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PASSION FOR BRAND BUILDING                                                                                

I strategize digital media concepts and content with an emphasis on building communities that will improve customer relationships and increase purchase consideration.

DIVERSE EXPERIENCE

11.12 – 04.15

Commonwealth//McCann, Detroit, MI — Director of Global Social Strategy

  • Lead Global Social Media Strategist
  • Grew and managed a multidisciplinary social media team
  • Led social platform strategy and best practices for Chevrolet globally, some of which were adopted by other GM brands
  • Initiated testing of new platforms and features to support Chevrolet’s goals
  • Set annual global and regional goals and objectives
  • Guided regional and local markets on campaign objectives, strategies and tactics
  • Senior Leadership Team contributor, advised on infrastructure, resources and new ideas to support goals and client needs
  • Led brainstorming exercises for new campaigns
  • Collaborated with agency partners, vendors and other creatives for holistic, integrated approaches

09.11 – 11.12

Team Detroit, Dearborn, MI  — Social Media Strategist

  • Responsible for overall social strategy, goals and platform performance involving Ford Car brands
  • Identified and defined social opportunities as they pertained to client digital marketing and business goals
  • Guided the internal creative, media and cross-channel strategists on social strategy, development and execution of digital campaigns
  • Produced monthly performance reports on social platforms to brief internal staff and clients on effectiveness
  • Worked closely with Ford PR teams and sister agencies to provide comprehensive communications and social strategies

09.09 – present

Freelance

Digital, Content and Social Strategist; Writer

  • Turned Beaumont Hospitals’ Parenting Program long-standing printed newsletter into a digital publication
  • Recommended the Parenting Program establish a blog to increase awareness and volunteer base as well as connect with existing volunteers
  • Concepted and developed digital content strategy and social media strategy for Beaumont Hospitals’ Parenting Program first-ever blog
  • Created digital content strategy, social media strategy, content and website for Cook’s Academy Infant, Toddler and Preschool Learning Center and ultimately increased consideration by more than double in the first two weeks

02.12.07 – 03.31.10

Organic, Inc., Bloomfield Hills, MI — Social Media Strategist

  • Planned, implemented and managed Chrysler Group’s first social community (an automotive first)
  • Coached clients on interactions with their community
  • Collaborated with analytics experts to determine measurement criteria for Chrysler’s Customer Advisory Board, Threeminds redesign and UbyKotex social media
  • Worked with PR and other strategists to promote Organic’s thought leadership
  • Authored positions, hired, wrote guidelines for and helped train Organic’s first Conversation Manager and Community Planner
  • Wrote creative and strategy briefs to help clients and creatives align execution with campaign goals, target market and medium

Associate Creative Director, Writer

  • Oversaw creative for Chrysler Corporate and International websites
  • Presented digital strategies and concepts to clients
  • Collaborated with teams of designers, experience designers, technologists, project managers and strategists
  • Shattered all-time records for our community platform vendor and challenged them to launch advancements to support our enthusiastic audience
  • Planned and conducted live chat sessions with executive leaders and their customers

Threeminds.com, Organic’s Blog, Co-Editor

  • Managed editorial calendar and published pieces daily
  • Concepted, researched and wrote, ghost-wrote and edited posts
  • Recruited and rallied authors
  • Evangelized the mission and strategic importance of the blog to leadership and peers
  • As strategic co-lead on redesign, met with leadership team regularly to present strategies, framework and PR ideas
  • Promoted blog via social sites and increased Twitter referrals by more than 1000 visits per month

12.09.99 – 02.09.07

Campbell-Ewald Advertising, Warren, MI — Copy Supervisor

  • Initiated diverse writing styles for Chevy including websites, banners, CDs, interactive pieces and catalogs
  • Created 2 SMRT 4U campaign with branded ring targeted towards teen girls that elicited over 44K orders in first week
  • Developed writer’s style guide and coached team of writers on new media writing
  • Concepted and wrote Chevy launch vehicles Equinox and Cobalt printed brochures and websites
  • Developed, sold and wrote first catalog/CD piece for Chevy
  • Sold concepts that used new media technologies to increase site traffic and hand-raiser lists
  • Directed and supervised vendors on various multi-media projects

09.09.99 – 12.08.99

Simons Michelson Zieve (SMZ), Troy, MI — Copywriter

  • Sold radio and newspaper campaign communicating doctor and facility expertise for new client Northern Michigan Hospital
  • Created concepts in various mediums for Michigan Lottery, Hatteras Yachts, Big Boy, Lear Corp., The Wellness Plan, ABTCO siding products, Mann+Hummel automotive parts

02.15.99 – 09.08.99

Stone August Medrich Advertising, Troy, MI — Copywriter

  • Lead copywriter for print, broadcast, collateral, direct mail
  • Wrote, directed and produced video that helped raise charitable contributions for Judson Center
  • Produced pieces for Hatteras Yachts, Lear Corp., University of Detroit Mercy, Michigan Virtual University, Regent Street, Jimmy Schmidt restaurants

KNOWLEDGE

Bachelor of Business Administration, Western Michigan University, April 1997

Proficient in WordPress, TypePad, Blogger, Twitter, Facebook, YouTube, Yelp, Acrobat, Livelink, Word, Excel, PowerPoint, InDesign, Photoshop, HTML/HTML editors, Google tools, Listening Platforms such as Sysomos

Familiar with niche audiences: teens, young females, moms, Gen Xers, environmentalists and auto enthusiasts


TALENT

Silver EFFIE, Small Budgets — 2 SMRT 4U Internet Safety Campaign for the U.S. Postal Service 2008

2SMRT4U.com featured in Daily Candy email  — June 13, 2007

DMA International ECHO Awards Competition Short List — 2 SMRT 4U Campaign 2007

Web Marketing Association IAC Awards, Outstanding Microsite/Landing Page — Chevy.com 2006

Employee of the Year, Campbell-Ewald — 2005

Silver Caddy, Best Web Site Automotive – Chevy Cobalt Tuner 2005

Silver Caddy, Best Web Site Automotive – Chevy.com 2005

Bronze Caddy, Best Web Site Automotive – Chevy Cobalt Launch 2005

Bronze Caddy, Multi Media — Chevrolet 2004 Country Music Program 2005

Web Marketing Association WebAward — chevycobalt.com 2005

1st Place Target Award Integrated Marketing Campaign — Chevy Live 2005

Silver Caddy — Equinox Catalog and CD 2004

International Automotive Advertising Awards, Direct Response, Silver — Light and Darkness Equinox

Bronze Caddy — Chevy.com/fullthrottle 2003

First Place Target Award, Interactive Electronic Media — Chevy Olympics site 2001–02

Gold Caddy — OnStar.com 2001

References available upon request

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