In this role, I was responsible for planning and implementing content strategy for Duke’s four primary social media accounts — Twitter, Facebook, LinkedIn, and Instagram — as well as YouTube, overseeing day-to-day platform management and ensuring that content supported the university’s overall communication and marketing objectives.• Developed and implemented changes to Duke social media strategy, increasing annual impressions from 40 to 55 million and annual engagements from 1.5 to 2.3 million.• Composed original content for Duke’s flagship social media accounts that comprised 15% of content shared and over 60% of total engagements.• Tracked trends in social and digital media, content delivery, and engagement in higher education, media, and at leading organizations; adopt best practices to keep Duke at the forefront of digital communications.• Implemented an analytics system to translate social media data into actionable metrics; paired this with a custom tracking system to analyze content individually or grouped by date, campaign, time, source, or institutional priority.• Mentored and provided guidance to colleagues among the 400 social media managers throughout Duke regarding both technical and strategic social media issues.• Developed new digital formats to maximize content performance; created over 1,000 designs for a variety of channels including hero images for Duke Today, Instagram story slides, and YouTube thumbnails to maximize graphic impact on each channel.• Standardized YouTube thumbnails, descriptions, and other aspects of the account to maximize SEO; partnered with the Digital Media Producer on scripts and thumbnails for 116 videos and overall channel design, resulting in 53% growth in subscriptions since January 2020.• Produced more than 30 digital marketing campaigns for top university priorities. Tracked and analyzed reach, engagement, and other key metrics and applied learnings to later campaigns.

In these roles, I was responsible for promoting the accomplishments of specific athletic teams and their affiliated student-athletes using a mix of communications channels, both traditional and digital.• Created integrated communications campaigns to promote athletics programs to target audiences; developed social media posts, emails, and multimedia content; coordinated digital, video, photography, social media, print, and broadcast teams in support of communications goals.• Wrote, edited, and distributed strategic communications for athletics programs, including more than 1,400 press releases.• Developed the inaugural social media strategy, including overall tone, organization, and logistics for Duke athletics and several teams; authored the department’s original social media use manual, the first social content calendar, and ran the main social accounts from 2011-2015.