CONTACT

PROFESSIONAL EXPERIENCE

CONTENT DIRECTOR
WILLIAMS SONOMA | AUG 2021 - PRESENT

  • Develop content marketing strategies and campaigns to drive awareness storytelling, site traffic and conversion

  • Launch campaigns seasonally in line with business priorities to drive growth

  • Lead narrative structure, campaign strategy and content development for seasonal campaigns, by combining business and product priorities with consumer insights and creative best practices

  • Drive always-on content strategy for growth categories; develop partnerships with key vendors, selling in creative and content opportunities to build content initiatives and drive the business

  • Lead team of 12+ managers and individual contributors, across focus areas including editorial content, organic social media, video strategy and production, and copywriting

SENIOR CREATIVE LEAD, MULTI-CHANNEL
THE HOME DEPOT | FEB 2021 - AUG 2021

  • Drove creative strategy, concepting and production across media platforms for multiple campaigns across business categories, representing tens of millions of media dollars, while partnering cross-functionally to drive results.

  • Served as creative director for internal marketing teams, including indoor and outdoor categories, developing digital advertising, social media, and broadcast creative

  • Developed and drove seasonal campaign creative and messaging, including spring, Halloween, and Holiday, as well as promotional events such as Memorial Day weekend savings

  • Identified digital and social creative trends across industries and platforms, positioning opportunities for testing and creative development

  • Managed team of creatives and agencies in driving strategy and execution across multiple campaigns launching monthly

CREATIVE MANAGER, PAID SOCIAL MEDIA
THE HOME DEPOT | APR 2018 – FEB 2021

  • Established relationships with key stakeholders across creative, marketing, media, merchandising and agencies to fuel the execution of more than 200 social media campaigns each year

  • Ensured creative cohesion across channels and campaigns for full story-telling experience

  • Led creative development across social, driving a wide range of content, including video, stills and animation; lead feedback work sessions in line with global brand standards

  • Developed robust test and learn strategy, measuring and communicating results and implementing best practices

  • Managed agencies, such as 22squared and R/GA, including creative direction and budget decision making for campaigns ranging from $10k to $1m+

  • Recruited, hired, managed and mentored diverse team of five associates 

CONTENT MANAGER
 VICTORIA’S SECRET | 2017 – 2018

  • Partnered across teams including Copy, Photo Services, Graphic Design, PR, User Experience and Merchandising, to pitch and develop campaign concepts, while driving social media executions and content capture with talent

  • Developed social media strategy, built briefs and drove translation of product, cultural trends, or business priorities into impactful marketing narratives and successful campaigns

  • Built social strategy and plans for key brand projects such as Victoria’s Secret Fashion Show, driving more than 50 million impressions; lead team in execution through clear and actionable feedback and problem-solving mindset

  • Served as thought-leader in recognizing social trends and opportunities based on content performance or competitive insights; shared across teams to influence marketing campaigns and creative projections

  • Managed content team of three, including through execution of live social content strategy, increasing CTR +200%

SOCIAL AND DIGITAL CONTENT MANAGER
GAP INC. | 2014 – 2016

  • Built marketing strategy for corporate policies, such as Equal Pay, manufacturing operations, and DE&I initiatives, developing content, voice and partnership opportunities; drove consistent growth of engagement and media coverage of efforts

  • Increased Banana Republic brand recognition and customer acquisition through creation and implementation of content strategy targeting male customers; developed editorial calendar with product, social media and email teams

  • Wrote, photographed, and published blog and social media content to support Gap Inc. content strategies

  • Managed Gap Inc. social media community manager, summer interns, and creative and digital analytics agencies, including SewLA and WeAreSocial

DIGITAL MARKETING SPECIALIST
GAP INC. | 2012 – 2014

  • Increased Facebook community by 400% and Twitter community by 200%, through the development and implementation of a Gap Inc. social media strategy; established voice, content cadence, and measures of success

  • Drove more than 2.5 million social media impressions and saved marketing departments an estimated $300,000 through the launch and management of a social media marketing program, in which employees amplify content

BLOG EDITOR & COMMUNITY MANAGER
EVENTBRITE | 2011 — 2012

  • Increased blog SEO discovery by 300% and comments by 200% through the management and publication of daily posts to drive ecommerce site traffic and user sign-ups; managed site, social and email editorial calendars and content

  • Generated positive coverage for blog content from digital publications, including Mashable

COMMUNICATIONS COORDINATOR
NEW BALANCE | 2010 — 2011

  • Developed key messages for global digital channels, including weekly email blasts and daily blog posts

  • Partnered across the organization to develop traditional and digital content series focused on product

COMMUNICATIONS ASSOCIATE
NEW BALANCE | 2007 — 2010

  • Pitched and developed story ideas and creative concepts for content across traditional and digital channels

  • Drove engagement through the writing of daily blog posts and announcements

EDUCATION
University of Rhode Island | Bachelor of Arts in Political Science (Honors Society), Summa Cum Laude