Rochell Hatfield: Digital Marketing, Web Design & Graphic Design for Growing Businesses
Digital marketing designer specializing in brand-aligned web experiences, campaign creative, and conversion-focused design systems.
Recent outcomes:
Redesigned loyalty program → higher customer spend & retention
Full nonprofit rebrand → cohesive identity across web & print
Multi-site WordPress systems → faster updates, consistent brand
Trusted by
Selected Work
Case studies demonstrating strategic thinking, execution quality, and measurable impact.
Loyalty Program Redesign & Multi-Channel Marketing
Challenge: Coffee shop chain needed to increase customer retention and average order value across 4 locations with inconsistent branding and an underperforming loyalty system.
Approach: Conducted customer research to identify friction points in existing loyalty flow. Redesigned rewards structure to prioritize customer satisfaction over complexity. Led complete creative strategy across web (4 sites), social, email, in-store collateral, and POS interface. Established unified brand standards and design system for all touchpoints.
Customer revisit rate
Avg spend per customer
Websites unified
Key deliverables: Loyalty program UI/UX, email automation flows, social content calendar, Google/Meta ad creative, promotional video, photography direction, seasonal campaigns, brand guidelines.
Complete Nonprofit Rebrand & Website
Challenge: Johnson County's hospice home needed a full rebrand to better communicate their mission, attract donors, and serve families with clarity and compassion.
Approach: Partnered directly with business director to understand organizational needs, donor psychology, and family concerns. Created new visual identity emphasizing warmth, trust, and professionalism. Designed brand system with flexible applications for digital and print. Built accessible, conversion-focused website with clear donor pathways and family resource sections.
Brand consistency achieved
Website engagement
Accessibility standard met
Key deliverables: Logo design, brand guidelines, color palette & typography system, website design & development (WordPress), donation flow optimization, print collateral templates, social media assets.
Humane Society Website Design: Increasing Adoptions Through Strategic UX
Challenge: Animal shelter needed a website that would increase adoption rates by addressing common user barriers (behavioral concerns, fee anxieties) while optimizing donation flows to sustain operations.
Approach: Conducted comprehensive user research using AVMA demographic data, competitive analysis of Washington state shelters, and stakeholder interviews. Developed user personas and journey maps based on data showing that 15% of non-adopters avoided shelters due to behavioral concerns. Designed information architecture that proactively addresses misconceptions, streamlines the adoption process, and makes donations frictionless.
Behavioral concerns addressed
User personas developed
Adoption process
Key insights: Research revealed that individual donations are the primary revenue source for shelters, and average shelter stays were 29.6 days for dogs and 45.5 days for cats. Designed dual focus on adoption conversion AND donor optimization to support organizational sustainability.
Social Media Strategy & Multi-Platform Content Creation
Challenge: Coffee shop chain needed cohesive social media presence across three platforms (Instagram, Facebook, TikTok) to reach younger demographics and build community engagement beyond promotional content.
Approach: Developed comprehensive multi-platform content strategy with platform-specific tactics. Created content pillars balancing brand heritage, product highlights, community connection, and behind-the-scenes storytelling. Managed photography direction, copywriting, content calendar, and community engagement across all channels. Integrated social campaigns with loyalty program launch.
Platforms managed
Likes on top posts
Community engagement
Key deliverables: Content strategy, photography direction, copywriting, community management, Instagram Stories/Reels, TikTok videos, content calendar, multi-platform scheduling, analytics reporting.
Services & Capabilities
Web Design & Development
Conversion-focused websites built on WordPress, HTML/CSS/JavaScript. Mobile-first, accessible (WCAG 2.1 AA), optimized for speed and SEO.
- Responsive website design
- Landing page optimization
- WordPress custom themes
- Component & design systems
- WCAG 2.1 AA compliance
Digital Marketing Creative
Campaign creative designed for performance across paid search, social, email, and display advertising.
- Google Ads & Meta ad creative
- Email design & automation flows
- Social content & templates
- Landing pages tied to campaigns
- A/B testing & iteration
Brand & Graphic Design
Strategic brand systems and production-ready design for print, digital, and environmental applications.
- Brand identity & guidelines
- Print collateral (signage, direct mail)
- Presentation & pitch decks
- Social media assets
- Packaging & promotional materials
Video & Motion Design
Short-form video editing and motion graphics for social, web, and advertising using Adobe Premiere & After Effects.
- Social video editing
- Promotional videos
- Motion graphics & animation
- Video ad creative
- Brand storytelling content
SEO & Analytics
On-page optimization, performance monitoring, and data-informed iteration to improve visibility and conversions.
- Keyword research & implementation
- Technical SEO audits
- Google Analytics setup & reporting
- Conversion tracking & optimization
- Performance recommendations
Social Media Strategy
Content planning, creative direction, community management, and paid campaign execution across platforms.
- Content calendar & strategy
- Graphic design & copywriting
- Paid social campaigns
- Community management
- Performance reporting
About
I'm a digital marketing designer with 5+ years creating conversion-focused campaigns across web, social, email, and print. My work bridges strategic thinking and hands-on execution—I handle research, wireframing, design systems, front-end development, and performance optimization.
I've led full rebrands, built scalable WordPress systems, optimized loyalty programs for retention, and directed creative for multi-channel campaigns. I approach every project with a focus on measurable outcomes: conversions, engagement, clarity, and brand consistency.
My technical foundation includes HTML, CSS, JavaScript, WordPress development, Adobe Creative Suite, Figma, and Google Analytics. I build to WCAG 2.1 AA standards (semantic HTML, keyboard navigation, proper contrast, screen reader compatibility) and stay current with SEO best practices and conversion optimization principles.
Education & Tools
Let's Work Together
Available for freelance projects and full-time opportunities in Iowa City, Quad Cities, or Muscatine.
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