gold Award: Best Uses of Social Media - NC State University Social Media - Hunt Library (2014)
• CASE National Circle of Excellence, Silver Award: Individual Sub-Websites - NC State University Hunt Library Microsite (2014)
• Official Honoree in The 18th Annual Webby Awards, Cultural Institutions category - NC State Hunt Library Microsite (2014)
• CASE III Award for Excellence: Total Website Design and Organization -
  NC State University Website (2014)
• CASE III Award for Excellence: Online Innovation/Experimentation -
  Think and Do: The 2013 Institutional Message (2014)
• CASE National Circle of Excellence, Bronze Award: Individual Sub-Websites - NC State University Institutional Message Website (2013)
• CASE III Grand Award: Total Website Design and Organization -
  NC State University Website (2013)
• CASE III Grand Award: Graphic Design for Print and Digital
  Single-Page Publications - NC State University Institutional Message Website (2012)
• CASE III Grand Award: Total Website Design and Organization -
  NC State University Website (2012)
• CASE III Award for Excellence: Advertising: Total Advertising Campaign -
  Our Work – Transformation Ad Campaign (2012)
• CASE III Special Merit Award: Individual Ads - Wall Street Journal Ad (2012)
• CASE III Special Merit Award: Branding/Identity Program or Campaign -
  125th Anniversary Campaign Brand (2012)
• CASE III Special Merit Award: Integrated Recruitment Campaign -
  On Campus and Travel Brochure with Mobile Tour (2012)
• CASE III Special Merit Award: Alumni Website or Microsite -
  NC State University Homecoming (2012)
• AAF Raleigh Durham Bronze Addy, Digital Advertising Microsite - NC State University Institutional Message Website (2012)
• CASE III Award of Excellence: Social Media Integration - Go to NC State (2011)
• CASE III Award of Excellence: Website Implementation - Memorial Belltower (2011)
• CASE III Award of Excellence: Institutional Relations Programs - Go Wolfpack
  Campaign (2011)
• CASE III Special Merit Award: Advancement Services Projects - Giving website (2011)
• Campus Splash: Top 25 Best Admissions Office Blogs of 2011
• Varsity Outreach: 3rd Most Engaging Facebook Page among comparably sized fan pages (December 2010)
• CASE III Award of Excellence: Website Implementation (2010)
• AAF Raleigh Durham Gold Addy Mixed Media, National Consumer "Red Means Go Campaign" (2009)
• AAF Raleigh Durham Best of Show Mixed Media, National Consumer "Red Means Go Campaign" (2009)
• AAF Raleigh Durham Best of Show Broadcast Mixed Media, National Consumer "Red Means Go Campaign" (2009)
• Nielsen Online's "Top 10 Stickiest Brands at Home and Work" (January, March and April of 2009)
• NC State University Chancellor's Office Award for Excellence (2002)

Bishop's University - Lennoxville, Quebec, Canada

Bachelor of Arts in Economics

NC State University - Raleigh, NC

Strategic Transformational Leadership Program, Organizational Leadership, 2012-2013

Participated in the inaugural series open to 42 strategic leaders and department heads who have an institutional perspective in current leadership roles or who have increased responsibilities as a result of strategic realignment. The program was a year long leadership training and development program designed by NC State University. The goal of the program is to provide a significant experiential component through the exchange of information and ideas with peer leaders on campus.