Communications, Advocacy, Marketing and Social Strategy
Director, Social Advocacy and Collaboration (2016-Present) Responsible for sharing knowledge, raising awareness, stirring conversation and advocating for employees regarding the culture, technology, processes and employee experiences associated with workplace flexibility • As chief blogger, influencer and community manager, helped increase employee social conversation about workplace flexibility by more than 600 percent in 8 months • Built and populated an enterprise wiki and internal video channel for knowledge sharing, networking and crowd-sourced peer-to-peer support • Inspired, recruited and directed the work of others, including volunteers.
Director, Social Strategy (2014-2016) Led extended teams developing such social capabilities as internal collaboration and member social community • Led employee social education efforts and member social servicing initiative during social business launch • Responsible for audits and development of risk assessments • Managed unit budget • Served as social advocate through blogging and knowledge sharing on such topics as financial management, safety and use of social tools • Co-managed development budgets in excess of $10M • Supervised internal staff, vendors.
Director, Social Communities & Advocacy (2011-2014) Supervised team of community managers moderating USAA's presence in external online communities • Set social community strategy for maintaining and enhancing corporate reputation • Compiled procedures handbook for all social media operations, which served as basis for current social playbook and governance structure • Developed and led social education strategy and execution to employees at all levels of the enterprise • Led effort to recruit and onboard USAA's first social marketing and communications agency.
Advocacy Program Lead (2010-2011) Developed and led ambassador programs that leverage USAA's history as a word-of-mouth company, and empower members and employees to advocate for USAA • Organized first-ever onsite blogger event that included internationally recognized military and financial influencers.
Marketing Strategy Director (2009-2010) Developed marketing strategy for reaching young USAA members and their parents with financial and insurance products, services and advice • Coordinated tactics in research, corporate communications, retail marketing, product development, underwriting, and operations to support strategic growth goals for targeted audiences • Responsible for regularly reporting market performance drivers and actions to the Chief Marketing Officer and other executive management.
Youth Media Director (2002-2009) Recruited to manage the creative editorial development, production, and digital translation of editorial communication targeted to young USAA members, including three nationally recognized quarterly magazines, a podcast, online content, and social network presence • Launched USAA's first podcast and social network presence • Responsible for all operations, process management, long-range strategic planning, and development budget of $3M+ • Supervised internal staff, creative service agencies, contactors, vendors, and freelance writers.