Social Media Marketing Portfolio

With more than eight years of social marketing experience, I’ve worked in every single aspect of social media across all major social platforms. From building strategies and content programs from the ground up to working with influencers, covering flagship events, designing assets, and partnering with leading brands and organizations, my skillset covers a wide gamut of marketing specialties that have helped brands grow their digital footprint.

Here are some of the campaigns I’ve worked on that I’m most proud of.

TRANSFORM: Health Equity

TRANSFORM was a multi-platform, integrated marketing campaign that served to champion health equity. Featuring changemakers from diverse backgrounds, collaborations with like-minded nonprofits, and educational resources meant to elevate underrepresented health equity topics in mainstream media, TRANSFORM was an energizing and impactful campaign that resonated deeply with Healthline’s digital audiences.

  • Campaign garnered over 7.5M impressions, 546k engagements, 74k video views, and 42k referrals

  • Partnered with The Trevor Project, Volunteer Match, the Prevention Institute, and six changemakers doing critical work in their communities to promote health equity

    • Created a customized series of infographics in partnership with The Trevor Project to increase awareness of mental health challenges impacting LGBTQ youth

    • Integrated Volunteer Match’s search tool to promote volunteering opportunities based on user location

    • Promoted the Stronger Scholarship in partnership with the Prevention Institute to award three health equity champions with grants to support their work

    • Promoted social-first videos from Healthline’s Power In series spotlighting health equity changemakers

 

Healthline Live Town Halls

Live Town Halls were quarterly livestream events meant to connect Healthline’s digital audience with leading voices and experts during the pandemic. The keystone guest was Dr. Anthony Fauci who was on a panel with other medical experts being interviewed by Healthline’s Vice President of Communications. Alyssa Milano was another notable guest who was featured at a later town hall. The marketing objectives were to generate consumer and health trade media coverage, build awareness and anticipation of livestreams through robust cross-promotional strategies, and increase brand affinity.

  • Media outreach & marketing efforts of the town hall featuring Dr. Fauci helped generate over 146 pieces of coverage, including placements at Bloomberg Law, Business Insider, CNN, Forbes, Fox News, The New York Times, Newsweek, Reuters, U.S. News & World Report, and Yahoo News!

  • The livestream featuring Dr. Fauci helped drive more than 8.25 billion unique visitors to Healthline the month that it aired

  • Collaborated with actress Alyssa Milano on a series of promotional social posts

  • Activated large network of internal and external key constituents and provided them with ready-to-post materials to promote upcoming town halls. This led to a 24% increase in engagements and a 43% increase in event saves

 

Mental Health Awareness Month 2020

Activated across all of Healthline’s social media channels, this month-long mental health awareness campaign sought to provide Healthline’s digital audiences with helpful resources during the pandemic. Our campaign goals included driving conversations around mental health topics, increasing brand reach on Instagram by 20%, and establishing Healthline as an expert-backed resource with a wide breadth of resources.

  • Campaign garnered over 5.5M impressions, 263k engagements, 31k referrals to website

  • Increased Instagram reach by 30%

  • Showcased diverse range of voices through partnering with EVRYMAN, mental health influencers, and credentialed medical experts

  • Cross-promoted the launch of the campaign across 5 influencer accounts

  • 64% of content from this campaign performed above Healthline’s engagement average

 

Sleep + Wellness Giveaways

These examples of social giveaways were the result of the social team collaborating with product marketing to test new revenue streams with brand sponsors. We worked with product marketing to productize & operationalize social giveaways in a way that allowed Healthline to come under the brand halo of leading wellness brands.

  • Giveaway campaigns garnered over 3k entries, 4M impressions, and 115k engagements

  • Created a successful new sponsorable product that led to added revenue and a 12% increase in Instagram follower acquisition during the months giveaways were active

  • Collaborated with leading brands such as Purple and Serta to give away prize bundles between $50 - $3,000

  • Operationalized new processes and systems to track, measure, and assess performance of giveaways while upholding transparency with stakeholders

 

KQED Fest 2023

Activated across KQED’s digital and broadcast channels, this campaign supported the promotion of the first-ever KQED Fest, an event inviting the public to KQED’s headquarters for a day of discovery, connection, and entertainment. The marketing goal was to drive event registrations, promote event awareness, and cast KQED in a fresh, exciting light that would attract younger audiences.

  • Marketing efforts helped drive close to 10k individual ticket registrations

  • Social campaign garnered over 190k impressions, 6k engagements, 2k referrals to events page

  • Successfully targeted younger audiences with most attendees being in the 22 - 44 age range

  • Collaborated with talent including Boots Riley, La Dona, and other music artists on social promotion of the event

 

That’s My Word: 50 Years of Hip-Hop

In honor of the 50th anniversary of hip-hop, KQED launched and sustained a year-long campaign featuring content about Bay Area hip-hop, the history, the artists, and the cultural impact. The marketing goals included making a splash upon launch of the campaign, driving content engagement and referrals to site, and aligning the brand with hip-hop changemakers.

  • To date, this campaign has garnered over 500k impressions, 54k engagements, 3k referrals

  • Partnered with artist Keak da Sneak on launch video and cross-promotion of series on social media

  • Partnered with Creative team to create a distinct, and set-apart look of the series that stretched the KQED brand