Provide strategic analysis and brand development through communication strategies, including social media content planning, channel strategies, competitive landscape analyses, and measurement. Clients have included the Ocean Conservancy, Brennan Center for Justice at NYU Law School, CUNY's Craig Newmark Graduate School of Journalism, Local Initiative Support Corporation and others.

As Social Media Director, I set NRDC's overall social strategy and and channel plans for all social platforms, including Facebook, Twitter, Instagram, LinkedIn, GIPHY, Tumblr and others. I built and managed a seven-person team of social editors, community managers, and campaigners across New York, Chicago and San Francisco.To maximize the impact of limited resources and ensure production efficiencies and brand consistency, I collaborated with our creative team to develop a design system for social content templates. This system and processes allowed us to respond rapidly to breaking news and politically important events with visually compelling social content. You can find examples at christackett.us/portfolio. Internally, I championed the importance of social media and storytelling to the success of NRDC's advocacy work through staff trainings, as well as delivering strategy briefings to NRDC’s Board of Directors, major donors and executive team. In collaboration with our digital fundraising and advocacy teams, I contributed to our paid social advertising campaigns, including creative development and audience targeting. To remain nimble and strategically current, we experimented often with new content formats and tools and pivoted our strategies, as needed, such as implementing a robust Instagram Story strategy that featured staff contributions from around the world. In 2019 we experimented with customized GIPHY Stickers and generated 1 billion sticker views in 11 months.

I was NRDC's first dedicated social media hire and was tasked with overhauling the organization's social footprint and setting the new strategy moving forward. Bringing my journalism and media experience to a nonprofit led me to see social channels not just as tools of distribution, but more importantly as content creation platforms and advocacy tools of their own. We greatly expanded our original social content as part of an omni-channel strategy to reach and convert social audiences into engaged supporters. Along with setting strategy, I edited NRDC’s complex scientific and political resources into compelling and digestible social content; built KPI tracking tools and processes to test content, track performance and project channel growth and trained NRDC's many scientists, lawyers and advocates to use social media storytelling to support their workWithin one year I was promoted to a director-level position and began building a team of social editors, community managers, and campaigners, eventually managing 7 direct reports across New York, Chicago and San Francisco.

Joining Lerer Ventures to help build and launch The Dodo allowed me to pursue my interest in supporting conservation efforts, ecosystem preservation and reporting on the poaching and wildlife trafficking crises, while also learning valuable experience about early-stage startups. I joined in November to build up our social media presence and voice as we neared launch. In November and December, I helped shape the site design and engagement features in collaboration with our team at Rebel Mouse on how we'd use their innovative tools to grow and engage The Dodo Community. We had a successful launch reaching one million unique visitors in the first 30 days and grew UVs to 10 million in 5 months.After launch, my focus shifted to building relationships with major non-profit organizations focused on animal issues to introduce them to The Dodo, explain our mission and recruit them to become contributors to The Dodo Community. These include groups such as the The Nonhuman Rights Project, The ASPCA, The Humane Society of the United States, PETA, Mercy for Animals, The Nature Conservancy, International Fund for Animal Welfare, Animal Legal Defense Fund, Oceana, Conservation International, Animal Defenders International, Mission Blue and many others. The Dodo is now the world's best destination for not just the reading important animal news, but also for discovering how the leading organizations in this movement are working to help animals. My other responsibilities included strategic outreach to media and non-profit partners, monitoring real-time reader behavior and analyzing daily and weekly stats to ensure the best performance of our editorial content, creating our daily newsletter and providing strategic input to social media and editorial teams.

As Social Media Editor, I was focused on using compelling content and journalism to execute on a social media strategy that met both editorial and business goals. I am passionate about pushing sustainability mainstream, so whether I was assigning or creating content, managing our social media channels, writing headlines, training writers, or working with sponsors and media partners, I was ultimately focused growing brand awareness and traffic to the sites, while educating and inspiring our community of readers.

I joined the Planet Green team to help launch television's first 24 hour eco-lifestyle network. I managed social media strategy and voice for the network, while also collaborating with marketing and design teams, plus on-air talent, to integrate social media messaging into programs and promotions. I educated our editorial team on ever-changing social media landscape and provided in-depth training on key tools and services. I also engaged with our community of viewers, readers and fans to grow audience, share knowledge and address concerns.

Finding and sharing the best of the web is one of my favorite things to do, so this was a fun position. My duties included reading hundreds of newspapers, magazines, journals and blogs for the most important and interesting stories to share with our readers. After identifying the best stories of the moment, I would rewrite headlines to fit our site layout, curate and rotate the stories throughout the day. I also wrote original blog posts and video summaries.

Oversaw all first-party ad sales for RawStory.com, including traditional banner ads, BlogAds and email newsletter sponsorships.

Oversaw ad sales for both online and print versions of Lawrence.com, as well as sold television sponsorships for our local music program, The Turnpike.

In college, I helped some friends promote their band by designing posters, producing video shoots, booking shows and organizing an album release strategy. It was all new and a lot of problem-solving, which was fun and helped develop a lot of skills I still use today.

My first experience working on a grassroots campaign was on behalf of a coalition of local small-businesses going up against a very large Arkansas-based retailer. We ultimately lost, but I learned a lot about how to communicate the issue in a way that helped grow support within the community.

Working at the student-run newspaper at KU was one of my best collegiate experiences. I was a great way to learn about the newspaper business selling print and online advertising. I also helped launch a new weekly entertainment and wrote a weekly Q&A column.