Resume

With over 13 years of dedicated experience in social media marketing, I’ve had the opportunity to lead and grow teams in both enterprise and start-up environments, driving the creation of compelling content and campaigns that forge deeper connections with audiences, foster community, and amplify brand stories.

My specialties include crafting strategic social media plans and content, developing impactful community engagement and social listening capabilities, and building authentic brand and influencer partnerships. I believe that social media has the power to drive positive impact and am passionate about bringing authentic, innovative content and campaigns to life.

Experience

February 2024—present

Mercurial Social

Social Media Lead & Consultant

Leveraging over a decade of experience, I develop and manage social media marketing and executive content efforts for a diverse group of small businesses, brands, and industry leaders. I specialize in assessing and evolving existing social efforts, creating high-impact strategies, crafting compelling content, and fostering authentic engagement within communities. Working with executives and entrepreneurs, I also create and advise strategic LinkedIn thought leadership content to amplify their online presence, grow their industry influence, and generate valuable business leads.

May 2022—January 2024

Zero Longevity Science

Director, Social & Community

As the head of social media, community, and partnership efforts, I strategically led all social media channels for Zero, a top-rated health tracker app — encompassing strategy development, content creation, reporting, and ongoing community management. I managed the in-house social content team, including creative, video production, and copy, in developing innovative, engaging content and campaigns in alignment with organizational objectives. My efforts included optimizing all social content and video production processes and workflows, strategically orchestrating a viral TikTok brand mention with 3.5M+ views, building relationships with industry influencers and brand partners, implementing a brand ambassador program, and fostering engagement and brand love with the Zero member community through monthly challenges and giveaways.

August 2020—April 2022

Ally Financial

Director, Sponsorship Social Media

Promoted to spearhead social content and strategy for Ally's expanding sports and event sponsorships, I led the Ally Racing team social media channels, overseeing content strategy, community engagement, and real-time activations. My role also involved successfully collaborating with multiple internal teams, agency partners, and sponsorship organizations to integrate organic and paid social media into strategic sponsorship initiatives. I amplified social content across Ally and partner channels to engage target audiences and extend brand reach and awareness. My sponsorship portfolio included the Ally 48 Chevrolet (NASCAR Cup Series), Charlotte Football Club (MLS), National Women's Soccer League, Detroit City Football Club (USL), the Ally Challenge (PGA Champions), the iHeart Radio concert series, and the Ally 48 Cadillac DPi (IMSA).

October 2015—July 2020

Ally Financial

Sr. Manager, Social Media Content & Community

As the strategic lead of Ally's enterprise community management team, I expanded the team and its scope by enacting always-on social coverage, coordinated integration with customer support, and strategic social listening and reporting. I successfully executed the implementation a new enterprise social media tool (Sprinklr), collaborated closely with creative and digital agencies to create captivating social content, and assumed the role of the social media lead during enterprise crisis response scenarios. I also regularly collaborated with legal and compliance partners to ensure adherence to industry regulations set forth by governing bodies including FINRA and the FDIC, and facilitated Ally Auto's dealer social media programs, equipping dealer partners with tools and training to enhance their digital strategies.

September 2014—October 2015

Capital One

Sr. Associate, Social Media Content & Channel Strategy

I played a key role in guiding and executing content and channel strategy for Capital One's enterprise social media channels. This included the development and management of a cohesive social brand voice, content pillars, and value proposition. I also managed the brand's successful inaugural Instagram ad campaign, #WalletStories, which generated 24M impressions, reached 6.5M users, increased followers by 120%, and resulted in a 16 point lift in ad recall. Additionally, I fostered internal collaboration with over 30 lines of business to ensure comprehensive product visibility across enterprise social channels and maintained relationships with social media platforms to stay updated on platform developments and best practices.

May 2010—August 2014

Ignite Social Media

Account Coordinator / Senior Community Manager

As a member of Ignite's client services team, I managed client relationships and effectively coordinated communications between clients and agency teams. Promoted to Senior Community Manager, I served as the community and content lead for several agency clients spanning diverse industries. My responsibilities included crafting and overseeing multi-channel editorial calendars, encompassing content strategy, short- and long-form copywriting, and creative asset development. I led a dynamic community management team in proactively engaging across clients' social platforms, interacting with users, responding to comments, and resolving concerns and customer issues. I also regularly developed strategic recommendations, reports, and agency perspectives that effectively shaped client social media strategy, brand voice, and content optimization and execution. My client portfolio included industry leaders such as Microsoft, Carlson Rezidor Hotel Group, Proctor & Gamble, Samsung TV, Mederma, Quest Diagnostics, The Body Shop, and the National Endowment for Financial Education.

Education

2019–2021

University of North Carolina

at Chapel Hill

2006–2010

University of North Carolina

at Chapel Hill

M.A., Digital Communication

Thesis: Tweeting in #RealTime: Engaging Second-Screen Audiences During Live Sports

Read my thesis and associated best practices guide

B.A., Journalism & Mass Communication

Concentration in public relations

Skills

Social media management & listening (Sprinklr, Khoros, Sprout, Brandwatch)

Influencer management (Julius, IMAI)

Social design (Canva, Figma, CapCut)

Writing and editing for social and digital

Paid social ad management (Meta Ads Manager)

Executive and crisis communications

Leading and mentoring diverse teams