Head of Social Marketing. Software Engineer. Tech Writer. Journalist.

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Senior marketing & communications leader with 19 years experience developing integrated digital campaigns for top tier global brands. Adept at finding clever tricks and hacks to maximize media efficiency and land complex messages. Full-stack developer with experience launching web and mobile apps of all sizes and complexity.

Work Experience

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Facebook Business

Head of Social Marketing Ops
2016 - CURRENT | Menlo Park, California

Awards Achievements

• Identified unexplored opportunities for paid media to drive integrated marketing results. Built my trial paid budget from $80k to $14M+ in 2 years, and expanded my team to manage global paid marketing.
• Wrote 'Optimizing Direct Response Campaigns [white paper]' to explore ad placement expansion across numerous internally managed case studies.
• Developed the ad specs API to power the Ads Guide and align all surfaces with true product requirements.

Responsibilities

• Lead global social marketing operations for Facebook's business platform; responsible for organic & paid strategy, measurement, and execution.
• Define a clear global social marketing vision. Influence cross-functional stakeholders to improve collaboration and align messaging to this vision.
• Partner with sales, marketing, product, public relations, creative, and media leads to execute successful campaigns. Act as primary liaison to educate partners on the power and potential of social marketing.
• Align content creation and publishing teams to create industry leading work with an audience first approach.
• Own outbound strategy and launch planning for Facebook's business integrity products including: elections integrity, GDPR, Page transparency, Page admin authorization, business platform, and ads integrity.
• Communicate the value proposition of new products and features to go-to-market teams and deliver effective sales collateral.
• Address delivery and advertiser brand safety concerns through scaled communications and partner presentations.

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Coca-Cola

Global Operations Director, Coca-Cola Social Connections
2010 - 2016 | Atlanta, Georgia

• Lead global operations team for the Coca-Cola social marketing network; responsible for the company’s social media platforms, including publishing, listening, analysis, topic tracking, measurement and collaboration.
• Present the company's social strategy and vision at internal and external marketing events.
• Manage vendor and agency master service agreements and statements of work worth over $3 M.
• Lead global moderation scope and processes. Ensure fans receive timely and accurate support.
• Responsible for Facebook, Instagram, Snapchat, Twitter, Youtube, Google+ and Flickr communities for dozens of global brands across 192 markets
• Test and analyze media spend globally. Craft company policy and governance to ensure success in all paid KPI.
• Manage budget, prioritize spending and negotiate contracts with vendors and agencies to provide efficient publishing, listening, and measurement solutions for markets.
• Direct core platform management: access, logins, security, education.
• Contribute digital components to quarterly investor reports.
• Manage external relationships with platform partners. (Google, Facebook, Twitter, YouTube, etc.)

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CNN.com

Live Content Manager, Tech Writer, Webmaster
2003 - 2010 | Atlanta, Georgia

Awards

• Directly developed and maintained CNN.com and partner sites: PHP, CSS, Javascript, HTML, XML
• Supervised day-to-day content for multiple live video feeds while coordinating cross-promotion with CNN's many networks.
• Collaborated with multiple production teams to provide engaging and informative news coverage for millions of viewers.
• Reorganized the fee-based subscription model into an ad based CNN.com Live video service.
• Managed software development of an internal control application for web based aspects of live online video production.
• Pioneered CNN's first use of VC interviews for live broadcast.

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360i

Global Social Media Supervisor
2010 - 2013 | Atlanta, Georgia

• Develop and support enterprise publishing strategies for agencies and local market teams.
• Advise on social best practices, brand voice, SEM, web application and content development.
• Direct a team of production managers, developers, designers, and account specialists to build and support strong social presences that maximize market value.
• Interview and hire talented individuals to join the global brands team.
• Track and analyze site metrics; report on performance; identify and present case studies.
• Assist local markets with campaign activation and media spend.

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Mariana

Senior Director of Marketing
2015 - 2016 | Palo Alto, California

• Develop go-to-market strategy for leading machine learning B2B startup.
• Assist with product development. Ensure client needs properly prioritized and reflected in product road map.
• Provide professional services to drive customer success. Deliver creative, copy, and execution guidance based on experience managing paid campaigns for the Coca-Cola company.
• Write and manage contracting for client relationships: master service agreements, project statements, non-disclosure agreements, extensions, etc.
• Lead Pardot and SalesforceIQ CRM integration and management.

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City of Belmont

City Planning Commissioner
2019 - CURRENT | Belmont, California

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Water Dog Run

Board Member
2019 - CURRENT | Belmont, California

The Belmont Water Dog Run is a community run that supports awareness and increases funding for local education. Beneficiaries of the event are Belmont schools, services, and programs.