Portfolio
STRATEGIC COMMS
social media
FEATURE writing
public speaking
STRATEGIC COMMUNICATIONS
Strategy • Content DevelopmenT
Goals. Tactics. KPIs. These are the basic building blocks of a strategic approach. But knowing something and applying it effectively are two different ball games, and I myself prefer to play the latter. I’m always ready to step up to plate, driving the strategy and implementation of communications strategies that hit it out of the park. (And learning how to fail forward whenever I strike out.)
Martin Marietta, a member of the S&P 500 Index, is a leading supplier of building materials.
While our operational teams work to supply the resources necessary for building the solid foundations on which our communities thrive, I work to support our teams — ensuring our people are informed, engaged and inspired.
As a communications specialist, I’m 1/2 of our corporate communications team, reporting to the Vice President of Total Rewards and serving more than 8,800 employees located across 26 U.S. states, the Bahamas and Canada.
Our lean team drives communications strategy and implementation to inform, connect and engage our stakeholders. On any given day, you may find me advising and collaborating with business partners across various functions to craft communications strategies that effectively reach target audiences. Or on another day, I’ve got my headphones on, in a flow, writing, designing, editing and publishing content for internal and external channels. But more often than not, you’ll catch me tackling both, from sun up to sun down, with plenty of relationship building in between.
SOCIAL MEDIA
Strategy • Content Development • Advertising
SPARK Strategic Ideas is a strategic branding firm, specializing in strategic planning, marketing, advertising, design, public relations, digital/web and social media.
As the Social Media Specialist, I led and executed the paid and organic social media strategy for the agency’s social portfolio.
Highlights
Over 6 months, facilitated a:
33% growth in audience, 19% increase in impressions, 58% increase in engagement and 49% increase in link clicks across Facebook, LinkedIn and Twitter for a national forestry and land management company.
62% growth in audience, 143% increase in impressions, 197% increase in engagement, 60% increase in link clicks across Facebook, LinkedIn and Instagram for a regional healthcare real estate company.
51% growth in audience, nearly 600% growth in impressions and a nearly 620,000% growth in engagement for a Charlotte retail/hardware store.
Innisfree Hotels is a hotel management company, featuring an in-house digital marketing agency, Bee Loud, to support its portfolio. As Director of Social Media, I led a team of 15+ to execute the social media strategy for the agency portfolio, totaling more than 30 clients (100+ social profiles) including franchise brands, independent hotels and restaurants across 10+ markets.
Highlights
Launched influencer strategy and coordinated collaborations
Expanded community management to include Yelp, TripAdvisor and Google My Business in addition to social media platforms
Expanded social listening and monitoring strategy to proactively find and engage in conversations among our online communities
Coordinated and executed social media content calendar
Garnered shares, retweets from market influencers
Launched Pinterest strategy for independent hotels
Formalized and expanded social media crisis communications plan
Social media received overwhelmingly positive feedback from clients via quarterly net-promoter score survey
Over 8 months, facilitated a 13.4% increase in total followers across Facebook/Twitter/Instagram/LinkedIn, driving 58 + million impressions, 604k engagements and 147k link clicks in addition to an 889% increase in organic Twitter impressions, 322% increase in total Twitter engagements, 1,459% increase in total Instagram engagements. Read more from Sprout Social’s case study.
Project Uplift, a summer enrichment program of the University of North Carolina at Chapel Hill’s Office of Diversity & Inclusion, celebrated its 50th anniversary in June 2019. To commemorate the occasion, UNC D&I formed an Alumni Advisory Board to spearhead fundraising for a scholarship endowment as well as planning for a celebratory weekend for alumni and the greater University community.
UNIVERSITY GIVING DAY
For University Giving Day on April 10, 2018, I drafted content to inspire our online community to donate, share their own Project Uplift story and spread the word. Additionally, prior to University Giving Day, we had three donors who pledged to give specific amounts based on the number of people who gave that day.
For 50 donors, we would receive $10,000
For 100 donors, we would receive an additional $10,000
For 150 donors, we would receive an additional $5,000
We successfully reached 150+ donors, garnering an additional $25,000 for the Project Uplift Endowment Fund on top of the donations we received that day.