Head Of Social Media
Redmond, Wa, Us
Heading up Skype's Social Marketing team, defining the strategic vision and overall Social Marketing approach within our audience marketing division. My approach to social includes go to market campaigns for product launches and campaigns across owned, earned and paid social channels. This includes social evergreen advocacy / influencer program's, editorial, community management, social platform management, social innovation, paid social, social CRM and social insights. Skype runs a series of passion led campaigns across travel, sport, gaming, tech, food, fashion, music, film to name a few, including partnership and co-marketing deals with Marvel, Livenation, ESPN, Spotify and more. My team and myself have been responsible for landing social strategy, planning, production and execution everything end to end lifecycle management to drive acquisition, brand perception shifts, retention and advocacy. Launched Skype's first Brand Ambassador program www.skypemoments.com empowering advocates and influencers to represent the brand, driving WOM. Changed the way we think about social metrics and KPI correlating social vanity metrics with business priorities and metrics to deliver on the value of a fan and the value of conversation studies. Working closely with Skype,com, SEO, SEM, PR, PMM's teams have an integrated approach to go to market aligning with our target audience segments