Web & social media strategy, branding, design
San Francisco Bay Area
- Current
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- Web & Social Media Consultant at Luke Fretwell
- Founder at HowYouEco
- Past
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- Founder at GovFresh
- Lead Product Designer at Inspire.com
- Product Director at Technical Communities
- Senior Marketing Coordinator at Technical Communities
- User Interface Designer at Technical Communities
- Independent Consultant at Independent Consultant
- Web Production Coordinator at American Society of Association Executives
- Writer at American Society of Association Executives
- Editor in Chief at Broadside, George Mason University's Student Newspaper
- Education
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- George Mason University
- George Mason University
- Recommended
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11 people have recommended Luke - Connections
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172
connections
- Industry
- Internet
- Websites
Luke Fretwell’s Summary
Luke Fretwell has extensive experience in Web design, development, branding, marketing and business strategy with start-up companies and non-profit organizations.
He founded the green portal HowYouEco, including HomeEco, WorkEco and PlayEco and currently serves on the board of the Green Chamber of Commerce.
Luke re-branded and re-focused product strategy at what is now Inspire.com, a health and wellness social network. Prior to working with Inspire.com, the company branded its efforts under the name ClinicaHealth. Luke led Inspire.com to consolidate multiple communities under one platform, re-designed its branding and front-end user interface.
At Technical Communities, Luke was part of a small team that helped the company grow to sales of $80 million in 2006. He led the creation of EurekaSpot, an online marketplace for science and tech equipment, which included a partnership with eBay.
Luke wrote a monthly column for Association Management magazine and was part of the Web development team for what is now ASAE & The Center for Association Leadership. He also wrote and edited Executive IdeaLink, a monthly newsletter for association CEOs.
Other Web and marketing-related projects include McSweeney's The Believer, Free at Last, Shanti, Seeing Beyond Sight and ShirtTheVote.
While at George Mason University, Luke was managing editor and editor-in-chief of Broadside, the university's student newspaper. During his time there, the paper was awarded its first Associated Collegiate Press honors. He was also awarded the GMU Student Leadership Award.
He has volunteered with organizations such as Pathways Hospice, International Rescue Committee, Conservancy for Tibetan Art & Culture, International Campaign for Tibet, Community Awareness & Treatment Services (CATS), Fairfax County (VA) Be-Friend-A-Child Program and Taproot Foundation. He taught a 4-day "Get Your Web On" Web design class to 11-14 year-olds at 826 Valencia in San Francisco.
Luke Fretwell’s Specialties:
- Web product design and management
- Social media, branding and marketing
- UI/UX
- XHTML/CSS
- WordPress integration and customization
- CRM strategy and execution
- Writing, editorial and content management
Luke Fretwell’s Experience
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Web & Social Media Consultant
Luke Fretwell
(Internet industry)
January 2009 — Present (11 months)
- Green Chamber of Commerce: Lead Web re-brand, design, strategy and social media efforts for growing sustainable business association (www.greenchamberofcommerce.net).
- ToothHugger: Led brand development and new Web design. Manage social media efforts, editorial, media and business relationships. (www.toothhugger.com)
- TheSRO: Led re-branding and online strategy, designed and developed blog site, customized Ning social network focused on socially responsible organizations (www.thesro.org).
- GovFresh: Created site of live feeds of official U.S. Government social media sites (www.govfresh.com).
- MightyBrand: Provide user interface and business strategy insight for start-up focused on social media brand metrics (www.mightbrand.com). -
Founder
HowYouEco
(Internet industry)
January 2008 — Present (1 year 11 months)
- Founded green social network, business directory and marketplace that includes HomeEco.com, WorkEco.com and PlayEco.com.
- Lead product strategy, front-end development.
- Lead social media marketing initiatives.
- Named one of the "Five Great Green Web Communities" -
Founder
GovFresh
(Internet industry)
2009 — 2009 (less than a year)
- Created GovFresh as an experimental social media project.
- Live feed of official U.S. Government social media accounts, all in one place -
Lead Product Designer
Inspire.com
(Pharmaceuticals industry)
November 2006 — December 2007 (1 year 2 months)
- Re-focused product development and strategy from multiple, disparate communities to one unifying health and wellness social network.
- Re-branded start-up from "ClinicaHealth" to Inspire.com, including logo and "inspire" theme.
- Developed all front-end templates and design specifications, from user account management to customized communities.
- Integrated Salesforce.com custom relationship management system into business development processes. -
Product Director
Technical Communities
(Internet industry)
April 2005 — August 2006 (1 year 5 months)
- Created online marketplace for secondary science and tech equipment (www.eurekaspot.com).
- Developed site UI and engineering specifications.
- Designed front-end specifications, logo and branding guidelines.
- Led marketing strategy, including outbound e-mail campaigns and online advertising.
- Drafted user privacy policies and term and conditions.
- Worked with inventory suppliers, including major manufacturers, to sell through marketplace. -
Senior Marketing Coordinator
Technical Communities
(Internet industry)
June 2002 — March 2005 (2 years 10 months)
- Doubled site traffic for www.testmart.com and achieved top rankings in target keywords through search optimization efforts.
- Managed eBay corporate partnership, including development of seller tool API and joint site promotion.
- Leveraged Web to build strong prospect base and sales leads.
- Led strategy and development of in-house customer relationship management and quote tools.
- Designed and implemented corporate Web site. -
User Interface Designer
Technical Communities
(Internet industry)
January 2001 — June 2002 (1 year 6 months)
- Produced UI and engineering specifications.
- Analyzed site usage trends, evaluated and identified customer usability issues.
- Worked with sales and marketing teams to optimize site for prospect and sales leads.
- Strategized and created all outbound e-mail targeted e-mail campaigns. -
Independent Consultant
Independent Consultant
(Internet industry)
August 2000 — December 2000 (5 months)
- Led Web strategy and development for San Francisco and Washington, D.C. organizations, including The Believer magazine, Shanti, Conservancy of Tibetan Art and Culture and Free at Last.
- www.tibetanculture.org was named a USA Today "Hot Site" of the Day. -
Web Production Coordinator
American Society of Association Executives
(Non-Profit Organization Management industry)
March 1999 — July 2000 (1 year 5 months)
- Led second generation re-design and content migration of national trade association Web site.
- Managed all aspects of site updates, organized content and design production schedule. -
Writer
American Society of Association Executives
(Non-Profit Organization Management industry)
August 1997 — March 1999 (1 year 8 months)
- Wrote, edited, designed ASAE's Executive Management membership newsletter target CEOs and senior level managers.
- Wrote monthly "Associations Advance America" column for Association Management magazine.
- Managed all press inquiries and media-related activities. -
Editor in Chief
Broadside, George Mason University's Student Newspaper
(Newspapers industry)
January 1996 — June 1996 (6 months)
- Led George Mason University’s twice-weekly university newspaper with 25 staff members, $150,000 annual budget.
- Led paper to its first ever Associated Collegiate Press honors.
Luke Fretwell’s Education
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George Mason University
BA , International Studies , 1991 — 1996
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George Mason University
BA , Government and Politics
Additional Information
Luke Fretwell’s Websites:
Luke Fretwell’s Groups:
Board of Director, Green Chamber of Commerce
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Green Chamber of Commerce
Luke Fretwell’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- job inquiries
- expertise requests
- business deals
- reference requests
- getting back in touch
