Herb J. Wesson, Jr.COUNCILMEMBER, 10TH DISTRICT

President, Los Angeles City Council

April 9,2019

Holly W. Wolcott City ClerkCity Hall, Room 360, MS 160

Dear Ms. Wolcott:

At the request of Councilmember Bob Blumenfield, Chair, Public Works and Gang Reduction Committee, I am appointing Ms. Mindy Serin to the Innovation and Performance Commission. Ms. Serin will fulfill a current vacancy.

Her resume is attached.

Your prompt attention to this matter would be greatly appreciated. Should you have any questions, please contact my Assistant Chief Deputy, Andrew Westall, at (213) 473-7010.

Sincerely,

ON, Jr.JIKRB J.PresidenOLos Angeles City Council 10th Council District

c: Mayor Eric GarcettiInnovation and Performance Commission (c/o CAO) Julia Amanti, Office of the City Clerk

City Hall Office: 200 North Spring Street, Room 430 • Los Angeles, California 90012 • Phone: (213) 473-7010 • Fax: (213) 485-9829 District Office: 1819 South Western Avenue • Los Angeles, California 90006 • Phone: (323) 733-8233 • Fax: (323) 733-5833

E-mail: councilmember.wesson@lacity.org %<9--■fiis'-s

Mindy SerinDigital Media Strategist

SKILLSSUMMARY OF EXPERIENCE

e Develop curriculum in social media marketing, front-end web design, Google Analytics, UX testing and research methodologies, A/B testing, digital marketing, and design thinking

o Generate reports in SQL for voter contact and contact analysis

• Analyze web, email, and social media trends

• Listen to and interpret conversations via social media; translate data into actionable insights, outlining loopholes and opportunities

■ Manage the end to end A/B testing process

• Create and present reports to senior staff and executives

Web Design: HTML, CSS, jQuery, Bootstrap,Wordpress, Omnigraffle, Axure

Mobile Development: Android and iOS

Embedded Micro - controllers: Arduino Uno, Arduino Mega, Intel Edison

Digital Marketing: Social Media: Twitter, Facebook, Instagram, YouTube, Buffer, Social Sprout, SocialRank,Hootsuite; Email distribution: Constant Contact, MailChimp

User Experience (UX): A/B Testing, Wireframing, User Research & Analysis, Personas

PROFESSIONAL EXPERIENCE

Instructor / Course DesignerJanuary 2018-PRESENT

Develop course material and instruct students in digital analytics

Freelance Digital StrategistJune 2013-PRESENT

• Develop and execute social media marketing plans to build brand and event awareness

• Create social media reports with data visualization for executives, outlining loopholes and opportunities

• Enhance user experience with responsive and CSS layouts

• Analyze website traffic in all online marketing channels and translate analytics into actionable insights

• Guide clients in Google Analytics implementation and usage

Analytics/Database: Google Analytics Individual Qualification (IQ), Google Data Studio, SQL, Access, Excel, Tableau

Software: Adobe Creative Suite (Dreamweaver, Flash, InDesign, Illustrator,

Photoshop), Microsoft Office, Keynote, Maplnfo ESRI Arc GIS

Political OperativeJanuary 2007 - PRESENT

9 Increase productivity by 15% with database development and canvass map design

o Construct formulas to target high-value precincts and run daily viability counts to ensure goals are met

0 Design statewide maps based on census data and voter-history to target high-value precincts, using ArcGIS

Compile reports for senior staff of canvass results to locate viable precincts in California, Iowa, Kentucky, and Nevada

General Assembly, Washington, DC— InstructorApril 2015 - May 2016

Develop curriculum and instruct students in: social media, front-end web design, Google Analytics, UX testing and research methodologies, digital marketing, and design thinking

Digital ProducerFebruary 2009 - June 2013

© Manage the end to end A/B testing process, including hypothesis setting, test execution, and measuring success

© Analyze website traffic, e-mail trends, and social media activities, outlining actionable insights to determine strategies for upcoming events and web redesign; result in increasing magazine website traffic by more than 40%, and increasing email conversions by 12%

® Design and execute: social media strategy; email campaigns; mobile applications, native for iPhone, iPad, Android, and WebApp versions

• Interpret member-driven social media conversations about industry conferences to create programs that will excite them

Generate membership and conference reports in MS Access and Excel for senior staff

Graphic design and page layout for monthly exchange volume reports, conference invites, and conference programs

VOLUNTEER

Instruct students at Sunny Brae Elementary School in front-end web design

EDUCATION

George Washington University— MA, Political Management

University of California at Los Angeles— BA, Sociology

General Assembly— UX Design Certificate

Georgetown University— Digital Media Management Certificate