ABOUT ME
An audience-obsessed strategist with 9 years experience working on some of the biggest brands with a range of top-tier agencies. I aim to combine content, creativity, and paid strategy all with a performance focus.
Living and breathing culture everyday, I lead complex strategic thinking and digital marketing initiatives for culture-driving brands. My brand roster is versatile to say the least, but I have a knack for diving deep into brands, always becoming a true loyalist once I’m through. Over time I've built a well-rounded digital strategy skillset with a foundation in social media and thrive when I drive positive connections and community engagement for my brands and team!
EXPERIENCE
Ogilvy, New York
Associate Director, Social Strategy, 12/20 – Present (1 year)
Senior Social Strategist, 09/17 – 11/20 (~3 years)
Responsibilities
• Increased cultural and brand exposure for one of the biggest tech giants in the world through an engaging social media presence
• Partnered with other agencies around the world on various global campaigns as a point of contact on social insights, best practices, posting cadence, copywriting, tone of voice, and brand strategy
• Created global influencer programs and strategies, while also managing negotiations and contractual expectations, content plans, and briefing guidelines for social influencers and influencer agencies directly
• Planned/executed content strategies for live event campaigns on-the-ground around the world
• Lead the user-generated content strategy and management for big brands
Accomplishments
• Walgreens – Director of Walgreens’ social media/community management with a goal to be a major player on Twitter, our top tweet was the talk of the Internet that day when Messi was spotted in one of our stores. In under 24 hours, we had 13M Impressions and over 7k retweets
• Colgate – Lead strategist on Colgate’s new Gen Z oral care line, CO. by Colgate, creating a first-of-its-kind Gen Z-centric agile approach to community management, influencers as creators, brand expression on social media, and a cyclical approach to building a collective user journey
• CeraVe – Lead consult on CeraVe’s larger social strategy before and during its immense popularity on TikTok pinpointing cultural trends from #SkinTok and derm influencers for activation
• Lacoste - Spearheaded a first-of-its-kind creative paired with data sales strategy for Lacoste’s Black Friday and Cyber Monday campaigns that led to over $1.5M in revenue, their most earnings on that holiday weekend ever
• TaskRabbit - Drove social storytelling and influencer strategy for TaskRabbit’s successful “Task and You Shall Receive” campaign which was a 2020 Effie Worldwide finalist that saw 38% YoY increase in jobs booked and 56% YoY increase in new user sign-ups
• Perrier - Identified the Met Gala through audience and social listening research as an opportunity for Perrier to own a cultural moment, defining Perrier’s role to increase brand relevance and drive engagement leading to 53%+ benchmark engagement
• Merck/MSD – Drove Merck to take a purposeful stand during one of the most cultural moments of the year, Pride Month, creating a global social strategy around acceptance of the LGBTQ+ community in healthcare all year long
• Zoetis B2C – Led creative strategy and ideation to sell in a TikTok activation/pilot program for Zoetis’s unbranded presence for their dermatology portfolio targeting dog owners (Itching for Help) meant to educate on how to spot the different signs of allergic itch in dogs
• Zoetis B2B – Created the first-ever social media strategy for Zoetis B2B’s side of the business targeting veterinary healthcare teams, uncovering major audience insights using social scraper tools, analyzing audience research reports, and speaking firsthand to veterinarians
• Merck/MSD – Day to day creative strategy lead for the Merck/MSD enterprise presence on social media, constantly in the process of creating monthly content calendars, creating social media activation strategies, and iterating on the brand’s social media best practices, innovative approaches, and channel strategy
• Aetna – Main social strategist and social media consultant for all of Aetna’s leading lines of businesses including Medicare, Medicaid, Behavioral Health, Commercial, and Brand
Accounts: CeraVe, Walgreens, Colgate, Merck, Merck, Zoetis B2C, Zoetis B2B, Janssen, Aetna
Big Spaceship, New York
Senior Community Strategist, 01/17 – 09/17 (~9 months)
Community Strategist, 04/15 – 01/17 (~2 years)
Responsibilities
• Increased cultural and brand exposure for one of the biggest tech giants in the world through an engaging social media presence
• Partnered with other agencies around the world on various global campaigns as a point of contact on social insights, best practices, posting cadence, copywriting, tone of voice, and brand strategy
• Created global influencer programs and strategies, while also managing negotiations and contractual expectations, content plans, and briefing guidelines for social influencers and influencer agencies directly
• Planned/executed content strategies for live event campaigns on-the-ground around the world
• Lead the user-generated content strategy and management for big brands
Accomplishments
• Samsung
o Created global influencer/brand ambassador strategy for Samsung Mobile (i.e. Logan Paul, Shonduras, Unbox Therapy, iHazCupquake)
o Conducted a Samsung War Room for 14 days at the 2016 Rio Olympics for its #DoWhatYouCant campaign searching for trending topics, giving strategic rationale for on-the-fly content, and planning/executing organic, paid, and influencer content plans driving 390M social engagements
o Grew Samsung Mobile (Global)’s Instagram from 1M to 3M followers by making paid media recommendations, incorporating a UGC plan, applying strategic rationale for daily and campaign content, incorporating influencer partnerships, executing mini campaigns, etc.
• Candy Crush
o Led the social media campaign strategy, community management guidelines, crisis/moderation documentation, and influencer briefing for the Candy Crush Saga live action TV show hosted by Mario Lopez that included following a live bus tour stunt around the country to play games and launch the show campaign
Accounts: Samsung Mobile, Google, King (Candy Crush)
360i, NEW YORK
Social Marketing Manager, 01/14 – 04/15 (1.5 years)
Associate Community Manager, 01/13 – 12/13 (1 year)
• USA Network
o Worked with Research and Insights, Paid Media, and Creative to plan and execute strategies for TV reality series including Preachers of Detroit, Funny Girls, Fix My Choir, Street Art Throwdown, Psych, White Collar, Covert Affairs, etc.
Accounts: Oxygen, Enterprise Holdings, Smirnoff, UGG Australia, USA Network
EDUCATION
B.S. COMMUNICATION (ADVERTISING CONCENTRATION) Liberal Arts Concentration in Spanish
Boston University, College of Communication, Class of 2012