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New York, NY
 

Experience

Associate Vice President, Global Strategic Insights &. Analytics (June 2024 - Present)

Senior Director, Strategic Insights & Analytics (Jan 2023 - June 2024)

Director, Performance, Insights & Analytics (Jan 2022 - Jan 2023)

Wasserman / Laundry Service (Jan 2022 - Present)

  • Lead a department of 20+ strategic analysts providing actionable insights and recommendations for audience development to maximize client returns across their integrated marketing portfolio – clients include Galaxy, Gatorade, Amazon Music, Unilever

  • Translate data and insights into succinct narratives that inform and empower key stakeholders across departments to optimize creative strategy through consumer-led recommendations

  • Synthesize business objectives into digestible briefs and define overall measurement strategy while leading the launch, implementation and delivery of reporting on key objectives

  • Develop performance evaluations that expand beyond a brands’ historical performance to evaluate the broader digital landscape and highlight opportunities for target audience growth

  • Build relationships with senior leadership and internal stakeholders to expand the knowledge and enthusiasm for analytic capabilities and data centric decision making throughout the organization

  • Partner with data scientists to elevate our reporting capabilities through emerging technology, including content evaluation powered by AI and machine learning

  • Outline opportunities for A/B testing and provide behavior analysis to encourage user-led strategy across departments

  • Advise on KPIs, data visualization, custom measurement frameworks and insight opportunities to help demonstrate performance to every level of the organization

  • Analyze cross-organizational growth opportunities and manage development of new business scopes including financial modeling, valuation and resourcing

  • Coach and mentor a team of strategic analysts, providing guidance around day-to-day functions and identifying opportunities for professional and personal development

Director, Social and Digital Marketing Analytics, Strategic Insights

ViacomCBS (Jan 2020 - Jan 2022)

  • Increased brand visibility and engagement across all social media platforms including Instagram, Facebook Twitter, TikTok, Twitch, and YouTube through data-driven strategic insights

  • Led a team of analysts to create timely reports on industry-wide questions, and design presentations to effectively communicate those findings to leadership teams and stakeholder groups

  • Developed paid and organic platform testing roadmaps, partnered with platform publishing teams to execute plans, and reported results to provide a clear impact analysis and inform actionable next steps

  • Monitor the continually changing social climate and create regular reports to communicate the impact of those changes on our social portfolio

  • Collaborated with third-party vendors to execute larger competitive analysis and platform audits

  • Provided annual and quarterly goals for KPIs and work with stakeholders to develop strategies to meet those goals

  • Designed and maintained performance dashboards, including weekly cross-platform reporting to support company priorities

Sr. Manager, Audience Development, Nickelodeon

Viacom Digital Studios (Aug 2018 - Dec 2019)

  • Created and executed the social media strategy for all 94 accounts in the Nickelodeon portfolio, including owning aggressive KPIs across audience growth, video views, and engagement

  • Developed the overall voice and content scope for each Nickelodeon social brand, ensured that all content published fit that voice and that platform best practices were being met

  • Partnered with platform analytics team to create extensive deep dives into social accounts to understand our content performance, and present those findings to producers to ensure we maximize our creative potential

  • Continually evaluated platform best practices with weekly creative meetings to show wins and opportunities

  • Ideated, pitched and managed the creation of all original social and digital video franchises such as Bikini Bottom Mysteries

  • Designed and implemented team workflows focused on creating timely content, such as daily trending topics meetings

Manager, Social Media, Nickelodeon

Nickelodeon (Dec 2016 - Nov 2018)

  • Led a team of social savvy ‘90s kids and oversaw the editorial calendar, content development and daily publishing across the full portfolio of Nickelodeon legacy properties

    • Including over 40 accounts across Instagram, Facebook, Twitter, Snap chat and YouTube

  • Created, executed and continually improved the social strategy in order to grow the Nickelodeon legacy audience

    • Increased video views by 1110% YoY on Facebook,increased engagement by 357% YoY on Instagram

  • Worked with the partner marketing, retail and press teams to design content rollout plans for tent pole events

  • Launched the Nickelodeon Facebook Watch series strategy and oversaw the development of all social original series

  • Developed and owned the social analytics process including weekly and project-based reports

Manager, Social Media and Digital Marketing

Margaritaville Media (June 2016 - Nov 2016)

  • Created and executed a social and digital strategy across multiple platforms to engage current fans while expanding the Margaritaville audience to a younger demographic

    • Grew overall social following by +16% during the first 60 days

    • Increased total social engagement +628% in first 60 days

  • Managed social media vendors and partnerships and spearhead collaboration projects through completion

  • Maintained and distributed weekly and monthly brand health reports including detailed analysis on post engagement, page growth, and social trends

  • Coordinated with marketing teams and Margaritaville licensees to create cross channel social promotions and ensure brand voice remained consistent

  • Developed and implemented social and digital promotions to support live events and brand initiatives

  • Directed and managed production of original video content, including the launch of social video series “Fins Up, Drink Up”

    • Increased Facebook video views by +3121% and the average Facebook video reach by +248%

CBS Sports (Nov 2014 - June 2016)

Manager, Social Media

  • Led and supervised a team of 5 social and digital creators by ensuring timely creation of content across all social platforms, encouraging strong brand consistency and maintaining a solution-based approach

  • Created and executed social and digital strategies to promote nationally broadcasted live events including: March Madness and The Super Bowl

  • Developed monthly analytics report and used results to help drive social content strategy

  • Coordinated with sales teams to design digital content highlighting sponsored material, and ensured sponsored content matched the organic social brand voice

  • Acted as a liaison for all CBS departments / affiliates and managed those relationships to create opportunities for national brand exposure through original social content

NASCAR Digital Media, LLC (Mar 2013 - Nov 2014)

Manager, Digital and Social Media Development

  • Managed all NASCAR Digital Media social platforms including Facebook, Google+, YouTube, and Pinterest:

    • Increased average Facebook engagement per post by +1200%

    • Increased average Facebook reach per post by +200%

  • Developed social media strategy to support NASCAR Digital Media and industry objectives

  • Built and closely maintained relationships with industry contacts including broadcast partners, official sponsors, teams and driver representatives

  • Created, managed, and implemented digital and social media components for marketing campaigns

  • Developed a social media report to track and analyze social progress and trends across all NASCAR channels

Tampa Bay Lightning / Tampa Bay Times Forum (July 2012 - Mar 2013)

Coordinator, Social Media

  • Managed the messaging on all Tampa Bay Lightning, Tampa Bay Storm, and Tampa Bay Times Forum social media platforms, including breaking news, behind-the-scenes coverage, promotions, sales initiatives, partnership activation, and game production integration

  • Led fan engagement across all social platforms, ensuring to provide a unique experience for followers

  • Tracked and analyzed social media performance to optimize outreach and drive increased engagement levels

  • Collaborated with digital media and communications team to produce and promote website content

  • Worked with external agencies to create original social media applications

Tampa Bay Rays Baseball (Dec 2011 - June 2012)

Intern, Marketing

  • Assisted in the creation, preparation and implementation of social media promotions and special event coverage for the Tampa Bay Rays Facebook and Twitter accounts

  • Researched the benefits for brand involvement on new social platforms and pitched platform launch strategies to the VP of Marketing and VP of Communications

  • Managed the strategy and launch of accounts on new platforms such as Pinterest

  • Helped in the development of integrated marketing plans targeting key demographics that increased attendance by +95%

  • Collaborated with the creative department to manage and produce graphics for sales and marketing collateral

Houston Astros Baseball (Jan 2011 - June 2011)

Intern, Community Affairs and Foundation Development

  • Acted as a liaison for over 1,050 organizations participating in Astros complementary ticket programs

  • Assisted in responding to questions about Foundation Development programs across the Astros social media accounts

  • Organized and distributed over 760,000 tickets for the Astros Charity Group Ticket program

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