Résumés are boring.
I'd rather tell you a story.
I'm a digital marketing professional with 15+ years in social media marketing.
Let's go way back to when I was offering social media services to brands and non-profits before it was mainstream.
It all started in 2005 when I graduated from Simmons College in Boston with a degree in International Relations, Political Science and Public Policy. Even prior to graduation, it was evident to me that I wouldn't be pursuing a path aligned with my degree. The timing was right and so I doubled down on finding a job and securing a career in digital marketing.
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I approached almost every agency in Boston to hire me to offer social media services to their clients. After a few months, PR agency Schneider Associates realized the business potential and took me on board as their inaugural Social Media Coordinator.
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My marketing résumé? Non-existent. Yet, in the uncharted territory of social media, I genuinely had an edge. It was electrifying. Clients like Baskin-Robbins, Kia Motors and One Condoms marveled at their brand-new Facebook and Twitter presences, and I was elated to guide them through this revolution.
In 2007, two entrepreneurs from Boulder, Colorado, Josh Spear and Aaron Dignan, sought me out to be part of a pioneering digital agency they were launching in NYC. I hold the distinction of being their first hire, a decision solidified over AOL Instant Messenger, no less! Leaving Boston for the bustling streets of NYC, together we laid the foundation for what would become Undercurrent.
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I began my journey as the inaugural member of Undercurrent. As the Senior Social Strategist, I had the opportunity to create and execute never-done-before social campaigns for brands like Propel (Pepsi), Ford, CNN, BMW, and the Tennis Channel, among others. (See portfolio page for project work details.)
This role stretched me beyond my boundaries, stepping far outside my comfort zone, which fostered immense personal and professional growth that I hadn't imagined.
When the right moment came, I transitioned from agency work at Undercurrent to join Coach in-house—the luxury handbag brand you or perhaps your significant other might shop for a special occasion.
I established the New Media department at Coach, Inc. as their first Senior Manager of New Media. I was at the forefront of devising, executing, measuring and reporting on our overall impact on engagement and, most importantly, clicks to online sales. Collaborating closely with our media buying, creative, retail, and traditional marketing departments, I harmonized their efforts into cohesive social strategies.
My responsibility was to craft innovative social campaigns and initiatives, aiming to outshine competitors such as Louis Vuitton and Kate Spade. Here is where I mastered analytics and reporting, spending countless hours in spreadsheets tracking every metric measurable.
Not to brag, but I crushed it.
My team grew Coach's social media presence by 150%, driving over a $500,000 increase in online sales in 12 months.
My team also developed The Coach Poppy Project, one of our core social media campaigns that generated 47,000 tweets and 20,000,000 earned impressions in just 30 days.
The project was named the #1 Social Media Campaign of 2010 by L2 in their Luxury Brand Digital IQ report. My supervisor was thrilled as we ascended the rankings, surpassing Louis Vuitton, Burberry and Gucci—a feat that's not easy to achieve.
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A few years later, Hearst Corporation recognized my skills and brought me on board as the VP of Marketing for Manilla, a nascent venture within the corporation. I worked directly with the CMO and CTO to develop and launch the first version of the product to the public and had the privilege of molding its digital marketing landscape, cementing the brand's presence and expanding its user community from its inception.
Hearst shut the startup down shortly after I put in my resignation. Unfortunately, Mint.com was on their game and baked the same service we were providing into their existing platform.
I left Hearst to pursue an independent marketing career with a partner, serving as a full-time freelance marketing strategist for Citrix Online for many years. I was responsible for the strategy, creation and measurement of digital campaigns that spread awareness and fostered community around their SaaS offerings, including GoToMeeting, GoToWebinar, GoToTraining and Podio.
I've been on my own since then. I established a productivity consultancy called WorkHacks and have sustained my freelance marketing business, assisting individuals and companies in website design/development, social media planning, and content production.
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Check out WorkHacks: workhacks.com
My marketing acumen has been critical in the success of numerous marketing strategies and campaigns, spanning agency clientele, established brands, burgeoning startups, and small businesses. Recently, I've been working with businesses near me in Upstate New York, helping them take advantage of the many growth opportunities smart digital marketing offers.
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Websites and marketing strategies I've built and managed for my clients within the last year:
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"Inventing" the Selfie
Invent is a strong word, but I was taking selfies before selfie was a word. For a year in 2008, I took a picture of myself, using my Mac webcam, every day at my desk and posted it on Flickr (which was the most popular place to share photos at the time). Since 2008, my daily selfies have received over 1.5 million views.
Featured in Vanity Fair Magazine
I was privileged to be included in an early social media days article about the rise of internet influencers. "Not real fame, mind you, or even Internet-celebrity fame, but a special, new category of fame: twilebrity."- Vanity Fair
Certified Productivity Nerd
I was dedicated to my WorkHacks business and ran it for many years on top of my social media marketing consultancy. I am still very passionate about productivity and work culture.
Listen to a clip from my Kwik Learning conference talk – Fast Focus and Productivity
