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Work Background
AmwayCreative & Social Media Manager
Feb. 2021• Social Media Manager for Amway North America, an affiliate of the world’s largest direct selling business with sales of $7.3 billion and 15,000 employees.
• Lead a team of employees and agencies to tell Amway’s stories to audiences in the US, Canada and Dominican Republic. • Direct all facets of social media programs, managing strategy and planning of content and influencer marketing for 10 social media pages.
AmwayMarketing Lead
Jun. 2019 - Feb. 2021Remote• Led go-to-market strategy to launch Amway Creators, a micro-influencer program allowing today’s generation to build the Amway business through social selling, personal brand and community building. Supported sprint launch – from design to execution in Amway’s top market, China, in 12 months.
• Imagined breakthrough community engagement concepts such as Creators Spaces, Creators Insiders Kit and Creators Stories, reinventing the way thousands of business owners are activating Amway in China, India, Thailand, Taiwan, Russia and Brazil.
• Led project teams and global agencies in delivering solutions for community building, change management, content management, social corporate pages, PR and events.
AmwayPR Lead - Content Strategist
Jan. 2016 - Jun. 2019Miami/Fort Lauderdale Area• PR Lead for the North America affiliate of Amway.
• Develop strategic plans and manage execution of media relations, social media and influencer programs for Amway’s nutrition, beauty and home brands in the U.S and Canada. Efforts have amplified positive visibility for the company, increased message penetration, follower growth and engagement rates.
• Provide direction to external agencies and work with cross-functional global teams to create integrated communications and content plans for product brand marketing, distributor engagement, company news and events. Improved integration is driving costs savings and stronger campaign results.
• Drive the activation of a New York Fashion Week sponsorship for Amway’s beauty brand. Achieved record engagement with media and on social media.
AmwayPublic Relations Lead
May. 2014 - Jan. 2016Greater Grand Rapids, Michigan Area• Managed all facets of PR campaigns, telling brand stories through inventive media materials, media events, social media and partnerships with key influencers. Increased positive media coverage by 323% YOY in top tier publications. • Spearheaded Amway’s first ever distributor ambassador group. The North America Ambassador program was enlisted as a best practice for Amway markets around the world.
• Provide counsel and communications support on issues and crisis management for Amway and its brands.
AmwaySr. Public Relations Specialist
Jan. 2012 - Apr. 2014Greater Grand Rapids, Michigan Area• Responsible for the launch of the Multicultural PR Initiative for Amway, driving program strategy, development, cross-functional integration and execution. Efforts resulted in twice the target goals.
• Supported Amway marketing campaigns, including product launches and efforts to highlight Amway’s industry leadership in the marketplace. Co-developed the We are Amway PR campaign, one of the most successful Amway PR efforts to date. • Conceptualized and oversaw implementation of a Spanish language Social Media Strategy, which resulted in a 60% increase in fan base in the first six months after launch.
• Collaborated with brand, creative and sales teams, and outside agencies to successfully develop and launch groundbreaking initiatives, including a series of firsts for Amway: first Twitter party, Blog Hop and brand ambassador program.
UFPEAssistant Professor of Journalism
Jan. 2009 - Jan. 2010Recife Area, Brazil• Inspired and motivated journalism students by leading writing courses.
• Awarded the 2009 Best Course of the Year by students.
• Advanced academic discussion about cross-cultural dialogue through research in Brazil, Panama and the United States for the development of a dissertation.
Sistema Jornal do CommercioPolitical Reporter
Jan. 2007 - Jan. 2009Recife Area, Brazil• Investigated and wrote political and international news stories, increasing the company`s credibility and value. • Edited articles from global news agencies on a daily basis.
• Twice nominated for Cristina Tavares Journalism Award, a top recognition for journalists in the Northeast of Brazil.
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