ABOUT ME
I'm a driven and passionate professional specializing in social media, sport and story-telling. My strengths lie in social media strategy, digital media and creative design across multiple platforms. I love my job and telling the behind-the-scenes story of teams, athletes and the staff of America's favorite pastimes.
Experience
DIGITAL MEDIA SPECIALIST, ATLANTA UNITED FC
2022-2023
• Ideate and lead social coverage for @ATLUTD on Twitter, Instagram, Facebook, TikTok and YouTube
• Capture and edit content – both photo and video – at games, practice or events, and share across team platforms
• Maintain, organize, and update the Atlanta United content schedule for organic & partnership content
• Collaborate with partnerships to develop digital campaigns that fit naturally into our content strategy and aligned with brand standards
• Compile analytics to show growth, increased engagement and provide in-depth look at the social performance of @ATLUTD
• Work in tandem with various internal and external content creators (photographers, videographers, designers, etc.) to tell the our story in a unique way
• Maintain up-to-date knowledge of social media industry trends and assess potential for new social platforms and opportunities
• Partner with Community Relations department to build out social plans and coverage of our Unified Team, both at home and on the road
• Led coverage of the 2022 World Cup, including working with creative and video teams to highlight Thiago Almada’s appearance
• Curate and maintain active engagement with fan base, and develop campaigns to increase engagement & attendance at offseason events
• Developed strategy and coverage plans for 2023 Kit Launch, including ideation behind photo and video shoots, ad campaigns and influencer lists
• Traveled with the first team & built relationships with players and coaching staff to aid in content creation
• Live content publishing throughout tentpole moments including all games, tournaments, free agency, etc.
• Manage live streams to Facebook, YouTube and Twitter for video content such as press conferences, pre-game shows or other team coverage
• Study social media insights to make decisions around posting strategy
integrated marketing coordinator, chick-fil-a peach bowl
2021-2022
• Lead social coverage for @CFAPeachBowl across all social and digital platforms
• Ideate, strategize and execute social media and content plans for an audience of over 250,000, the largest following of any college football Bowl Game
• Collaborated with partnerships and sales staffs to sell social assets and build out digital campaigns for Kickoff Games and Bowl Season
• Compiled analytics to show growth, increased engagement and provide in-depth look at the social performance of @CFAPeachBowl
• Hired and oversaw our #ContentCrew, a team of volunteers ranging from social media capturers to videographers to graphic designers who work with the @CFAPeachBowl prior to and on game days
• In tandem with marketing department and our creative agency, chose our unique Look of the Game for each of our events - staying true to our brand and still pushing our look forward
• Developed relationships with social teams at participating schools ensuring we could work together on strategy, big announcements and special events like hospital visits, community events and more
• Managed our paid social strategy and took multiple courses to keep learning as each platform changes and grows
social media & digital content coordinator, memphis grizzlies
2018-2020
• Led social coverage for @MemphisHustle, @GrizzGaming & @FedExForum and assisted with @memgrizz coverage
• @MemphisHustle finished in the top five across the NBA G League on all social channels in engagement numbers/engagement growth/follower growth despite falling outside the top 25 in follower count
• Increased followings for @MemphisHustle & @GrizzGaming accounts by 200% while also increasing engagement by 70% each year, with a NBA G League leading engagement growth of 87%
• Worked with partnership and sales staffs to develop digital campaigns across social channels and Memphis Grizzlies brands
• Compiled analytics to show follower growth, engagement rate and more to provide an in-depth look at sponsored posts on @MemphisHustle & @GrizzGaming channels
• Covered all Grizzlies home games for @memgrizz’s various social channels
• Worked with social media team to brainstorm ideas for postgame reaction videos and took ownership of creation/implementation
• Ensured athletes received photos and in-game video after events
• Developed season-long social plans for @MemphisHustle, including contingency plans for NBA Call Ups, Team USA selections and other roster changes
• Designed in-game graphics/big moment graphics, edited highlight videos and filmed & edited video features for @MemphisHustle & @GrizzGaming channels
• Assisted Grind City Media video department with creative direction, storylines and branding for All Access: Grizz Gaming
associate director of social communication, virginia tech athletics
2015-2018
• Created social strategy for Virginia Tech athletics department across all platforms
• Developed Social Media Standards to help manage department voice and ensure commonalities across all varsity sports
• Compiled analytics to show growth, increased engagement and provide in-depth look at department’s social footprint
• Created and executed social calendar across all sports and departments
• Designed and delegated all template graphics for Olympic sports for coworkers to utilize
• Produced and directed live football postgame show on Facebook featuring coaches, players and notable Virginia Tech alumni
• Developed and implemented strategy for milestone moments, including @VT_Football reaching 100,000 followers, @HokiesMBB earning postseason bid and @HokiesTFXC in the 2016 Olympics
• Started initiatives to give Virginia Tech Athletics a presence on Snapchat through the @HokieSports account, highlighting in-game moments, pregame content and student takeovers
• Worked with Facebook and Instagram to turn Virginia Tech Athletics’ accounts into sites with cutting edge content, including premiering cross-posting on Facebook and serving as one of the debut accounts for Instagram’s Student Correspondent program
• Created individual and specific in-game graphics and gifs for men’s basketball for big moments and celebrations
• Served on Recruiting Committee to develop social strategy and graphic components to appeal to various recruits
• Assisted with launch of new Nike GIG and overhauled uniforms
• Led social media seminars and graphic design training for department members and coaches
• Traveled with wrestling program to 2016 NCAA Championships to handle social presence as team finished a program-best fourth place
• Served on Celebration of Women’s Sports Luncheon committee, helping to raise over $50,000 for women’s sports at Virginia Tech
assistant media relations director, texas A&M athletics
2014-2015
• Primary contact for softball and equestrian teams, secondary football contact; traveled with all programs throughout the year
• Prepared press releases, web stories, on-site interviews and game materials
• Developed social media strategy for @AggieSoftball and @AggieEquestrian to increase outreach, assisted with developing strategy and guidelines for department
• Wrote and compiled all team publications and printed materials
• Served as site director for the 2015 SEC Equestrian Championship
Athletic communications assistant, university of arkansas athletics
2013-2014
• Secondary contact for Razorback basketball and primary contact for men’s tennis; traveled with both programs throughout 2013-14 seasons
• Developed social media strategy for @RazorbackMBB to increase outreach; @RazorbackMBB grew to be one of top 20 Twitter/Facebook/Instagram accounts in the country by the end of my tenure
• Produced and hosted RazorVision features with student-athletes, coaches and featured guests
• Ran StatCrew software for tennis matches and maintained accurate stats for both tennis and basketball
• Helped @RazorbackMBB tally 11 #SCTop10 appearances and multiple appearances as Fox Sports’ The 1
• Helped plan and execute a reunion and halftime presentation of over 30 members of Arkansas’ six Final Four teams as well as former coaches Eddie Sutton and Nolan Richardson and former President Bill Clinton
intern experience
Public Relations Intern // Tampa Bay Buccaneers // 2013
Media Relations Intern // University of Alabama Media Relations // 2012
Media Relations Intern // Texas A&M Media Relations // 2011
Skills
Adobe Creative Suite (Photoshop, InDesign, Premiere, After Effects, Illustrator, Lightroom)
Photography/Videography
Copywriting
Analytics (Native platform & third party)
Content Creation/Ideation
projects
2023 KIT LAUNCH
Created social plan for launch of The 17s’ Kit - a throwback to the early days of Atlanta United - working in tandem to plan photo, video & creative assets plus influencer & partner activations surrounding the merch drop
2022 WORLD CUP COVERAGE
Led ideation, curation and social plan to cover Thiago Almada & the USMNT at the World Cup, in collaboration with creative, video, corporate partnership & marketing teams
2021 PEACH BOWL WEEK
Hired & supervised #ContentCrew coverage of 20+ events leading up to the 2021 Peach Bowl - managing a team of over 15 photographers, graphic designers, videographers and social media specialists
@MEMGRIZZ POSTGAME REACTIONS
Created postgame reaction gifs related to opponent, location, pop culture, etc., and developed strategy for their deployment
@MEMPHISHUSTLE PLAYS OF THE WEEK
Weekly polls and videos on Twitter/Instagram Stories to increase engagement
VANDI EATS
Weekly @GrizzGaming video series that aired on ESPN2 and on Grizz Gaming/NBA 2K League platforms
#THANKSFRANK
Developed social campaign to honor and celebrate head coach Frank Beamer on his retirement, as well as appeal to College GameDay as a potential site
BATTLE AT BRISTOL
Handled social media efforts and scheduling for Virginia Tech’s participation in the largest college football game in history
@HOKIESMBB SOCIAL MEDIA NIGHT
Planned and executed the first Social Media Night for Virginia Tech Athletics, taking charge of all aspects including social giveaways/takeovers, in-game PA reads, video board images and pre-game marketing.
