Michele Danno - Associate Editorial Director, We Are Social

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Work Background

We Are SocialAssociate Editorial Director

Dec. 2020Sydney, New South Wales, Australia- Results-driven creative with proven track record of driving success and growing communities - Lead on content ideation, always-on strategy, GTM campaigns and copywriting for Kayo Sports (Fox Sports' first-to-market sport-only streaming service), Foxtel Entertainment, and BINGE. Other clients have included adidas, Fox Sports, Red Bull, Virgin Australia, Kathmandu, Under Armour, NRL State of Origin, plus various new business pitches - Strong collaborator and motivating leader. Instrumental in both client-side teams and internal stakeholder management, proving to be "social" in multiple senses of the word - Specialise in sport and entertainment live-event coverage, talent integrations/interviews, and real-time/reactive content. Quick creative thinking is my game 🤙

Stan.Head of Social

Apr. 2019 - Dec. 2020Sydney, AustraliaStan works with major Hollywood Studios, international networks and Australian producers to deliver some of the world's best TV shows, movies, and live sport across Australia. Stan also leads the industry in producing Australian Originals, which are critically acclaimed, multi-award winning and picked up by networks across the globe. I was brought in to help elevate @stanaustralia's social presence & develop/implement their first-ever social strategy, plus revamp operational elements (team development, process implementation, etc.). This included hiring, leading a complete creative overhaul, establishing organic rapport with influencers/brand advocates, developing an approach to paid media/targeting segmentation, spearheading new partnerships, revamping community management, facilitating live event coverage, covering Original productions & more. My team was responsible for always-on editorial, GTM campaigns, & real-time/reactive activity, managing multi-million dollar budgets, red carpet events, behind-the-scenes set visits & global + local stakeholders/production houses/studio partners. As we were a lean team, it was critical to drive efficiencies and establish strong relationships, liaising with both internal & external teams to ensure @stanaustralia was a key touchpoint every business unit could benefit from. For instance, working with the Product team to develop an off-platform social sharing functionality, working with CRM & Performance to drive retention & churn prevention, working with publicity & the Originals content team to drive awareness/brand advocacy, resulting in WOM/acquisition/free trialling. During COVID, social became the brand's primary marketing channel, which kept my team on their toes for nearly a year and contributed to Stan's 2M subscriber milestone. We drove 23% overall channel growth YoY and doubled our Instagram audience while consistently beating our own benchmarks (CPM, CPC, CTR, CPV, ER) every quarter. In short, we did good 💩

We Are SocialSenior Editor

Feb. 2016 - Apr. 2019Sydney, Australia-Content creator and platform strategist across a diverse array of clients including Audible, Activision, Amazon, BBC, Comm Bank, Connect Hearing, Fetch TV, Kayo/Fox Sports, Lavazza, Netflix ANZ, NRL, Optus, PwC, Red Bull, Rio Tinto, Roadshow Films, Samsung, Uber, Under Armour, Yellow Tail and more -Lead editorial strategist and content creator for Optus' marquee campaign with Usain Bolt, which included interviewing, shooting and taking fans behind the scenes + a first-of-its-kind Snapchat integration -Led ideation and execution of Red Bull's athlete influencer activity in 2018 by creating personalised social media toolkits for each athlete as part of the brand's annual training summit -Worked directly with Snapchat during its Australian launch phase to produce the first-ever lens during the 2016 Olympics -Oversee paid content/community managers + designers -Lead platform manager for agency's most lucrative client, Optus, including award-winning Olympics campaign featuring Ian Thorpe, Lee Lin Chin, and the Bondi Hipsters -Agency lead in live-event activations and A-list talent integrations (Usain Bolt, Troye Sivan, Lorde, Angus and Julia Stone, Osher Gunsberg, Michael Bolton, Halsey, Australian Open athletes and influencers, etc.) -Assisted in the long-awaited launch of Amazon Australia by creating launch content -Winner of agency-wide Most Valuable Employee award -Championed both product marketing and experiential on and offline -Lead on internal and external communications and strategy including website, newsletters, etc. plus other B2B comms

SapientRazorfishNike Social Media Strategist

Jun. 2014 - Feb. 2016Publicis building, Lower Queen Anne, Seattle, WA-Strategised and executed Nike's North American digital campaigns across multiple simultaneous brand categories and social media platforms -Led digital concepting, flighting, and copywriting for T-Mobile's 2016 Super Bowl "Hotline Bling" campaign starring Drake -Worked across nine of Nike's key product marketing categories to manage both ongoing branding/awareness efforts as well as real-time campaigns during key sports moments (March Madness, men’s and women’s World Cups, Super Bowl XLIX) -Managed budget and asset allocation across key Nike product marketing campaigns and sports moments -Relationships manager with publishing partners, keeping Nike on the brink of technology and innovation, leading to a record-breaking Kik activation and the first-ever sports reactive filter on Snapchat -Led a social listening platform RFP, which resulted in Nike’s partnership with Spredfast Winner of agency's Best New Hire Award 2014 for innovative thinking on the Nike portfolio

StarcomSocial Media Producer/Copywriter/Community Manager

May. 2012 - Jun. 2014Leo Burnett building, 35 W. Wacker Drive, Chicago, IL-Lead content developer for Starcom's then social/digital agency, LiquidThread -Won a Shorty Industry Award for "Best Social Media Integration into Live TV" for solely managing and executing a live-Tweet during the 2013 Oscar's Awards -Acted as the Yellow M&M (and Bachelor wingman!) in the most fun campaign of my career - M&Ms' integration into primetime TV's hit show, The Bachelor -Winner of CIMA "Best use of Video" award on behalf of Jim Beam (Beam Suntory) -Wrote Samsung's 2014 Production Product Guide -Acted as sole content creator and community manager for the fastest growing spirits brand in the USA, Skinnygirl Cocktails, winning a number of content awards and social honours during that time -Recruited, launched, and managed the agency's first influencer program, which included seven Skinnygirl Cocktails' influencer advocates across the food, fashion, and women's lifestyle spaces -Wrote social copy and content plans for Beam Global, Sauza Tequila, Kellogg's Frosted Flakes, LEGO, and other branded social accounts

NFL United WayDigital Communications Lead

Mar. 2012Alexandria, VA- Concepted the highest-ever engaging event activation for the NFL United Way partnership at Super Bowl LIV with two fan-led creative executions that resulted in record-breaking results -Lead content creator for NFL United Way's social/digital channels, highlighting player involvement and significant moments within the 46-year partnership. Work with players and partners to contribute content and grow the channels -Lead creative on event activity for United Way's involvement in all major NFL events (Super Bowl, Draft, NFL Kickoff, player events, etc.), driving awareness and engagement on the ground and creating talkability for the NFL/UW partnership initiatives -Strategised and executed social for 2012-2020 NFL activity, which included taking fans behind the scenes of Super Bowls, bringing them closer to players via exclusive interviews and meet-and-greets, live coverage of NFL Honors, Justin Timberlake's Halftime press conference, and more. These efforts garnered benchmark-beating engagement and entries into #UNITED2WIN competition -Manage paid strategy and execution -Established social media playbook for NFL players, including best practices, a character clause, and crisis management process -Influencer manager + player point of contact for campaign activity -Designed and wrote campaign website for United Way NFL Play 60 and created social/web content for the face of the initiative, Super Bowl champion quarterback Russell Wilson -Assisted in coordination of NFL Play 60 kickoff events and community projects with NFL Hall of Famers including Roger Staubach, Franco Harris, Steve Largent, Warren Moon, and Mac Strong -Managed live coverage of 7 Super Bowls, Pro Bowls, NFL Drafts, NFL Hall of Fame Inductions, NFL Honors, Hometown Huddle events, and a number of other player initiatives on behalf of United Way Worldwide -Write long-form content and develop/manage players' personal social media accounts to promote their philanthropic involvements

B1G Ten ConferenceSocial Media Representative

Aug. 2011 - Oct. 2011• Promoted the new Legends and Leaders divisions on the Iowa Campus • Social media specialist in charge of Twitter, blog, and YouTube updates for the B1G Ten

StarcomMedia Planning Coordinator

Jun. 2011 - Aug. 2011Detroit• Worked on the Chevrolet Modern Family team planning advertisements and organizing media budgets • Researched and developed Gen Y target market for Chevrolet to use when appealing to consumers ages 18-24 • Recommended for hire at the conclusion of the internship

Hawkeyesports.comWeb Content Writer

Aug. 2010 - Apr. 2012Iowa City• Report on Iowa athletic department events for hawkeyesports.com and assisted the Director of New Media with interviews, videos, and web content • Cover various Division-I athletic events, including the Hawkeye football team (while ranked 9th nationally)

ESPNMarketing Coordinator

May. 2010 - Aug. 2010Chicago-Assisted in organizing and operating events such as the Blackhawks’ victory parade, the Jimmy V Foundation Golf Outing, Chicago Bears’ Training Camp, etc. -Worked with teams and talent to get them on air -Selected as one of 25 employees out of 2,500 applications

The Daily IowanMetro/Sports Reporter

Sep. 2008 - May. 2010Iowa City, Iowa• Covered national and local hard-news stories as a freshman metro reporter • Switched to the sports section to cover Division-1 athletics and occasionally reported for KRUI radio • Worked as a videographer to shoot and edit online video content • Qualified as a UWire reporter (a website that tracks top college newspaper stories)

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