Communications, Advocacy, Marketing and Social Strategy
Director, Social Advocacy and Collaboration (2016) Responsible for sharing knowledge, raising awareness and advocating for employees regarding the culture, technology, processes and employee experiences associated with enterprise 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 social education and 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.
Director, Social Communities & Advocacy (2011-2014) Managed team of community managers moderating USAA's presence in 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 and services • Coordinated tactics in research, corporate communications, retail marketing, product development, underwriting, and operations to support strategic growth goals • 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.