Working with a talented team of marketers and development professionals to tell the story of the amazing impact of private giving at the University of North Carolina at Chapel Hill. I manage a team that runs the website, social media accounts, email campaigns and digital advertising of For All Kind: the Campaign for Carolina, a $4.25 billion fundraising campaign that will keep Carolina at the forefront of higher education across the nation and the world.We get to share stories of incredible students, dedicated professors and innovative research at the nation's first public university. You can find us at campaign.unc.edu and 'Here at UNC' on social, or check out our look at the first 225 years of Carolina at 225.unc.edu.

Led team that developed an updated company-wide intranet and also implemented a communication strategy around company culture and business updates.Reached out to traditional and non-traditional media to grow opportunities to promote brand awareness and arrange product reviews.Managed $100,000+ social media advertising budget to drive sales conversion and create brand awareness. Utilized demographic and list-based targeting to generate up to 4x return on advertising investment.Built strategy, with VP of Marketing and VP of Merchandising, to identify targets of opportunity for social advertising to drive incremental lift across business-critical sales segments.Led expansion of marketing editorial calendar to coordinate with merchandising, ecommerce, content, graphics, and community marketing teams. Utilized social media and Google analytics to optimize posts and maximize budget to drive engagement and reach target audiences. Planned and hosted live weekly Bike Scoop video, to highlight new products on the Performance Bicycle Facebook page. Created engaging video, photographic and written content, in concert with with Creative Director and Content Marketing Director, around key topics and products. Created and posted daily updates and managed customer service issues for Performance Bicycle and Nashbar on all social media channels (including Facebook, Twitter, Pinterest, Instagram, and owned media). Utilized social media and Google analytics to optimize posts and maximize budget to drive engagement and reach target audiences.

Drove 200% growth of social media channels for Performance Bicycle and Nashbar, tripling total social media following to over 300,000 followers.Managed $100,000+ social media advertising budget to drive sales conversion and create brand awareness. Utilized demographic and list-based targeting to generate up to 4x return on advertising investment and increase brand awareness and engagement.Established and curated content for over 100 local store Facebook pages and developed guidelines for posting by diverse local store teams.Created daily updates and managed customer service issues for Performance Bicycle and Nashbar on all social media channels (including Facebook, Twitter, Pinterest, Instagram, and owned media). Led team to create engaging video, photographic and written content, in concert with with Creative Director and Content Marketing Director, around key topics and products.Worked with internal and external marketing/merchandising teams to identify opportunities and create strategies to integrate social media into campaigns, including weekly and monthly giveaways that generated 4x average engagement.

Grew social media following by 100% to 100,000 followers across all channels.Posted content on a daily basis that elicited interaction and engagement, including frequent updates, engaging contests, and responses to customer inquiries.Created new photographic and video content to be published on our social media channels, including posts while reporting from major events and trade shows. Tracked social media metrics on a weekly basis, and identified and recommended tools to optimize social media content to maximize engagement, such as Sprout Social, Woobox, Hootsuite, AdEspresso and more.

Launched Performance Bicycle and Nashbar on social media channels and owned content on Wordpress blog, and posted relevant and engaging content.Tracked and monitored conversations about brand and competitors, and worked closely with customer service and store operations to resolve customer issues posted to social media.Took on increased responsibilities in email marketing, including: coordinating, building and scheduling promotional email campaigns with email service provider; maintaining and distributing email schedules; tracking deliverability and performance indicators; and reporting email performance to key stakeholders.

Coordinated promotional email campaigns for Performance Bicycle and Nashbar, and worked closely with merchandising and graphics team on design of email campaigns and templates.Coded HTML and text documents for each email message, and maintained email proof lists to ensure accuracy of email content.Uploaded pricing updates to ecommerce sites to coincide with email and catalog campaigns.

Monitored inventory at 100+ retail stores and adjusted inventory levels to optimize sales.Created and filed purchase orders for softgoods accessories products, including nutrition, magazines, and cycling bags, and worked with 4 person team to plan and order products.

Responded to customers’ technical product questions via email and telephone, and placed orders for replacement small parts to satisfy customer requests. Worked closely with customer service team to efficiently deal with customer issues.

Managed capital projects with values up to $100,000, including assessing scope of project, negotiating with contractors during bid process, overseeing project construction, and managing invoicing and payment of vendors.Supervised facilities staff and outside contractors to assure that projects completed correctly and on schedule.Balanced needs & requirements of multiple departments during project management process and minimized disruptions due to construction.Organized close-out materials for $70 million aquarium expansion project, including project drawings, operation and maintenance manuals, and attic stock materials.

Assisted the Director of Capital Projects with oversight of $70 million building expansion by documenting construction progress with daily project reports, organizing and maintaining documentation, and managing sub-projects.Coordinated between construction management staff, Aquarium staff and visitors to minimize disruptions to customer service and animal collections.