• Led the UnitedHealthcare social media channel and content strategy that supports Employer &Individual (E&I) member acquisition, open enrollment, onboarding and engagement business priorities.• Planned monthly evergreen social media content development that supports our BetterExperience, Better Cost Control and Better Health content pillars to meet the needs of B2B and B2Caudiences. Published content, monitored performance, and directed paid social media with agency.• Consulted on E&I Marketing Tier 1 campaigns with social media content planning, creative bestpractices, publishing and paid social media strategy including A/B testing, floodlight tags and pixelretargeting, and measurement.• Provided social media reporting on campaign KPIs with insights and recommendations for future.• Created E&I Social Media Playbook and provided team training to educate colleagues on using social media effectively in marketing campaigns.• Collaborated and consulted on social media strategy, content planning, and best practices with other UnitedHealthcare teams including Public Relations, Brand Campaign, Customer Care, Medicare & Retirement, Community & State, Provider Marketing, Engagement Solutions, and UHOne.• Onboarded new enterprise vendor in 2016 for improved marketing collaboration and campaign visualization within E&I Marketing and championed its adoption and growth to several hundred users.• Onboarded link management software, as enterprise solution for UnitedHealth Group, UnitedHealthcare and Optum teams to create and manage branded short URLs for social media and have advanced capabilities for link editing, private metrics, audit logs and link schema building.

• Researched new technology and identified ways that existing tools could work harder to meet the social media team’s needs for content strategy, publishing, listening and measurement.• Managed vendor relationships, training and best practices, and internal adoption for 13 socialtechnology tools. Eight solutions were newly launched in 2014 to support Target’s new social mediacommand center, Guest Central.• Replaced content planning by spreadsheet and PowerPoints and spearheaded a new campaign andcontent collaboration solution, which enabled 100 cross-functional team members acrossTarget to plan, review and share social media content.• Led social media efforts on a cross-functional team that tested Instagram user generated content(UGC) on Target.com, Awesome Shop and the iPad experience.

• Led team creating content for www.ABullseyeView.com, Target's online magazine which launched in September 2011. Overall unique monthly visitors reached a 100K unique monthly visitor milestone in May 2012 and averaged 200K unique monthly visitors by late 2013.• Provided strategy and managed execution of @TargetNews Twitter channel and other promotional efforts, including launch of the A Bullseye View email newsletter.• Developed and led Target Inner Circle, a VIP blogger program of 22 bloggers launched in September 2012. The program offered behind-the-scenes access to the Target brand and partners, and it resulted in 418 million impressions from 4,319 pieces of social content from 163 unique Target activations.• Coordinated and hosted Target’s first ever blogger event at Target HQ. Eleven Target Inner Circle members met with senior leaders, participated in a makeup 101 session with Sonia Kashuk and experienced a personalized fashion makeover and photo shoot.• Provided social media mentoring to peers and to senior leaders.

• Developed a business case for global online brand storytelling and consumer dialogue with the launch of global social media channels in March 2010 on Facebook, Twitter (@McDonaldsCorp), Flickr and a renewed focus on YouTube.• Led global social media strategy to communicate on business themes such as food quality, social responsibility, McDonald’s history and business & people news from around the world. Included editorial calendar development with a cross-functional team from External Comms, Marketing, CSR, Government Relations, Nutrition and Legal. Messaging was integrated with McDonald’s external website, www.aboutmcdonalds.com, and intranet, AccessMCD.• Coached a team of six peers on how to communicate messages in the brand voice, as well as how to participate in and monitor the online conversations with proactive editorial and timely messages about current topics.• Brainstormed & developed social media plans to integrate with PR efforts that supported global marketing sponsorships such as movie properties or sporting events like the Olympics and FIFA World Cup. Managed vendor relationships for graphic design, application development and hosting.• Monitored for brand threatening issues and shared recommendations with Senior Vice President on whether to respond; how, where and to whom; and coordinated messages with the U.S. business. Provided ongoing updates on issue resolution & final summary to be shared with senior executives.• Created social media guidelines for other McDonald’s markets in order to present a unified approach in social media. Led development and distribution of social media policy and guidelines, working with Legal, for corporate employees and restaurant crew. Participated in ongoing discussions with Area of the World communications leads & country social media leads to sharebest practices and offer support in their efforts. Launched an internal Social Media Resource Center to educate employees about McDonald’s efforts in social media.

• Served as community manager and strategy lead for Mindshare, McDonald's internal social media platform with 6,000 registered members. Created awareness campaigns to generate interest, trained users and provided technical support. Won 2009 International Association of Business Communicators (IABC) Gold Quill Award of Merit and 2009 IABC Bronze Quill Awardof Merit.• Spearheaded the first global social media program to promote the 2009 Voice of McDonald’s, a global singing contest open to 1.7 million employees. Compared to the 2007 contest, video views for online voting increased from 200K to 1.05M views and online votes increased from 46K to 686K votes. Won 2010 IABC Silver Quill and 2010 IABC Bronze Quill Awards of Excellence and received 2011 Gold and Bronze Reggie Awards from the Promotion Marketing Association, in part for this work.• Led business requirements for a new enterprise search software for McDonald's intranet, AccessMCD, so users could more quickly find the content they need. Developed communications plan including a viral video search game, a 3-part postcard activity series, podcasts and training materials. The team won a 2009 IABC Gold Quill Award of Merit.

• Researched and completed nine projects within deadlines that analyzed new industries and ventures, macroeconomic trends in countries for potential expansion, as well as current competitors• Created reports utilized by senior management to make business decisions• Developed a new communication tool with Information Technology that allows employees to share competitive intelligence• Conducted positioning research at retail stores to evaluate placement of Wrigley and competitor products

• Coached clients on communications, facilitated media interviews and prepared for tradeshows • Led five client accounts and agency teams in executing monthly and annual communication plans• Developed rapport with editors of 120 trade magazines and pursued media opportunities for client accounts in agriculture, manufacturing and technology business sectors • Researched and wrote technical bylines, case histories, and news releases and placed them in target publications for clients Rockwell Automation, BASF, Solutran and Minnesota Computers for Schools

• Developed an annual recruitment plan to reach 40,000 students through ads, direct mail and events• Organized and facilitated weekly training meetings• Supervised and motivated 70 student volunteer tour guides for daily tours, recruitment events and campus preview days which hosted 800-1,200 high school seniors per event

• Developed websites for 3M Legal and Caribbean, Central America, Colombia and Peru business units• Wrote technical documentation to help users with the proprietary web content management system • Investigated, documented and clarified the process to develop extranet websites for retail vendors