what’s the
(paid) buzz?
creative that pops!
As Senior Manager of Social Media, I lead a team of three—an Assistant Manager, a Social Media Video Producer, and a rotating Intern—in managing and executing paid social media campaigns on Meta and TikTok for the Kennedy Center (KenCen), National Symphony Orchestra (NSO), Washington National Opera (WNO), Millennium Stage (MStage), in partnership with our digital marketing partners at Capacity Interactive (CI).
I aligned the social team around content strategy, storytelling, and digital innovation to craft targeted paid campaign content that engaged audiences and generated $95.5 M+ in revenue for performances and events across the organization.
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 social team's work, create and implement high-impact best practices for paid campaigns, and empower all teams with transparent data that enabled more productive conversations and strong campaign results.
genre gems
The social media team supported 18+ programmatic areas for paid campaigns that served ads from The Kennedy Center, National Symphony Orchestra, Washington National Opera, KenCen Comedy, KenCen Hip Hop, Millennium Stage, and other partner and artist accounts like Wolf Trap, Ben Folds, etc.
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Arts & Wellbeing
Ballet & Dance
Comedy
Fortas (chamber music)
Hip Hop & Contemporary Music
Jazz
Millennium Stage
Performances for Young Audiences
Popular Music
Social Impact
Theater
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NSO Classical
NSO Pops
NSO Family
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WNO Productions
WNO Community Events
WNO Lead Generation
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"Thank An Arts Teacher"
Development
Education
data
nerd hq
A self-described data nerd, I’m all about diving into the numbers and uncovering the hidden stories they tell. Every dataset is like a puzzle, just waiting to be solved, and I can’t resist teasing out those insights that drive actual results. Whether it’s spotting trends, predicting patterns, or just making sense of the chaos, I’m here for it. It’s not just about the digits—it’s about what they reveal.
None of our results would have been possible without revamped systems and processes and a phenomenal team to set a strong foundation for future successes. Leveraging Asana for project management (previously Google Sheets), centralized asset storage on SharePoint (previously multiple VPN folders), and standardized link building with Google UTMs and Tessitura codes (CRM), I championed streamlined workflows to allow improved data insights and turning raw data into actionable narratives to drive actual business results.
genre breakout
Paid social media campaigns on Meta and Instagram were divided into buckets that mirrored the Center's various programmatic areas.
As the Senior Manager of Social Media, I supervised the paid social campaigns for all programming genres. As an individual contributor, I was the primary social media team member responsible for paid campaigns for NSO & Theater, representing 63.5% of total revenue driven in the 2023-2024 season.
ultimate social ad recipe 👩🏻🍳🍪
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1. primary text
[approximately 150 characters*]
crafted scroll-stopping, relevant copy to attract, engage, and delight users on Facebook & Instagram.
*or prioritizing show name, date, etc. within the first 150 characters.
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2. headline
[approximately 40 characters*]
wrote eye-catching headline copy to allow users to quickly scan show name and date.
*or prioritize show name, date, etc., within the first 40 characters
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3. ad creative
[photo, video, gif, etc.*]
created optimized creative assets to match the ad primary text and ad headline.
*leveraged single asset, carousel, and slideshow ads for variety.
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4. call to action
[ad buttons*]
selected a Meta CTA to match the campaign objectives to sell tickets or to build awareness.
*including Book Now, Learn More, Listen Now, Get Showtimes, etc.
stand out ad copy 🌟
I love creating surprise-and-delight moments through creative social media ad copy.
Below is a small selection of some of my favorite ads I wrote in my role at The Kennedy Center.
national symphony orchestra
Noseda conducts Otello
You don't have to be a tortured poet to fall in love with the rich emotional depths and iconic music of Verdi's opera, Otello, June 7 & 9.
The orchestra envelops you with an all-encompassing score, painting a captivating tale of love, jealousy, betrayal, the fragility of trust, and the complexities of being human.
Noseda conducts Mahler 7
Did someone say more cowbell? Mahler's Seventh Symphony features unlikely instruments that fill the air with rustic charm–May 30-Jun. 1. 🔔
Guitar and mandolin join the cowbell in the 'unexpected instrument' section, enriching the sonic palette and adding a folk-inspired texture.
DECLASSIFIED®: Ben Folds Presents
It's 9 PM, but you won't be lonely with Matchbox Twenty's iconic frontman Rob Thomas on Sep. 6 at Ben Folds' DECLASSIFIED with the NSO. 🎤🎶 His electrifying energy and heartfelt lyrics make for an unforgettable night out!
DC Originality with NSO
We're just an orchestra looking for a partner at "DC Originality" on Sep. 10–11 with the legendary Ginuwine! Celebrate the rich musical history of D.C. with an all-star line-up you can't miss.
theater & broadway center stage
Broadway Center Stage: Spelling Bee
Say goodbye to pandemonium with "The 25th Annual Putnam County Spelling Bee" Oct. 11–20 at the Kennedy Center. Get tickets today! 🎟️🐝
Broadway Center Stage: tick, tick…BOOM!
An intimate production directed by Neil Patrick Harris, "tick, tick...BOOM!" stars Brandon Uranowitz, Denée Benton, & Grey Henson, Jan. 26–Feb. 4.
Broadway Center Stage: NINE
Steven Pasquale and Shereen Ahmed have an "Unusual Way" of capturing our hearts in NINE on Broadway Center Stage. 💗 Playing Aug. 2–11 at the Kennedy Center, get tickets for a show that will touch our soul.
Mamma Mia: The Musicial
Gimme gimme more ABBA hits in the ultimate, feel-good show, "Mamma Mia!" playing at the Kennedy Center Aug. 13–Sep. 1. 🎶💐
contemporary genres + social impact
The Ultimate Improv Show
Audience suggestions? ✅
Surprising true celebrity stories? ✅
Epic improv hilarity? ✅
Grab tickets to the ULTIMATE improv experience, Jul. 30–Aug. 11.
Extraordinary Cinema:
The Lorax
Join us on Aug. 2 for a FREE screening of Dr. Seuss' "The Lorax" & the "Armenian Community Tree Planting" Short Film at Extraordinary Cinema on the REACH Lawn. 🌟 And don't miss family-friendly activities from 6–8 pm, including painting a planter pot, dancing, and more! 🎨🕺
Inaugural JF(5)K
Whether you run for your personal best or are in it for the post-race snacks, the JF(5)K has it all! After crossing the finish line, stick around for post-race festivities, including a DJ, food trucks, vendors, an art market, and outdoor games.
The event is free and open to the public, though advance registration is required.
Cynthia Erivo & Friends
Cynthia Erivo, the West End to Broadway sensation, dazzles in an evening of music with friends on Dec. 6 in the Eisenhower Theater! ✨