Senior Manager, Connections & Influencer Marketing

• Dec 2022 - Present

Manager, Connections and Consumer Engagement

• Jan 2022 - Nov 2022

Brands Supported: Lunarly, Greendigs, Instead, Knock! Knock!, AeroGarden• Responsible for building an activation strategy that determines what channels will play a role in achieving the business objective, what media vehicles will be applied in the channels (paid, earned, partner, owned), the content strategy supporting the channel plan, engagement tactics that deliver on the content & channel strategy, and articulating the consumer journey experience across those channels• Partner with media team to align on data-informed consumer connections opportunities based on media consumption and behavior information, determine the role of paid media within the activation plan, and how dollars will apply to channel & engagement plans• Collaborate with creative team to ensure campaign and channel representation of themaster creative idea is accurate • Work with analytics team to align on KPIs, measurability and benchmarking of plans on short and long horizons • Maintains a dual player/coach mindset in bringing activation plan to life; remains the executional lead on key work streams in the activation plan while managing direct reports to fulfill delivery of the balance of the activation plan and maintains strategic integrity of connections between touch points as defined by the activation plan • Deeply involved and keenly aware of executional status and results produced across channels represented in the activation plan, which could include paid media, social media, influencer campaigns, website, app, email, SMS, affiliate marketing, retailer marketing, PR, partnerships • Leads relationships with external agencies; identify, brief and scope executional partners based on best match of capabilities, cultural fit, cost • Provides insightful analysis of interim campaign reports to drive meaningful action and optimization of activation plan • Responsible for managing internal budgets up to $1M and partner in planning up to $30M of media

Manager, Social Media and Content

• Jul 2019 - Jan 2022

Brands Supported: Lunarly, Greendigs, Instead, Knock! Knock!, BarkYard• Partnered with world-class digital agencies to execute social-led integrated marketing campaigns via paid brand media, publisher activations, influencer campaigns and platform partnerships • Built relationships with our brand team clients to understand their business challenges and opportunities to inform the development of our integrated marketing plans -- apply those learnings to develop social media channel and content plans that deliver on business goals• Oversaw all aspects of community management including content publishing, community engagement, crisis management, social listening and partnering with consumer service teams when needed.• Developed and maintained enterprise-wise social media POVs on topics such as Social Community Moderation, Escalation Processes, Media Pause processes Organic Social Measurement and more• Actively developed the careers of direct reports within a learning environment that encourages them to become subject matter experts and future leaders; team size flexed seasonally between two and six direct reports• Worked effectively across the organization to connect dots across channels, ensuring a seamless and valuable experience for consumers engaging with our content

Analyst, Social Media

• Dec 2017 - Jul 2019

Brands Supported: Miracle-Gro, Scotts Lawn, Bonnie Plants, Ortho, Tomcat, Lunarly, Knock! Knock!, BarkYard, ProVista• Briefed, developed, and implemented content calendars for 7 Brands based on business goals and campaign objectives using ScottsMiracle-Gro’s library of internal content, or through coordinating with external resources as needed• Oversaw all aspects of day-to-day community engagement for 7 Brands across, including but not limited to; Influencer Activation, Community Management, Social Publishing. • Used Social Channels and Influencers to support PR, sponsorship and traditional media efforts• Advocated for social media and content marketing best practices across the organization drawing on industry standards, best practice case studies and ScottsMiracle-Gro’s historical marketing activities• Provided consultation on Organic Social Media, Community Engagement, Content Generation, Influencer Marketing, Paid Media Strategy and Content Strategy support to our internal teams as necessary• Actively researched newsworthy topics/events, influencers and social media trends to improve content and share learnings with Marketing Teams and stakeholders• Responsible for Social and Community reporting, in addition to monitoring key performance metrics to understand trends and derive insights to inform future content or engagement efforts

Coordinator, Social Media and Marketing

• Jan 2017 - Dec 2017

Brands Supported: Miracle-Gro, Scotts Lawn, Bonnie Plants, Ortho, Tomcat, Roundup• Responsible for the daily social media communications and ad-hock content of 5 ScottsMiracle-Gro Brands; Miracle-Gro, Bonnie Plants, Scotts Lawn Care, Ortho, and Tomcat.• Individually implemented and executed multiple editorial calendars to plan relevant and timely social media content. Responsible for scheduling and posting all social content, and reporting on Organic Social Content• Experience managing influencer content initiatives to ensure campaign guidelines and goals are met.• Leveraged Sprinklr social media management, social listening and analytic tools to monitor social communities.• Experience working with outside agencies to develop social content in-line with the voice, tone, and style of three distinct brands.

HCT Team Member

• Mar 2016 - Jan 2017

Summary:• Assisted in preliminary planning for the 2016 Neighborhood Tour.• Trained in expo, cash register, and front-of-house positions the Hot Chicken Takeover restaurant and food truck.• Exemplify the company values of teamwork, hustle, ownership, growth and solutions. Summary:• Assisted in preliminary planning for the 2016 Neighborhood Tour.• Trained in expo, cash register, and front-of-house positions the Hot Chicken Takeover restaurant and food truck.• Exemplify the company values of teamwork, hustle, ownership, growth and solutions.

Business Development Intern

• Jul 2016 - Dec 2016

In my collective six months at Ologie, I had the opportunity to work in and support several areas of the company. Business Development:• Created and maintained a large, comprehensive internal client database that is integral to the business development team’s day-to-day.• Developed a bank of template documents to complement the database.• Researched prospective and incoming clients to aid business development, account services, and project managers.• Supported the business development team in RFP research, record gathering, and other proposal-related documents; additionally, I supported the team in writing additional content, as-needed, for proposals and pitches.

Marketing Intern

• Jul 2016 - Dec 2016

In my collective six months at Ologie, I had the opportunity to work in and support several areas of the company. Marketing:• Assisted in management and maintenance of content, events, and more on Ologie’s website through Wordpress.• Supported marketing in its new, innovative Instagram project by researching and aggregating photos, crafting content, and researching community partners.• Managed and developed several internal databases including but not limited to: a directory of over 10,000 marketing contacts, educational conferences and thought leadership opportunities, information on national reporters for PR purposes, and social media influencers relevant to audience and social strategy.• Maintained internal inventory database for Ologie marketing materials, internal magazines and case studies and responsible for researching strategic mailing recipients for the circulation of three higher education case studies.• Created and maintained a classification system for Ologie’s internal library of admissions and reference materials.Student Union, an Ologie sub-brand:• Wrote content with consistence voice, tone and style for the sub-brand launch on social media channels and for the Student Union webpage.• Supported the development of Student Union through comprehensive research and collection of industry whitepapers and opportunities for thought leadership in relation to Generation Z.• Facilitated internal training for Student Union by creating documents, writing content, compiling research and strategic databases.• Responsible for the back-end of the Student Union POS process, including but not limited to: approving sales of products, establishing communication with costumers upon purchase, and coordinating webinars between customers and Ologists.

Assistant Manager

• Apr 2016 - Jun 2016

• Assisted with creation and launch of a new Berkshire Hills website.• Created a new business Facebook page for Berkshire Hills and was responsible for posting on Facebook.• Captured and edited photos Berkshire Hills Facebook and website.• Responsible for facilitating training for new employees. • Trusted to train employees on the register and computer systems.• Responsible for tracking and restocking product inventory. • Experience creating employee schedules and tracking employee availability.

Communications Intern

• Feb 2016 - May 2016

• Established social media posting guidelines, refined the Columbus Historical Society's online voice and set a regular posting schedule for Facebook, Instagram and Twitter.• Over a two-month period, developed follower growth on Twitter by 4%, on Instagram by 79% and increased Likes on Facebook by 23%.• Formatted, edited, and compiled information for the monthly Historical Society newletter via Mail Chimp.• Responsible to work remotely and maintain weekly communication with supervisors about deadlines and expectations.• Trusted to engage with users on social media and post in a voice consistent with all Historical Society communications.• Assisted in educating and training five new communications interns in the position and systems.

Account Associate

• Jan 2016 - May 2016

Client experience: Ride for World Health, DesignLi, WELD• Maintained weekly communication with Account Executives to discuss projects and deadlines.• Crafted social media content to meet the needs of three local, professional clients.• Maintained an editorial calendar for three unique clients and scheduled social media content via Hootsuite.• Wrote a published blog post for DesignLi, an app-development company for entrepreneurs and start-ups.• Wrote and submitted press releases, news pitches to local media on clients' behalf.• Posted client events on Columbus community calendars.

Resident Advisor

• Aug 2014 - May 2016

Summary:• Trusted to act as a leader, positive role model and mentor to over 60 residents.• Ability to manage unexpected situations with professionalism and care.• Experience communicating complex narratives in a clear, concise, and organized manner.• Possessed active and usable knowledge of University opportunities and resources.• Experienced in setting and adhering to deadlines. • Successfully translated supervisor expectations into tangible outcomes and actions.• Experienced in maintaining strong communication with supervisors and colleagues.• Responsible for fiscal planning of large events.• Trained in conflict management and crisis communication.

Freelance Journalist

• Aug 2015 - Dec 2015

Summary:• Wrote three pieces published online at thelantern.com• Submitted weekly news pitches to supervisor for review.• Responsible for planning, researching and executing freelance news pieces.• Adhered to AP Style and worked alongside Lantern editors to produce quality news content. Summary:• Wrote three pieces published online at thelantern.com• Submitted weekly news pitches to supervisor for review.• Responsible for planning, researching and executing freelance news pieces.• Adhered to AP Style and worked alongside Lantern editors to produce quality news content.

Campaign Coordinator and Ad Operations Intern

• May 2015 - Aug 2015

Summary:• Launched and monitored digital display, mobile and email marketing campaigns.• Responsible for optimizing campaigns to ensure full delivery and maximum profits.• Maintained daily communication and collaboration with remote clients and team members.• Processed and built CPM, CPC and CPA campaigns to meet client needs.• Proficiently used DoubleClick Ad Servers.• Accurately compiled and interpreted analysis reports from ad server reporting. Summary:• Launched and monitored digital display, mobile and email marketing campaigns.• Responsible for optimizing campaigns to ensure full delivery and maximum profits.• Maintained daily communication and collaboration with remote clients and team members.• Processed and built CPM, CPC and CPA campaigns to meet client needs.• Proficiently used DoubleClick Ad Servers.• Accurately compiled and interpreted analysis reports from ad server reporting.

Snack Bar Assistant Manager

• May 2013 - Jul 2014

• Created and facilitated training for new employees. • Trusted to train employees on the register and computer systems • Responsible for tracking and restocking product inventory. • Experience creating employee schedules and tracking employee availability. • Created and facilitated training for new employees. • Trusted to train employees on the register and computer systems • Responsible for tracking and restocking product inventory. • Experience creating employee schedules and tracking employee availability.