Jacob's Profile + Resume

Jacob McAdam

Jacob McAdam

My name is Jacob McAdam. I'm a visual designer, website developer, and artist living in the San Francisco Bay Area.

Design became my career path when I realized design is a means of understanding the world around me. I consider the creative process to be much like the scientific method: a recursive state of questioning and refinement through iterations over time. I consider my best work to be whatever project is next.

I'd like to invite you to reach out should you need help with a project or want to expand your professional network.

Jacob graduated from San Francisco State University with a Bachelor of Science in Visual Communication Design.

Career Outlook

I'm very interested in opportunities that allow me to work with brand identity, brand design systems, and designing for consumer experience. I'm also interested in motion graphics and animation. Working collaboratively with a team of designers is something I would find very valuable!

Areas of Expertise


Graphic Design, Print Design, Brand Design, Information Design, Design Research, Web Design, User-Interface Design (UI), User-Experience Design (UX)


Front-End Development, Responsive Design, WordPress Theme Development, Search Engine Optimization (SEO)


Collateral Marketing Design, Social Media Marketing, Email Marketing, Search Engine Marketing (SEM)


Creative Direction, People Management, Project Management, Business Operations

Skills & Proficiencies

Here are the most prominent hard-skills in my tool belt.

Creative Software

Sketch App
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe XD
Adobe Acrobat

Markup & Programming Languages

jQuery Mobile

Developer Tools & Resources


Frameworks, Content Management & Open Source Libraries

Advanced Custom Fields
Font Awesome

Marketing & SEO Tools

Google Search Console
Google Analytics
Google Tag Manager


I've had over 10 years experience working in the digital media industry. Below is detailed history of who I've worked for and how I've evolved within each opportunity including some of the clients I've helped, projects I completed, and the positions I've held.

Inkling Systems, Inc.

Inkling builds eLearning software that empowers employees. Inkling is a mobile-first solution that puts actionable information into the hands of the frontline, when they need it, on any device.

2018 – Current

San Francisco, California

Computer Software, eLearning


Front-End Designer
November 2018 – Current  ·  Full-Time

Core Responsibilities

  • Interview clients to identify pain-points to determine what problems will need to be alleviated through well designed content.
  • Create an Inkdoc template utilizing components of the clients’ brand elements and apply it to the Inkling platform.
  • Collaborate with content strategists on our team to determine the best organization and treatment of the client’s intellectual property through digital document design (responsive web design) principles.
  • Design for AX (Authoring-Experience) using web design principles and techniques. This includes modifying the Inkling platform with HTML, CSS, SASS, XML, and other proprietary software to ensure the authoring environment produces only client-branded content in the WYSIWYG interface.
  • Research and develop an industry standard of best practices for digital document design and content architecture.

Special Projects

  • Led a team of 2 to complete a cross-functional OKR. Our objective was to develop a procedural overview for collecting client feedback and elevating it to the Product management team. The initiative included multiple user interviews, iterative documentation drafting, and a final book detailing best practices.
  • Design and create technical writing (internal website) for Inkling’s proprietary software in the form of iterative documentation.
  • Collaborate with the Operations team to create employee SWAG to boost morale and company culture. This included campaign branding for a hackathon, and stickers to promote our social clubs.


  • “Stretch Award” Employee Recognition,
    Inkling 10-Year Anniversary  ·  Fall 2019


Little Caesars
Horace Mann
Benefit Cosmetics San Francisco
Restaurant Brands International
Constellation Brands
Stanford University
Project Lead The Way

OptiRev, LLC

OptiRev is a team of digital marketing and website specialists who optimize revenue sources and channels for businesses in the hospitality industry.

2015 – 2018

San Francisco Bay Area

Hospitality Marketing & Websites


Lead Designer & Director of Website Development
June – November 2018  ·  Full-Time

  • Directed and produced design projects for our clients including website designs, logo designs, brand elements, and other touchpoints including collateral marketing.

Company Strategist
August 2016 – June 2018  ·  Part-Time

  • Developed and rolled-out new professional services for our clients. Each level of services offered a different benefit to our clients for securing their website, improving accessibility and user experience, or resolving SEO-related issues.
  • Supported the Executive Team in a business acquisition of Destination Intelligence Software Solutions. My involvement included analyzing the proprietary software acquired, identifying weak points in company processes, and enhancing the company's product positioning and brand design.

Web Team Manager
January – August 2016  ·  Full-Time

  • Led a web team of 3 developers. Reviewed employee tasks and hours regularly to ensure a fairly distributed workload. Sustained a project management role for all website implementations—while jumping in to fill additional roles such as front-end designer, content developer, web developer, or tester.
  • Sustained positive relationships with clients through monthly and quarterly business reviews. Website analytic reports were produced to show trends and identify weak points from key metrics.

Web Developer
June – December 2015  ·  Contractor

  • Created websites from static mockups. Developed WordPress themes using PHP, HTML, CSS, JavaScript, jQuery, Bootstrap and other open-source software. Tested websites to make sure they worked error-free and on all modern devices.
  • Routine optimization of website content was performed using tools such as Google Analytics, Google Search Console, PageSpeed Insights, or Bing Webmaster Tools to increase user sessions and conversions.
  • Designed and developed mobile-friendly email marketing campaigns, using HTML and CSS, in MailChimp.


Sonoma County Winegrape Commission
Benbow Historic Inn
Stay In The Bay
Hotel Petaluma
Park Avenue Catering
Ctwo Hotels
Boardwalk Fries Burgers Shakes
Comfort Inn and Suites

Soiland, Co.

Founded by Marv Soiland in 1962, Soiland Company is a second-generation family business based in Sonoma County. Soiland manufactures and sells aggregate rock, soil, compost, and mulch products.

2015 – Current

Cotati, California

Building Materials


Visual Designer & Website Specialist
March 2018 – Current  ·  Contractor

  • Designed, developed, and deployed a series of WordPress websites for all sister companies. Each website was interconnected with a parent-child theme system and individually branded.
  • Routinely update website software and plugins, audit SEO errors, and back-up databases for all websites.

Graphic Artist
March 2015 – March 2018  ·  Contractor

  • Enhanced the consistency of company branding and marketing assets by improving designs for business cards & email signatures.

Design Working Group

The Design Working Group is small and selective class of students working intensively and collaboratively as a design studio that designs materials in print and digital formats for the SF State University community.

January – May 2018

San Francisco, California

Graphic Design


Graphic Designer
January – May 2018  ·  Internship

  • Worked on projects involving poster design, signage design, and editorial design. Participated in group critiques and collaborative design processes.
  • Corresponded with clients and helped facilitate project management to meet milestones and deadlines.

PBHS, Inc.

PBHS is the ADA Member Endorsed website design and marketing services provider for dental, dental specialty, and medical communities.

2011 – 2015

Santa Rosa, California

Internet, Dental and Medical


SEO Web Developer
January 2012 – June 2015  ·  Part-Time

Core Responsibilities:

  • Created interactive landing pages using Photoshop mock-ups/assets for Google AdWords campaigns using Bootstrap, HTML, CSS, and jQuery.
  • Provided routine website maintenance to hundreds of clients simultaneously. Updates included changes to website content (HTML), styles (CSS), behavior (jQuery), editing images, modifying flash media, adding or improving responsive design capabilities—on both legacy HTML and responsive WordPress websites.

Special Projects:

  • Facilitated the SEO department’s marketing committee to create content for monthly campaign reports. Contributions to the project involved marketing campaign planning and copy writing.

Product Support & Trainer
September 2011 – December 2012  ·  Full-Time

Core Responsibilities:

  • Provided technical customer support and training for clients using WordPress websites and iPad software applications.

Special Projects:

  • Created and launched a documentation website for the company’s iPad application. Included a website built with HTML and CSS, original copy writing, and visual aids.


Artstart is an award-winning non-profit educational arts organization serving all of Sonoma County. Artstart provides inspiration to young artists and creates a sense of pride in our community.

2007 – 2013

Santa Rosa, California

Non-Profit, Youth Arts Program


Graphic Designer/Web Developer
September 2011 – 2013  ·  Contractor

  • Designed a set of business cards with updated branding elements.
  • Designed a brochure to target prospective clients.
  • Designed and developed unique landing pages for annual auction events. Included a jQuery photo gallery and option to buy tickets online via PayPal.
  • Improved website accessibility, load time, and performance by replacing outdated flash media with HTML and CSS.

Apprentice Artist
Summer 2007, 2008, 2009  ·  Part-Time

  • Assisted with the design process for various murals, signage, and art pieces.
  • Participated in the coloring, painting, and installation process of various art projects.

BYU-I Comm Student Media

BYU-I Comm Student Media is a BYU-Idaho practicuum course for students in the journalism, content-creation, and internet industries. Students work together in a corporate-like organization to serve real clients in the greater Madison County region.

April – July 2010

Rexburg, Idaho

Journalism, Marketing, and Media


Junior Graphic Designer
January – May 2010  ·  Internship

  • Designed dozens of newsprint advertisements for the student newspaper "The Scroll".
  • Designed client documents and advertising such as booklets and brochures.
  • Collaborated in creative processes to generate ideas for marketing campaigns and design assets.


I've studied at 3 college campuses and recieved my B.S. of Graphic Design in 2018. I continue to grow my knowledge through online courses, career-building events, and on the job training.

San Francisco State University

SF State's pioneering commitment to community and civic engagement is prevalent throughout the curriculum. The University has been named by Princeton Review one of 81 "Colleges with a Conscience," and is classified as one of the Carnegie Foundation's "Community Engagement" institutions.

2016– 2018

San Francisco, California

Visual Communication Design


Bachelor of Science: Visual Communication Design
Spring 2018

  • Graduated with Honors, Spring 2018
  • Senior Honor Roll, College of Liberal & Creative Arts, Fall 2017
  • 1st Place, Best in Class: GreenThumbs App, DES 324 Oral Competition, Fall 2017
  • 1st Place, Best Hack to Reduce Online Harassment Award, SF Hacks (Major League Hackathon), March 2017
  • 1st Place, Best Beginner Award, SF Hacks (Major League Hackathon) March 2017


Student Organizations & Events

  • Co-Founder & Treasurer of Occult Club at SFSU, Spring 2017–2018
  • Member of INCubed, Spring & Fall 2017
  • Member of AIGA, Spring 2017
  • Participant, Undergraduate Research, Scholarship, and Creative Activities Showcase, Spring 2018
  • Participant, SF Hacks, Spring 2017

Santa Rosa Junior College

SRJC is dedicated to the democratic ideal of making higher education accessible to all, and this college community works to ensure a positive and inclusive experience for students and staff alike.

2012– 2015

Santa Rosa, California

Computer Science, Art


Computer Science Certification: Web Graphic Designer
May 2013

  • Principles of Screen Design
  • Advanced Web Graphics
  • Computer Studies Internship
  • Web Design CSS/Graphics

Computer Science Certification: HTML Web Content Developer
December 2012

  • Cascading Style Sheets
  • HTML and CSS 1 & 2
  • HTML5 Interactive Websites
  • Flash Web Animation

Brigham Young University of Idaho

BYU-Idaho seeks to create a wholesome learning environment in which students can strengthen their commitment to receive a quality education that prepares them for leadership in the home, the community, and the workplace.

2009– 2010

Rexburg, Idaho

Graphic Design, Advertising