Sara Nelson Email & Phone Number

Salt Lake City Metropolitan Area

As the director of CHOICE Humanitarian's marketing, branding, and communications, I have the honor of supporting underserved communities build a path out of poverty. 1.3 billion people living in world poverty wake up every morning with limited or no options. This means they lack basic human needs—food, water, housing, healthcare, education, economic opportunities, and more. But it doesn't have to be that way. CHOICE Humanitarian reduces poverty by expanding choice. Every day, I'm inspired by the resilience of rural community members and the generosity of donors, supporters, and corporate partners. I truly believe that together, we can bring choice, hope, and change to the world.

Salt Lake City, Utah, United States

Mobilize teams and working groups to execute marketing plans for the agency’s top purpose-driven clients in the community, state, religion, and education sectors. Lead and collaborate cross-functionally with research, strategy, analytics, creative, PR, and paid media.Generated 2m+ social actions (174% digital engagement increase YOY) for the 6-week #LightTheWorld global service initiative that included the press-featured Giving Machines (over $6 million in donations to 45 international and local charities) and daily “acts of service” challenges (900k+ participants).Increased by 356% the average website clicks from social media over the previous 5-month period for a suite of dual language social media accounts with 8m+ social followers. Defined the brand objectives, restructured the user journey funnel and acquisition process, overhauled the messaging approach, organized trackable analytics and audience insights, and built a 6-department production and approval workflow.Orchestrated the assembly of 300 household cleaning kits for refugee families as part of an influencer showcase service project with 100+ brand advocates (40 million social followers). Nurtured the influencer activations to secure authentic content creation of self-captured videos with 1m+ social media engagements.Enhanced the rebrand of a suicide prevention platform by partnering with 6 influencers to create sensitive, empathetic, and informative posts on suicide and mental health, resulting in 400k+ impressions and 500+ comments.

Provo, Utah Area

Directed a 5-person in-house digital, social media, and influencer marketing team and 3 out-of-house marketing agencies in daily paid and organic strategies for over 13 network TV show brands centered on “see the good in the world” entertainment.Accelerated mass reach brand exposure—4.4 million Facebook views and 37k Facebook shares—by initiating the systematic repurposing of episodic content from the service-centered TV show, Random Acts, for social media consumption. This included formulating video “hook” tactics, devising endslate creative, and providing editing feedback to editors and partnered production companies.Earned 1m+ unique visitors to websites and platforms and 36k+ app install conversions. Deployed a robust marketing mix (paid social, display, retargeting, paid email, and platforms) and administered continuous testing and optimization.Maximized up to 3,800% increases in social media followers on top TV show accounts YOY by developing a replicable social media content creation system that synergized Trello/Jira/Sprint-style project management processes, incorporated weekly brainstorms, and streamlined content planning.Secured a Parents.com homepage feature for an ancestor-inspired photoshoot and video series involving 7 YouTube/Instagram influencers (with followings ranging from 190k to 2.6m) who constructed over 38 posts across YouTube, Instagram, Twitter, and Facebook that drove 19k+ unique visitors to the website.

Lehi, Utah

Directed the daily implementation of social media marketing campaigns to audience of over 1/2 million social followers across 6 social networks. Overhauled Facebook organic marketing strategy, resulting in 100-300% increases in Facebook KPIs and a 240% increase in trackable revenue month-to-month. Instituted multi-level analytics reports to benchmark progress, evaluate goals, and define areas of growth. Helped organize and execute a cross-platform charity initiative involving B2B partner, customers, and bloggers, generating $18,000 in donations to a national nonprofit organization. Augmented content marketing strategy by identifying optimal content for social posts, blog posts, and videos. Implemented a recurring blogger outreach event series that established community networking connections for the brand and generates digital content for publicity and brand awareness.

Washington D.C. Metro Area

Compiled a transnational comparison of poverty measures; reviewed, researched, and analyzed U.S. antipoverty policy proposals; composed summary reports of social policy conferences and forums; edited vital documents such as hearing transcripts and preliminary Green Book chapters; assisted in congressional subcommittee hearings.

Master Of Business Administration - Mba

Bachelor Of Science