Experience

Various Companies

• Book and Periodical Publishing
• 1 - 100 Employee

• Social Media Subject Matter Expert, Keynote Speaker, & Editorial Advisory Board Member

  • Jan 2017 - Present

  Earn top speaker scores for delivering keynote speeches at top marketing conferences such as Digital Summit, Social Shake-Up, Ragan, and Social Media Marketing World. • Speak at social media conferences and on marketing webinars/podcasts to inspire and incite innovation regarding topics including Empathy-Driven Social Media Tactics That Get Results. • Contribute to thought-leader topic roundups, share best practices, and write guest editorial content for industry blogs targeted to… Show more Earn top speaker scores for delivering keynote speeches at top marketing conferences such as Digital Summit, Social Shake-Up, Ragan, and Social Media Marketing World. • Speak at social media conferences and on marketing webinars/podcasts to inspire and incite innovation regarding topics including Empathy-Driven Social Media Tactics That Get Results. • Contribute to thought-leader topic roundups, share best practices, and write guest editorial content for industry blogs targeted to up-and-coming social enthusiasts to drive clicks and readership. • Coach PR Daily Leadership Network members in social media trends, best practices, and new tools. • Consult on editorial and conference programming in collaboration with PR and social media experts. • Guide the creation of digital marketing plans to support community building and growth for NFT and Web3 projects, lead Discord community events and facilitate marketing collaborations. Coach PR Daily Leadership Network members in social media trends, best practices and new tools/opportunities. Show less



Intuit

• United States
• Software Development
• 700 & Above Employee

• Head of Social Marketing - Quickbooks

  • Oct 2022 - Nov 2023

  Lead social media team as a subject-matter expert to prioritize social-first SaaS content that empowers the millions of followers we serve. • Manage a team of 5 employees and contractors dedicated to driving breakthrough social marketing initiatives, collaborating with agency partners. - Drove 7X more comments, 3X engagement rate, 39K+ blog visits, and lower-than-average Meta CPLPV by mentoring team and summer intern to perform market and customer research and analysis to reach GenZ… Show more Lead social media team as a subject-matter expert to prioritize social-first SaaS content that empowers the millions of followers we serve. • Manage a team of 5 employees and contractors dedicated to driving breakthrough social marketing initiatives, collaborating with agency partners. - Drove 7X more comments, 3X engagement rate, 39K+ blog visits, and lower-than-average Meta CPLPV by mentoring team and summer intern to perform market and customer research and analysis to reach GenZ customer segment and drive product demand. • Introduce nuanced, platform-specific, social media strategies, features, and ad products for expansion. - Earned 1.1M total TikTok views with 18% increase in reach, and grew followers by 2.5% in collaboration with TBWA/Chiat/Day with an Oscars-themed campaign on YouTube and TikTok. • Plan and manage a multimillion-dollar marketing budget to prioritize spending to drive ROI. - Identified tool efficiencies and negotiated 50% savings. • Direct end-to-end social media marketing strategy as a key channel in brand and go-to-market campaigns, providing a creative, experimental approach to content, trends and emerging platforms. - Used creator mindset to film a 7-second, trend-specific TikTok video only three weeks into the role that was the best TikTok performer for 2H of 2022. • Partnered with a community entertainment agency to pilot QuickBooks’ content creator program. - Produced a 4% growth rate (1% over benchmark), a follower gain of 5.3K, a 32% more efficient MoM CPF, and 10.7K blog clicks with a 19% more efficient MoM CPC through organic TikTok activations, creator sourcing, asset production, and go-to-market strategy. • Orchestrated Intuit’s first Social Summit event to unify 35+ global social marketers from five brands alongside TikTok, LinkedIn, Pinterest, Snap, and Meta account reps with a 100% promoter NPS score. - CMO requested a Social Media Center of Excellence (CoE) proposal based on Summit insights. Show less



Wish

• United Kingdom
• Mental Health Care
• 1 - 100 Employee

• Head of Social Media & Brand Creator Content

  • Oct 2021 - Oct 2022

  Led consumer, product, and brand storytelling for the Wish ecommerce platform, and developed a branded social media marketing strategy to engage over 50 million followers along the full customer journey. • Directed the social and digital positioning and strategy of a global, Webby-award-winning, multi-million-dollar rebrand and a Premiere League sponsorship (Leeds United), including influencer content, TikTok Branded Mission activations (one of the first), and organic social posts… Show more Led consumer, product, and brand storytelling for the Wish ecommerce platform, and developed a branded social media marketing strategy to engage over 50 million followers along the full customer journey. • Directed the social and digital positioning and strategy of a global, Webby-award-winning, multi-million-dollar rebrand and a Premiere League sponsorship (Leeds United), including influencer content, TikTok Branded Mission activations (one of the first), and organic social posts. • Leveraged data-driven audience insights to deliver social-first content to engage consumers. - Devised a video and carousel tactic for organic Instagram newsfeed algorithm changes, which succeeded to earn one such post a 1900% increase in reach – the best performing in 12 months. - Grew video views by 2-7X using creator & storytelling content on Instagram Reels and TikTok. • Created processes to report metrics across Instagram, TikTok, Facebook, LinkedIn, Twitter and more. - Introduced the first goal-oriented metrics reporting aligned with business needs to pinpoint engagement drivers, observe and react to trends, optimize for best-performing content • Led the vision for brand marketing influencers, managed the RFP and budgets for a creator agency, and provided process for influencers/creators to tap into their creativity to amplify brand content. • Coached a global team of social media managers and interns through multiple restructurings. Show less



Cisco

• United States
• Motor Vehicle Manufacturing
• 1 - 100 Employee

• Sr. Social Media, Content & Brand Lead @WeAreCisco

  • Jun 2018 - Oct 2021

  Orchestrated the award-winning @WeAreCisco social media, content, and branding team through metrics-driven, creative innovation on Instagram, Twitter, LinkedIn, and Facebook; charted new opportunities on Snapchat and TikTok which earned the designation of the top talent brand for 2021 by Wilson HCG. •Increased followers by nearly 300,000 across platforms, and generated 10-15% year over year growth. - Achieved 20% higher than the 30-day average for the Instagram Stories “brands”… Show more Orchestrated the award-winning @WeAreCisco social media, content, and branding team through metrics-driven, creative innovation on Instagram, Twitter, LinkedIn, and Facebook; charted new opportunities on Snapchat and TikTok which earned the designation of the top talent brand for 2021 by Wilson HCG. •Increased followers by nearly 300,000 across platforms, and generated 10-15% year over year growth. - Achieved 20% higher than the 30-day average for the Instagram Stories “brands” category. - Increased WeAreCisco blog views 40% year over year using empathy-driven content strategies. - Improved stay-on-site metrics by 25% and doubled engagement on paid media and digital assets. • Used full-funnel metrics to drive 2X-4X the average industry social media engagement rate. - Generated over 265,000 organic views on a TikTok pilot in 2020. - Increased LinkedIn Live shares by 81% day over day in 2019. • Managed a remote, 15 person, global team of social media, content, brand, and design experts. • Named Social Media Professional of the Year four years in a row, 2021 Top Woman in Communications, Digital Leader of the Year in 2019 & 2018, and Communications Professional of the Year 2018-2020. • Mentored and taught social media conference audiences, and achieved top ratings as a keynote speaker.

• Social Media Manager, Talent Brand @WeAreCisco

  • Nov 2014 - Jun 2018

  Transformed Cisco’s employer brand from “not” to “hot” via storytelling, social media, metrics, and the industry-leading strategy of turning employees into influencers on Twitter, Facebook, LinkedIn and Instagram. • Led the team to multiple awards including Best Use of Social Media and Social Media Team of the Year. • Delivered triple the industry-baseline engagement metrics and grew followers by 30% year over year. • Created Cisco's first Snapchat channel to highlight global… Show more Transformed Cisco’s employer brand from “not” to “hot” via storytelling, social media, metrics, and the industry-leading strategy of turning employees into influencers on Twitter, Facebook, LinkedIn and Instagram. • Led the team to multiple awards including Best Use of Social Media and Social Media Team of the Year. • Delivered triple the industry-baseline engagement metrics and grew followers by 30% year over year. • Created Cisco's first Snapchat channel to highlight global employee ambassadors via daily takeovers. - Achieved 60-70% completion rates. - Social Talent called it THE Snapchat example for talent brands. • Amplified employee stories through their bylines on the Life at Cisco (now WeAreCisco) blog to drive the second-highest share rate among the company blogs (acted as writer and editor-in-chief).



Citrix

• United States
• Software Development
• 700 & Above Employee

• Senior Manager, SaaS Social Media Center of Excellence (CoE)

  • Jan 2014 - Nov 2014

  Managed a remote team of social media and community managers, consultants, vendors, and an ad agency for the Citrix SaaS business line, and implemented the team’s first social media content calendar for daily posting. • Developed marketing plans to drive engagement through user-generated content. - Boosted brand conversations by 1,300% with a “surprise and delight” social campaign at SXSW. • Created social media brand guidelines and content strategies; increased social… Show more Managed a remote team of social media and community managers, consultants, vendors, and an ad agency for the Citrix SaaS business line, and implemented the team’s first social media content calendar for daily posting. • Developed marketing plans to drive engagement through user-generated content. - Boosted brand conversations by 1,300% with a “surprise and delight” social campaign at SXSW. • Created social media brand guidelines and content strategies; increased social engagement by 40%. • Prepared a crisis social media communications plan and guidelines for new social accounts. Show less



Mozilla Firefox

• India
• IT Services and IT Consulting
• 1 - 100 Employee

• Digital Content Editor/Strategist

  • Jul 2011 - Jan 2014

  Spearheaded the connection with global audiences through posting Facebook and Twitter content in up to eight languages; led 50 volunteer localizers (Mozillians) to complete the task. • Increased social media engagement by 30% quarter over quarter from 2011 to 2013. - Gained over 16 million Facebook fans and 1 million Twitter followers, which led Optimal to name Firefox the #2 “mover” on Facebook in February 2013. • Fostered audience belonging as the community manager for… Show more Spearheaded the connection with global audiences through posting Facebook and Twitter content in up to eight languages; led 50 volunteer localizers (Mozillians) to complete the task. • Increased social media engagement by 30% quarter over quarter from 2011 to 2013. - Gained over 16 million Facebook fans and 1 million Twitter followers, which led Optimal to name Firefox the #2 “mover” on Facebook in February 2013. • Fostered audience belonging as the community manager for the Firefox Twitter and Facebook channels. • Conceptualized monthly email content for over 6 million subscribers in nine languages. - Achieved an open rate of 20% and a CTR of 6% (some locales saw open rates up to 50%). • Launched a blog to drive deeper engagement, and garnered 8,000 new downloads with one blog post. Show less



CareerBuilder.com

• United States
• Media Production

• Social Media Consultant

  • Feb 2011 - Jul 2011

  Clients: Swissport, Discover Financial, McGrath Systems & more • Guided and directed companies of all sizes on social media strategies for HR and recruiting for CareerBuilder’s business development group. Measured brand perceptions, and launched and cultivated online communities. • Integrated social media with current recruiting and marketing initiatives. Researched and wrote content for clients’ social media sites. Monitored and analyzed performance of campaigns and social media… Show more Clients: Swissport, Discover Financial, McGrath Systems & more • Guided and directed companies of all sizes on social media strategies for HR and recruiting for CareerBuilder’s business development group. Measured brand perceptions, and launched and cultivated online communities. • Integrated social media with current recruiting and marketing initiatives. Researched and wrote content for clients’ social media sites. Monitored and analyzed performance of campaigns and social media activities. • Crafted Web content using white-hat SEO (including social media placement) and copywriting best practices Show less



Verizon (Consultant)

• United States

• Social Media Strategist and Web Content Specialist

  • Sep 2005 - Dec 2010

  Pioneered social media for content organization through engaging executives from all levels and lines of business (PR, Brand, IT, Legal, Content). • Increased site clicks to over 14,000 per month by launching and managing the first Twitter account for Verizon, @HeadlinesVZ. • Defined strategy for social media integration, including community comments and content sharing. • Provided “social media 101” training across Verizon as subject matter expert on Twitter, Facebook and many… Show more Pioneered social media for content organization through engaging executives from all levels and lines of business (PR, Brand, IT, Legal, Content). • Increased site clicks to over 14,000 per month by launching and managing the first Twitter account for Verizon, @HeadlinesVZ. • Defined strategy for social media integration, including community comments and content sharing. • Provided “social media 101” training across Verizon as subject matter expert on Twitter, Facebook and many other platforms and tools, and worked to develop social media policy for employees and ambassadors. • Created and curated multimedia content alongside syndication partners for both Consumer and Small Business (Enterprise) customers. Promoted content using CMS, white-hat SEO approach and applicable brand-voice and format for the audience. • Increased clicks, time on site and ad views by suggesting and implementing interactive content features • Launched Verizon Travel site from scratch by managing Web launches/upgrades, and gathering creative and technical requirements. Show less



Nextel

• Saudi Arabia
• Telecommunications
• 700 & Above Employee

• Web Content Specialist * Internet Product Manager * E-commerce manager

  • Oct 2003 - Mar 2005

  Reston, Virginia, United States • Generated $15,000 in revenue in the first three weeks of a new Nextel.com site launch with development of a site promotional plan. Directed large site enhancements and high-profile initiatives such as Wireless Local Number Portability, En Español, NASCAR Nextel Cup Series Data Services. • Directed page redesigns, and participated in company-wide initiative to redesign site. As the project manager for the Services section, maintained daily and weekly project plans to meet deliverables. •… Show more • Generated $15,000 in revenue in the first three weeks of a new Nextel.com site launch with development of a site promotional plan. Directed large site enhancements and high-profile initiatives such as Wireless Local Number Portability, En Español, NASCAR Nextel Cup Series Data Services. • Directed page redesigns, and participated in company-wide initiative to redesign site. As the project manager for the Services section, maintained daily and weekly project plans to meet deliverables. • Analyzed available market research and reports and industry publications to understand relevant trends and execute change based on the findings. Show less



America Online

• Retail

• Programming Manager / Web Content Editor

  • Nov 2000 - Oct 2003

  Dulles, Virginia, United States • Increased content feature usage by up to 70%, Developing and executing editorial and e-commerce content features for AOL categories such as Autos and Personal Finance by combining them with community elements (message boards, polls, and video) - the pre-cursor to social media. • Maintained tight budget constraints through smart development and implementation of marketing brand strategies for AOL categories by writing press releases, managing marketing proposals, and creating online/offline… Show more • Increased content feature usage by up to 70%, Developing and executing editorial and e-commerce content features for AOL categories such as Autos and Personal Finance by combining them with community elements (message boards, polls, and video) - the pre-cursor to social media. • Maintained tight budget constraints through smart development and implementation of marketing brand strategies for AOL categories by writing press releases, managing marketing proposals, and creating online/offline advertising campaigns. • Pitched content features to newsroom editors for feature on AOL’s Welcome Screen -- the most-viewed screen on the Internet. • Reported on key events of interest to AOL members, including coverage of the Detroit Auto Show. Served as daily contact for content and advertising partners in the category Show less