Alexandra Carr Email & Phone Number

United States

Atlanta, Ga, Us

- Managed project timeline and coordination with external digital agency to develop and launch a new intranet platform, cross-functional collaboration with internal teams to build intranet content, and weekly status reports to keep leadership updated on progress.- Wrote creative briefs for assets needed for both the new intranet and new employee recognition platform, ensuring designs met stakeholder expectations. - Built all sitemap pages on the new intranet using LumApps CMS, including migrating existing content to the new platform and writing new content such as employee interviews, team wins, and business updates. - Analyzed performance metrics of former intranet to establish KPIs for new site launch and rollout. Achieved 45% increase in employee reach from launch week to first full month of intranet being live and surpassed goals for new content created and total content views in the first month by 100% and 400%, respectively.

Salt Lake City, Ut, Us

- Worked with CMO and external agency on audience segmentation research.- Managed rollout of new target customer and brand positioning across the business. This included presenting customer demographics and shopping behaviors/attitudes to marketing, merchandising, and analytics teams and writing briefs for updated creative assets and copy.- Provided feedback to creative and copy teams during weekly review of new on-site, paid, social, email, and push assets and campaigns to ensure customer-facing marketing reflected new brand positioning.- Developed business case for relaunch of referral program, including vetting third-party tools, projecting program profitability, scoping tech lift and integrations, and making final recommendation on preferred partner.- Created customer-facing marketing offers in Shopify and delivered to customers via email and push, which required project coordination and collaboration with outbound, creative, copy, and product teams.- Led discussion of industry-relevant pop culture events and social trends to leverage on-site and in marketing during weekly marketing and merchandising meeting.- Kept marketing and merchandising annual planning calendar updated to support alignment between teams.- Managed brand team budget for agency, vendor, social, production, and CTV spend, including creating POs, submitting invoices, and reporting monthly accruals.

Salt Lake City, Ut, Us

- Led social team to execute content against organic social media strategy and drive upper and lower funnel KPIs.- Audited 2021 social content performance to inform new social media strategy and propel channel growth, resulting in 2022 average engagement rate per post increasing 88% on Instagram and 160% on Facebook YoY.- Set KPIs and benchmarks to measure against and launched an in-depth quarterly social media performance report to document results, learnings, and next steps. - Worked closely with creative team to improve the briefing and collaboration process, provide regular updates on key metrics to help optimize static and video assets, and establish more efficient methods for content creation.- Launched paid boosting strategy across Instagram, Facebook, and TikTok to support growth, reach, and traffic, developing creative tests to optimize CPM, CTR, CPC, and CPE. Results included achieving Facebook and Instagram CPMs below industry average.- Supported launch of new vendors on Zulily in Q4 2022 with new serialized organic content and paid promotion, leading to a 46% increase in revenue QoQ and a 16% increase in AOV YoY from social channels.- Led macro-influencer brand awareness partnerships from negotiations to execution for 2023 spring campaign, reducing average CPM per partner by 90% compared to previous campaign.- Improved process for merchandising team to request social posts by creating content guardrails and ticket submission form, plus provided monthly reporting on brands featured on social.- Managed a contractor and social media specialist, supporting development of direct report with regular feedback, mentorship, and stretch projects.- Stayed up-to-date on social media industry news and pop culture to test emerging trends and platform features.- Received "Leading with Purpose" company award in recognition of driving growth on social media channels and managing effective collaboration with cross-functional teams.

Seattle, Wa, Us

- Responsible for social media strategy and content execution across Instagram, Instagram Stories, Facebook, Twitter, Pinterest, and TikTok to drive brand awareness and engagement.- Analyzed social performance and effectiveness and identify insights to develop and own goals, as well as new strategies and creative. Report on a weekly, monthly, and quarterly basis to senior leadership.- Managed influencer partnerships and budget, including sourcing talent, owning agency relationships, writing contracts, negotiating offers, and coordinating activation timelines. Secured influencer appearances and content for RealSelf events, promotions, and campaigns, including TV and podcast host Catt Sadler, The Bachelor franchise’s Rachel Lindsay and Ashley Iaconetti, Real Housewives of New York stars Sonja Morgan and Leah McSweeney, and actresses Becca Tobin and Jenna Ushkowitz.- Managed social media spend to increase Instagram following, achieving 75% above 2021 Q1 goal.- Conceptualized, pitched, and executed new revenue-driving social programs to support external partnerships.- Set up first social commerce tools and promotion on Instagram and Pinterest to support the new RealSelf skincare store, and achieved Instagram Story CTR 2x higher than other owned marketing channels.- Collaborated with creative, content, and sales team for always-on social programming.

Seattle, Wa, Us

- Owned all social media content, measurement, and optimization across Instagram, Facebook, Pinterest, and Twitter.- Trained and mentored social media specialist. Oversaw social content calendar, copy, and designed assets.- Planned and executed all social content and influencer relations for RealSelf’s beauty and wellness events in Austin (SXSW), Seattle, and New York, resulting in 1.8 million impressions from owned social and 1.5k earned social posts from attendees.- Proposed and launched new Pinterest strategy to create an on-brand Pinterest profile and drive unique users to realself.com, growing UU referrals between 360-570% QoQ between Q4 2018 and Q2 2019.

Seattle, Wa, Us

- Developed and executed social media content calendar. - Created photo and video content, wrote caption copy, and managed publishing cadence across Instagram, Facebook, and Twitter.- Coordinated trade partnerships with YouTube creators and local Instagram influencers to drive brand awareness and leverage content on owned and operated social channels.- Grew Instagram following by over 400% in 2017 and over 350% in 2018 by developing a content plan highlighting popular aesthetic procedures, authentic before and after UGC, and educational tips and insights.

Us

- Owned written and visual content creation for website, social media, and e-newsletters.- Presented “Social Media for Small Museums” at the 2016 Washington Museum Association conference.- Managed media relations, including writing press releases and coordinating press tours and interviews. Secured earned media on KING 5, KIRO 7, BuzzFeed, Parent Map, Seattle Refined, Tacoma News Tribune, The Oregonian, Tacoma Weekly, and Weekly Volcano.

Us

- Responsible for updating the museum website, social media channels, and biweekly e-newsletter.- Launched new content on the museum's Instagram account, growing following by 325% over 2 years by increasing behind-the-scenes content from the glassblowing studio.

Sourced local stories, conducted interviews, researched, and took photos. Wrote feature articles on topics such as fashion and local businesses.

Sourced stories, developed contacts and conducted interviews with members of the hospitality business community for nonprofit hyper-local news service. Wrote articles about upcoming events and developments regarding restaurants, cafes and hotels. Filmed community-related videos and hosted live radio shows.

Wrote, edited, and researched business, travel, food and drink, interior decor, and fashion features. Sub-edited press release pitches. Received a byline in the magazine for a Northeast coastal travel feature.

Shadowed reporters as they tracked down contacts, interviewed sources and reported stories. Used editing software and recorded voiceovers to create video packages; appeared in the intern newscast and presented recorded video package. Practiced scriptwriting and on-camera stand-ups. Had the opportunity to conduct multiple on-camera interviews with the station's videographers when reporters were unavailable.

Master'S Degree, Multimedia Journalism

Bachelor Of Arts (B.A.), History

Study Abroad

High School Diploma, Ap And Ib Courses