Jimmy Smith

20 Years of Digital Marketing Leadership.
Think Strategically. Act Tactically.

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About Me: Digital Marketer by Day.
Husband, Father, and Writer by Night.

I am the Lead Digital Marketing Analyst for Hilti North America. Hilti is a world-wide leader in concrete drilling, cutting, and anchoring, with a wide range of professional quality power tools and services for the construction industry. I enjoy utilizing my superior strategic and analytical skills to find root causes of problems and implement solutions that delight customers and help business achieve their goals.

In addition to my full time work, I am a busy husband and father. I volunteer in my church and with the Boy Scouts, and I enjoy writing on several websites which I maintain. Mormon Mission Prep is my website where I write about preparing to be a full-time Mormon missionary. And Jimmy’s Insights is my website where I write about things I am passionate about like website usability, religious theology, and other things that are on my mind.

Professional Summary


Years of Digital Marketing Experience


Increase in traffic to Hilti.com in one year


Increase in Leads for Impartner PRM Software


Increase to Seminary Registrations

$2.5 million

Incremental Revenue in one FedEx campaign

Expertise and Results

sharepoint employee intranet

User-Centric Design

User-centric design is a priority in all the digital marketing projects and campaigns I work on. In 2013, I was tasked with completely overhauling the Seminary and Institute intranet, with an audience of 40,000 full and part-time teachers. We conducted extensive usability studies and an iterative design process to make the site as user-friendly as possible.

mormon mission prep

Content Marketing and SEO

In 2009, I started the Mormon Mission Prep website, and it has consistently out-performed its competitors due to my use of top notch content marketing and SEO. I also led the relaunch of the LDS Institute website and in the process doubled search engine referrals.

Performance Measurement

I am currently heading digital analytics at Hilti. By focusing on measurement, analytics, and continuous improvement of the website and other digital campaigns, I increased traffic to the site by 50% in 2016.

fedex ship manager

Product Management

From 2011-2015, I was product manager of LDS Seminary and Institute websites. In my career, I have launched dozens of digital products from news and media websites, to registration and transaction sites like the FedEx Ship Manager site which I led in 2007.


Web Analytics

I have managed the web analytics implementation for large multi-national organizations from which I glean actionable insights to improve site performance. I am presently the digital marketing analyst for construction tool leader, Hilti, and I previously managed web analytics for LDS.org and other global web properties for the LDS Church.

Campaign Management

Early in my career I managed complex, multi-channel marketing campaigns for FedEx. Since then I have managed digital marketing campaigns for both large multi-nation corporations and small software companies.

Conversion Optimization

I have dramatically improved the conversion rates of Hilti marketing campaigns, emails, and landing pages by implementing usability best practices including researching and reacting to customer feedback, developing clear value propositions, and displaying strong calls to action.

seminary portfolio

Information Architecture

I improved usability and SEO on the LDS Seminary website by applying information architecture, the organization of content on websites, best practices.

joseph smith quotes

Web Usability

Regardless of how great your site is, if visitors can’t use it, it’s not going to succeed. I am a certified usability expert, and I apply that knowledge on all my projects, including my most recent one–Joseph Smith Quotes.

social media

References: What my co-workers say about me and my work

I have worked closely with Jimmy for the past several years on a variety of digital marketing projects at The Church of Jesus Christ of Latter-day Saints. In addition to initially developing the Web Analytics practice within the Church, he has exceled as a subject matter expert in both Search Engine Optimization (SEO) and social media marketing.

Greg McMurdieDigital Marketing ManagerFamilySearch.org

Jimmy and I have worked together over the past seven years in various capacities related to marketing, messaging, strategy, website creation, website promotion, and the various responsibilities within product management.  He has proven himself to be a thought leader, strategically minded, and highly effective.

Patti RokusSr. Product ManagerPerpetual Education Fund

For the past two years it has been my privilege to work closely with Jimmy Smith. I can honestly say that he is one of the most dedicated and reliable individuals I have ever worked with. Not only is Jimmy good at what he does, but he continually strives for excellence, in order to bless the organization as a whole.

I believe that Jimmy will be a tremendous asset to your organization. His talents will help you increase your image in the community and world and he will be able to do great things to promote a positive image. He has the business acumen and technical skill to manage your statistical, analytical, website, and social media needs.

Richard StuartRecruiting ManagerSeminaries and Institutes of Religion

Contact Me: If you like my work, let’s get in touch!

Follow Me on My Other Websites or Social Media

Mormon Mission Prep - Practical Tips for Spiritual and Physical Preparation
Jimmy’s LinkedIn Profile
Jimmy’s SlideShare Account - Lots of great presentations I have made are there.