Experience

Raffetto Herman Strategic Communications

• United States
• Public Relations and Communications Services
• 1 - 100 Employee

• Social Media Marketing Consultant

  • Oct 2018 - Present



Yates Service

• United States
• Executive Offices
• 1 - 100 Employee

• Director of Marketing and Communications

  • Mar 2017 - Present

  > Develop a targeted and strategic marketing plan covering paid, earned and owned and execute via traditional marketing, social media marketing, email marketing and SMS marketing tactics.> Produces all graphic design work for marketing needs.> Develop monthly measurement reports on performance of marketing activities, ensuring attribution and promotion tracking.> Analyze and gather insights on existing customer base to inform marketing strategy.> Manage online reputation of all businesses and work with business leads to respond to customer's questions/concerns, or advise on training and operational changes,> Conducted an audit of existing marketing technology and identified needs and cost-saving options.> Currently conducting website redesigns of the five businesses.



American Immigration Council

• United States
• Research Services
• 1 - 100 Employee

• Marketing Consultant

  • Feb 2019 - Dec 2019



Fishbowl Inc.

• United States
• Advertising Services
• 1 - 100 Employee

• Director of Content Marketing

  • Nov 2015 - Mar 2017

  > Assist VP of Marketing in developing and executing the company' s overall paid,earned and owned marketing plan.> Build and manage content that attracts a qualified audience to our owned properties (including video, white papers, blog posts, webinars, infographics, case studies, original research, etc.) and its distribution via email, website, and social media.> Collaborate with designers, writers, product marketers, sales professionals, and external influencers and industry experts to produce relevant content that meets the needs of both key stakeholders and our audience.> Manage SEO for the company and collaborate with the marketing team to create content around important, relevant terms.> Collaborate with VP of Marketing to manage the strategy, setup, and measurement of all paid campaigns (social media, print, digital, etc.).> Assist VP of Marketing and an outside agency on a re-branding/ re-positioning of the company.> Track, measure, and analyze all initiatives to report on ROI.> Build and manage the company’s social media profiles and presence, including Facebook, Twitter, LinkedIn, and Google+.> Collaborate with marketing team and event planners to plan and execute annual user conference.> Work with Sales to develop and scope a social media marketing services offering for Fishbowl' s Enterprise clients and prospects.

• Director of Social Media

  • Jan 2013 - Nov 2015

  > Lead a team of 24+ employees that manage the email and social media marketing of more than 450 independently-owned and small chain restaurants.> Ensure team is developing marketing plans and content that meet our clients' various business goals, including driving revenue, building their audience, raising awareness of promotions and offers, maintaining their brand and voice, and building affinity for their businesses.> Work with multiple internal stakeholders to optimize Fishbowl’s products, services, and processes to improve the effectiveness of meeting our clients’ business goals and reduce overall client churn, quadrupling client base in less than 2 years.> Develop staffing plan, training, and team structure of team that grew from 4 to 20+ in less than 2 years to ensure team retention and efficiency.



Ogilvy Public Relations Worldwide

• VP, Social@Ogilvy

  • Dec 2009 - Dec 2012

  > Responsible for the day-to-day management of DC's Social@Ogilvy group’s strategy team, including staff development, resource allocation, and assisting Group Lead in client and budget management for the overall group. > Developed and executed measurable social media and word of mouth marketing programs for clients, that met their business and communication goals, including social media listening and research programs, social media platform development, community management, content development, search engine optimization, blogger outreach, and search engine marketing.> Significant crisis management experience including developing social media strategy for high-profile social media crises and developing social media crisis management preparation.> Built clients' internal social media capabilities by providing consultation on organizational modeling, developing social media processes and policies, and creating in-depth social media training programs.> Increased the Digital Influence group’s profile and reputation within the agency by educating others of the details of the group’s practice and offerings and develop positive relationships with key stakeholders.



Children's Defense Fund

• United States
• Non-profit Organizations
• 1 - 100 Employee

• Director of Online Communications

  • Jan 2007 - Nov 2009

  > Responsible for strategic planning and execution of all online content and communications, including websites, email, e-alerts, blogs and social networking profiles.> Worked with other department and State Office staff to produce innovative, web-friendly online content that captures and builds people’s interest in CDF’s mission and issue advocacy campaigns resulting in an 83% increase in online donations since 2007 and 168% increase in the number of emails sent to Congress from supporters annually on issues related to children.> Worked to build a sense of community among supporters through integrated advocacy-fundraising campaigns that move supporters up the “ladder of engagement,” regular email communication, and the ability to join in the “conversation” through social networks and user-generated content. > Developed and executed a strategy for building traffic and recruiting new supporters that resulted in a 154% increase in email list size and 150% increase in unique visitors since 2007.> Managed complete website redesign from discovery to launch. Redesigned website was more user-focused and better connected with the goals of CDF, integrated the organization’s new style standards, supported CDF’s fundraising and advocacy missions, drove increased traffic to website through improved search engine optimization and improved usability and accessibility.> Launched and maintains CDF’s presence on social networks (Facebook, Twitter, LinkedIn, YouTube, Flickr, etc.) to further expand CDF’s online presence. > Managed regular CDF outreach to major political and issue-oriented bloggers and organizations/websites to raise awareness of CDF’s mission and build traffic to our online content.> Provided information, education and analysis of potential ROI on the latest online marketing tools and industry best practices to staff.> Managed web team staff and coordinate online communications strategy and activities with overall communications department strategy.



Sierra Club

• United States
• Political Organizations
• 500 - 600 Employee

• Online Communications Manager

  • Jun 2004 - Dec 2006

  > Coordinated with the Club's Web, Development, Communications and Legislative departments to plan, create and deploy email and web campaigns.> Developed and executed a list building program that increased the Sierra Club's house list nearly 50% both in 2005 and in 2006.> Collected and analyzed email and web statistics regularly tested various components of email/web campaigns. Applied analysis produced a 60% increase in email click-thru rate in both 2005 and in 2006.> Developed partnerships with other organizations, websites, blogs, etc. to promote the Sierra Club's web content and increase traffic to and exposure of the Club's website.> Collaborated with Development to plan and create coordinated online/offline monthly, year-end and unexpected timely fund appeal campaigns as well as renewal notices and progress reports.> Researched best practices, industry standards and latest technology to directly apply to the Sierra Club's own email/web campaigns.> Provided education of online marketing best practices to state chapters and coordinated state and national email campaigns.Maintained schedule and managed the creation and distribution of regular email publications.



Kaiser Family Foundation

• United States
• Research Services
• 1 - 100 Employee

• Online Communications Associate

  • Nov 2000 - Jun 2004

  > Developed and conducted outreach strategies to increase awareness of the Foundation's resources and campaigns and increased subscribers by developing relationships with organizations, policy makers and the media and through online mediums such as emails, listservs, message boards and forums.> Assisted in developing the Foundation's overall communications strategy and tracked performance of communication activities through print, TV and radio hits.> Developed and coordinated production flow of reports, fact sheets, charts and other documents and educational and promotional materials produced by the Foundation.> Planned, designed, executed and tracked the results of online and offline campaigns to targeted audiences to increase participation in the Foundation's websites and awareness of their resources.> Developed content for the Foundation's suite of websites and assisted in the sites' launches, improvements and redesigns.> Performed tailored demonstrations of the Foundation's websites for health policy organizations, congressional office staff, government agencies and media.> Compiled comprehensive monthly web statistics and coordinated subscriber surveys to track promotional activities, overall site performance and to identify areas of improvement.



FreedomChannel.com

• Political Director

  • Nov 1999 - Nov 2000

  > Responsible for political content and contacts for this non-partisan, voter-education website.> Developed relationships with Members of Congress, campaigns, issue groups, political parties, media and experts in the political field and encouraged their participation in the site.> Developed and conducted outreach strategies to increase awareness of the site's resources.> Researched questions and conducted interviews with political newsmakers.> Organized and planned FreedomChannel.com's participation at the Republican and Democratic National Conventions as well as numerous multi-state trips.> Conducted tapings (webcasts of issue statements) of FreedomChannel.com participants.



National Federation of Independent Businesses

• United States
• Non-profit Organization Management
• 500 - 600 Employee

• Campaign Outreach Coordinator

  • Aug 1998 - Nov 1999

  Developed non-partisan profiles through extensive research of political races and their candidates that NFIB's Political Action Committee Board consulted to determine endorsement. Developed non-partisan profiles through extensive research of political races and their candidates that NFIB's Political Action Committee Board consulted to determine endorsement.



Schoenke for Governor

• Scheduler/Research Assistant

  • Dec 1997 - Aug 1998

  Maintained candidate's schedule created and maintained volunteer database and researched campaign issues. Maintained candidate's schedule created and maintained volunteer database and researched campaign issues.



Karma Academy

• United States
• Professional Training and Coaching
• 1 - 100 Employee

• Counselor

  • Jun 1997 - Dec 1997

  Counseled, tutored and organized outdoor activities for troubled youths in a group home setting. Counseled, tutored and organized outdoor activities for troubled youths in a group home setting.