HubSpot

Doing social for a B2B brand doesn't have to be boring. In my 4 years at HubSpot on the Global Social team, I set out prove that point. In four different roles, I worked across, editorial, strategy, operations, execution, and reporting. And led everything from product launches, live event coverage, to influencer campaigns. Our goals: build brand awareness, attract new audiences, and evolve existing perceptions.

Major wins from my most recent role as the Managing Editor of Global Brand Social:
- Launched TikTok to reach and scale a new audience
- Developed editorial strategy for HubSpot's 2nd Global Brand Campaign with Kathryn Hahn 
- Partnered with NTWRK at INBOUND 22 for an artist merch drop to showcase the power of creators and creativity in B2B marketing
- Pivoted to short-form, vertical video to increase engagement and boost follower growth
- Spearheaded trending content operations to drive relevancy and speed 
- Built global social program to enable international markets and anchor them to NAM-region best practices

Global Brand Campaigns

@hubspot #HubSpotCRM is a real workhorse – unlike my actual horse. #HubSpot ♬ original sound - HubSpot
@hubspot The secret to wrangling your #2023 business goals? #HubSpotCRM □ #HubSpot ♬ original sound - HubSpot

TikTok Launch: Good Boss Energy 

INBOUND

Brand Announcements

Product Launches

HubSpot Customer Success Stories 

SELF Magazine - Condé Nast

My time at SELF magazine felt like a love letter to my passions: health and empowering women to find their physical and mental strength. I dove in head first to help redevelop this legacy brand's tone across social. During my tenure I helped grow their Instagram account by 200K+ followers and nurtured a passionate, new-wave, inclusive wellness community. In 2017 SELF unveiled our first digital issue featuring plus-size model Tess Holliday, which was a defining moment for the brand and a testament to our commitment to changing wellness media forever. 

​The secret sauce to scaling community and shifting brand perception online: cutting the Instagram BS and being real. Across channels we showcased authentic imagery, user-generated stories, relatable memes and partnered with influencers let them lift the curtains on their lives. Most importantly, we didn't just feature those already in the spotlight, our social-first Instagram stories gave stage to underrepresented wellness communities to educate on chronic illnesses, niche fitness movements, body positivity, and more. Helping our audience feel seen, heard, and helped was our north star. The best part: This hard work, along with the the launch of our Snapchat Discover channel, earned SELF an Ellie in 2018.

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Instagram Story Series

Sports Illustrated & SI Swim

As a Social Media Producer for Sports Illustrated, I experienced the necessity of a high-volume, time-sensitive social media strategy in a media organization. My fingers are still recovering from Tweeting live sports updates every 10 minutes. In this role, I developed platform strategy and created live graphics for major sporting events, like Super Bowl 50, March Madness, and CFB Playoffs. At SI, editorial excellence became a staple of my work.

My proudest accomplishment was building the social strategy for SI Swim Launch Week in Miami and New York — and managing a four-person team to execute both paid and organic initiatives. Live event coverage is my favorite part of working in social. In this role, I had to opportunity to develop compelling content on-site with fan favorites like Gigi Hadid, Ashley Graham, Emily DiDonato, and more. In seven days our team increased the average weekly social mentions of @SISwim by 1,000% and SwimDaily website traffic increased 400%. On Twitter, #SISwim usage was up 500% YOY for Launch Week. Our social content increased positive brand sentiment and drove thousands of conversations online. 

Team USA

My first social media role: a Social Media Assistant for the USOPC (United States Olympic & Paralympic Committee) — colloquially known online as Team USA. During this era, sports social media matured rapidly and teams across the world were introduced to the ROI of leveraging fans online. In order to garner fans attention year-round (not just every 2 years in the Olympic cycle) and rebrand itself as a lovable, respected, and elite global team - the USOPC became Team USA. The accompanying social media strategy took a major shift to entertainment, athlete, and engagement-first strategies. Through our editorial content, we created a 365-day pulse for fans to stay in sync with their favorite sports and storylines. Notable projects included: launching the Snapchat channel at the 2015 Aspen X Games, Live-Tweeting the 2015 Women's World Cup, Cooking with Team USA, and covering the 2015 Pan-American Games. ​

PARTY LIKE IT'S 1999!!! 2015 WORLD CUP CHAMPIONS! #GoTeamUSA

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A video posted by Team USA (@teamusa) on

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