Resume - email for PDF
🧑🏼💻 Work
Betsey Johnson - New York, NY
Senior Manager, Social Media (July 2024 - current)
- Owned a $1MM+ annual influencer marketing pipeline spanning evergreen creator seeding, VIP gifting, brand events, and quarterly product-driven content, driving cultural relevance and introducing a heritage brand to younger audiences across social platforms.
- Grew Instagram by 36% (645K to 875K) and TikTok by 40% (630K to 885K) by integrating influencer strategy, building paid agency partnerships to strengthen media alignment, and owning content planning while overseeing execution through Social Media Associate, including pitching and executing founder talent opportunities such as The Criterion Closet feature.
- Generated 20M impressions on <$20K by leading high-ROI influencer activations for a new sports assortment, launching MSG basketball suite and building a pipeline of paid creator partnerships from emerging talent.
- Partnered with Creative Director and cross-functional teams (Marketing, Creative, eCommerce, Wholesale, Licensing) to execute integrated campaigns for product launches, celebrity collaborations, and brand activations, including partnerships with Hulu, Disney+, RuPaul’s Drag Race, and Elton John AIDS Foundation.
- Managing the day to day relationship with PR agency partners, approving gifting requests, and owning sample trafficking for stylist and celebrity placements such as Tate McRae, Margaret Qualley and Iris Apatow.
R/GA - New York, NY
Social Media Community Manager (July 2022 - June 2024)
- Activated over $10MM+ in campaigns across Verizon’s social presence totalling over 9 million followers by executing daily posting across Instagram, Twitter, TikTok, YouTube, Facebook and Threads.
- Engaged as the brand online in various culturally relevant conversations by identifying opportunities and writing copy, such as Beyoncé’s Super Bowl commercial with Verizon.
- Implemented new engagement strategy by creating an internal brand partner document, increasing Verizon’s social engagements output by over 900% within 6 months.
- Grew and maintains relations with clients through informing and integrating best social practices into strategy, inclusive of the creator economy, industry trends, and competitor activity.
- Partnered with the Data team to consistently track and evaluate consumer conservations for sentiment and reach across our brand engagements.
Hero Cosmetics - New York, NY
Social Media Community Coordinator (January 2022 - April 2022)
- Increased member engagement by 140% in one month on the brand’s community based platform, Hero Skin Squad, through creating and executing a bespoke social strategy with weekly content creation and sole ownership of the brand’s voice.
- Supported the brand's Instagram platform strategy by creating a consistent pipeline of user-generated content from 30+ creators.
- Spearheaded first community management strategy across social channels, resulting in an average platform engagement rate increase of 10% within 3 months.
- Presented to company leadership on the brand’s 5 social channels’ performance and consumer sentiment insights utilizing Sprout Social and Later.
- Implemented, tracked, and oversaw an inclusive, cross-category monthly product seeding strategy for 600+ influencers by sourcing new creators in line with brand values and target market.
- Created and monitored UTM codes to track performance across 7 product launch campaigns, create and fulfill Shopify orders, and manage relationships with influencers to ensure accurate and timely brief execution.
- Pitched and coordinated 2 co-branded partnerships that grew the brand’s following by over 900+ followers, through partner communications, providing creative direction to studio team, and handling shipping logistics to giveaway winners.
📖 Education
Parsons, The New School - New York, NY
Certificate in Fashion PR and Marketing
University of Cincinnati - Cincinnati, OH
Bachelor of Business Administration in Marketing, with Minor in Fashion Design Studies
👀 Additional Information
AdAge Gen-Zer to Know 2024
Rookie of the Year 2022, Award Recipient of R/GA Cube
Top 100 Senior for University of Cincinnati’s Class of 2021/2022, Award Recipient
Campus Involvement: Office of Admissions (Campus Tour Guide, Recruitment Committee)
Softwares Used: Google Workspace, Slack, Sprinklr, Later, Asana, CreatorIQ, Sprout Social, Shopify