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Work Background
Included HealthSocial Media Manager
Nov. 2023San Francisco, California, United StatesI lead the strategy and execution of Included Health’s corporate social media presence, shaping it into a powerful platform for brand awareness, thought leadership, and engagement. Having built the program from the ground up, I collaborate with stakeholders across the organization, ensuring alignment with our broader communications and marketing goals. Through strategic content development and community engagement, our social audiences have organically grown by over 400%. After successfully securing executive buy-in to expand our services with Sprout Social, we now have access to deeper analytics, ensuring metrics are directly tied to key OKRs. Additionally, I implemented social listening as part of our overall corporate communications strategy, providing critical insights into brand health, customer experiences, and competitive benchmarking. As part of this program growth, I have transformed our content by implementing Canva organization-wide, making high-quality content creation more accessible. This has led to a 35% increase in video and dynamic content across our social channels, driving higher engagement and visibility. Key Responsibilities:
- Develop, execute, and manage a corporate social media strategy that drives engagement, brand visibility, and thought leadership.
- Lead creative social programming to elevate Included Health’s digital presence.
- Support our executive and clinical SMEs with thought leadership content and strategic oversight.
- Conduct competitor analysis to refine strategy and enhance market positioning.
- Oversee community management, customer engagement, and response protocols.
ResMedSenior Manager, Global Social Media
Sep. 2022 - Apr. 2023San Diego, California, United StatesI led the channel, content, storytelling, and community management strategies for ResMed’s 70+ social media accounts worldwide, overseeing a global network of social managers and engaging with 8,000+ employees to drive brand awareness, thought leadership, and engagement across key external stakeholders. I played a pivotal role in evolving ResMed’s corporate communications and product storytelling across sleep and respiratory care, SaaS, and digital health technologies, ensuring alignment with the company’s transformative medical technology goals. By empowering regional teams, I helped establish a unified yet locally relevant approach to social media across diverse markets. Key Contributions & Achievements:
- Led global social strategy for ResMed’s corporate brand, product lines, and SaaS subsidiaries, driving engagement and visibility.
- Empowered and guided social media managers across regions to implement cohesive yet market-tailored social strategies.
- Introduced and expanded social activation at keystone business development events, enhancing brand presence and engagement.
- Supported key executives and leaders in building their personal brand and thought leadership on social media, increasing corporate visibility.
- Oversaw social content strategy to ensure engaging storytelling that resonated across different geographies and audiences.
- Optimized community management strategies, fostering meaningful interactions with customers, partners, and industry influencers.
- Leveraged data-driven insights to refine performance, enhance content strategies, and ensure social media supported broader business objectives.
FocusMaineSocial Media Strategist
Dec. 2019 - Nov. 2021Portland, Maine, United StatesSupported FocusMaine's mission to accelerate job growth in Maine by increasing awareness of the private sector-led organization's strategic plan. Lead social media strategies for LinkedIn and Twitter including fundraising support, business development, media relations, and thought leadership.
Sam Brown, Inc. Healthcare CommunicationsSenior Social Media Strategist
Mar. 2019 - Aug. 2022RemoteAs the agency’s first social media strategist, I played a foundational role in shaping the agency’s social media practice, driving business growth, and delivering high-impact strategies for clients navigating the evolving pharma and biotech landscape. I established and scaled a comprehensive program to meet the growing demand from clients looking to leverage social media as a communications channel. I built the processes, channel management strategies, content development frameworks, and reporting structures to ensure a cost-effective yet results-driven approach that delivered measurable impact for clients. As part of this new program, I developed a tiered pricing strategy for the agency’s social media offerings, enabling the team to effectively position services for new business development and upsell opportunities. Key Contributions: - Developed and delivered training for junior contractors, as well as media training for SMEs and C-suite executives
- Launched the agency’s first B2C client on social media at the start of the pandemic, helping them pivot from in-person to virtual care with a paid and organic approach that drove a 25% increase in website leads within three months.
- Supported biopharma clients in successfully launching new channels, executing corporate strategies to drive awareness and engagement at every stage—from pre-IPO, clinical trial recruitment, and milestone announcements to commercialization
- Advised clients across multiple therapeutic areas, including gene therapy, oncology, immuno-oncology, dermatology, rare diseases, biosimilars, mental health, infectious disease, and ophthalmology.
MaineHealthSocial Media Consultant
Mar. 2019 - Jan. 2022Portland, Maine, United StatesSupported MaineHealth's marketing department to manage the health system's social media footprint across more than a dozen social platforms serving the entire state. Developed SOPs and region-specific social media strategies and content for patient communications.
Health+CommerceSenior Social Media Strategist
Apr. 2017 - Mar. 2019Portland, Maine AreaProvided senior strategic social media and content development counsel to the agency’s roster of medical technology clients to include channel and product launches, patient recruitment, physician community building, and paid growth strategies.
The Brandon AgencyAssociate Director of Social Media
Aug. 2016 - Jul. 2017Portland, Maine AreaWorking directly with the Director of PR and Social Media and other agency management in leading and mentoring a growing team and the agency in organic and paid social media best practices through: · Providing overarching tactical and strategic support for 40+ social media (140+ social networks) for clients in hotels, hospitality, tourism, retail clothing, B2B, utility, healthcare and food and beverage
· Content development strategies for blogs, videos, long-form, infographics, etc.
· Assisting media department in multi-channel paid social campaigns across Facebook, Twitter, LinkedIn, Pinterest and Snapchat, to include budget forecasting and audience development
· Creating marketing plans for current and prospective clients in relation to budget requirements; finding efficiencies in tactical execution to reduce resources
· Working collaboratively across departments include PR, media and creative to execute successful campaigns
· Researching, recommending and maintaining all agency social tools
· Staying current on industry trends as they relate to social media as well as trend opportunities for clients
· Assisting in the creation and implementation of department processes as they relate to social media functions
· Offering additional strategic insight on new business development opportunities
· Supporting growth among staff through mentoring, training and hiring
· Executing agency-wide training on social media best practices for business and branding through webinars
· Developing and executing the agency's social media presence and content
· Managing personnel issues and professional development
The Brandon AgencyPR & Social Media Manager
Apr. 2015 - Aug. 2016Portland, Maine AreaManage complete communications campaigns for top-tier clients in the travel, tourism, retail and medical industry to include all public and media relations, social media (paid and organic), events and digital content; strategies include efforts on traditional media and PR, Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube. Provide direction and strategy for agency communications, industry trends and new business development including new business pitches and proposals. Support staff growth through mentoring and training new hires and junior executives. Management of all social advertising campaigns across Facebook, Twitter and LinkedIn.
Maine Historical SocietyCommunications Manager
Nov. 2014 - Apr. 2015Portland, Maine AreaResponsible for developing and implementing marketing and communications plan that supported the Society's mission by expanding awareness, engaging the public and attracting new audiences. Worked directly with each department to create consistent and inspiring content across all forms of marketing including social media, the MHS websites, weekly email updates, newsletters and print and news media.
Old Orchard Beach/Saco Adult and Community EducationInstructor
May. 2014 - May. 2016Old Orchard Beach, MaineMay 2014: Content Marketing 101 for Small Business
October 2014: Blogging for $$
April 2016: Video & Content Marketing
Video Marketing Your Business on Facebook
Town of Old Orchard Beach, MaineTown Councilor
Jun. 2013 - Nov. 2014Old Orchard Beach, Maine
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