This is what I do.
CURRENT EXPERIENCE:
Associate Director of Marketing & Communications
College for Creative Studies (CCS) | September 2023
RESPONSIBILITIES:
•Lead the development and execution of multichannel digital marketing strategies, resulting in substantial growth in brand recognition in U.S. and key international markets.
•Crafted compelling social content across platforms including, TikTok, Instagram, YouTube, Facebook, LinkedIn.
•Manage all advertising efforts, including various grant budgets (search, display, retargeting, geofencing, Hulu and social).
•Led paid social media campaigns across TikTok, Instagram, Facebook, Twitter, YouTube, and LinkedIn.
•Administer digital campaign resulting in more than 32m video views, a 625% increase in traffic to the apply page, and 322% increase in traffic to specified landing pages.
•Led retargeting campaigns using dynamic content to increase traffic to the apply page by more than 1,000% compared to the previous year.
•Collaborated with external and internal stakeholders, including creative teams, department leaders and corporate partners, to execute cohesive social media strategies.
•Managed budget allocation and performance optimization for paid social channels.
•Create and implement strategies to enhance brand recognition throughout the U.S. and in key international markets.
•Generate detailed analytics reports utilizing data from Facebook Insights, TikTok Analytics, Later, Meltwater, and Google Analytics to demonstrate conversions and measure campaign effectiveness.
•Administered paid and organic social campaign leading to a 788% increase in TikTok following over the course of one year.
•Develop crisis communications plans and act as a key contact during a campus crisis.
•Led a team of content creators to produce innovative, on-brand social media content, contributing to enhanced engagement and storytelling across channels.
PAST EXPERIENCE:
Assistant Director of Social Media
College for Creative Studies (CCS) | July 2022-September 2023
RESPONSIBILITIES:
•Created and maintained social media content and campaigns, paid and organic across several platforms including TikTok, Instagram, Facebook, YouTube, Hulu, Twitter and LinkedIn.
•Implemented global social media strategy resulting in more than doubling our Instagram following, more than 5 million impressions on TikTok in less than one year, a 77.5% increase in Facebook reach and 295% increase in engagement on YouTube.
•Analyzed trends as they relate to our audiences and targets to ensure our content strategy is successful.
•Administered social campaigns including video campaigns on TikTok resulting in 59k website views, deadline specific advertising on TikTok driving 195% more traffic to specified landing page and retargeting campaigns on Facebook and YouTube, leading to 30% increase in Dual Enrollment.
•Lead the development and implementation of best practices and guidelines for implementing social media communications across the College.
•Provided counsel and ongoing support to academic and programmatic areas college-wide, including but not limited to social strategy and planning, messaging, and special events promotions.
•Mined for stories on an ongoing basis, leveraging profiles, events and angles to support broader messaging.
•Managed influencer partnerships to elevate brand collaborations, such as a cross-promotional campaign with Stuart Weitzman, introducing CCS to 1.9M+ followers on Instagram.
•Initiated collaborative Instagram posts with Stuart Weitzman – introducing CCS to SW’s 1.9 million followers.
•Led a team of 10+ content creators.
•Developed and conducted frequent social media training sessions with department leaders who use social media accounts on behalf of College’s departments and organizations.
•Developed in-depth knowledge of Detroit through the creation of the #CCSxDET series on YouTube and TikTok, and partnerships with local institutions such as the Detroit Institute of Arts, the Detroit Lions, Carhartt, etc.
Senior Social Media Manager
College for Creative Studies (CCS) | July 2021-July 2022
RESPONSIBILITIES:
•Created and implemented campus-wide social media policy and guidelines ensuring brand consistency across departments
•Provided guidance to departments around content creation, best practices and how to maximize their presence on social.
•Developed and oversaw the college’s social strategy.
•Produced quarterly analytic reports to measure KPIs.
•Orchestrated and promoted influencer-driven initiatives, such as alumni Instagram takeovers, enhancing overall engagement and reach.
Social Media Manager
College for Creative Studies (CCS) | August 2018-July 2021
RESPONSIBILITIES:
•Created and maintained a monthly content calendar for the College’s social media.
•Formed a cohesive aesthetic and brand voice across social platforms.
•Utilized scheduling software to maximize engagement, allowing for a more strategic social presence.
•Created content for social media, print, website, video, email campaigns and advertising.
Promotions Director
89.1 WIDR fm | April 2017-May 2018
RESPONSIBILITIES:
•Produced and managed content across multiple social media platforms to enhance audience engagement.
•Designed, maintained, and updated the station’s website to ensure an optimal user experience.
•Planned and executed special events on and off campus, including booking bands and coordinating logistics.
•Recruited, trained, and supervised a team of volunteers and street team members.
•Developed and managed the station’s blog, including content strategy, scheduling, and publication.
