Career - Current

Golin Global

Director, Paid Social

• Strategize, set, and execute our paid social strategy across social platforms (Meta, TikTok, Pinterest, Snapchat, LinkedIn) and search (YouTube, Google Search)
• Continuously test marketing strategies, creatives, channel placements, and targeting to learn from a regular feedback loop on how our users are behaving, how to scale up our efforts, and what our strengths and weaknesses are
• Manage a team of over a dozen, across paid execution, influencer and creative, and reporting / analytics

Accelerate Change

Freelance Consultant

• A/B test social campaigns & content to measure impact on potential voters and weigh salience of key policy issues
• Build analytics and insights to guide regional investment, audience targeting / creation, andpaid influencer strategy

Career - Past

CicLAvia

Digital Communications Lead

• Ideate, plan and execute entire organic and paid social media communications plan for CicLAvia.
• Construct ads for Google Ads Grants to maximize our impact against strict non-profit guidelines and direct more actionable users to our web page
• Build reports and full analysis of social engagement, website traffic & user behavior, and email campaign responsiveness to measure how effectively and efficiently we're reaching our audiences

Accelerate Change | ProgressPop

GOTV Digital Outreach (Consultant)

• Worked within digital / social media platforms to launch and optimize Get Out the Vote (GOTV) campaigns for ProgressPop, targeting young & progressive voters
• Rapidly scaled up voter drives and honed messaging to increase subscribers; we went from zero to just over one million in four months

Media Storm

Director, Social Media and Search

• Head of paid social marketing for Aviron Pictures - led strategy, creative content, audience targeting, execution, and analysis / optimization for all film campaigns
• Oversaw all paid search (SEO/AdWords) campaigns
• Guided the paid and organic social media calendar (strategy and tactics) for a wide slate of films, highlighting opportunities around events that our content should capitalize on, and breaking down how to appeal to distinct audiences in different ways

Forrest Films

Social Media Consultant

• Created and executed paid social strategy for full slate of Forrest Films: building audiences, guiding creative development, and outlining calendar and media spend

Maxus Global | GroupM

Associate Director, Social Media

• Created and implemented digital campaign strategies for full slate of Universal titles. I oversaw them throughout execution and consistently evaluated and interpreted large data sets in order to build insights and ultimately improve performance
• Devised A/B testing and conversion tracking strategies to directly measure performance of each campaign variable. I used this research to create a comprehensive digital map of the audience and better target consumers

RAND Corporation

Social Media Manager & Digital Analyst

• Disseminated public policy research, briefs, external publications, op-eds and commentaries via Twitter, Facebook, LinkedIn and Google+
• Personally taught 'social courses' to over a hundred RAND researchers in the Twitter Program
• Tracked key news & policy topics (including military, international relations, healthcare, economics, network security, education and climate change); utilized library of research to inform conversations across social media channels

Starlight Children's Foundation

Social Media Manager

• Led the digital presence of Starlight's Global Brand team to drive issue awareness and increase base of supporters and donors
• Directed social media fundraising and branding campaigns from conception through execution; built the content calendar for all social channels, wrote content and utilized photo and graphical assetss

Volunteer Work - Current

U.S.VETS

FB/IG Marketing (Consultant)

• Concept and execution on paid social marketing campaigns to create awareness for mental health intervention programs and educational resources aimed towards at-risk veterans & active service members

Get Her Elected

Social Media Marketing & SEO

• Run social media (Facebook, Instagram, YouTube) and Google Search campaigns for down-ballot candidates running for state assembly, school board, and state senate elections.
• Given restrictions in geography and funding, maximize cost efficiency and tested multiple styles of messaging to best introduce candidates to the public and motivate people to go to the polls.

Volunteer Work - Past

Los Angeles Forward

Social Media Content

• Manage social media channels, using platform to highlight key progressive policy issues facing the City of Los Angeles and to push dynamic content that keeps audiences engaged.
• Write and edit email campaigns (using ActionNetwork, NationBuilder, EveryAction, et al) to reach local residents and encourage them to take action on key policy issues, helping them bring their viewpoints and voices to Los Angeles lawmakers.

Portraits of Hope

Organic Social Media Guidance

• Create social media content, drawing from extensive image library, to promote organization’s artwork on Los Angeles landmarks and in community centers to a wider organic audience.
• Consult on events they want to highlight and how they can raise awareness of current work at the LA Convention Center.

Newport / Mesa ProLiteracy

Google Grants and SEO/SEM

• Advised on Google Ads (using the Google Ad Grants funding) and organic social media strategy to expand awareness for the public library’s literacy programs and recruit volunteers.
• Consulted on updates to the website language and meta-description keywords to improve search quality and make Google ads spend more efficiently.
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Lion's Heart Teen Volunteers

Google Ad Grants

• I worked with ad copy, keyword selection, ad group optimization, and SEO to improve the Google AdWords / AdGrants strategy for Lion's Heart (a nonprofit helping teens volunteer for causes), within the CPC and placement constraints in the AdGrants program.
• I helped max out their daily spending – effectively doubling their past performance, increased site visits & conversions (sign-ups), improved their search ranking to place more ads on the first results page, and helped them qualify them for GrantsPro.

Pathways LA

Social Media Strategy

• Strategized Pathways’ social media blueprint to better engage with childcare service providers, eligible working parents, and nonprofits; aim to surpass fundraising goals via increased visibility.
• Improved SEO and track web analytics with Hootsuite, Google Analytics, Followerwonk, Iconosquare, and other apps to display metrics, improve online content accordingly.

Para Sus Niños – International Adoption Service

Website Design and Email Marketing

• Wrote and designed branding materials to attract corporate donors; coded HTML emails and maintain WordPress site to ensure productive contact with volunteers and community partners.