About
Social Media Manager
Aug. 2021 to Sept. 2023
In 2021 I joined Roku, the #1 streaming brand in the U.S. to lead social strategy for product and brand.
Out of the gate, I supported Roku’s first brand campaign in nearly a decade. On the newly formed campaigns team, I led social strategy and content production that would set the bar for the future of the brand.
As social media lead for brand and product, I launched four milestone OS releases and 30+ new SKUs, including Roku’s debut TV lineup and smart home products. I directed content production for platform-first social strategies in partnership with in-house and agency creatives, from Roku’s first SXSW activation to an out-of-home campaign inspired by user-generated Roku City content. I also led platform expansion to TikTok and Threads, managed influencer, creator, and ambassador initiatives quadrupling the output of short-form video content, and served as stakeholder for Roku’s brand review.
My work was just as much strategic as it was creative. In support of the brand team, I implemented a reporting structure for social performance to contextualize metrics impacting cross-functional product, marketing, and engineering teams to ultimately inform business decisions involving product.
Global Social Media Lead
March 2017 to Aug. 2021
I elevated my career in creative marketing and social strategy at Specialized Bicycles.
My time at Specialized gave me the opportunity to produce unparalleled marketing campaigns supporting brand and product. I learned the ins and outs (plus the nooks and crannies) of advertising excellence, from creative briefs to treatments, pitches to production, budgets, and beyond.
As Global Social Media Lead on the in-house creative team, I led global social strategy across road, mountain, active, and electric bicycle categories. Working closely with product, I was responsible for developing globally consistent, regionally relevant social strategies and creative content across platforms that went to market in 45 global regions.
In my five years at Specialized I led over 50 launches, including a miniseries documenting the intersection of cycling and culture and a brand campaign reaching millions of riders who rediscovered the bicycle at the height of the pandemic. In producing hundreds of thousands of creative assets for social, I defined a set of core principles for brand social strategy—ask me about them!
Working for a non-profit media organization taught me exceptional editorial judgement that built the foundation for my career in content production, brand management, and social strategy.
Focused on The Current, my main objective was to grow American Public Media | Minnesota Public Radio membership by producing engaging digital content including photographing, filming, and editing video of in-studio musical performances, writing music reviews and web features, and interviewing musicians. The content my team produced awarded us Best Institutional Social Media Account from the Society of Professional Journalists.
Not only did I learn the nuts and bolts of audio, video, and digital production, but I also established myself as innovator for social media strategy at APM | MPR, producing more than 30 studio-quality broadcasts at the dawn of live video. By expanding our social presence to new platforms, I grew our reach from thousands to hundreds of thousands. I also I also served as an appointed member of the Emerging Leaders program.
My career started in digital content production for APM | MPR music services.
Digital Producer
June 2013 to March 2017
Arts, Communication Studies & Sociology
Graduated June 2013
Radio KUOM inspired me to pivot my studies from chemistry to communications.
I started freshman year at the University of Minnesota as a chemistry major not knowing that getting involved at the college radio station would inspire me to graduate with a degree in Arts, Communication Studies & Sociology. My studies were at the intersection of the internet, society, and media consumption and have carried significance well beyond college into my professional career.
As an undergraduate, I interned at Terrorbird Media, LLC in Brooklyn where I worked with sync licensing and the publicity & promotions departments. I also interned at The Current under the station’s music director, which led to my first job following graduation.
That’s enough about me—unless it’s not.
To learn more about my experience, just reach out.