Digital Media Director // Michigan Economic Development Agency

• Develops and executes the social media strategy for MEDC, Mobility MI, and You Can in Michigan across 11 channels, aligning content with organizational objectives and audience engagement goals, resulting in a 44% increase in audience growth across MEDC platforms in one year.

• Leads the Digital Media team by managing workflow, driving innovative content creation and campaign execution, setting objectives, evaluating performance, and aligning strategies with brand goals and social media trends.

• Analyzes performance metrics to make data-driven improvements, enhancing content effectiveness and ROI while creating comprehensive reports using key performance indicators to inform strategic decisions.

• Collaborates with external agencies and cross-functional teams at MEDC to execute unified marketing campaigns that enhance engagement and boost brand visibility.

Social Media Manager // Michigan State University

• Developed and executed a comprehensive social media content strategy for MSU’s flagship accounts, growing a global audience to over 1M followers.

• Executed an annual $45K+ budget for audience-focused paid social advertising on Meta Business Manager.

• Launched and led a 10-member ambassador program, managing recruitment, delegating tasks, and supervising the creation of authentic, student-driven content.

• Partnered with the crisis management team to promptly monitor and respond to emergent issues and crises.

• Spearheaded a weekly social media analytics report, analyzing content performance, identifying trends, and comparing posts to rolling performance benchmarks.

• Led a 200+ member professional development group for social media managers across the university, organizing workshops and networking events to foster collaboration and knowledge sharing.

Social Media Specialist // Studio C (Celebration Cinema, Listening Room, Studio Park)

• Boosted Celebration Cinema’s Facebook engagement by 81% in six months, without altering posting frequency.

• Grew Midtown’s social media following to 5.5K+ in six months by developing a strategic content plan to build excitement for the launch of the new music venue.

• Managed a $150K+ social media budget, creating paid ad campaigns and overseeing allocation and distribution.

• Hired, trained, and mentored two social media interns, providing ongoing coaching and development.

• Created four social media chatbots to streamline customer service and improve efficiency and experience.

Student Practioner // Martin Waymire

• Developed, implemented and analyzed a paid social media strategy
  that increased audience growth by 71% and post engagements by
  350% in one month.

• Designed social media graphics for Facebook, Instagram and Twitter.

• Tracked media coverage for clients and developed detailed coverage reports.

• Secured statewide media placements for four clients.

• Drafted press releases, blog posts and opinion editorials for nine clients.

External Affairs Intern // Wayne County Airport Authority

• Audited 10 WCAA social media accounts and completed a competitive analysis using social media analytics to improve digital strategy.

• Spearheaded an initiative to establish partnerships with volunteer organizations to grow the Airport Ambassador program.

• Assisted in business operations such as developing requests for proposals.