About Rick Feldkamp

  • Summary
  • Navigators
  • CUNA Mutual
  • NAVL
  • Education
  • Skills
  • Strengths

Rick Feldkamp
Madison, WI

Background Summary

Web Manager with over 12 years experience in web strategy, site design and taxonomy, web and e-mail marketing, and online self-service strategies. Champion of Web 2.0 and W3C standards.  Strong background in corporate communications and publications. Expertise in establishing or clarifying business objectives to be achieved through the Internet, identifying and acting on the best opportunities for capitalizing on web technologies, and increasing the organization’s overall web capabilities. Experience in training and instructional design.  Strengths include innovation, strategic thinking, execution, and continuous learning.

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CUNA Mutual Group 1989-2007

CUNA Mutual Group is the leading provider of financial services to credit unions and their members worldwide.

5910 Mineral Point Road
Madison, WI 53705-4456
Phone: 800-356-2644


Click on each of the bars below for descriptions of positions held and accomplishments.

Web Manager/Webmaster 2003-2007

Responsible for ensuring the efficiency and effectiveness of all CUNA Mutual sites. Advised marketing leaders regarding effective use of the web channel, advised business leaders throughout the organization, managed three to five direct-reports including Business Analysts and User Experience Designers, determined work priorities for five IT developers, set standards followed by more than 100 IT developers, and trained and supported over 200 web authors and a half dozen e-mail marketers.

  • Introduced and integrated Usability Testing as a discipline in our web development process, significantly enhancing customer satisfaction metrics on specific applications by more than 2% as measured by Foresee Results; staffed our department with three User Experience Designers.
  • Introduced and championed Web 2.0 capabilities to our marketing leaders resulting in the creation of company’s first blogs and pod casts.
  • Led the organization in consolidating 45 disjointed, inconsistent websites into just two B2B sites, two B2C sites, and one B2E site resulting in significantly increased usability.
  • Drove Marketing to establish procedures for conducting responsible, effective e-mail marketing; guided the creation of a critical e-mail newsletter targeting executives of key customers.
  • Co-led a cross-functional Web Leadership Team which completely reorganized our primary B2B site of 4,000 pages into a more user-friendly taxonomy resulting in a 4% gain in customer satisfaction as measured by Foresee Results. Subsequent site usage increased 15% annually.
  • Coached and trained multiple Web Channel Managers resulting in increased professional capabilities within the organization.
  • Created training materials and courses for our content management and e-mail campaign systems, enabling hundreds of web authors and a dozen e-mail marketers to work effectively; trained trainers to deliver this training.
  • Researched search alternatives; managed the installation of a Google search appliance; introduced Google analytics to the organization and trained users of this new tool.
Web Manager, Members Financial Network 1995-2003

Responsible for developing and maintaining a web site for credit union members featuring financial tools and products. Directed the work of an internal IT development team of seven, multiple employees of an external consulting firm, and two direct reports who performed marketing and Business Analyst functions.

  • Invented and developed our company’s first database-driven, content-managed website, customized to take on the appearance and branding of B2B customer sites resulting in adoption by more than 1200 credit unions. (http://members.cunamutual.com/)
  • Pioneered an organizational environment in which IT Developers and business owners were co-located, facilitating rapid development and deployment web sites; built and deployed the Members Financial Network site in 4 months.
  • Designed a content management system for employees, empowering marketers and authors to publish their own product information and marketing content.
  • Designed an online site management tool, enabling B2B customers to control the appearance, taxonomy, branding, and content of the site as it will appear to their customers.  The Members Financial Network site can be made to appear as if it were part of the customer’s site.
Reengineer 1993-1994

Responsible for analyzing business processes and reorganizing them for greater efficiency. Invented a method of defining jobs in which employees participated in choosing components to create their job. Reorganized the order fulfillment process resulting in staff reduction from 150 to 112 positions

Publications Manager 1989-2003

Responsible for advising senior management on communications issues, supporting the development of marketing materials, and managing communications with a field force of 1400 representatives, primarily through a monthly magazine.

  • Introduced desktop publishing to the company resulting in publications of increased quality and quantity while reducing the overall cost.
  • Advised senior executives on communications issues and served as a ghost writer to ensure consistent quality of communications.
  • Produced collateral materials promoting our permanent affiliation with CUNA Mutual Group to our policy-owners, employees, and field representatives resulting in overwhelming approval of the affiliation by our policy-owners.
  • Coached and acquired training for the staff in our Graphic Arts Department, increasing our internal capabilities and decreasing the cost of external vendors.
North American Van Lines 1981-1989

Established in 1933, North American Van Lines is a world leader in relocation.

P.O. Box 988
Fort Wayne, IN 46801-0988
Phone: 800-348-2111


Click on each of the bars below for descriptions of positions held and accomplishments.

Media Department Manager 1986-1989

Responsible for an in-house department which created videos, slide shows, training materials, and various print collateral in support of our training and marketing departments.  Managed a small staff of graphic artists, photographers, writers, videographers and editors.

  • Developed our video capabilities by hiring and training video professionals, transforming our department to a professional production house that earned revenue by selling services outside the company.
  • Created, wrote, directed, and produced over 150 video programs for training and communications purposes.
Supervised and facilitated the design of executive slide presentations used by senior executives at Board of Directors meetings with PepsiCo and Norfolk Southern Railroad (our parent companies).
Instructor/Instructional Design Technologist
Responsible first for vehicular driver training, then classroom training, and later for developing training courses and materials. Created a multitude of training materials for multiple courses, notably, and entire curriculum and set of training materials for our Cargo Handling program for drivers in our Household Goods Division.


B.A. Psychology, University of Iowa

Professional Development

Recent professional development focused on web usability, e-mail marketing, and Web 2.0:

UW Electronic Business Consortium                           
(Numerous Marketing Summits, 2004-2007)
UW Milwaukee, Center for Technology Innovation                        
(eMarketing 2.0 Workshop, 2006)
Nielsen Norman Group                                                                                            (Usability Week, 2005)
Human Factors International                                                     
(Putting Research Into Practice, 2004)

Technical Skills

Extremely competent with Dreamweaver, Adobe Photoshop, Adobe Illustrator, Lyris, Quark Xpress, and the Microsoft Office suite. Experienced with HTML, XML, XSL and have produced RSS feeds and pod casts. Some experience with JavaScript and Flash. Use Google Analytics and am working towards certification as a Google Ad Specialist. Directed developers who worked in a Microsoft development environment, affording me some familiarity with .Net, ISS, and SQL.


Excellent writing and oral communications skills.  Comfortable addressing large groups or small, including executive level.  Excellent teaching/training skills.

The “Signature Themes” report below displays my most dominant strengths, as indicated by my responses to Clifton StrengthsFinder, The Gallup Organization's Web-based talent assessment tool. (https://www.strengthsfinder.com)

  • Strategic: People strong in the Strategic theme create alternative ways to proceed.  Faced with any given scenario, they can quickly spot the relevant patterns and issues.
  • Communication: People strong in the Communication theme generally find it easy to put their thoughts into words.  They are good conversationalists and presenters.
  • Activator: People strong in the Activator theme can make things happen by turning thoughts into action.  They are often impatient.
  • Ideation: People strong in the Ideation theme are fascinated by ideas.  They are able to find connections between seemingly disparate phenomena.
  • Competition: People strong in the Competition theme strive to win first place and revel in contests.