I build websites that convert, lead teams that ship, and design brands that people are proud to show off. With nearly 20 years across web design, SEO, graphic design, content, and client strategy, I work in the space where creativity meets measurable results. I color code my Google Docs for fun, get unreasonably excited about font pairings, and bring that same level of care and intentionality to every project I touch.
Web Design Team Lead
Graphic Designer (20 yrs)
SEO Strategist
Brand Identity
Content Writer
Project Manager
Remote
Open to new opportunities
Experience
Web Design Team Lead
May 2024 to Present
Remote
Remote
- Lead strategy, execution, and delivery of 100+ custom websites across B2B and eCommerce on WordPress, Shopify, Squarespace, and Wix
- Manage a high-touch book of web and SEO clients from kickoff through launch, focused on conversion, usability, and long-term performance
- Translate client goals into creative direction working across design, development, and SEO teams
- Mentor and manage a team of project managers, maintaining SOPs, documentation, and internal process improvements
- Constantly refine the design process to reduce revision rounds, improve handoffs, and increase client satisfaction scores
Project Manager and Web Design Strategist
Nov 2022 to May 2024
Remote
Remote
- Managed 20 to 40 active clients across full-scope campaigns combining SEO, web design, PPC, and content strategy
- Led the McLane Global website redesign: complex B2B user flows, Gravity Forms, D365 integration, and cross-department coordination across FED, SEO, and inbound marketing
- Owned end-to-end builds from architecture and wireframing through post-launch QA and client training walkthroughs
- Championed accessible, user-first design standards across every project
Freelance Graphic Designer, Web Strategist, and Brand Creator
Jan 2006 to Present
Remote
Remote
- Design custom logos, full brand identity systems, and visual assets for small businesses across retail, wellness, food, and professional services
- Build and launch websites on Squarespace, Wix, and WordPress with clean UX, responsive layouts, and SEO structure built in from day one
- Write website copy, blog content, and brand messaging that ranks and converts
- Develop SEO strategies and editorial calendars that have driven 50%+ organic traffic growth for client sites
- Recent work: Emma Valvo LCSW (Wix site, branding, content, SEO), Forgotten Whimsies (full brand identity), Trick or Treats Bakery (logo and branding system)
Recruiter
Jun 2021 to Nov 2022
Johnson City, TN
Johnson City, TN
Advanced Call Center Technologies
- Owned full-cycle recruitment across high-volume roles from job descriptions and sourcing through interviews and onboarding
- Screened hundreds of applicants while maintaining a personal, thoughtful candidate experience and improving time-to-hire
Earlier experience
Client Advocacy Unit at Citibank, Gray TNOct 2017 to Jun 2021
Instructional Assistant at Kingsport City SchoolsSep 2015 to Oct 2017
Featured Projects
McLane Global
Web Design and Strategy
mclaneglobal.com Web Excellence Award winner
- Complex B2B redesign with supply chain visuals, Gravity Forms, and D365 integration. Coordinated across FED, SEO, and inbound teams. Designed key visual elements from Figma to development.
Ohana Surf Project
SEO and Web Design
- Full redesign for a premier Waikiki surf school. Managed both SEO and web design from kickoff to launch, delivering a mobile-optimized experience that reflects the brand's culture.
Marchex
UI/UX Strategy
- Led a UI/UX revamp for an AI-driven call analytics platform. Served as the bridge between stakeholders and internal creative teams through high-impact design review rounds.
Speaking and Publications
Webinar: Featured Speaker
Panelist for ShipBob and SmartSites. Shared a visual framework for designing strategic, high-converting user experiences and led a live Q and A session.
Webinar: Featured Speaker
Co-presented with accessiBe. Covered accessibility standards, inclusive UX principles, and practical best practices for modern web builds.
Article
A practical, client-friendly breakdown of common SEO pitfalls. Designed to bridge the gap between technical teams and business decision-makers.
Media Feature
Featured as a notable figure in digital marketing and web design. Full profile available at influentialwomen.com/connect/kristin-goins
Education
Bachelor of Science in Digital Media
East Tennessee State University
Fine and Performing Arts Honors College
Jun 2008 to Jun 2012