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My Portfolio
Welcome to my portfolio. This is a selection of recent projects that I've managed and executed, from creative production to strategic research.
Technical Resource: Content Guidelines for Agencies
Highlights from a set of guidelines I developed for creative/agency partners to use when planning or producing content. Reduced delays due to medical/legal/brand issues in creative, improving collaboration and content quality.
Creative Assets: OWP Pro Tips
Concepted and developed a creative series for social media channels to drive awareness around subscription benefits. Includes In-feed and Stories Poll with engaging prompts to drive engagement. Significantly increased positive responses compared to standard product awareness posts, and was an easy-to-scale format that could be produced in-house for no cost.
B2B Social/Email: NewAgent365 Assets
Samples of email and social assets I developed for a freelance B2B project. Included strategy, content plan, copywriting, creative production, web and email support, and social media management.
Campaign: Customer Advocate UGC
This highly-engaging campaign featured existing clients, who we contracted to share short "day in the life" video featuring 1-2 activities that are supported by their Wellness Plan. By partnering with small-scale creators, we were able to produce highly-engaging and authentic content for a very moderate cost.
Strategy: Retail Social Media
Report summarizing the findings of my research regarding a nation-wide retail social media program. Project pilot required extensive partnership with field and technology stakeholders.
Request access to view file.
Request access to view file.
Podcast: Not Just Fluff
Led the production and promotion of Not Just Fluff, an award-winning podcast featuring veterinary professionals from Banfield Pet Hospital. Included paid, owned, and earned media tactics, influencer and talent management, stakeholder partnership, content production, and resource management.
Campaign + Production: After Party! Production
Led and managed Banfield's Gen Z growth strategy, growing our Gen Z/Y target audience +353% YOY. One highlight of the campaign was After Party, an influencer-studded video series celebrating the fun, quirky moments of pet parenthood. Through owned, earned, and paid media, the series drove 50+ million impressions - and provided a springboard for ongoing cultivation through organic and targeted paid media, fueling audience growth.
Analysis: 2020 Social Media Lookback
High-level summary of highlights and impact of the annual social media content strategy. Designed for very high-level, non-expert audiences in a company wide presentation that included executive suite. Laid the foundation for following year's strategy.
Campaign: Diversity in Veterinary Medicine (Black History Month)
Driven by the lack of diversity in veterinary medicine, this campaign focused on the accomplishments of Black veterinary leaders (PAST), current Black veterinary doctors and techs (PRESENT), and investments by Banfield to encourage more diverse students to join the veterinary field (FUTURE). Campaign included video spotlights of Banfield associates, educational social media posts and in-hospital stickers about Black veterinary trailblazers, and more.
Mini-Campaign: Vet Tech Week
Social media mini-campaign to honor and celebrate National Veterinary Technician Week. Partnered closely with veterinary team to understand and translate internal goals and veterinary guidelines into content that would engage both associates and clients.
#BanfieldBFF: Advocacy UGC series
Original illustrated content series designed to incentivize advocacy and build positive brand awareness. Rewards clients who tag Banfield in "pet selfies" at the vet with a custom pet portrait from their post. Extremely efficient production and delivered consistently strong performance.
Goal: Drive positive awareness and advocacy.
Goal: Drive positive awareness and advocacy.
Series: Client UGC + Captions
Developed with the goal of growing engagement (at no cost) by leveraging user-generated content (UGC) in a more engaging and branded format.
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