Experience

 

COMMUNICATIONS DIRECTOR, CITY OF SEATTLE OFFICE OF ECONOMIC DEVELOPMENT   

OCTOBER 2015 - PRESENT

  • Lead communications team, driving day-to-day media and marketing strategy for the City of Seattle’s Economic Development and Office of Film and Music, promoted from Social Media Manager at Seattle Mayor's Office
  • Write press releases, talking points, and other public facing materials to inform the public and advance social change
  • Advise Director and staff on media strategy, draft talking points,  speeches and presentations
  • Create and plan social media, marketing, press and other media strategies
  • Manage media budget, hire and manage team
  • Media representative for high impact public policy, including a half billion dollar renovation of KeyArena
  • Monitoring the media for coverage, new opportunities and issues and providing strategic counsel on whether reputation management is required
  • Serve as spokesperson for City of Seattle at events, during public emergencies, and with the media
  • Lead interdepartmental teams on Citywide brand refresh, social media policy and other high impact projects
  • Coordinate international messaging campaign to promote Seattle to international investors
  • Invited Keynote speaker to conference Canberra, Australia to discuss communications and social change

SOCIAL MEDIA MANAGER, CITY OF SEATTLE MAYOR'S OFFICE 

JANUARY 2014 - OCTOBER 2015

  • Write press releases, talking points, and other public facing materials
  • Built Mayor’s digital and social outreach from scratch, including Twitter, Facebook, Tumblr, Reddit, Nextdoor, and Instagram
  • Assist with press conferences and major media events
  • Program managed the launch of Nextdoor for the City of Seattle
  • Regularly consult with the Mayor and executive team about policy direction based on feedback from the community
  • Write day-to-day social media communication in Mayor’s voice
  • Consistent growth week after week, with an average weekly reach of 2 million and growing
  • Prepare and distribute Mayor’s statements for the blog and other platforms
  • Video and photograph public and behind the scenes events involving the mayor
  • Consult with city-side public information officer’s on best practices for social media
  • Developed emergency communications plan
  • Provide daily in person briefings to the Mayor about key media trends and advise on appropriate response
  • Represent the mayor and the City of Seattle at public events
  • Coordinate with outside constituency groups on areas of mutual interest
  • Stay up-to-date on latest technologies and evaluate for implementation at the Mayor’s Office and Citywide
  • Attend high profile, high pressure breaking news events with the mayor and develop response

DIRECTOR OF GLOBAL COMMUNICATIONS, ALL OUT - Seattle & New York

AUGUST 2012 - JANUARY 2014

  • Directly managed international communications staff, interns, and fellows, including social media, press and creative
  • Lead team that generated 7 million impressions on twitter in one day and more than 1.3 million views on YouTube in less than two weeks
  • Drove team to achieve Facebook average post reach of nearly 30,000 organic impressions for page of 110,000 likes
  • Helped build membership from less than 1 million members to nearly 2 million members is less than a year
  • Designed and coordinated omni channel multilingual campaigns to bring All Out’s message of love and equality to the world
  • Maintained relationships with external partners and world leaders, including the White House and the United Nations
  • Developed media relationships with CNN, AP, Reuters, BBC, BuzzFeed, Le Monde, USA Today, Washington Post, Globo, New York Times and dozens of others in strategic markets, resulting in regular coverage of All Out’s global activities
  • Represented All Out in print, broadcast and digital media including publications like Forbes, CNN, Huffington Post and international outlets
  • Developed and executed a strategy to increase the profile of All Out’s Executive Director and Co-founder, resulting in regular appearances in major media around the world
  • Strategically placed stories to influence both public opinion and world leaders which pressured world leaders to speak out or respond, including Russia’s President Putin
  • Worked closely with celebrity outreach and successfully partnered with Lady Gaga, Cher, Stephen Fry and others in social media campaigns
  • Served on the leadership team which made critical decisions about strategic plans, budgets, staff allocations, and more
  • Created internal messaging policies for staff and leadership teams
  • Wrote executive communications, quotes, emails, tweets, and advised on broadcast interviews
  • Developed and customized communications templates and boilerplate
  • Managed team which launched major global marketing campaigns including video and real world gorilla marketing
  • Managed project timelines while coordinating with an international staff in seven time zones
  • Promoted from Campaigns Director to Director of Communications
  • Developed and executed online campaigns, using social media, email, press outreach, and other creative strategies
  • Built the campaigns team department from the ground up and helped hire full time lead
  • Directly managed staff on four continents
  • Helped grow All Out’s membership by several hundred thousand in just a few months
  • Wrote and implemented internal processes to streamline workflow and team efficiency

CAMPAIGN MANAGER, CHANGE.ORG 

MAY 2011 - AUGUST 2012

  • Developed tone and messaging strategy for social media properties; trained staff on strategies
  • Developed and executed online campaigns, using social media, email, press outreach, and other creative strategies, including some of the highest profile campaigns in Change.org history
  • Managed Facebook page resulting in more than 700,000 new followers in one year
  • Drafted and executed campaign strategies, including regional and international campaigns
  • Worked to skill-up petition starters helping them create and deliver strategic messages for their campaigns in the US and abroad
  • Provided regular content for Change.org social media properties
  • Wrote and distributed press releases resulting in national and international tier 1 media
  • Evangelized Change.org in high profile public lectures including TedX
  • Regularly participated in media interviews with local, national, and international media outlets
  • Thrived in a high intensity 24/7 fast-paced environment while managing multiple deadlines and a constant flow of new tasks

 

SOCIAL MEDIA CONSULTANT (FREELANCE & CONTRACTS)

FEBRUARY 2009 - MAY 2011

X10 - Renton

AUGUST 2010 - MAY 2011

  • Helped to shape the overall strategic direction of the organization functioning as a C level consultant and social media manager
  • Drafted and executed the social media program at X10.com
  • Project managed copy writers, designers, and developers; engaged the team in innovative projects and boosted moral  
  • Prepared information, reports and presentations to include media effectiveness, trending, Likes/Mentions and other matrix items
  • Made initial responses to inquires, complaints, comments and other contacts generated through social media and coordinated escalations for further communications
  • Designed, launched and tested offers, promotions and contests designed to build X10's base of fans and followers
  • Analyzed campaigns and translated anecdotal or qualitative data into recommendations and plans for revising the social media campaigns
  • Trained customer service to respond appropriately on social media
  • Gave regular presentations to C level stakeholders on the progress of the social media program
  • Managed wikis, intranets, and comment boards
  • Worked with digital ad agencies, planed ads
  • Demonstrated significant ROI. Weekly sales generated from Facebook exceeded $28,000
  • Approximately 55% of sales generated from Facebook are from new customers
  • New customer retention with a majority buying their second time within 3 months
  • CO-invented Facebook marketing tool to encourage customer participation with social media

 

MICROSOFT (Spherion)

JANUARY 2010 - AUGUST 2010

  • 300% increase in fan base on MVP Award Program Facebook page since launch of social media plan
  • Produced YouTube videos with largest viewership to date for the program
  • Identified and analyzed issues of concern and emerging trends to key audiences
  • Wrote and edited MVP Award Program Blog
  • Wrote and executed Social Media Plans for the MVP Award Program’s Summit, Visual Studio Launch, Office 2010 Launch, and Tech Ed North America
  • Executive twitter communications plan and messaging development
  • Developed international messaging plan to reach more than 40 languages and 90 different countries
  • Used listening reports to monitor the company's mentions and performance in social media. Summarized and reported this information
  • Negotiated product placement deal with BBC’s “IT Crowd” TV show
  • Coordinated with Microsoft’s PR team to develop messaging and leverage earned media opportunities to create internal and external program awareness
  • YouTube video featured on Mashable
  • Built and maintained online brand assets (photo collections, posts, etc.) for use in social media channels
  • Produced visionary plan to leverage future social media trends including location based social media and augmented reality

 

NEW YORK DAILY NEWS

MARCH 2009 - MAY 2011

  • Trained Editor in Chief to follow social media best practices
  • Developed suggestions to help integrate social media in their website
  • Provided ongoing expert consultations to reporters writing about social media
  • Served as bouncing board for idea development, and evolving social media best practices

 

APPROVE REFERENDUM 71 CAMPAIGN

MAY 2009 - DECEMBER 2009

  • Developed a first of its kind social media plan for Washington Families Standing Together’s “Approve Referendum 71” campaign to generate contributions, turn out the vote, and propagate key messages online
  • Worked with other senior members of the campaign to innovate online organizing tools, tactics and strategy, using personal stories and creative social media strategies to shift the popular debate on LGBT equality
  • Protected politically sensitive information
  • Leveraged earned media opportunities through a coordinated multi-blogger campaign
  • Built a team of social media campaigners through volunteer training on social media best practices
  • Built and managed Facebook community of over 40,000 supporters with an average growth of over 1000 per day in just six weeks
  • Produced and promoted various online media including YouTube advertisements
  • Managed multiple online advertising campaigns including Microsoft adCenter, Google Adwords, and Facebook Ads
  • Panel member for televised debate representing the campaign alongside elected officials
  • Used Facebook to raise $4000 in less than 71 hours for the Approve 71 campaign
  • Produced YouTube video that was the center of a $60,000 fundraising campaign for Maine’s No on 1 protect marriage equality campaign

 

M.B.S. INC. 

FEBRUARY 2009 - OCTOBER 2009

  • Directly responsible for online engagement strategy, forum management, social media marketing
  • Attracted more than 5,000 followers to Twitter in less than two months, a significant achievement during the early days of Twitter
  • Created link building strategies from the ground up resulting in a 20% increase in organic traffic growth for our targeted store fronts
  • Through SEO best practices, brought our targeted storefronts from the bottom of search results to number one on Bing and Google
  • Created and distributed videos and podcasts

INTERNATIONAL EVENT MANAGER, ITA GROUP

2004 - 2008

  • Provided onsite event planning and management for corporate incentive, meeting, and product launches
  • Wrote and edited copy for CXO level communications
  • Coordinated activities and events for groups as large as 10,000

 

EDUCATION

BACHELOR OF ARTS, ENGLISH - UNIVERSITY OF IOWA - Iowa City, IA

Excelled in undergraduate writer’s workshop at the number one writing school in the country