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Work Background
Arts Center of HartwellExecutive Director
Aug. 2024Hartwell, Georgia, United States
Peacock’s Plants and FarmFarmer
Mar. 2023
The Home DepotManager, Organic Social
Mar. 2022 - Jan. 2023
The Home DepotProject Manager, Organic Social Media
Nov. 2018 - Mar. 2022- Increased YouTube organic channel views by +211% with best-practice optimizations for entire 1500+ channel library, as well as through leading organizational creative change through content-first approach.
- Lead strategy and creative production for company’s first episodic series, including Indoor Houseplants and How to Undo, both informed by social channel trends.
- These series increased CTR over YouTube benchmarks by +8300%*, VCR (video completion rate) by +774%, as well as increase subscribers by +1% of total channel in first four weeks of series
launch.
- This strategy also led to +196% engagement, +362% visits, +18% average views per viewer, subscriber watch time +145%.
- Increased last touch revenue by +78% YoY, and traffic +79% YoY by developing and implementing customer-backed, organic-first (Facebook, Twitter, Instagram) creative strategy (first in company history).
- Increased channel engagement by +360% during Black History Month with company’s first external-facing Black History Month campaign, in collaboration with multi-faceted cross-functional teams, including DEI, internal communications, PR, dotcom, marketing.
The Home DepotSenior Editor, Social Media
Nov. 2017 - Nov. 2018Greater Atlanta Area- Managed over 20+ campaigns at any one time, ranging from production budget levels of $5K to $400K.
- Across all campaigns managed, drove increased Impressions, ROAS, CTR, ER consistently through social-first creative as well as through partnership and collaboration with paid media partners. Campaign
example include:
- A full-funnel strategy and allowing for a broader channel and placement mix drove an increase in audience exposure, reaching 14% more impressions than estimated. Priming strategy and driving customers down the funnel proved to be effective with an average ROAS for the entire initiative, with 78%+ higher than conversion benchmark. The audience actively interacted with the ad units in the Facebook traffic campaign due to engaging creative with an engagement rate of 15.88% (+10% v campaign average).
The Home DepotSocial Media Editor
Dec. 2016 - Nov. 2017Atlanta, Georgia- Manage agency creative production from concept to launch to meet or exceed strategy objectives and KPIs for all social media content
- Collaborate with cross-channel partners on content production, driving efficiencies and creative cohesion across media channels, including OLA, CRM, SEO and .COM
- Write and edit copy for all social channels and THD Blog to adhere with online editorial standards and brand guidelines
- Maintain strict project timelines and budgets
- Manage THD’s YouTube channel in collaboration with Earned Media, increasing channel views by over 50% YoY through SEO best practices
Biome360Marketing Project Manager
Oct. 2015 - Dec. 2016Norcross, Georgia- Manage, collaborate, and maintain high levels of communication with web design/development and product manufacturing teams.
- Write relevant SEO blogs, web content, and product pages. Contributed to national ranking for keywords with over 30K monthly searches, increased domain authority from 1 to 12 in 3 months, increased traffic and visibility by over 100%.
- Test and manage AdWords/PPC campaigns and Google Analytics to increase conversions cost effectively. Consistently maintained a ~4 - 5% conversion rate.
- Create wireframes for WordPress and site development. - Create 3D renderings and other graphics for WP articles and other web projects.
- Write and design brochures, e-books, and other marketing literature.
- Collaborate with industry leaders, including high-profile bloggers and magazines, to write guest posts and create relevant back-links.
- Build, integrate, and test social media campaigns (Instagram, Twitter, Facebook, and Pinterest).
- Develop probiotic product lines with state of the art technology backed by clinical research
- Create packaging design, including labels, boxes, and inserts, to reach consumers efficiently in both brick and mortar and web settings. - Manage Amazon and e-commerce sales, and customer feedback/inquiries.
Hayward BakerTechnical Writer
Sep. 2013 - Oct. 2015Hanover, MarylandWork with SMEs to create and edit technical papers and case histories on sustainable geo-technical foundational work. - Work with SMEs to create and edit technical papers and case histories
- Write, edit, and design other various company literature, including brochures and project case studies
- Write and edit press releases for national and regional publication
- Create graphics for internal and external marketing use
The Florida ReviewIntern
Aug. 2012 - Dec. 2012The University of Central Florida- Read and select manuscripts for publication. - Proofread and fact-check selected manuscripts with the Chicago Manual of Style to maintain the integrity of The Florida Review. - Manage research and planning of ebook publishing for Kindle and iBooks for future and past publications. - Market and network to new and previous subscribers.
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