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Summary

Social Media Marketing Manager with a heavy focus on content building, customer engagement, and developing emerging platforms into successful engagement channels. Build. Iterate. Wow.

Work History

June 2015Present

Social Marketing Manager / Social Sensei Lead Link

Zappos.com
  • Directs social media strategy and sets circle output goals and metrics for Zappos.com
  • Builds business plan for campaign and team budget
  • Works with advanced analytics to measure social impact, traffic, time-on-site and other key business KPIs.
  • Generates campaign post-mortem reports using internal analytics tools, 3rd party measurement tools (Spredfast, Sprinklr) and platform-native insights.
  • Defines criteria for emerging platform tests working with internal Emerging Platforms Circle (Pinterest Ads, Customer Engagement Tests, Physical activations, Content partners, etc)
  • Evaluates 3rd party software vendors to determine efficacy and pain points in existing social measurement.
  • Guides team of strategists, content creators, community managers and customer service agents 
  • Works with Amazon counterparts and subsidiaries for reporting, emerging tech opportunities and to help navigate social - legal challenges 
  • Utilizes listening technology to identify WOW opportunities (surprise and delight, customer service wins over competitors, research into emerging social sub-communities). 
  • Concepts campaign creative and coordinates production schedule for shoots
  • Helped craft Social strategy for major brand campaigns including Loyalty Program (Zappos Rewards), PawlidayZ (Major Black Friday - Cyber Monday charity initiative), and the Zappos Roadshow (year long traveling physical activation) 
  • Works with influencer team to define KPIs, adjust strategy and shop for quality candidates. These can range from bloggers (ManRepeller), musicians (DJ Khaled), to Internet Celebrities (Nala Cat, LilBub).
April 2013June 2015

Social Marketing Team Lead and Campaign Manager

Zappos.com
  • Pitched, designed, and deployed multi-platform CO-OP campaigns (ROI, Acquisition, Contest, Sweepstakes, Engagement)
  • Measured Campaign success using external and internal analytics tools
  • Developed Social brand vision for Zappos.com
  • Co-designed Social CLT (Customer Care) program to provide 24/7 service
  • Pitched campaigns for key business holidays (Back to School, Black Friday, Cyber Monday, New York Fashion Week)
  • Traveled and brainstormed new marketing opportunities with brands (Polyvore, Snapchat Ads, Pinterest Ads, Tumblr Ads, etc)
  • Built and deployed onsite UGC galleries using 3rd party tools (Spredfast/Mass Relevance)
  • Vetted shoppable Instagram software (Curalate)
  • Launched first E-commerce Instagram Ad during Instagram Ads Beta

 

Oct 2012April 2013

Social Community Manager

Zappos.com
  • Handled all social customer responses, adopting a 1-to-1-response philosophy so no comment was left unanswered.
  • Worked with social content agency to coordinate content planning and publishing.
  • Proved social co-op opportunities resulting in 10% additional co-op revenue added to the bottom line
  • Created the plan to bring social media and creative team in-house, resulting in 1mm saved every year
Jun 2011Oct 2012

Content Coordinator III

Zappos.com
  • Generated product and landing page copy
  • Optimized for Google S.E.O. rank
  • Worked with vendors to ensure product was accurately added to Zappos/Amazon catalog
  • Investigated product issues working with warehouse and customer service teams when troubleshooting

Education

Aug 2003Dec 2008

Bachelors of Arts, English

University Nevada, Las Vegas