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Work Background
Visit OrlandoSenior Director, Social Media & Content
Apr. 2024Orlando, Florida, United States
Visit OrlandoDirector, Social Media & Content
May. 2018 - Apr. 2024• Led social media strategy and efforts for online digital touch points resulting in a 16% growth in impressions, 28% increase in engagement and 12% growth in followers in 2018.
• Developed annual content marketing plans for key target segments – Domestic and International (LatAm, Canada, UK).
• Led marketing efforts against 2019 Q1 campaign in support of Winter (Escape Winter) which drove 75k sweepstakes entries and more than 2.5M social media impressions.
• Created an official Influencer/Content Creator program to support business objectives and increase destination awareness.
• Established new content processes cross departmentally to better integrate marketing strategies and digital integration.
Disney Parks & ResortsDigital Marketing Manager
May. 2014 - May. 2018Celebration, FL• Served on the Grand Opening team for Shanghai Disney Resort by leading communication efforts and managing online/broadcast content distribution in China for 3 months.
• Developed and executed annual digital marketing plans for key lines of businesses: Disney Cruise Line, Disney Vacation Club, Disney Springs and annual events (Epcot International Food & Wine Festival, Star Wars Weekends, Mickey’s Not So Scary Halloween Party).
• Created strong synergy and influencer partnerships, which led to collaborations with The Muppets and Lucasfilms to increase exposure amongst key target segments. • Conceptualized and executed several digital/social contests - all of which produced desired results and one with record breaking performance stats (traffic to site, entries, site engagement). • Introduced a new, innovative video technique into the company to support Disney Springs, Downtown Disney and DLR Holidays.
• Translated brand marketing roadmaps into actionable content plans and ensured innovation, budget efficiencies, and creative excellence from start to finish.
• Partnered with various cross functional teams to gather, analyze, report out and optimize programs based on sentiment and performance metrics.
NBC UniversalSocial Media Marketing
Jul. 2012 - May. 2014Orlando, Florida Area• Developed innovative and effective social media plans/strategies across all platforms (Facebook, Twitter, YouTube and FourSquare) to support major annual events and attractions: Halloween Horror Nights, 2013 Social Media Plan, Holidays at UOR, Transformers: The Ride, The Wizarding World of Harry Potter - Diagon Alley
• Managed fan engagement on all platforms with weekly metric reports to track wins and growth along all digital channels.
• Partnered with multiple departments within the organization to plan and execute cross over tactics and deliver on cohesive content and messaging.
• Organized and executed 3 celebrity Twitter tactics for 2013 Mardi Gras event that trended Nationally • Conceptualized and created company's first Interactive (annotated) YouTube video to support Halloween Horror Nights event
Darden RestaurantsRed Lobster Marketing - Advertising
Feb. 2010 - May. 2012• Led the full creative development of new Kid’s Menu and Core Menu Test menu executions, partnering with external agency, for national and test restaurants – including versioning for price tiers, nutritionals, photoshoots, creative feedback and approvals
• Drove innovation by leading Darden’s first digital Seaside Trivia game as an innovative and interactive way to alleviate the “wait time” experience – first of its kind at Darden and in the casual dining industry
• Managed timelines, pre-production meetings and partnered with agency for creative development and execution of in-restaurant merchandising materials (i.e. promotional stand-alone menus, core menus, free standing inserts, etc.)
• Drove innovation by partnering with digital team, merchandising agency and digital agency to develop first use of QR codes in the merchandising menus
• Conducted full web analytics research on current website, social media presence and loyalty email club as a foundation to develop new digital strategy and website redesign as part of the new brand positioning (Sea Food Differently campaign)
• Led thinking and created strategic plan for Red Lobster’s proposed local marketing program
• Developed the social media content strategy to align brand overlays and channels of opportunity within social media (i.e. facebook fan page) leading brand to grow social fan base by 300% in 8 months
• Managed budget for Outdoor and IYP programs while building a case for investing in local marketing programs
• Partnered with finance to find a new execution for bounceback coupon creative saving more than $50K per execution
Confetti - London, UKMarketing Intern
Jan. 2007 - Jun. 2007• Analyzed & tracked reports pertaining to our onsite traffic and shop profits using WebAbacus
• Led a team to restructure and reorganize the attributes for the filters for our shop section of the site
• Tracked and maintained company position in several PPC and organic search engines
• Created and designed web pages & emails to manage affiliate relations
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