Skills

The skills outlined here are just some of the areas in which I have a great deal of strength, but I have familiarity with every function within Marketing and Social Media departments. Please feel free to reach out if you would like to ask about any specific experience.

Looking for a marketer who knows how to stand out online? Look no further.

Social Media Management

I discovered my passion for online community management and content creation in 2013, when I became active on Instagram under my pseudonym “The Rainbow Kitchen.” I wanted to connect with other likeminded people to discuss food, fitness and health, and discovered that these communities were right at my fingertips. As I organically tested content and copy, I grew my account to a peak audience of 17K before delving into the professional world of social media management and creating content and copy on behalf of The Pike Place Market Development and Preservation Authority (PDA), The Old Farmer’s Almanac, and various restaurant clients in the Seattle and Los Angeles markets.

In my time as Social Media Marketing Manager at Veggie Grill, I was proud to grow the chain’s Instagram account from 42K to over 150K while launching Veggie Grill’s accounts on Pinterest and Snapchat, developing differentiated strategies by platform, and significantly growing the brand’s Facebook and Twitter followings. I owned every touchpoint between Veggie Grill and its online communities, from content to copy to community management. In my first six months, I drove our social channels to break Foodable’s Top 25 Social Restaurant Brands for the first time in the company’s history (at #24), broke that record again several months later (at #13), then set the pace for in-store social engagement within the restaurant industry by earning Foodable’s highest growth rate for Social Restaurant Visits for 2016.

While my approach to social media had always been meticulous and data-driven, I became more aware of KPI performance than ever before when I joined the team at Outstanding Foods. In this start-up environment I wore many hats, overseeing the entirety of our marketing directives and monitoring campaign performance in my role as Marketing Manager. Coordinating a cohesive presence and a clear customer purchase path between all our social media channels and our DTC website was a priority, as was drumming up enthusiasm for product launches. My efforts coordinating our social media team, marketing campaigns, press releases and advertising helped Outstanding Foods gain national distribution for its products and drive significant online sales revenue.

Content and Brand Management

With a keen eye for color and design, I enjoy crafting visually appealing content that tells a story. In my roles at Outstanding Foods, Veggie Grill and PDA, I was asked to overhaul the existing content creation strategies and carry a clear brand vision onto social media channels. In all roles, I was successful at implementing intentional color grades, increasing audience engagement, and developing recognizable brand voices that were both informative and clever. I calendarized photo shoots and owned content creation processes from the booking of talent and locations, to the creation of shot lists and mood boards, to the staging and prop placements on set. With very little direction, I am able to create bold and colorful visual content that evokes emotion and tells a story.

Digital Advertising

With almost the entirety of the company’s advertising budget placed into my hands, my time at Veggie Grill made me adept at analyzing social advertising performance and testing creative. I managed budgets, adapted each new photo shoot to account for learnings from A/B ad testing, and experimented with new media formats to dial in on ad functionality. I also learned to construct and test various audience segments and to carefully cater my content to each audience for optimal performance. I used my advertising skills to successfully support the launch of the Veggie Grill app, as well as to warm new markets for store openings (notably, I was an integral part of the chain’s expansion from the West Coast into the Chicago area).

In my role at Outstanding Foods, I was able to take my knowledge of digital advertising to a deeper level through oversight of the company’s media buying agencies. I laid the initial groundwork for the brand’s advertising strategy myself, testing a range of value propositions to a series of broad audiences delineated by age. As we launched our first products, I scaled up advertising through the acquisition of an agency, and directed them to test and grow the traffic stream directed to our website. Unlike in the world of restaurants, Outstanding Foods’ snacks are sold direct to consumer, and my advertising strategy became honed in on converting online traffic to purchasers through an ever-evolving process of testing and refining ad positioning and creative.

Technical Skills

Facebook Business Manager & Ads Manager, Facebook Pixel, Twitter Ads Manager, Google AdWords, Adobe Illustrator & InDesign, YouTube Creator Studio, Microsoft Office Suite, Klaviyo, Shopify, Asana, Basecamp, Wrike