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As the Head of Social Media for State Affairs — a growing political news startup — I’m responsible for developing and executing a multi-channel social media strategy tailored to specific states.
I lead organic audience growth initiatives and create all content for more than 20 social media accounts (designing graphics, writing copy, developing influencer partnerships, managing communities, etc.). I achieved a nearly 500% increase in our combined following in my first year on the job. I own the tracking and analysis of all platforms, and translate insights into effective strategies.
As a one-woman show, I also spearhead the creation of short-form video content for TikTok and Reels, taking on the roles of writer, producer, editor and host. Additionally, I collaborate with the editorial, SEO and growth marketing teams to promote stories and ensure that all efforts align with the company’s goals.
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CNET
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As the Senior Social Media Manager at CNET, I led a large team of content creators and set growth and engagement strategies across multiple platforms, amassing a combined audience of more than 10 million followers.
In collaboration with video leadership, I leveraged our talent, editing, shooting and storytelling resources for vertical video content, overseeing the production of numerous organic and sponsored social video series for TikTok and Instagram Reels.
My role was a hybrid of creative and strategic expertise, focused on driving our brand's mission through rapid expansion on platforms like TikTok, Instagram, Facebook, Twitter, and Snap, with a particular emphasis on video content. Moreover, I was instrumental in tracking and analyzing platform performance, and consistently translating insights into effective strategies.
In my first year, I helped CNET surpass the 1 million followers milestone on Instagram, while in 2022, I steered the growth of our TikTok audience by an impressive 230%.
Collaborating closely with sales, integrated marketing, and other cross-functional stakeholders, I played an integral role in conceptualizing and executing compelling social-first formats, series, and branded content.
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New York Post
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As a social media and audience engagement editor for the New York Post, I was responsible for the optimization of original content and breaking news for our various social platforms, boasting a total of more than 8 million followers (at the time).
My day-to-day responsibilities included crafting clever social media copy, designing eye-catching Instagram graphics, producing engaging TikTok videos, and managing partnerships with leading platforms such as Flipboard, Apple, and Facebook.
In my first year, I successfully implemented a new headline post design and strategy on Instagram that resulted in a 50% growth of our followers. This, in turn, drove a more than a 500% increase in our Instagram referral traffic in just a few months.
I played a pivotal role in launching the NYPost TikTok account, taking viewers on a virtual journey through the streets of Manhattan and even offering glimpses into my personal life during COVID lockdown times.
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ABC7 News
Washington, D.C.
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As the social media coordinator for Washington's local ABC station, WJLA, I covered a myriad of events, ranging from national politics to local crime. I was responsible for completely overhauling our social media efforts, drawing on my experience from our sister station in Portland, Oregon, where we consistently ranked #1 in social media engagement out of more than 200 local news stations within Sinclair Broadcast Group.
I successfully grew our Instagram audience by over 30% in my first few months on the job and secured the #1 position among our competitor set each month for total Facebook video views. Additionally, I acted as a fill-in digital executive producer, wrote numerous nationally-syndicated articles for the website, and conducted social strategy training for a large team of anchors and reporters.
KATU News
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As the Social Media Manager at KATU, I crafted our social presence from the ground up, making KATU the news organization to beat for social engagement in the Portland market.
While at KATU, I helped lead a breaking-news focused web team, played a crucial role in digital and TV news coverage, crafted speedy social posts and live streams, wrote hundreds of articles, executed day-to-day news operations, organized major social and digital campaigns, and participated in nearly every aspect of newsroom production. I even went out to photograph things like protests, llama farms, and sloth sanctuaries. In a smaller market, you do it all.
At KATU, I was instrumental in spearheading the use of Facebook Live, various analytics platforms, and other quickly-evolving social media tools. By the end of my tenure, KATU consistently outpaced all other market TV stations in monthly social engagement. Moreover, we were the top-performing station on social within Sinclair Broadcast Group.
In two years, I doubled our Facebook following, increased our average monthly social video views by 450%, grew our Twitter following by 141%, and increased our Instagram following by 1,000%. I truly enjoyed this job.
Additional projects
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