Promoted to oversee all aspects of digital, social, influencer marketing and PR for a $950M business, reporting directly to the VP of digital. Managed a multimillion-dollar budget and drove all paid and organic social media initiatives and influencer engagement. Directed PR and earned media strategy including press releases, crisis communications, and media outreach.• Recognized as a top 16 Influencer Executive by Business Insider following the integration of hundreds of influencers into the marketing strategy and generating billions of impressions in 4.5 years, catalyzing sales growth. • Orchestrated the Shorty Award nominated Birria launch and viral “Dip N Drip” TikTok campaign, landing the company the most successful promotion in its 40-year history with 24M social media impressions and 8.5% lift in sales just from TikTok. • Earned finalist honors at PR Daily’s Social Media and Digital Awards for the Shredded Beef Birria TikTok campaign.• Led the Shorty Award nominated Diá de los Muertos campaign, generating a 20% Family Meal sales boost, 17% higher email open rates, and 3.5M views on TikTok, owning 2 of the 8 top trending videos of that day all without paid sponsorship. • Selected for Brand Innovators' ‘40 Under 40’, an exclusive list honoring the next generation of marketing leaders. • Instrumental in leading the company to realize $1B in sales in the past 12 months. • Generated millions of views, viral engagement, and major media coverage after creating a groundbreaking TikTok series “Abuela Approved” to attract a younger audience and close generation gaps.• Reached an unprecedented sales mix percentage for a new Tostada promotion after implementing a highly impactful TikTok campaign featuring twin influencers, resulting in an impressive ~25 million impressions.

Served as the first digital team hire, accountable for driving a comprehensive transformation of the company's social media strategy and influencer playbook for a $950M business, reporting directly to the VP of digital. Managed the content calendar and multi-platform content creation. Led the team in developing the go-to-market (GTM) strategy and collaborated with the CEO and C-suite, delivering engaging presentations at company town halls and presenting to senior leadership.• Tripled digital sales in 2020 through a modernization of the company’s marketing and media budget, including leading the search for a new digital agency of record and spearheading the development of a social strategy document and roadmap.• Built a highly successful TikTok profile from scratch, securing ~168K followers and 4M+ likes, increasing the company hashtag from 2M views to 350M+ views. • Instrumental in shattering the National Burrito Day record with the highest ever single-day sales volume, surpassing the previous year by 240% and setting a new company record by 10%, leading to Shorty Awards finalist recognition. • Drove a major shift in media budget allocation, boosting digital spending from less than 3% to an impressive 50% within 3 years, with a large share dedicated to social media channels.• Garnered 5M organic views and major press coverage from NBC, KTLA, CBS, and Good News Movement after delivering the brand’s most viral video in company history.• Instrumental in orchestrating the company’s first merch launch, leveraging social media influencers and press for promotion, resulting in coverage from Hypebeast, QSR Magazine, and Adweek, garnering millions of impressions.

Led a team of 6 digital and social producers to enhance brand awareness and boost social engagement across platforms, supporting the three pillars of Entertainment Tonight. Steered the social strategy for major events such as the Emmys and Grammys. Researched trends, analyzed data, and rapidly developed content concepts and news coverage plans to align with best practices. • Boosted the show’s social engagement during major 2019 events, achieving a +228% increase at the Oscars (1.8M), a +686% increase at the Grammys (3.2M), and a +50% increase at the Golden Globes (831K) compared to 2018 metrics.• Led show to generate 30M more visits via social in the first half of 2019 vs. all of 2018.• Drove engagement on 3 platforms, catapulting audience reach to 70M+ while managing a 10M+ social following. • Propelled the show into the top 5 on Twitter, generating over 7M total interactions on the platform, 177% over goal. Drove the show’s Instagram profile to over 30M total interactions, 15% over goal (2018).• Leveraged topical news coverage on Facebook to attract nearly 11 million total interactions exceeding the target by 40%.

Managed FOX’s social footprint in TV (240 million fans and followers) for hit shows like Empire, STAR, American Idol, So You Think You Can Dance, X-Files, Prison Break, Scream Queens; resulting in FOX shows having the most social interactions per episode (650,000)• Oversaw team of 6 Community Managers and 2 On Set Social Producers, ensuring our digital marketing initiatives were being met• Led entire social media effort for American Idol’s final season – attracting its biggest audience in 3 years and resulting in the most shared post in FOX social media history with 1.5 million shares and almost 100 million organic views on Facebook• Advised top talent and producers on best practices, including Taraji P. Henson, Queen Latifah, Jennifer Lopez, John Cena, Lee Daniels, Ryan Murphy, Marc Platt, & Nigel Lythoge• Digested scripts, episode screeners, and attended launch meetings to define creative trajectory of show marketing and social efforts• Established innovative digital/social assets calendar for 5-10 show launches a year including many high priority dramas• Tracked fan activity across social media handles - trending topics, episode sentiment, and original content fans responded to • Executed special events coverage, talent live tweeting, paid social media buys, and ad sales initiatives • Created weekly topline reports, marketing highlights, and talent toolkits to provide strategic direction for shows across all social networks

Developed and oversaw social media strategy for Dick Wolf’s brand of hit NBC dramas – Chicago Fire, Chicago P.D. and Chicago Med, growing profiles over 500% and helping boost TV ratings in the key demos • Managed a team of 4 social producers on one of NBC’s hit reality shows; increasing engagement by over 150% • Executed real time activations, including live tweeting and talent Q&As to NBC’s 150+ million fans • Led digital events, including large-scale live tweeting parties for talent – recognized by Twitter’s blog • Spearheaded the implementation, launch and execution of social marketing campaigns for multiple NBC hit dramas • Worked directly with NBC’s celebrity talent, providing them with weekly social tool-kits and digital best practices • Developed unique social strategies and brand editorial voices, resulting in press coverage and personal interviews

• Managed and published social content for many NBC properties, growing several profiles past the 1 million fan mark• Organized social initiatives with executive producers and show talent to increase live viewership and ratings • Constructed and implemented unique social strategies for returning series, new show premieres and series finales • Team expert on Instagram – influenced NBC to join the platform for 40+ broadcast series by identifying the strategic benefits; as a result the network is one of the most followed on the platform

• Managed and updated social media platforms for a variety of NBC shows, growing many profiles by over 500%• Developed and maintained editorial calendars that included social highlights/upcoming activations • Executed custom paid media campaigns and social giveaways from series-specific profiles • Compiled and reported social network weekly metrics and competitive reports • Monitored show-specific buzz and sentiment, identifying and optimizing with fan trends • Coordinated NBC social network cross-promotion over specific handles and platforms• Maintained and monitored fan responses and audited official handles for spam

• Monitored online trends/sentiment for Disney, Sony, ABC Family, History Channel, and Lifetime• Categorized and scored data for viewer perception reports and premiere reaction memos

• Assisted in community management of clients’ social accounts, growing profiles by over 150%• Created content for client social media accounts including Facebook and Twitter• Helped execute cutting-edge direct media strategies • Worked alongside a team of web developers, designers and project managers• Participated in meetings to brainstorm, strategize and report progress on client account projects • Conducted research for consumer technology clients and the accounts team

• Conducted interviews with Nicki Minaj and other various artists in the entertainment industry • Co-managed NewLilWayne.com, a fan site generating 20,000 hits a day • Managed Twitter account with over 220,000 followers, growing the profile by over 250% • Managed Facebook account with over 16,000 fans, growing the profile by over 60% • Reported and blogged stories covering Lil Wayne news, entertainment, music, and videos • Increased traffic to NewLilWayne.com by publishing stories on social networks and online blogs• Promoted, branded and expanded NewLilWayne.com by networking and developing relationships• Operated content management system (Wordpress) using basic HTML skills

• Worked on digital marketing projects for major recording artists including Christina Aguilera, Alicia Keys, Ke$ha, Kelly Clarkson, Monica, Whitney Houston, Pitbull and the winners of American Idol • Created and maintained artist Facebook pages, Twitter accounts and other social networks• Measured social media programs/conversations and shared key findings with the company• Monitored weekly calendars to ensure content was up to date for all Sony Music artists • Increased awareness and traffic to artist pages and profiles by over 125%• Attended weekly department meetings and offered input/feedback on artist projects• Assisted digital marketing director with promotions such as contest pages, rules, prize selection, distribution, etc.

• Aided Human Resource Department in packaging and creating new employment folders • Corresponded with the Finance Department in checking monetary spread sheets • Established and organized a filing system for government contract records

• Assisted in creating outgoing legal documents for clients • Streamlined filing system and maintained client records