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Work Background
AceableDirector, Social Media
Feb. 2025 - Jan. 2026Responsible for leading enterprise-wide social media strategy, AI integration on Social Media, and governance across Aceable’s education brands in the Driving, Real Estate, and Insurance verticals. Oversee organic and influencer strategy and execution, designed to build brand equity, strengthen reputation, and drive measurable ROI.
• First Social Media director responsible for establishing strategy, setting OKRs and program goals, building the internal social media team (hired 3 key employees over 11 months to enable scaling), and agency partnerships, growing the creator program with measurable ROAS, and establishing measurement frameworks
• Delivered on aggressive ROI targets across multiple education brands, driving estimated $750K revenue, 100M video views, 1M engagements, and 2M site visits through data-driven content optimization and partnership with Paid Social team
• Championed AI adoption of tools and processes, creating efficiency in content development, analytics, research, and operational workflows, leading to 35% increase in team productivity in 3 months
• Scaled ROI-driven influencer and UGC program focused on mROAS impact and engagement growth
• Managed agency partnerships and led a cross-functional team of strategists and creatives to deliver scalable content, community engagement, and consistent brand storytelling
• Established governance frameworks, workflows, and performance measurement to standardize publishing, reporting, and listening across decentralized accounts
• Built community engagement program focused on brand building and authentic student conversations
SolventumHead of Global Social Media
Apr. 2024 - Feb. 2025Continuation of previous role at 3M. 3M Healthcare spun off to become Solventum.
• Responsible for creating paid and owned social media strategy for the new company including lead gen, conversion campaigns, influencer partnerships, and organic content strategy.
• Executed full social media operations set up for the new company
• Built enterprise brand social media paid and organic social media strategy across channels and five business verticals
• Implemented Sprinklr for five business units across reporting, publishing, listening, advocacy, and services - Managed team of six global social media strategists
• Owned work-stream to build external communications content strategy, launching in 2025
• Oversee revenue-driving paid social media budget
3MHead of Social Media at Spin-off Healthcare Company
Jul. 2023 - Apr. 2024Austin, Texas, United States
Veterans Leadership CouncilPresident (Volunteer role)
May. 2023 - Sep. 2025Lead marketing, website, social media communications and volunteer team supporting Veteran networking programs
Indeed.comDirector of Global Social Media
Apr. 2020 - Mar. 2023Own social media strategy, program growth, and execution, while building strong cross-functional relationships and developing a globally dispersed team of 14. Develop ROI-driven social media plans and campaigns across Indeed’s product lines and social platforms in 12 global markets.
• Develop and implement the overall vision and social media strategy for Indeed
• Lead a growing team of global social media professionals
• Responsible for growing global social media brand reach and engagement, while maintaining positive community sentiment through content, paid social and influencer/partnership strategies
• Serve as strategic lead for social media in cross-functional, integrated campaigns
• Oversee community building and increase brand awareness of Indeed products and services with job seekers and employers
• Develop, implement, and optimize the most effective, engaging social strategies by platform ...Oversee influencer strategy and social media partnerships ...Manage global agency partner relationships
VrboSenior Manager, Global Social Media
Jul. 2017 - Mar. 2020Drive strategic direction and performance of global social media program, comprised of 10+ countries, and 50+ social media channels, under the Vrbo umbrella. Held position of cross-functional, social media marketing team lead on major brand campaigns and corporate rebrand. Leader of Expedia Group social media management Center of Excellence.
• Set global strategic direction and program goals for social media program, in close collaboration with executive leadership, ensuring alignment between social media strategy, business goals, product and brand guidelines
• Developed scalable, global channel and audience strategy to increase engagement, build fan base, drive awareness, and grow traffic and channel revenue
• Built global measurement program to align social channel and program objectives across Expedia Group
• Partner with internal creative team and external resources to ensure continuous content innovation on owned channels • Trusted with global social media budget to drive annual 20% program growth
• Recruit, lead and develop social media team of 15 by providing coaching and mentorship to junior employees, and transitioning team to Agile to improve efficiency
• Built a social monitoring and response program, focused on delivering positive experiences to our customers, and rolled out a global integration between Social and Customer support to reduce issue response time
• Oversee global influencer program of key partnerships, co-creation of innovative digital content and co-branded social media integration
• Cross-channel partner to internal teams and stakeholders, providing expertise on social strategy, as well as communicating plans and results • Deliver upon performance goals, on-time and within global budget guidelines
• Built a test and learn mentality on the social media team to elevate program in all regions with global collaboration • Manage vendor, network and agency relationships for a variety of cross-channel initiatives
• Brand channel leader for social media within Expedia Group
JM Social StrategyIndependent Social Media Consultant
Jan. 2017Startup advisor for sports technology product, non-profit work in education and employment sectors, consulting for travel companies and various SMB clients.
• Conduct comprehensive social media audits and program evaluations to identify growth opportunities, optimize channel performance, and improve ROI across organic and paid strategies.
• Develop strategic social media plans and tactical recommendations aligned with business objectives, including content strategy, platform selection, and audience targeting.
• Provide expert guidance on social media best practices, tool stack optimization, and platform-specific strategies to improve efficiency and program scalability.
• Execute market research and competitive analysis to inform strategic positioning and identify emerging trends and opportunities.
VrboSenior Manager, North America Social Media
Apr. 2016 - Jun. 2017• Lead North America social media team and develop social media strategy
• Work with cross-functional teams to execute brand, PR, marketing strategies leveraging social media marketing and communications
• Lead partnerships between HomeAway and our social network partners and vendors
• Plan and execute sweepstakes and contests for marketing and social media campaigns
• Assist with planning and execution of partner, co-marketing campaigns
• Manage US social media components of various brand marketing, events and television campaigns
• Won, as part of the HomeAway Eiffel Tower brand marketing campaign team, PRNews Social Media Award in 2017 for Honorable Mention as Best Facebook Live Campaign for Eiffel Tower Facebook Live #EiffelTowerAllYours
VrboSocial Media Manager
Jul. 2010 - Mar. 2016• Manage US social media team and coordinate with global teams
• Vendor and social network relationships
• Social media advertising strategy and budget
• Development of employee social communication policies and social advocacy program
• UGC and influencer partnership programs
• Development of traffic and conversion driving social initiatives
• Integration of social media in brand, marketing, PR, product, editorial, creative and recruiting
• Social marketing for 2010 & 2011 Super Bowl ad campaigns; 2012 and 2015 Brand campaigns
VrboSEO Manager
Nov. 2007 - Aug. 2010Manage in house SEO efforts including link building, search industry/competitive environment monitoring, content development, social media, site performance issue management (crawl, indexing, traffic, etc). Also manage SEO team members.
GEICOSEO Lead-Internet Business Unit
Oct. 2005 - Nov. 2007Managed in-house SEO strategy including product changes, site optimization, reporting, search industry/competitive environment monitoring, content development. .. Search Engine Optimization (SEO)
.. Business and Competitive Analysis
.. Earned Six Sigma Green Belt Certification
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