Projects & Campaigns
Vanguard Tech
Social Media Campaign
Vanguard was on a mission to enhance their tech reputation. When you think of Vanguard, we want you to think of it as not just a fiance company, but a tech company. I spearheaded a data-driven LinkedIn strategy to solidify Vanguard's position as a tech industry leader and attracted top talent. During my first five months in the role, I pioneered the first IT Social Media Ambassadors program for employee advocacy, curating social posts for senior leaders and employees that lifted engagement by 300%. I provided the corporate team IT LinkedIn posts that generated 3.5x more engagement in comparison to 2023 goals by authoring and publishing compelling corporate social posts. By leading employee guidance programs for social media engagement and ensuring alignment with organizational objectives, I assured all employees were posting approved content by our Social Media standards.
Drexel University
March Madness Campaign
At Drexel, basketball hadn't seen March Madness in years. But when both men's and women's teams defied expectations, I saw an opportunity for social media magic. Drexel didn’t have a TikTok page yet, and in a world of Covid-19 and high school students not being able to visit campus, I knew I had to act quick. I single-handedly launched the page from scratch and produced over 600,000 views and 1,000 followers in the first week thanks to my basketball campaign. I developed a strategic approach tailored to the TikTok audience, focusing on trendjacking, humor and relatability, cross-promotion, national attention. By contacting three major league teams in Philadelphia and past Drexel Dragons now in the NBA, I received personal videos of player sand mascot wishing the teams luck to post on the page. The campaign spanned further than just TikTok - coverage by ESPN and local news outlets catapulted Drexel into the March Madness spotlight. The Drexel Dragon mascot was also ranked as #1 mascot of the tournament by SB Nation. This campaign proved that passion, creativity, and a strategic understanding of the platform can turn a fledgling social media presence into a viral sensation. It wasn't just about basketball – it was about uniting Drexel under a shared banner of pride and excitement and connecting with our audience where they are.
Citi Taste of Tennis
Global Campaigns
Citi Taste of Tennis is a global culinary tennis event held prior to major tennis tournaments and ignited my passion for connecting with a global audience. There were five major events we were hosting in different cities across the world, and it was critical that we tailored our marketing for each specific city. Collaborating with the WTA and ATP tours, tennis players (including Serena and Venus Williams, Coco Gauff, Alexander Zverev, and many, many more), and celebrity chefs (including Iron Chef Morimoto, Chef Richard Blais, Chef Marc Murphy, and many, many more) was crucial to help boost our tickets tales and general knowledge of the event. Not only did I ensure we were on social media, but I also had our event promoted on local news stations prior to the events, wrote articles in premiere magazines such as HAMPTONS and Washingtonian, and created billboards and advertisements that were seen across cities. Each event fostered over 74 million online impressions, with our NYC events gaining over 1 billion organic impressions.
Lotte New York Palace Invitational Campaign
Piggy backing from the US Open and our Citi Taste of Tennis New York event, we partnered with the Lotte NY Palace hotel to host an invitational for their clients. Utilizing our relationships with top tennis players, the Palace hosted a fun badmitton tournament. The players who were in the tournament were staying at the hotel and made social media posts about their stay at the Palace for the duration of the US Open or about participating in the Invitational. The event gathered billions of social media impressions and engagement and media coverage nationwide.