Social Media + Analytics
As an integrated digital strategist and digital marketing director, I lead cross-channel social media, paid media, and analytics programs that grow audiences, improve engagement, and drive conversions. I’ve managed large multi-platform ecosystems, coordinated campaign messaging across teams, and built data structures that allow organizations to make informed, strategic decisions.
My work spans organic social, paid advertising, analytics, reporting, and cross-functional planning, with a consistent focus on clarity, cohesion, and results.
Organic Social Media Strategy
Managing Cross-Platform Growth and High-Value Engagement
I’ve managed organic strategy, content development, publishing, and reporting across:
LinkedIn
Instagram
Facebook
TikTok
YouTube
X (Twitter)
Threads
Bluesky
Discord
My skills include:
Content strategy and planning
Copywriting
Visual direction in partnership with design teams
Scheduling and publishing
Community engagement
Performance reporting and iteration
Collaboration with internal teams for approvals and messaging alignment
Performance Impact
Popular Science: Grew cross-platform audience by 500,000+ followers and increased engagement.
XPRIZE (2023–2024): Nearly doubled audience size (650K → 1.17M) and increased engagements by more than 1 million in both 2023 and 2024.
Collaborated with social teams at the White House and NASA to promote exclusive profiles and feature pieces.
Worked with Alton Brown, Jet Tila, and sponsor organizations on integrated organic and paid campaigns.
These results reflect a consistent focus on audience insights, message clarity, and platform-specific optimization.
Paid Social Media Strategy
Full-Funnel Paid Campaigns Across Every Major Platform
I’ve planned, executed, and optimized paid social campaigns on:
LinkedIn
Meta (Facebook + Instagram)
TikTok
YouTube
X (Twitter)
Within an annual budget of ~$100K, I’ve delivered campaigns across:
Lead generation
Event promotion
Awareness and education
Prospecting and retargeting
Donor and supporter acquisition
Content engagement and video views
Competition recruitment (XPRIZE)
Paid Media Outcomes
Across all platforms, paid campaigns achieved:
Lower CPC and CPM through improved targeting
Higher CTR through refined messaging and creative
Increased conversion volume, including competition registrations
Greater reach and visibility for key initiatives and milestone moments
Paid Media & Google Ads
Search, Display, Performance Max, and Video Campaigns
I’ve managed paid media across:
Google Search
Google Display Network
YouTube Ads + Promotions
Performance Max
Retargeting campaigns
Results
Growth in YouTube subscribers supported by coordinated paid and organic efforts
Increased landing page visits aligned with conversion goals
Higher report download volume connected to optimized campaigns and audience targeting
Analytics, Dashboards, and Reporting
Building Systems That Inform Strategy
I’ve built and managed analytics frameworks that support ongoing reporting and strategic decision-making.
This includes:
Custom dashboards
KPI development
Monthly internal performance reports
Quarterly reporting for sponsors and Boards of Directors
Conversion tracking setup (in partnership with IT)
Attribution analysis
A/B test design and evaluation
Funnel analysis
These systems allowed teams to track performance consistently and apply insights to future campaigns.