PROJECTS & WORK SAMPLES
Check out some of the most exciting projects I've lead below!
WRESTLING WITH LIFE PODCAST
Host & Producer, August 2023 - Present
Self-taught each step of the podcast production process:
Pre-Production
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Thoroughly research topics and guests
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Draft podcast show notes for each episode
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Set up audio & video equipment, lighting
Production
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Record via podcast mixer and software
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Host engaging, informative, and easy-to-follow episode
Post-Production
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Edit audio recording of all pauses, filler words, and unengaging moments
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Publish episode to Podbean and write SEO optimized description
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Edit video recording, pulling out most exciting and engaging moments
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Share videos on Instagram, TikTok, and YouTube
ZIPLINE LOGISTICS CONTENT CREATION
Zipline Logistics, January 2022 - Present
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Selected by upper management for the 2024 Emerging Leaders program, which provided training on crisis & conflict management, delegation, and leading with integrity
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Influenced $13.75M in new business revenue between 2022-2024 with 91 unique new logos
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Created 500+ unique pieces of content including: whitepapers, case studies, blogs, marketing videos, email templates, custom client proposals, landing pages, bylines, and more
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Strengthened brand awareness securing bylines and interviews with media outlets including Forbes, CNBC, and The Wall Street Journal. One piece accumulated 3.85+ million impressions!
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Launched company TikTok and shared videos cross-channel, increasing clicks by 745% and website sessions by 209% in first five months
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Revitalized company YouTube channel, spiking viewership 242% in first five months
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Wrote, directed, produced, edited, and launched Zipline's "TRUCK YEAH!" Podcast, producing 50 episodes, securing 17 guest appearances, and accumulating 3,000+ listens
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Utilized HubSpot daily to schedule & analyze LinkedIn, Instagram, Facebook, and Twitter content for company pages and 20+ Zipline employees
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Planned, executed, and analyzed digital advertising and pay-per-click performance via LinkedIn Campaign Manager and Google Analytics
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ORTHOPEDIC SURGEON BLOG ARTICLES
Odato Marketing Group, June 2020 - December 2021
Use the buttons below to view samples of my writing for Regenexx Pittsburgh, an orthopedic surgeon client of Odato Marketing Group.
COVID-19 CREATIVE RESPONSE
Lane Bryant, March & April 2020
When the pandemic hit, my team at Lane Bryant had to completely change our social media strategy and content to fit the ever-evolving nature of the situation. Our customers' worlds changed: some shifted to a work-from-home environment, some suffered job loss, others were losing loved ones to COVID-19, and everyone was scared, uncertain, and certainly not primarily concerned with purchasing clothes from Lane Bryant.
Rather than plan out and schedule our social media content weeks ahead per usual, we had to take each day as it came and reevaluate the content we were putting on our customer's newsfeed. I was tasked with coming up with creative ways to engage our followers while still being sensitive to the new reality most were living.
Stage 1: Customer Insights
Because we knew so little about the situation at the time, and couldn't be certain about what our followers needed from us, I thought it would be best to simply ask our followers where they were at with everything by posing this question. The reaction was overwhelming: we received nearly 200 responses on Instagram and another 200 on Facebook. This allowed us to better understand the mind of our consumer and the green light to find more ways to engage her like this. See the next questions we asked below!
Stage 2: Continue Engaging
This post received even better feedback: Over 600 responses on Instagram and more than 400 on Facebook.
The last question we posed received the least amount of response, showing me that it was time to get more creative.
Stage 3: Acknowledge Frontline Workers Without Brand Involvement
As the situation evolved, we needed to acknowledge the hard working people on the front lines of the pandemic, without making it about our brand. This started with a general "Thank you" post, and evolved into highlighting individuals who were really stepping up in their communities - public health officials, nurses, senior care workers, teachers, grocery store clerks, etc.
Using the responses to the previous posts that asked our followers how they were staying hopeful and connected, I was able to identify customers we could highlight. This led to a weekly #WCW series that shouted-out some of our amazing customers who were going above and beyond during COVID-19. Feel free to check out some stories from the series below!
Stage 4: Make Connection Between Brand and Current Events
This series received positive, high engagement from our followers, each story earning thousands of likes and hundreds of comments across various social channels. We saw our customers associate our brand with the pandemic in a way that was sensitive, respectful, and helpful rather than in a way that appeared to be capitalizing off of the situation.
Hannah, Senior Living Center Executive
Kate, Public Health Official
Esther, Kindergarten Teacher
Lauren, Nurse
Stage 5: Creatively Engage
The next step was to continue to be mindful of the current state of the world: everyone was stuck inside and often times, bored. Collaborating closely with our graphic designer, our team put together various interactive pieces for our followers to enjoy and share with their friends. We continued this approach into the end stages of quarantine and stores began to reopen.
WOMEN SUPPORTING WOMEN SOCIAL MEDIA CAMPAIGN
Lane Bryant, March 2020
For Women's History Month (March 2020) and International Women's Day (March 8, 2020) I was tasked with executing a social media campaign celebrating Lane Bryant associates in order to build brand community and tribe, emotionally connect with our followers, and champion women in the workplace. This campaign allowed work friends to write each other notes explaining their appreciation and admiration of one another, and the opportunity to share that positivity with the world. These notes were accompanied by a photoshoot with a branded background and adorable female empowerment props.
The photos and notes were put on display on a "Women Supporting Women" wall in our home office, and were shared throughout the month of March on all Lane Bryant social media channels. This campaign received enormous positive feedback internally and left our associates feeling more connected, valued, and supported than ever. What's more, the photos resonated with our followers and helped foster a deeper, emotional connection, thus creating a more genuine and loyal relationship with our customers.
Check out some of the photos below and the executed campaign on Lane Bryant's Instagram!
