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Work Background
GALEDirector of Social Media and Strategy Activation
Jan. 2024-Led the strategic vision and execution for GALE’s clients and global social-first marketing programs.
-Develop, manage, and grow a large division of integrated, brand and product marketers
-Collaborate with cross-functional marketing, legal, communications, and agency partners to ensure social executions align with campaign objectives, strategy, and narrative.
-A thought leader and expert in Social-First and influencer and creator marketing best practices collaborating with Marketing, PR, Comms, Marketing Strategy, Creative, and Legal teams to align efforts with overall business goals Clients include: Got Milk - GonnaNeedMilk, Fabric of Our Lives - Cotton, Hard Rock, and Fogo de Chao
SHEIN Distribution CorporationDirector of Social Media
Jan. 2022 - Jan. 2023· Lead the development & execution of over 65+ best-in-class social strategy and campaigns across all platforms, content curation, community management, and influencer marketing to support overarching brand strategies attributing to 10% increase in brand sentiment YoY.
· Drive global social content strategy using consumer insights and learnings, and provide a data-driven model to regional teams to drive local initiatives.
· Ensure all regional social strategies are aligned with global strategy and executed according to global direction
· Created and delivered the ‘brand social playbook and best practices' that clearly state the role of brand social for the brand + guardrails/guidance to regional marketing teams
· Oversaw, lead, and executed (when necessary) content creation and curation process, including briefing in social photo and video shoots (including photo and video shoots) for organic and paid social based on product storytelling, identifying relevant and elevated User Generated Content for the channels
· Oversaw and lead data tracking, insights, analytics platforms, and competitive landscapes to continuously refine and improve strategies
· A strategic, thought partner cross-functionally within the Marketing team, as well as with Creative, Brand Management, Digital, and International teams to drive strategy, solicit input and derive insights to strengthen ideas
· Managed and inspire the team, providing creative inspiration & vision, insights, and context to help shape bigger ideas to drive the business
· Managed an annual social budget, forecasting, planning, and tracking to optimize spend based on business objectives. · Devised community management strategy and structure to maximize consumer connection.
Spearheaded crisis management efforts, successfully navigating high-profile challenges to protect the brand's reputation and minimize negative impact.
FiskerHead of Social and Influencer Marketing
Jan. 2022 - Jan. 2022- Built the community infrastructure while defining the team structure, tools & software, and data & reporting to support the team vision and scaled growth - Embedded community principles across teams - influencing the design, product, & marketing teams to incorporate key creator elements into their programs
- Analyzed social trends, competitor actions, and customer insights to enhance marketing strategies, uncovering new opportunities that resulted in Fisker’s social community expanding from 20K to 1.2M followers.
- Oversaw the social marketing budget, guaranteeing the effective allocation of resources to maximize return on investment.
- Led the creation and execution of social and influencer strategies for Fisker’s electric vehicle launch campaigns (Ocean, Pear etc).
- Developed planned and reactive social editorial calendars for brand initiatives, utilizing paid media to amplify reach and engage diverse audiences.
L'OréalSocial Media and Influencer Manager, Global
Jan. 2019 - Jan. 2022El Segundo, California• Evolve the voice and branding of the NYX Cosmetics brand to have a cohesive one across all channels.
•Led 100+ Influencer campaigns. Expertise includes content briefing, product seeding, experiential + events, and talent relationships. •Responsible for budgeting, and legal agreements. Manages virtual eventing and lives to boost community engagement. Sourced and incited loyalty from talent across music, gaming, pro-MUA categories.
•Oversee and execute social media strategies to optimize the brand’s presence across social media platforms including Facebook, Instagram, Twitter, Pinterest, YouTube, and TikTok - helping move brand from #13 to #2 amongst competitors.
•Lead community management strategy across 70 global markets' social channels - increased response rate from 0% to 100%. •Manage weekly and monthly analytics reporting on key industry trends, competitive insights, and emerging technologies • Analyze effective benchmarks for measuring impact of social media efforts in order to determine campaign effectiveness through relevant monitoring tools
• Drove year-over-year growth on all @nyxcosmetics social channels account, now at 25 million followers in the US and 35 million globally cross-channel • Staying on top of key industry trends, competitive insights and emerging social media/marketing/e-commerce technologies and benchmark and research competitor and industry leaders in social media. Constantly exploring and evaluating new social platforms, tools, services and vendors and provide recommendations
• Conceptualize and lead the implementation of compelling content and programs across various social platforms that engages and communicates effectively with our audience
• Establish and execute strategic social strategies and campaigns for new product launches and brand partnerships including partnerships with: Netflix, Spotify, Instagram, Snapchat, NCSoft, Animal Crossing and Coachella
Snap Inc.Social Media Marketing Specialist
Jan. 2016 - Jan. 2019Venice, California- Helped launch and support the Spectacles product, Snap Camera and Lens Studio (AR Lens Creator Program) via Twitter
- Led analysis on projects to inform strategic decisions and improve user experience
Influencer relations and crisis control for top-tier and celeb partners. - Identified, escalated, and drove solutions for new issues, trends, and potential bugs
- Oversee customers’ questions received through Snap Inc.’s five Twitter accounts and email - Collaborate with other teams to iterate and experiment with process and content (language, tone, format, etc.) to strive for the highest possible level of quality and consistency
-Drive analysis on projects to inform strategic decisions and improve user experience
-Respond to Community Support inquiries received, ensuring quality responses and fast TAT
-Proactively anticipate trends ahead of new feature releases and build out relevant new policies or changes to existing policies.
-Manages vendor teams, workflow processes and QA for designated workflows
- Develop social media copy for both editorial and marketing efforts
HuluSocial Media Community Manager
Jun. 2015 - Sep. 2016Los Angeles, California- Assisted users over social media with inquiries about account management, billing, and content.
- Relayed expert knowledge of the Hulu services to users in an easy-to-digest way.
- Collaborated and maintained a social content calendar with our Brand team. - Identified and communicated trends and improvements across teams to help drive business.
- Communicated real-time device and technology issues to developers and engineers.
- Helped onboard new members of the team.
Managed DigitalDigital Media Planner
Jan. 2014 - Jun. 2015Santa Monica- Day-to-day management and monitoring of key agency accounts
- Planning and creative input when appropriate
- Develops strategies on integrated brand launch plans in both traditional and digital media
- Creates and maintains reports on current and past campaigns
- Produces strategic briefs for in-house creative and production departments
- Assists in overseeing campaign project timelines from start to finish
- Research and data collection/reporting with Google tools (AdWords, Analytics, and DCM)
- Employing Social Media tools to analyze and report on Facebook and Twitter Campaigns - Presents strategy and key recommendations to clients post campaign production
- Provides clients with key insights to performance during and after a campaign
ZenithOptimediaAssistant Media Planner, Strategy
Jun. 2013 - Jan. 2014Greater Los Angeles Area• Created multi-million dollar media plans for clients: 20th Century Fox, Farmer’s Insurance, Hallmark Channel, and Epson.
• Knowledgeable in multiple media channels, which include: Print, Outdoor Advertising, Radio and TV.
• Integrated multiple Social Media platforms ( Facebook, Twitter, Instagram, Tumblr, Youtube Etc.)into ongoing campaigns.
• Utilized different research tools to establish ROI (Kantar, Simmons, and other IMS tools).
• Wrote competitive and partnership POV’s.
• Partnered up with SVP to host liquid sessions (brainstorm) for new businesses and current clients.
• Assisted VP Associate Media Director to develop effective traditional, and integrated media plans based on specific client strategies and objectives.
• Assisted with developing strategies to pursue new business partnerships with companies such as Hulu and the San Diego Zoo.
• Reported to SVP to support current team and clients.
• Worked on a National and Local TV buying team as well as a strategy team.
• Managed media flowcharts, authorizations and budgetary documents of campaigns in execution.
• Able to create competitive decks in power point.
ZenithOptimediaMedia Trainee
Jun. 2013 - Aug. 2013Greater Los Angeles AreaSelected to be part of a intensive media training program to learn and understand the ins and outs of the business. -Trained and partnered with Media Buyers, Planners and Strategy.
-Learned to work with clients and set up media buys and plans.
-Created in depth media presentations, plans, campaigns and POV's for clients.
ConsultantSocial Media and Influencer Marketing Expert
Jan. 2013Develop and execute comprehensive social media strategies across multiple platforms (Instagram, TikTok, YouTube, LinkedIn, etc.) to drive brand awareness, engagement, and conversions for clients.
Identify and collaborate with key influencers to build effective, authentic partnerships that align with clients' brand values and target audiences.
Lead influencer marketing campaigns from concept to execution, including influencer selection, negotiation, content creation, and performance tracking.
Monitor social media trends and emerging platforms, adapting strategies to ensure clients stay ahead of the curve and maintain relevance in a competitive digital landscape.
Provide expert consultation on content strategy, social media growth tactics, platform algorithms, and community management to optimize clients' online presence.
Analyze campaign performance, generate reports, and offer actionable insights to continually improve social media ROI and influencer marketing outcomes.
Build and maintain relationships with influencers, content creators, and industry professionals to create long-term partnerships and opportunities.
Train and mentor clients' internal teams on best practices for influencer engagement, social media management, and content optimization.
Create and manage paid social media strategies to complement organic influencer-driven content, ensuring cohesive messaging across channels.
DieselSupervisor/ Sales
Feb. 2012 - Jun. 2013Providing Customer service
Analizing weekly/monthly/yearly sales goals
Utilizing full and detailed knowledge of inventory resulting in highly successful sales
Creating visual representations of the current products and merchandising them
Providing personal attention to the client in a boutique setting and high-traffic retail environment
Ability to perform under pressure
Personal commitment to customer satisfaction
Work well independently as well as on a team
Working with advanced computer applications to perform multiple tasks (inventory, sales, etc.)
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