Michael Kasberg Email & Phone Number

Richardson, Tx, Us

Dallas/Fort Worth Area

In my role as Social Business Advisor, I support various Southwest functions - marketing, recruitment, culture - in their strategic approaches to social media. I advise on influencer/creator partnerships, employee social media advocacy, and content strategy.During the early months of the COVID-19 pandemic, I pivoted to support the Companywide rollout of remote work technology. Responsible for employee adoption and training, I built and managed an internal Help Center site, developed and helped execute hundreds of virtual trainings, and stood up an early-adopter advocates program to evangelize the new technology across departments.

Dallas/Fort Worth Area

In this role, I led JCPenney's overall approach to social media and influencer marketing. This included building long-term strategic roadmaps, integrated campaign planning, budget allocation, and driving innovation among internal and external partners. I managed a team of direct reports to lead content development and distribution, measurement and analytics, customer care, social shopping, affiliate marketing, and channel management.I'm most proud of my contributions to:- the distribution of social content to owned digital channels- record levels of social engagement and community growth- pioneering Nextdoor's Treat Map (and Cheer Map) as a branded partnership- shoppable influencer content on .com- the launch of an influencer-curated shop-in-shop

Dallas/Fort Worth Area

- Manage budget, content, media, and audience strategies to drive business goals- Own the use of social data (listening, owned, 1:1) to improve social and customer strategy- Drive cross-team collaboration to create a more seamless and efficient digital customer journey - Champion the education/use of social data in making strategic decisions across the enterprise- Manage the implementation of social data into JCPenney's overall big data solution

Dallas/Fort Worth Area

- Develop and manage all social media reporting and analysis, including cross-channel metrics, other business functions, and agency initiatives- Increase visibility of social media success across all marketing functions- Prove the value of social to key stakeholders- Manage the social media command center to provide additional value to the larger social team- Work with content managers and strategists to support or affect strategy with tangible data- Manage the Sprinklr platform to ensure all team members have proper access and capabilities

Dallas/Fort Worth Area / Mexico D.F.

- Led the digital/social team in strategy, execution, and reporting- Successfully pitched multiple clients as part of the Business Development team, specifically focused on showcasing the power of social listening and social strategy- Presented strategy, campaigns, and reports to C-level stakeholders- Worked with agency principals to develop the social media command center (hardware & software)- Increased Facebook engagement from 1% to 6% for a leading Hispanic CPG brand in the US- Doubled the size social media communities for multiple clients through fan acquisition strategies- Developed standardized planning, execution, and reporting processes- Collaborated with Brand Planning, Creative, and Brand Management teams to ensure digital and social success in all facets

Dallas/Fort Worth Area

- Collaborated with company President to guide social media strategy for all clients- Researched emerging trends in social, determined value, and implemented holistically- Dissected and delivered quantitative and qualitative reports to clients- Increased average Facebook engagement from 3% to 10% through paid, owned, and earned media- Led an internal team of 3 in managing timelines, budgets, sweepstakes, content, and creative- Merchandised any above-and-beyond work to maintain good standing with clients

Dallas/Fort Worth Area

- Acted as account manager for five accounts- Responsible for client communication, strategy, and presenting results- Created project briefs, including competitor research, SWOT analysis, and target needs- Executed quarterly marketing strategies and monthly content plans for social networks

Dallas/Fort Worth Area

- Increased AdAge Power150 blog rank from 247 to 62- Implemented a content calendar, guided a team of 10 to write tailored content for the target, edited posts to enhance SEO, and worked with guest writers and outside blogs to create back links- Managed social media for Dallas Drupal Group on LinkedIn, Facebook, and DFW Interact

Lubbock, Texas Area

- Founded, promoted, & organized the Sunbelt Series, a regional series of motocross races in Texas- Increased attendance/participation by 50% the first year, then maintained an average 10% annual growth- Utilized direct mail, POP displays, print and digital advertising, and social media- Earned more than $25,000 in event sponsorship annually- Communicated a positive message to more than 1,000 racers and their families- Coordinated 15+ employees to maximize efficiency and achieve a safe, entertaining, rewarding event