Experience

Atlas Obscura

• United States
• Media and Telecommunications
• 1 - 100 Employee

• Associate Director of Audience Development

  • Mar 2021 - Present

  My responsibilities expanded in late 2020 to include the newsletter, and it has grown to encompass not just creating copy, but also managing any and all strategy associated with it. Day to day routines include managing the health of our audience segments, writing compelling copy, executing A/B tests, reporting key insights back to the relevant inter-team stakeholders, and devising a strategy to increase traffic while balancing marketing needs in the editorial product. I also work with our Brand Partnerships team to create compelling newsletter copy and designs to support their client needs in specific targeted campaigns. Additional responsibilities include breaking ground on new platforms. I am currently leading an exploratory initiative to develop a brand presence on Pinterest, in order to investigate potential traffic gains. The day to day includes overseeing the team's content calendar, identifying pain points, developing both short- and long-term projects to address those growth areas, helping identify potential partners, and working with our Design teams to test new designs for our pins.I also developed a creative social-only campaign for Atlas Obscura, called Postcards of the World—highlighting Atlas Obscura fan-favorites from around the world to encourage the spirit of exploration in our audience. Spread across Facebook and Instagram, the campaign included audience polls, callout posts, and features of Atlas Obscura images across social media. Show less

• Senior Audience Development Manager

  • Jun 2019 - Feb 2021

  This new role is a hybrid of marketing and audience work when it comes to our Experiences team. In addition to curating and managing our Facebook groups, I work closely with the team to identify marketing strategies for online and in-person experiences. I handle paid media on Facebook and organic sharing on social, create native Instagram stories, build out and optimize our bi-weekly experience newsletters for six cities, and produce reports that help our Experiences team determine what trends are most appealing to our audience for future iterations of events.I also work with our video team to promote our videos on Facebook and YouTube. In addition, I seek out strategic YouTube partnerships, liaising with different partners to help them understand Atlas Obscura's brand and making sure that their content is the right fit. I also work with both YouTube Studio and Facebook Creator Studio to draw out analytics and audience trends that make our further videos stand out on the platform. This role also allows for collaboration with our Brands Partnership team, where I help write social copy for sponsored partner content and create social content for the various campaigns we have (in the form of Instagram Stories). In recent months, I've also worked with our copywriter and marketing manager to help ideate campaigns and execute messaging around various Atlas Obscura products like Trips, Experiences, editorial content, and books.Last but not least, on the audience side, I continue to work across all social distribution channels to ensure that our editorial content is optimized for our audience on Facebook, Twitter, and Instagram. Until November 2019, I also handled strategic social partnerships on Facebook and Twitter, in order to ensure that our audience is not only getting the best possible content from us, but from other respected sources in the world. Show less

• Associate Audience Development Manager

  • Nov 2017 - Jun 2019

  My current role at Atlas Obscura primarily focuses in on local chapters of Atlas Obscura, with an eye towards growing the native audiences in each chapter and building a solid base of engagement with each diverse group. In doing so, I am devising long-term strategies to help energise these social communities by working with local organisations to create creative and socially-friendly content for our local chapters to engage with. I also currently assist the team in maintaining a steady content calendar for the site across Facebook and Twitter, and work with the editorial team to share social insights and recommend content to help push our audience engagement even further. From time to time, I will also create content for the site. Show less



BBC Worldwide

• Entertainment Providers
• 1 - 100 Employee

• Social Media Producer

  • Jul 2016 - Oct 2017

  In addition to my previous responsibilities, my full-time role at the BBC focuses on not just audience/content curation, but also looks to expand our social strategy online using socially optimised content (Facebook Lives, Instagram Stories, etc). I'm comfortable using digital analytics to inform strategic decisions and bringing the feedback back to the editorial team in order to better hone our editorial strategy. I also do deep dives into data and audience reactions to understand how our audience thinks and consume content, informing my feedback to the team as well as understanding where we can go off-platform to develop new audiences.In terms of leadership roles outside of my full-time role, I was part of a small cross-company team (named Digerati), which worked on creating comprehensive plans to help BBC Worldwide further break into the digital market. To that end, I helmed two projects. One was on virtual reality, and how the BBC could use it to further hone our storytelling strategies; another was on voice assistants and how the BBC could help use that technology to further leverage our brands across different markets. Our team performed market researh, analysed BBC's existing strategies, and presented to our executive board a comprehensive plan of what it would take for the BBC to excel in these markets. The highlights of what has happened since I joined the team full-time: BBC Travel has partnered with BBC News for several Facebook Lives, reaching audiences all over the world; we have worked with Open House New York and Open House London to produce Facebook Lives; our videos and social cut-downs have performed superbly, with one garnering almost 10 million views; and I have filmed, edited and produced several videos for our Facebook page, with one being picked up by BBC World Service and BBC Culture. Show less

• Social Media Producer (Intern/Freelance)

  • Sep 2014 - Jun 2016

  As an intern and later a freelancer, I was in charge of managing our social content calendar and scheduling evergreen pieces for our Facebook, Twitter and Instagram pieces. In my position, I was involved in audience curation, created fan-driven campaigns to boost engagement (our Instagram #mapyourmonday and Facebook/Twitter #FridayFeatures are examples of this), and also assisted with production of content using the CMS on site. I also expanded my role into social listening - monitoring sites such as Reddit, Hacker News, Digg and Fark to understand how content circulates as well as understanding how to best position our content to appeal off traditional social platforms such as Facebook and Twitter. These sites were also sources for "social stories", which I wrote and produced. Creating multimedia assets also became part of my role here at the BBC - I created/edited videos using raw footage sent in by our contributors in order to help boost the narrative appeal of our content. Show less



NYU Liberal Studies

• United States
• Higher Education

• Liberal Studies Ambassador

  • Jun 2013 - May 2016

  As a Liberal Studies Ambassador, my main priority is to act as a liaison between the freshmen who are currently overseas and the current Liberal Studies students who reside in New York. Over summer, I filmed and edited 'how-to' videos for the London freshmen in order to prepare them for their year abroad. Whilst in New York, I am collaborating with other Ambassadors to create a platform where those freshmen will be able to easily find information about New York (housing, application processes, registration and scheduling information, etc). I also assist the Liberal Studies office occasionally in creating visual resources for their Youtube channel. These videos often highlight NYU Liberal Studies programs. Show less



One Reason Recordings

• Non-profit Organizations

• Director of Social Media

  • Nov 2014 - Dec 2015

  -Building a social media strategy and rollout plan for the duration of the campaign-Partnering with Public Relations to discuss cross-platform social media strategy-Creating creative campaigns to create buzz for our cause

• Associate Director of Public Relations

  • May 2014 - Nov 2014

  As Associate Director of Public Relations, I oversee the recruitment of new artists for our label, as well as seeking new talent for our current campaign album, Miracles.I also contribute to One Reason Recording's newest vertical, OneBlurb as a writer on social justice issues.

• Public Relations (Staff)

  • Aug 2013 - May 2014

  One Reason Recordings is an exclusively student-run charity, founded in NYU. We collect original songs from independent artists and if an original song is chosen by our board, we will promote it both on our website and include it in our album. I act as a liaison between new artists and the non-profit. I also actively recruit new artists and campus representatives for our charity album. Additionally, I advertise for One Reason Recordings through use of social media like Facebook and Twitter. Show less



The Village Style

• United States
• Individual and Family Services

• Social Media Coordinator

  • Aug 2014 - Dec 2015

  My responsibilities include: - regularly managing the brand's Facebook, Twitter and Tumblr content - increasing brand growth - overseeing the social media team- coordinating monthly events to be executed via our social media accounts (Facebook, Twitter, Tumblr, Instagram and Pinterest) - promoting the brand's visibility online - consolidating the brand's identity

• Social Media Team

  • Jun 2014 - Aug 2014

  My responsibilities include constantly updating our Facebook, Twitter and Tumblr; ensuring that relevant content is posted to those specific sites; expanding our consumer base through those social media sites; building our new Tumblr blog to draw in readers; helping expand our brand name globally.



Paramount Pictures

• United States
• Entertainment Providers
• 700 & Above Employee

• International Interactive Marketing Intern

  • Jun 2015 - Aug 2015

  As an intern in the International Interactive Marketing department, I: - assist with coordinating launch schedules for digital assets, created to supplement upcoming films. - help monitor social media for our respective markets across the world - assist in putting together creative concepts for Paramount's upcoming films. - analyze scripts to help determine what elements of a story are best to launch an effective marketing campaign - develop decks for competitor analysis - update the team on what is happening in the film industry Show less



Key Group Worldwide

• United States
• Public Relations and Communications Services

• PR Internship

  • Jan 2014 - May 2014

  I create press clips for our clients (the PR company works with celebrity chefs such as Geoffrey Zakarian, Anne Burrell and Marc Murphy). I also compile press research for our company, edit proposals for potential clients, and assist in drafting and editing press releases regarding our clients and their business ventures. I create press clips for our clients (the PR company works with celebrity chefs such as Geoffrey Zakarian, Anne Burrell and Marc Murphy). I also compile press research for our company, edit proposals for potential clients, and assist in drafting and editing press releases regarding our clients and their business ventures.



Movement Exchange

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

• Video Editor (Intern)

  • Jun 2013 - Aug 2013

  As video editor, I am responsible for putting together short videos that highlight the mission and testimonials of volunteers in the dance program. I am also in charge of the social media marketing aspect of Movement Exchange; this entails me constantly monitoring and tracking our social media accounts. I am also currently involved in the organization of the information in Movement Exchange (contact information, grant funding, travel research, etc). As video editor, I am responsible for putting together short videos that highlight the mission and testimonials of volunteers in the dance program. I am also in charge of the social media marketing aspect of Movement Exchange; this entails me constantly monitoring and tracking our social media accounts. I am also currently involved in the organization of the information in Movement Exchange (contact information, grant funding, travel research, etc).



New York University (London)

• Resident Assistant

  • Jan 2013 - May 2013

  I helped administrative staff organize events as well as served as a leader for the student community in Byron Court Residence, London. I helped administrative staff organize events as well as served as a leader for the student community in Byron Court Residence, London.



Washington Square News

• United States
• Newspaper Publishing
• 1 - 100 Employee

• Foreign Correspondent

  • Sep 2012 - May 2013

  As a freshman, I covered certain events that happened on campus in order to provide a window into what life is like here in London. In addition, I also provided a voice for the English students who wished to provide their opinions on what was happening both in the US as well as internationally. As a freshman, I covered certain events that happened on campus in order to provide a window into what life is like here in London. In addition, I also provided a voice for the English students who wished to provide their opinions on what was happening both in the US as well as internationally.