Award winning audience development, marketing, and digital content strategist.
Digital leader with 6+ years of experience utilizing multi-level analytics to create holistic and cohesive brand experiences that drive profitability. Exceptional track record of developing innovative solutions that drive awareness, traffic, engagement, and audience growth.
Based in New York Metro area
Experience
2019-2021 Melville House Publishing, Brooklyn, NY
Director, Digital Marketing
Senior Manager, Digital Marketing
2015-2019 National Geographic, Washington, DC
Manager, Audience Development
Producer, Social Media
Campaigns
The Climate Project | Melville House, 2019
Objective: Raise awareness for the USGCRP Fourth Climate Assessment, which was quietly released by the Trump administration in November 2018, and released as a paperback book by Melville House in January 2019.
Outcome: Created The Melville House Climate Project, which included a series of climate-content published on the Melville House blog, a newsletter, a social media campaign, and a physical reading group to support the Melville House Climate Project.
Regular live engagement activations spread awareness and offered readers a chance to ask questions in real time.
Reddit AMA with Katherine Hayhoe, an atmospheric scientist and lead author for the U.S. Global Change Research Program’s Fourth National Climate Assessment
Reddit AMA with Gary Fuller, an air pollution scientist at King’s College London and author of The Invisible Killer
A Climate Group Newsletter kept subscribers up to date on news, events, and upcoming environmental books.
And a series of physical events, in partnership with the New York Public Library, gave attendees the opportunity to meet experts from climate activist groups, academic institutions, and local government.
Influencer Program | Melville House, 2021
Objective: Increase Melville House’s digital footprint by activating book reviewers across social media platforms.
Outcome: Created the Melville House Influencer Program to give readers reviewing books on social media easy access to Melville House titles, increasing brand and product awareness, encouraging a sense of community, and ultimately increasing individual product sales.
Interested users applied and answered a series of questions. Each month, approved members now receive a newsletter, tailored to their interests, with a selection of books available immediately for download.
Just days after launch, 150+ influencers were approved, increasing Melville Houses’s potential reach by 282%.
Library Festival | Melville House, 2021
Objective: Reach new librarians across the US, increasing awareness of Melville House titles and driving sales via library adoption.
Outcome: Organized Melville House’s participation in the virtual Penguin Random House Spring Author Festival, attended by 5K librarians. Set up virtual booth, created marketing materials—from reading group guides to catalogs—and organized and moderated three live author events. Melville House’s librarian newsletter list doubled in size as a result.
#PlanetorPlastic | National Geographic, 2018
Objective: Provide social support the 2018 National Geographic #PlanetorPlastic campaign, a tentpole project that launched in conjunction with a single topic issue of National Geographic Magazine dedicated to eliminating plastic—and saving our oceans.
Outcome: Collaborated with editorial team on organic content strategy and marketing team on brand awareness Pledge Campaign. Managed strategy for all social media promotions, creating regular cadence of social posts and live engagement events, ultimately increasing #PlanetorPlastic awareness and pledges.
Organized live engagement events with influencers, allowing users to ask questions and learn.
Live Activations | National Geographic, 2015-2019
Objective: Increase engagement on National Geographic social accounts, and create a greater sense of community for followers by providing access to experts.
Outcome: Regularly executed live engagement events via Facebook, Twitter, and Reddit. Activations included live news coverage, sponsored livestreams, live Q&As, and more.
Livestream: Live coverage at NASA’s Jet Propulsion Lab in Pasadena, CA, for the InSight Mars landing featuring science writer Nadia Drake in conversation with InSight Principal Investigator Bruce Banerdt. Coverage also included live updates leading up to the InSight Mars landing via Twitter.
Livestream: Live panel discussion with Katie Couric for #GenderRevolution aftershow
Livestream: Live interview with Buzz Aldrin at National Geographic headquarters
Livestream: Live interview with science writer Michael Greshko at National Geographic headquarters
Live Engagement Event: Reddit AMA with Dr. Joyce Poole, elephant researcher, for World Elephant Day
Live Engagement Event: Reddit AMA with wildlife photographer Charlie Hamilton James for World Animal Day
Partnered Content | National Geographic, 2015-2019
Objective: Increase revenue by optimizing partnered and branded content.
Outcome: Collaborated with sales and branded content team to create and promote sponsored and partnered content for National Geographic’s Facebook account, ensuring all content felt as organic as possible and would meet engagement and revenue KPIs.
Managed social media strategy for $2 million, 5-year partnership with prestigious luxury brand that included social posts, short and long form video, and editorial content.
Coors Light #MyNext video campaign (video i, video ii)
Stella Artois World Water Day branded content campaign (post i, post ii)
Content Exchange with Refinery29 and The Front to support National Geographic Channel’s first season of Genius
Content Exchange with Sad Animal Facts
Live with Microsoft from Ichetucknee Springs, FL, for a Women in STEM initiative featuring National Geographic explorer Jenny Adler.
Live with Louisiana Travel from Houma, LA, for the annual Rougarou Festival
Live with AirBnB from Roswell, NM, for the annual UFO Festival
Articles, Interviews, and More | 2013-2021
Why Ravens and Crows Are Earth’s Smartest Birds, for National Geographic
‘Moonwalking’ Birds and Other Crazy Courtship Rituals, for National Geographic
Articles for MobyLives, Melville House Blog
Interview with Hanya Yanagihara, author of A Little Life, for Northshire Bookstore
Interview with Dennis Mahoney, author of Belleweather, for Northshire Bookstore
Book Reviews for Northshire Bookstore
Awards
“King of the Social Media Jungle” by Adweek
“Number One Brand” Shareablee
“People’s Voice for Social Media” by Webby Awards “Photography and Graphics for Social Media” Winner by The Shorty Awards