*Marketing Committee member*West Roxbury branch Publicity Committee

• Developed corporate narrative for brand marketing team & defined the brand messaging hierarchy throughout the customer journey • Led the creation of customer journey maps across paid, owned and earned to grow awareness for the global Salesforce brand based on customer persona insights• Advised budget allocation for digital partnerships and external content creators, SMEs and influencers to achieve brand awareness goals

• Led the global integrated planning for Reebok's first-ever high-intensity interval training shoe, specifically developed for and marketed to millennial women.• Developed the global growth strategy and new demand gen program for the company's top ecommerce product, the Nano shoe franchise. • Advocated for diverse representation in ad creative and inclusive staffing within cross-functional teams.

• Spearheaded the complete redesign of Reebok’s global blog across 15 countries. Project included the management of internal staff, translation experts, and outside agencies to develop new multimedia and resulted in 5 million unique visits to the brand’s website.• Oversaw quick-turn creation of “She Persisted” T-shirt activation, which sold out in less than six hours and resulted in 80 percent new traffic to Reebok.com on launch day.

• Earned 211 million organic social impressions in 24 hours to support the ZJet shoe launch in New York City by running shoes to consumers who tweeted their addresses to @Reebok. The activation won a Silver Clio for Digital/Social in 2014.
• Developed the #ArmedforAction social media contest to launch the Nano 5.0, giving consumers the chance to be among the first to test the new shoe. The activation earned more than 5,000 organic entries in three weeks via Instagram. • Integrated PR, Social and Digital to activate brand partner & UFC star Ronda Rousey, inviting fans to tweet words of encouragement that were then printed on her hand wraps for fight camp. The activation earned 193 million organic impressions on Twitter in just three days.

• Launched first-ever Amtrak blog and grew monthly organic pageviews to more than 100,000 by publishing creative daily content, improving search engine optimization, and integrating with Amtrak’s loyalty program.
• Implemented an integrated content marketing campaign with CRM and national advertising teams that earned nearly $1 million in sales in just five days. • Executed the viral #AmtrakResidency campaign, which was born from Amtrak social platforms, launched on the corporate blog and extended into earned media, including 60 Minutes, National Public Radio and the New York Times.

• Improved production process for Amtrak’s monthly magazine, reducing work times by approximately six weeks annually.• Grew open rate of magazine’s monthly e-blast by more than 17 percent, deploying strategic changes such as increasing the use of URLs in the messages and developing new technologies for a better user experience.• Led communication of the Operations reorganization to more than 17,000 employees in a variety of departments. Execution included creating templates for all town hall meetings and their promotional materials, writing executive messages to employees and developing multimedia vehicles to outline organizational changes.

• Implemented online editorial vision for the newly launched Restaurant Management (RMGTmagazine.com) website, hiring two veteran foodservice editors and creating editorial calendar for coverage.• Developed content, focusing on search engine optimization and user experience best practices. Within the first 24 hours of the site’s launch, it acquired nearly 2,000 e-mail subscribers.• Conceived attention-getting coverage to launch RMGT site, including exclusive interviews with celebrity chefs.

• Grew website traffic to highest among direct competitors by increasing number of daily news posts and optimizing headlines for search engine pick up.
• Improved online and print editorial legitimacy by representing the publication in various media outlets, including National Public Radio, BusinessWeek, the Wall Street Journal, ABC Nightly News and the Chicago Tribune. • Managed team of associate editor, 12 freelancers, and four columnists, helping them develop award-winning monthly stories and commentaries on important news and trends for executive readers.