Social Media Specialist, The National Academies
March 2020 ─ Present
Implemented strategies to adapt National Academies' research products, programming, and outreach efforts to better reach online audiences during the Covid-19 pandemic. Created social media campaign strategies that clearly and concisely communicated the organization’s ability to provide the nation with scientific recommendations in a crisis by collaborating with senior leadership, policy experts, and leading academics. Developed agile strategic plans to meet the uncertainty of the coming year.
Developed a live coverage framework that communicates both National Academies' recommendations and expert perspectives in response to the move virtual events. Distinguishing the level of certainty of statements carried the institution's core value of scientific rigor through to digital communications. Led a team to live-tweet the workshop “Airborne Transmission of SARS-CoV-2” during August 2020 resulting in 3.6k mentions of the hashtag, 10.9k engagements with the coverage, and an internal record for live stream event attendance. The framework has since been used to build awareness and facilitate conversation during the Academies’ annual meetings, workshops, and webinars.
Trained subject-area specialist communications staff to develop content for topical accounts and campaigns through sessions on audience development, event promotion, and content batching.Consulted with staff to increase the efficiency of workflow and reach initiative-based goals across nine business units and over 80 social media accounts.
Served on a working group to rebrand the National Academies. Contributed a digital marketing perspective to complement expertise in print design, public relations, and program management.Developed initial ideas for incorporating a new style guide into digital design production workflow as a part of an ongoing planning process.
Managed strategy, content production, media buys, and budgeting of paid social media campaigns totaling over $100,000 in ad spend for projects sponsored by NSF, NIH, HHS, the Carnegie Foundation, and others. To date, the campaigns have garnered 11m views, 62k engagements, 89k video views, and 85k clicks. These efforts contributed to 8.5x faster growth in Facebook followers year over year and 1.3x faster growth onTwitter and LinkedIn.
Supervised a junior staff member’s work on organic social media content, campaigns, and event live coverage. Taught basic design skills, stakeholder management, project management, and marketing strategy to increase levels of independence. Adjusted content strategies to create space for the staff member to explore and further develop strengths.
Collaborated with senior leadership to develop a #AdvisingTheNation social media campaign highlighting perspectives of the presidents and National Academies’ recommendations on President Biden's transition priorities — Covid-19 pandemic response, economic recovery, racial equity, and climate change. Managed the creation of social media content to develop public health, engineering, social science, and policy audiences over several months. Created outreach toolkits to facilitate academies communications staff, stakeholders, and partners posting branding campaign content over 300 times. Outreach and institutional content had a combined reach of 3.8 million. Campaign videos were featured during the NAS 158th Annual Meeting which was attended by thousands of policy experts, leaders in academia, and NAS members.
Freelance Designer & Marketer
June 2016 ─ April 2020
Led a marketing discovery process with clients in the medical and laboratory services fields to help define a target audience and customer personas for effective creative collateral. Designed visual identities that included logos, typographic treatments, brand colors, and layout standards. Developed the visual identity into branded deliverables such as business cards, websites, brochures, and social media posts. Maintained open communication with clients to develop design solutions targeted to their audience.
Social Media Coordinator, SGIA
March 2019 ─ March 2020
Produced and curated social media content for SGIA, a nonprofit trade association for printers and printer suppliers representing many diverse specialties. Marketed the association’s annual trade show, community driven conferences, educational workshops, and membership program. Developed content that helped printers stay up to date with industry developments, build technical skills, and develop their businesses.
Audience Development Research: Designed a survey of our audience segments to assess strategies for increasing post engagement and expanding our following.Managed an intern’s contribution to the project and supported learning about target audiences.
Earned Media Influencer Program: Implemented the SGIA Industry Influencer program, which distributed shareable social media content to board members and C-suite stakeholders in the printing industry. Influencers received an onboarding webinar explaining how the program builds SGIA’s brand and how to use the content curation and distribution tool Clearview Social. After onboarding, influencers received emails containing 6-12 pieces of shareable content each month.
Paid Social Media Campaigns: Created organic and paid social media marketing campaigns for SGIA’s trade shows, conferences and events, including the FP3 conference, WB/Camp, and PRINTING United. Designed action-grabbing social media graphics that were consistent with the style guide for each event using Adobe Photoshop and Illustrator. Created promotional videos for events to highlight networking and educational opportunities.
Photography: Managed photography contractors to ensure that newsworthy events were covered, editorial content was created, and audience segments were well represented in photographs for marketing collateral. Personally photographed events that required a quick turn around on photos. Ensured files were quickly available to journalists and program managers.
Pathology Laboratory Assistant, Mercy Medical Center
October 2015 ─ November 2017
Wrote a 30 page guide for gynecological cytology specimen processing for new employees. Outlined timetables for slide preparation tasks to make workflows easy to understand and repeat. Illustrated the use and maintenance of equipment without existing user’s manuals. Trained several new employees to admit new patients in the hospital database and to complete gynecological cytology testing procedures.
Worked with management to change workflow for gynecological cytology testing by collecting daily statistics on workflow and recommending procedure changes. Improved the average specimen processing time from 4 to 2 days. Designed new equipment validation experiments to meet College of American Pathologists (CAP) accreditation standards. Presented 50 cases for single blind diagnosis with two slides per case using different preparation protocols.