Miami | 2014 - Present
Social Media & Marketing Communications Manager / Content Strategist
Hired by the first female CEO in the cruise industry to co-develop and execute a marketing communications strategy that differentiates Celebrity Cruises in a “Sea of Sameness” as a next-gen, modern, luxury service reeling in a younger generation of socially conscious, high-end vacationers. Lead cross-channel marketing programs and live-event coverage to engage a community of 1.3M people. Manage analyst and content producer with plans for 4 additional hires.
Scored hundreds of millions of impressions in social media initiatives, partnerships, and marketing campaigns.
Grew Facebook fans from 600,000 to 1M+, tripled Instagram (130,000), and lifted Twitter to 70,000 followers.
Won “Star of the Quarter” Award in first quarter of hire.
BRANDING & CONTENT STRATEGY
Crafted personas for luxury corporate brand and CEO brand in tandem, wrapping marketing communications voice and strategy around the values of female power, social responsibility, and fun.
Worked with CEO, CMO, VP Digital, and VP Sales to devise 2016/2017 customer engagement strategy. Won “Team of the Quarter” Award for content leadership, building on-brand web copy and user-generated content for 9 landing pages, blog, and home page to garner 500,000 uniques/week.
Initiated and facilitated biweekly meetings with 10 marketing leaders of PR, Social Media, Email Marketing, and Loyalty (over 40+ total staff) to collectively and continuously shape communications/content calendar.
Educated teams on best practices in social media, public relations, and luxury segment engagement.
MARKETING CAMPAIGN LEADERSHIP
Spearheaded #Celebrity Edge launch via multi-platform social livestreams and 2-year partnership with Nobel Laureate and UN Ambassador Malala Yousafzai to secure 6M video views, 190M Twitter impressions, $1.7M in earned media value, and $1.6M in bookings in the first 2 days.
Drove social sweepstakes and experiential marketing for #GrassIsGreener campaign involving pop-up picnics with surprise cruise certificates at major metro cities and festivals to generate 80,000 leads.
Led event promotion and day-of coverage for #DestinationDemi private island concert, gaining access to Demi Lovato’s 38M Twitter followers and TV plug from Demi on “Dick Clark’s Rockin’ New Year’s Eve.”
Built buzz and live week-long coverage for 2 #TopChefAtSea Caribbean signature sailings with celebrity cheftestants on board and managed social partnership for #ProjectRunway episode integration with CEO.
Led social media marketing for 12-night, star-studded, ultra-high-end #PresidentsCruise for 3,000 VIPs and the CEO, 2 years in a row – once through the Baltics to Russia and the second across Ireland and Iceland.
San Francisco | 2012 - 2013
Powered social media presence via marketing campaigns, contests, promotions, and humor on Facebook, Twitter, YouTube, and Instagram (named in “Top 20” startups to follow) for this mobile payment startup backed by JPMorgan Chase. Served key role in fortuitous transition from DTC marketing to merchant-enabled marketing, based on ethnographic study.
SOCIAL & LOCAL MARKETING
Tapped into SF Giant’s Tim Lincecum’s 400,000 Facebook fans and Vernon Davis’ 1M Twitter followers, through a $10 GoPago promotional credit leading to 75,000+ app downloads.
Wrote monthly sponsored blog for 7x7 Magazine, highlighting partnering merchants in a playful way, with posts like "Top 5 Places to Get Your Mustache Wet in Movember.”
Partnered with Sales to develop marketing communications collateral and land national accounts, then worked on test launches for 7-Eleven, Whole Foods, and Aramark.Ink Foundry (Angelsmith)
Sausalito | 2010 - 2012
Social Media Marketing & Strategic Communications Consultant
Inspired agency shift into New Media Marketing, opening up a new revenue stream through social media marketing, viral videos, and online community management to complement existing PR services for Food, Wine, Retail, and Travel clients. Played a part in shaping a new way of marketing through “hidden influencers” and online personalities.
SOCIAL MEDIA MARKETING:
Fleming’s Prime Steakhouse & Wine Bar: Launched innovative campaigns such as “the skinny cocktail,” gluten-free meal contests, and media dinners for bloggers linked to A-list food/wine/beauty/sports affiliates.
Outback Steakhouse: Performed outreach to tap into "dad bloggers" nationwide in a large-scale Father’s Day giveaway, which brought in 17,000+ entries and comments.
Vinfinity & Napa Technology: Conducted sommelier and wine buyer surveys to track trends, ghostwrote articles picked up by major trades, and drafted press releases for wine technology clients.
Rodney Strong: Became social media journalist for 25th Anniversary Dinner that took place in 5 cities, achieving #1 Twitter trending position for #RSV25 as well as nomination for Shorty Award.