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SOCIAL MEDIA MANAGEMENT

Innisfree Hotels is a hotel management company, featuring an in-house digital marketing agency to support its portfolio. As Director of Social Media, I led the social media strategy for the agency portfolio, including global brands as well as independent hotels and restaurants. The portfolio included more than 100 social profiles and 30+ clients, spanning from New Orleans, LA, to Amelia Island, FL, and up to Killington, VT.

In this role, I also expanded our online concierge program — hiring, training and coaching a team (15+) of online concierges and community managers. Additionally, I worked to expand our social listening and monitoring strategy, coordinated and executed our social media content calendar,

Highlights —

  • Coordinated influencer collaborations in New Orleans, LA; Amelia Island, FL; and Killington, VT.

  • Garnered shares, RTs from area influencers

  • 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.

  • Launched Pinterest strategy


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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