I have spent 17 years in agency social media, building paid social capabilities at six agencies and leading teams on federal and public health campaigns. At Plowshare (Publicis) I ran paid social for Be The Match, growing the budget more than twofold and cutting cost per conversion from $3,000 to under $30.
Across my career I have led or supported every side of an integrated campaign, coordinating creative, media, analytics, and research teams across agencies, clients, and stakeholders to deliver on time and on budget.
Experience
ICF Next— Social media practice lead
Built the social media team from 6 to 20 people in 18 months.
Directed the team supporting more than 50 federal, state, and local contracts.
Consulted as a senior leader across creative, media, analytics, and research on multi-million-dollar federal programs.
Built a global community of practice of more than 50 social media practitioners.
Plowshare (Publicis)— VP, Social Media and Content Marketing
Ran paid social for Be The Match. The budget grew more than twofold after social outperformed programmatic and search, and cost per conversion fell from $3,000 to consistently under $30.
Directed social for CDC’s Tips From Former Smokers, an organic-led campaign with monthly boosted content.
Arnold— Associate Director, Social Content Systems
Ran about $4M in paid social across client accounts.
Worked on CDC Tips from the sub-contractor side for about four years.
Served as editor for Progressive’s CRM program, shaping more than 400 headlines.
Recognition
Six Effie Awards and eight Clio Healthcare Awards.
Guest lecturer for AAF and PRSA; panelist at Ad Week D.C.
Beyond Agency Work
U.S. Army Reserve veteran. Served in Afghanistan with the 883rd and was awarded the Bronze Star and the Army Commendation Medal.
Former high school marketing teacher and DECA advisor in Vienna, Virginia.