Social and Digital Media Manager, Maryland Office of Attorney General 2023-2024

Developed and executed digital and social media communications strategies for a statewide elected office with nearly 950 employees across Maryland. Responsible for all digital communications across all platforms including sign-off on all public facing social media content. Implemented new strategies focused on video content and storytelling to bring attention to the work of the Office of Maryland Attorney General and its numerous field offices and various constituent departments. Created new profiles across emerging new social media platforms and developed social media content calendars for both the Communications team as well as the Executive Division. Facilitated numerous hybrid digital and in person events with the Attorney General and others across the OAG to engage the public and raise awareness of initiatives and services to the people of Maryland.

Senior Social Media Strategist, The Dream Corps/dream.org 2021-2023

Lead social media strategy for a multi-vertical non-profit focused on green energy adoption/ green jobs, criminal justice reform, and increasing minority equity in the tech industry for well- funded organization founded by Van Jones. Lead planning and execution of social efforts regarding the largest re-brand in the organization’s history, from The Dream Corps, to Dream.Org. Worked with both internal and external stakeholders to create effective social messaging, impact, engagement and recruitment campaigns across a variety of issue areas and through a major overhaul of the organization’s public-facing image.

Social Media/Cultural Organizer, NEO Philanthropies/Resilience Force 2018-2020

Led a small but talented team in building out digital and social media programs from scratch for New York-based advocacy organization dedicated to good government reform ideas. Co- produced a weekly NYC based terrestrial radio show and podcast focused on state and national issues related to good governance and policy innovation. Planned and executed successful, full-spectrum online advocacy campaigns targeting state and local lawmakers on issues such as publicly funded retirement security accounts, corporate accountability and government reform.Grew client’s digital audiences across platforms by planning and executing paid advertising campaigns to increase visibility and engagement. Tracked and reported regularly on key performance metrics to demonstrate improved engagement and growth. Launched successful weekly radio broadcast from 970 AM in New York City augmented by vigorous, targeted social engagement with listeners. Guests have included New York City Mayor Bill de Blasio, former U.S. Senator Gary Hart, and current U.S. Senator Charles Schumer. Developed an aggressive email list building campaign built on a culture of testing, analytics and messaging discipline.

Digital Communications Director, EffectveNY 2015-1018

Led a small but talented team in building out digital and social media programs from scratch for New York-based advocacy organization dedicated to good government reform ideas. Co-produced a weekly NYC based terrestrial radio show and podcast focused on state and national issues related to good governance and policy innovation.
Planned and executed successful, full-spectrum online advocacy campaigns targeting state and local lawmakers on issues such as publicly funded retirement security accounts, corporate accountability and government reform. Grew client’s digital audiences across platforms by planning and executing paid advertising campaigns to increase visibility and engagement. Tracked and reported regularly on key performance metrics to demonstrate improved engagement and growth. Launched successful weekly radio broadcast from 970 AM in New York City augmented by vigorous, targeted social engagement with listeners. Guests have included New York City Mayor Bill de Blasio, former U.S. Senator Gary Hart, and current U.S. Senator Charles Schumer. Developed an aggressive email list building campaign built on a culture of testing, analytics and messaging discipline.

Digital Marketing and Social Media Strategist, Abrams Research 2012-2014

Directed a team of talents strategists, developers, analysts, writers, researchers, designers and associates at Abrams Research, a full service digital and social media agency founded by Dan Abrams, specializing in the development of web-based digital marketing campaigns, in addition to advising on social media strategy for non-profit, political, international, financial, political, sports, entertainment and Fortune 500 clients. On behalf of our clients, my team managed social media accounts that reach over 100 mil-lion fans, and websites that reach over 50 million unique visitors per month. Managed high-value Clients efficiently such as GE, Coca-Cola, Ritz-Carlton, AMC, Excel Sports Management, Weight Watchers, Saks Fifth Avenue; non-profit and philanthropic clients such as the Tiger Woods Foundation, ASPCA, the Mariano Rivera Foundation and sports figures like Derek Jeter, Paul Pierce, Emmitt Smith, Tiger Woods, Blake Griffin and Jason Kidd. My team also developed social media guidance whitepapers and reports for Fortune 500 companies, trade and labor unions, non-profits and luxury brands.

Campaign Strategy, Content and Development Consultant, The Action Network 2011-2012

Developed comprehensive campaigns from target selection, power mapping, partner selection/ recruitment as well as strategic content development and social media efforts for Labor funded advocacy startup. Also worked with developers in three countries to build powerful tool suite/ platform that enables users and partner organizations to wage full spectrum online campaigns on issues such as wage equality, financial industry oversight, the environment, consumer rights, food safety, health care and education. Helped develop and deploy “Justice at Walmart” campaign. Working with partners such as UFCW and Organizing United for Respect at Walmart, CAN was able to begin networking Walmart associates and allies for the walkout strikes that eventually led to over 1,000 offline actions on November 23, 2012 (aka Black Friday). Developed press, social media, content, stakeholder strategies for campaigns focused on for profit colleges, the foreclosure crisis, student veterans, executive compensation, mortgage lending and shareholder actions. Was part of talented team that was able to deploy beta of CAN platform on schedule and under budget. Developed evergreen internal and external content such as content and style guidelines as well as text and video tutorials for site users.

Director of New Media Communications, New York State Senate 2009-2011

Was responsible for the development and deployment of new and comprehensive media campaigns, including content development and creation, new media/web tools, and training for Senators and staff in both internal and external communications.
In two years, we achieved more than 2.1 million unique visitors to nysenate.gov, nearly a million viewers of the Senate’s YouTube channel, more than 200,000 followers on Twitter, integration of multiple sites and platforms into a single unified brand, creation and implementation of new/social media policies that are recognized as models for organizations nationwide, and received the Center for Digital Government’s “Visionary” and “Project Excellence” awards. Managed staff of 6-8 employees in three departments, including both Creative and Media Services. Provided leadership, direction, and relevant insights that guide the New York State Senate’s social media efforts and integrated messaging communications planning for senators and their staffs. Maintained all social media accounts as well as developing new media/social media policies. Was responsible for all public facing online communications. Involved in procurement and Senate-wide implementation of tech/new media services and solutions, including adoption of comprehensive CRM and blast email systems as well as development and release of first in the nation iOS and Android mobile apps. Established success metrics, collected, analyzed, packaged and distributed tailored analytics data packages Senate-wide, trained staff to interpret and act upon this information.

Strategic Communications Consultant, Advomatic Laboratories 2007-2009

Developed and deployed new media strategies for a number of organizations, companies and candidates as the senior strategic consultant in the consulting arm of a leading New York City based web developer. Planned and executed digital and social media strategy for a number of state Senate races in NY for NY DSCC. Helped Unilever develop and launch a major online campaign targeted at Baby Boomers that exceeded all success metrics expectations from penetration to conversions. Responsible for designing, developing, and presenting comprehensive strategic online and social media plan initiatives. Provided leadership, direction, and relevant insights to guide the social media efforts and integrated marketing communications planning for clients and their brands. Performed detailed evaluation of client business environment including customer needs, capabilities and assets, and competitive realities to identify the right campaigns with the right media. Pursued agency partner alliances with business development for cross-marketing and integration opportunities and engagements. Implemented strategy across social channels, monitored and optimized campaigns to drive engagement across projects. Responsible for go-to-market planning and execution, customer research, collateral and website content, product launch planning, coordination, and communication. Monitored competitor capabilities, anticipated market conditions and presented strategies for maintaining leadership position. Identified new market and product opportunities and defined target market requirements which create the foundation for the overall product strategy and roadmap.

Education

BA, English, University of Texas at Austin
MFA, Film Production, University of California at Santa Barbara

Skills

HTML, CSS, Drupal, SMS, Facebook, Twitter, LinkedIn, YouTube, TikTok, Film/Video production/ editing, Photo editing (Final Cut Pro, Adobe Creative Suite, Canva), Microsoft Word, Microsoft Excel, Microsoft PowerPoint, Google Suite as well as collaboration tools like Asana, Slack, Monday and Airtable.

All online and/or SMS based advertising platforms including Google AdWords and Admob. Paid Social Media tools like Meta Business Center, Twitter ads, TikTok ads and Shop. Fanatic attention to analytics tools like Google Analytics, Clicky and Piwik.

Experience working with social media monitoring and mapping tools (i.e. Google, Radian 6, Crimson Hexagon, IBM Social Sentiment, DataSift, Traackr, TomNod, etc.) and popular social media management tools (Sprinklr, HootSuite, Sprout, Rowfeeder, etc.) as well as with more sophisticated enterprise-level monitoring tools. Salesforce, Basecamp, Crowdtangle, ActionSprout.

Extensive experience with NationBuilder, Salsa, ActionKit, Action Network, NGPVAN, ActBlue and Convio toolsets.