Career - Current

Designit

Paid Media Lead

• Oversee & drive media strategy across social, display and video, search, programmatic, affiliate, and OOH
• Shape new business opportunities via pitches, project scopes, and media campaign strategies
• Serve as expert across media channels and ad platforms; guide media strategy, planning, buying, campaign execution, and performance tracking

Career - Past

Golin Global

Director, Paid Social

• Strategized, set, and executed paid social strategy across social platforms (Meta, TikTok, Pinterest, Snapchat, LinkedIn) and search (YouTube, Google Search)
• Continuously tested marketing strategies, creatives, channel placements, and targeting to learn from a regular feedback loop on how users behaved, how to scale up efforts, and how to identify strengths and weaknesses
• Managed a team of over a dozen, across paid execution, influencer and creative, and reporting / analytics

CicLAvia

Digital Communications Lead

• Ideated, planned and executed entire organic and paid social media communications plan for CicLAvia.
• Constructed ads for Google Ads Grants to maximize impact against strict non-profit guidelines and direct more actionable users to website
• Built reports and full analysis of social engagement, website traffic & user behavior, and email campaign responsiveness to measure effectiveness and efficiency of audience reach

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

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

civicIQ

Marketing Advisor

• Lead search and social efforts to encourage adoption of clean energy (primarily wind & solar) investments in farm belt communities

Accelerate Change

Digital Media 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, and paid influencer strategy

Volunteer Work - Past

U.S.VETS

Social Media Lead

• 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

• Ran 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, maximized cost efficiency and tested multiple styles of messaging to best introduce candidates to the public and motivate people to go to the polls

Los Angeles Forward

Social Media Content

• Managed 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
• Wrote and edited 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

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

Lion's Heart Teen Volunteers

Google Ad Grants

• 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
• Helped max out daily spending – effectively doubling past performance, increasing site visits & conversions (sign-ups), improving their search ranking to place more ads on the first results page, and helping 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