Whitney Swanson Email and Phone Number

Global Social Media Strategy Lead: • Lead editorial content planning and creation• Serve as internal digital journalist, partnering with brand teams and business units around the world to proactively produce stories• Develop voice and POV for corporate brand and CEO channels • Own measurement and metrics for social listening• Manage paid media and syndication activities• Develop employee advocacy strategy though Dynamic Signal platforms

Social Media Strategy Manager for Cargill Protein and Salt and Animal Nutrition and Health • Lead social media crisis response for business lines• Point person for metrics/ measurement • Review and validate marketing plans• First point of contact for governance and audits • Works with content and channels to develop plan. • Oversee implementation

• Develop and execute plans to create awareness, engage target audiences, and support conversions in support of the larger Optum marketing campaign framework• Understand audience personas and advise marketing teams on best approach for targeting via social media• Research and identify industry influencers by market and recommend ways to leverage through organic and paid programs as necessary• Plan, lead and conduct social listening research for brand, industry and trend analysis• Analyze campaign effectiveness, and optimizing messages with graphics• Serve as back up to other community managers with postings, content management and measurement• Familiarity with social media tools such as: Sysomos, BrandWatch, Sprinklr as well as natively collected metrics• Enhanced social media governance through crisis response plan, content approval process, and policy for 280,000 employees• Oversee and manage social media associates and summer interns• Lead employee advocacy platform roll out and strategy for Optum marketing segments• Additional: On the UHG Alumni Board for the University of Minnesota, member of the UHG Culture Committee, and input on the Employee Engagement Team• Won two marketing awards within the enterprise: 2018 One Optum for top performing multi-channel campaign, and 2018 Team Improvement for highest performing event campaign run at HIMSS conferenceAdditional: On the UHG Alumni Board for the University of Minnesota, leading employee advocacy platform roll out and strategy for Optum, member of the UHG Culture Committee, partner with UHG and Best Prep to mentor high school students in the area, and input on the Employee Engagement 2020 Emerging Leader Candidate

• Plan, lead and conduct digital research for brand, industry and trend analysis• Provide analysis and reporting for social media and multi-channel marketing campaigns•Identify, size and scope potential risks, vulnerabilities, incidents, issues and situations that may lead to adverse digital and social media exposure• Assist in training and mentoring new team members on enterprise monitoring and analysis tools• Develop custom reporting templates and dashboards based on business partner requirements• Detect potential crisis events and follow the enterprise’s social media crisis plan• Develop, manage and maintain monitoring queries using enterprise monitoring, engagement and analysis tools• Primary contact for vendor relations, testing, and issue developments within tools

Specialize in pre-swim team, swim team, and adult swim lessons

• Identify top digital influencers by collecting, cleaning and analyzing data from all relevant online sources, typically 60,000 data points. Recommend engagement strategies to leverage the influencers’ power• Created and implemented client’s first ever event-based social media strategy, which resulted in 15% increase in website traffic• Manage ongoing trend analysis and short- term analytics projects for up to 5 clients at a time. • Lead Best Buy’s social strategy using analytics to drive insights for daily, weekly and monthly monitoring reports• Experience in pitching to journalists and getting news coverage for clients locally and nationally.• Schedule and manage client meetings throughout the duration of given projects• Helped execute large-scale events both locally and companywide• Clients: Proctor Gamble brands, Best Buy, Harley Davidson, General Mills, Leo Pharmaceuticals, Medtronic, PepsiCo, Purina and Vertex

Promotions Intern:• Assisted with daily station contesting and event planning• Helped track merchandise inventory and sales at large scale events• Collaborated with station clients to ensure all expectations were met • Managed stations Facebook and Twitter handles by planning content and analyzing how it was perceived by followersPowerTrip Morning Show Intern:• Worked with Audacity recording programs to podcast each show and upload to the website• Collaborated with Promotions Director to write advertisements (vibes) to be read on air for sponsorship partners

Community involvement. Worked with Wild interns on the overall production of nightly game activities