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What I Do

Projects

AUDIENCE DEVELOPMENT

Traceroute

I developed and executed an organic + paid social strategy to build an audience for Equinix Metal's branded podcast, Traceroute. Using organic social content optimized for engagement, paid social ads targeted to developer communities, and an SEO discovery strategy for content on podcast platforms and YouTube, I helped build listenership among a target audience of tech developers and consumers.

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RESULTS

  • Increased organic engagement by 50%

  • Achieved record low CPC for on social ads

  • Podcast premiered at #3 in the tech category on Apple podcasts

SCALABLE CONTENT

University of Phoenix

I helped create an enterprise content model and scalable content strategy designed to increase content production and to target high-value audience personas. 
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RESULTS

  • Increased publishing from 5 to 30 pieces monthly

  • Website traffic and content views increased 200% YoY

  • Reduced page abandonment by 50%

  • Shortlisted for the Digiday Content Marketing Awards

Event Content IBM

EVENT CONTENT

I created a content strategy for the IBM Airline Summit in San Francisco, CA that engaged influencers in tech and beyond to demonstrate and amplify the mission of IBM's Industry Marketing team. Social influencers contributed to a digital magazine that was distributed in print to thousands of attendees at the event, and published their contributions on their own blogs and social channels, driving new traffic IBM Industry Marketing's landing page targeting airline industry decision-makers.
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RESULTS

  • Increased awareness of IBM Industry Marketing among event attendees

  • Boosted landing page traffic by 50% during event

  • Increased social engagement rate 150% on event content

Paid Social IBM

PAID SOCIAL

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COMMUNITY BUILDING

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THOUGHT LEADERSHIP

Using timely and compelling stories linked to in-market campaigns, these social ads across Facebook, Twitter and LinkedIn engaged a highly sought-after audience of senior executives in our target industries. These ads outperformed the groups' existing social ads with engagement and click-through rates up to 120% higher than average, and consistently performed well above platform benchmarks.
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RESULTS

  • Ads performed 120% better than previous social campaigns

  • Achieved record-low CPC for Industry Marketing social ads

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Using social analytics to identify the site's highest-performing food content, and Facebook A/B testing to gauge interest among our target demographic, I launched and grew the Between Two Slices Facebook page into an engaged community of our Facebook super fans.
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RESULTS

  • Grew audience to 50,000+ fans within 4 months 

  • The page was the fastest-growing and most engaged among all of Dotdash's social properties

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To highlight Publicis New York's capabilities as a full-service advertising agency and feature top talent within the agency, I created Big Ideas, a thought leadership video series. Publishing this content across digital channels as part of a well-rounded digital content program that attracted key audience segments, including potential clients, top talent and other influencers in the advertising industry.
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RESULTS

  • Speaking invitations for featured talent

  • Increased interest in media pitches on featured services

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