Work Experience
Experienced marketing professional skilled at leveraging data-driven insights to develop impactful marketing strategies and social media campaigns. With a focus on paid media, email, and organic social media marketing, I excel in crafting personalized content that resonates with both B2B and B2C target audiences.
Social Media Coordinator
The Salvation Army National Headquarters
August 2024 - Present
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Directed national social campaigns in collaboration with the agency of record and publications team, integrating paid, earned, and owned channels to achieve 121% YOY cross-channel growth.
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Owned day-to-day operations of the national social portfolio, overseeing editorial calendar prioritization, on-site live content capture and editing, content creation, and publishing for flagship channels.
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Led community management and brand protection: maintained rapid-response engagement; proactively monitored issues/crises and disaster incidents, coordinating field teams and leadership with clear next-step recommendations.
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Integrated AI image and video generation platforms (DALL·E, Pika, Runway) into campaign pipelines, reducing content creation timelines by up to 50% while expanding creative output across social and digital channels.
Social Media Manager
FreshMove Media
May 2023 - Present
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Analyze social media engagement metrics to provide actionable insights for strategy optimization
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Present reports analyzing key findings from organic social, paid media, and email campaign performance on a monthly and quarterly basis to clients
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Employed data analyses to develop improved marketing strategies for clients, resulting in a 10% average increase in conversion rates
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Conducted A/B testing on Facebook and Instagram ad campaigns, driving a 25% increase in click-through rates and a 20% increase in website traffic
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Direct the creation of compelling, on-brand content for 12 clients, utilizing both B2B and B2C content strategies across 28 social media accounts
Marketing Specialist
Population Research Institute
June 2017 - Present
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Utilized data analytics tools such as Google Analytics and Meltwater to track campaign performance and leveraged findings to guide implementation of strategies that increased ROI by 30%
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Partner with internal marketing team to review campaign analytics and resolve data discrepancies
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Compile monthly reports on organic social and paid media performance based on relevant KPIs
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Analyzed market trends and target audience behavior using market research, translating insights into actionable strategies that drove a 33% increase in donations