what’s the
(organic) buzz?
the scoop
As Senior Manager of Social Media, I led a team of three—an Assistant Manager, a Social Media Video Producer, and a rotating Intern—in managing and growing the organic social media accounts for the Kennedy Center (KenCen), National Symphony Orchestra (NSO), and the Washington National Opera (WNO). I also created and supported programming colleagues for the KenCen Comedy and KenCen Hip Hop Instagram-only accounts.
Second to paid ads, I aligned the social team around content strategy, storytelling, and digital innovation. I leveraged my depth of knowledge in social media platforms, video editing, graphic design, copywriting, data and reporting, Google Analytics, Tessitura, development, project management, and IT to guide and elevate the work of the social team and our infrastructure, create internal professional development opportunities, and enabled more productive conversations and impactful results across the organization.
data mastermind era
When I started as Senior Manager of Social Media, 8+ software solutions were used to manage socials across the Kennedy Center, National Symphony Orchestra, and Washington National Opera with internal and external teams.
While revamping project management took more than a fortnight, I embraced the idea that ‘comfort is a construct’ and got to work implementing creative solutions.
The eight scattered systems cascaded in a line into three streamlined platforms—Asana, Sprout Social, and SharePoint. I transformed our daily workflow, increased team productivity with the same staffing levels, made information more accessible and transparent for improved collaboration, and increased published posts by an average of 200%.
In addition to shoring up the social team’s foundations, I pioneered and implemented the first link-building program to include Google UTMs and Tessitura (CRM) sources to improve revenue attribution for organic campaigns. As a result, I could show organic socials generated $108K+ in revenue and sold 1,300+ tickets.
genuine
buzz
In the ever-evolving world of socials, I blend insightful strategies with creativity to curate on-trend content that resonates and genuinely reflects audience experiences.
I led and aligned the team around shining the spotlight on all programming areas (not just revenue generators) to reflect the diversity of available paid and free guest experiences.
Whether we were showcasing epic events or community programs, the social team made content pop with personality and purpose, deepening brand affinity and engagement with each post and highlighting user-generated content daily.
With a solid foundation of data-driven insights, a sprinkle of on-trend sass, and creative experimentation, the social team created magical moments that continue to resonate with audiences.
cut, print,
check the gate.
social samples: filmed, edited, captioned, etc.
scroll for top hits
⬅️ 🌟 ➡️
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46th Kennedy Center Honorees
The 2023 Kennedy Center Honoree class photo with Billy Crystal, Renée Fleming, Barry Gibb, Dionne Warwick, and Queen Latifah at the U.S. State Department following the Medallion Ceremony.
10.5 million impressions
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NSO Encore: Yuja Wang & Tarmo Peltokoski
Superstar Yuja Wang and Maestro Tarmo Peltokoski performed a blazing and dynamic encore in November 2023.
5.6 million impressions
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Mark Twain Prize Acceptance Speech: Bob Newhart (2002)
I worked with Multimedia to create new social versions of past Mark Twain Prize shows to build brand awareness and excitement for the May 2024 premiere on Netflix celebrating Kevin Hart. (Video: Bob Newhart's acceptance speech excerpt)
5.5 million impressions
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National Sister Day: The Schuyler Sisters
To celebrate National Sister Day (2024), I partnered with Multimedia to select a performance clip from the 2018 Kennedy Center Honors, where Hamilton creators were honored.
In addition to the high-performance metrics, the video has over 655K+ likes, 2.5K+ comments, 53K+ saves, and 34.5K+ shares on TikTok.
4.8 million impressions
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Mark Twain Prize Tribute to Adam Sandler (2023)
I worked with Multimedia to create new social versions of past Mark Twain Prize tributes to celebrate the 25th anniversary of the award. In this clip, Jennifer Aniston and Drew Barrymore celebrate their friend Adam Sandler.
4.5 million impressions
