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SOCIAL MEDIA MANAGEMENT

Innisfree Hotels is a hotel management company, featuring an in-house digital marketing agency, Bee Loud, to support its portfolio. As Director of Social Media, I led the social media strategy for the agency portfolio, totaling more than 30 clients (100+ social profiles) including global brands, independent hotels and restaurants across more than 10 different markets.

In this role, I also — 

  • Launched our influencer strategy and coordinated collaborations

  • Expanded our online concierge service to include Yelp, TripAdvisor and Google My Business in addition to social media platforms

  • Led and managed (i.e., hired, trained and coached) a team of 15+ online concierges and community managers, including remote employees

  • Expanded our social listening and monitoring strategy to proactively find and engage in conversations among our online communities

  • Coordinated and executed our social media content calendar

Highlights —

  • Garnered shares, retweets from market influencers

  • Launched Pinterest strategy for our independent hotels

  • Formalized and expanded social media crisis communications plan

  • Received overwhelmingly positive feedback from clients regarding communication and the social media program via quarterly net-promoter score survey

  • Over 8 months, facilitated a 13.4% increase in total followers across Facebook/Twitter/Instagram/LinkedIn, driving 58 + million impressions, 604k engagements and 147k link clicks in addition to an 889% increase in organic Twitter impressions, 322% increase in total Twitter engagements, 1,459% increase in total Instagram engagements. Read more from my case study with Sprout Social.


Project Uplift, a summer enrichment program of the University of North Carolina at Chapel Hill’s Office of Diversity & Inclusion, celebrates its 50th anniversary in June 2019. To commemorate the occasion, UNC D&I formed an Alumni Advisory Board to spearhead fundraising for a scholarship endowment as well as planning for a celebratory weekend for alumni and the greater University community.

UNIVERSITY GIVING DAY

For University Giving Day on April 10, 2018, I helped draft content to inspire our online community to donate, share their own Project Uplift story and spread the word. Additionally, prior to University Giving Day, we had three donors who pledged to give specific amounts based on the number of people who gave that day.

  • For 50 donors, we would receive $10,000

  • For 100 donors, we would receive an additional $10,000

  • For 150 donors, we would receive an additional $5,000

We were successful in reaching 150+ donors, garnering an additional $25,000 for the Project Uplift Endowment Fund on top of the donations we received that day. Learn more.


Feature writing

Samuel Friday

Samuel Friday

Becca Tieder & Kelly Addington

Becca Tieder & Kelly Addington

Adrian Lawrence

Adrian Lawrence

Charley & Sheila Pritchett

Charley & Sheila Pritchett

Council Vaughan

Council Vaughan

Rachel Richardson

Rachel Richardson

Xynn Tii

Xynn Tii

Kelly Flack

Kelly Flack

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