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Jennifer Tofanelli

Content, Social + Digital Marketing


Former newspaper journalist with Fortune 100 marketing communication experience in the manufacturing, retail, fashion and sustainability sectors. Passionate about people, words, art, our world, dogs and donuts, not necessarily in that order. 

-writing, copywriting, editing, blogging

-social media strategy + campaign management

-digital media marketing (paid, earned, owned)

-brand/reputation management

-managing budgets, staff, public relations, events

-investor relations, annual reporting  and financial writing

-portal, web content management & internet marketing

-digital analysis & benchmark research

Work History


Digital Communication Advisor


Write, edit, digital + social media marketing strategy and management, as well as account oversight and business strategy. Clients include Sustainable Marketing, CTEK, Hang Gliders Federation of Australia, QUT.


Communications Advisor


Marketing communications advisor to the North American fuels division. Responsible for digital strategy and communication efforts to win new business, provide best in class service to customers and partners and deliver on value prop to global stakeholders. Worked with team to build and manage marketing editorial calendar across channels.

Jul 2010Present

Brand/Social Media Manager

Sears Holding Corporation

Social and digital marketing director for the retail apparel business unit at Sears, including the Kardashian Kollection. Launched new website, grew team, managed content, worked as editor of blog and managed full suit of social media channels. The result was an overall increase in margin and more than 12 straight quarters of comparative sales increases for the entire apparel business. 


Media Marketing Manager


Media Marketing Consultant; manages the development and delivery of marketing materials, product training, technical information and end-user website in order to support and promote product sales on a global scale. Managed small staff of creatives, annual marketing budget and external communication vehicles. Participate in new product introduction research, market analysis and competitive analysis.  Also includes the coordination of public relations message with trade press, industry pubs and communication campaigns at major industry shows and facilities worldwide. Serve as communication specialist for sustainability initiatives.


Content Strategist/Social Media Editor


Content Strategist, Corporate Public Affairs: worked as corporate editor for the enterprise portal and New Media specialist; manage social media (blog and brand monitoring) project. Co-authored corporate policy letter for social media and launched first internal blog. 


Financial Writer

Caterpillar Investment Management Ltd.
Financial Writer, Marketing group of CIML; worked as a writer/editor and public relations representative for the marketing department of the investment management subsidiary of Caterpillar Inc. Responsibilities included project management of internal and external communication initiatives; branding strategies for sales and marketing efforts, press releases, investor education materials, quarterly newsletters, financial releases and annual reporting. Also managed client relationships with subadvisors and portfolio management teams as well as outside public relations agency.

Special Programs Coordinator

Easter Seals

Responsibilities included development and marketing initiatives utilizing MS Office, Publisher, Quark Express, Wordpress, database management and consumer communications. Other project management duties included procuring media sponsorship contracts, creating public relation pieces, branded marketing print materials, special event coordination and donor stewardship programs. Professional organizations: National Communication Association, Association of Women in Communication.


Metro News Reporter

The Pantagraph

Newsroom reporter; main responsibilities included researching and reporting on metro news, writing special investigation reports and public relation pieces, business spotlights and features, maintaining a network of key business economic and political contacts.

Freelance writer and editor for Business-to-Business magazine and editorial contributor of The Pantagraph’s Community News. Write, edit and project manage lifestyle, business and editorial content for print and online edition of local news magazine.


Jennifer Tofanelli was born and raised in midwestern America. She worked nearly 15 years in corporate and nonprofit marketing and communications before embarking on a journey to the other side of the globe in search of a slower, richer lifestyle. Now, residing in Brisbane, Australia, this Chicago native is working to find her niche in small business consulting and digital marketing management. She is specifically interested in working with brands and businesses in sectors that emphasize ethics and sustainability over corporate stakeholder return, even though both are important. Enjoying Australia for all it offers and teaches, Jennifer takes one day at a time and promises to do the same with clients.  She offers advice and consultation to businesses, organizations and individuals on how to craft communications per audience and intention, and also how to use digital + social media to build relationships that deliver real value. You can contact her direct to discuss digital marketing opportunities at [email protected] or feel free to connect on Linkedin at

Word of Mouth Marketing

Letters of recommendation from trustworthy people, places and things.

"Jennifer is hard-working, innovative and detail-oriented. She has a 'can do' attitude and approaches challenges nimbly and directly. Her positive attitude and charismatic personality lay the foundation for positive relationships and great team work. She eagerly assisted and provided input when asked for and was pro-active in sharing her projects and soliciting input as well."

Sejal Patel, Virgin America

"Jennifer gets social, period. Sears can be a challenging environment to navigate at times, and she jumped right in and was truly a business partner. She's the kind of person who can look at a problem, get around the politics and find a solution that everyone is happy with."

Scott MurphyIntegrated Marketing Professional with Agency and Startup Experience

“I had the pleasure of working with Jennifer during the redesign of a large dealer facing Caterpillar Remanufacturing web site. Jennifer displayed a unique ability to understand and manage deliverables so that the scope of the project remained constant throughout the duration of the project. She also exhibited impressive facilitation skills continuing to guide a large and complex team in the right direction. Lastly, I truly enjoyed working with Jennifer not only because of her professionalism but also for her personality. I would welcome the opportunity to work with her again and would recommend her as a great addition to any team.” 

Chris Carroll , 6Sigma Black Belt , Caterpillar Inc.

“As Corporate Communications Manager at Caterpillar, I had the privilege of working closely with Jennifer as she led our initiative to incorporate social media as a key communication tool. Her creativity, professionalism and initiative were all valuable assets as she engaged all levels of the organization in her efforts.” 

Tom Doolittle , Manager, Corporate Communications , Caterpillar

“Jennifer was a co-worker of mine at Caterpillar Investment Management Ltd.for over two years, during which time we worked together on the development of a wide variety of marketing and public relations communications pieces intended for clients, business partners and employees. Jennifer is an outstanding communicator, equally comfortable communicating orally or with the written word, and is particularly skilled at distilling complex concepts into concise and clear explanations suitable for a lay audience. As a marketer, her impressive creative drive is counterbalanced by a healthy sense of pragmatism, and she offers a comprehensive understanding of emerging developments in her field, including technology-driven marketing strategies and techniques.” 

Matthew Patterson , Securities Counsel & Chief Compliance Officer , Caterpillar Investment Mgt Ltd.

“Personally, I have found Jennifer to be a talented and creative writer. I am continually impressed by her enthusiasm, her grasp on social media and her ability to think outside of the box while aligning with strategic direction.” 

Amanda Schmoldt , Communications Representative , Caterpillar Inc.

Work Examples



Communication Bachelor of Arts

Illinois State University

Dual major in Mass Communication and Women's Studies. Member of the National Communication Association, Public Relations Student Society of America, Lambda Pi Eta, National Honors Society