Resume

WORK EXPERIENCE:

The WNET Group (Parent of THIRTEEN, the New York station of PBS) – New York City
Audience Engagement Lead – October 2024–Present
Senior Audience Engagement Specialist / Audience Engagement Specialist – 2018–October 2024

  • Spearheaded integrated marketing campaigns for national programming including “Great Performances” (Tony Award-winning series), “Great Performances at the Met,” “PBS Arts Talk,” and “Becoming Frida Kahlo,” driving audience growth and viewership through paid media, earned media and strategic partnerships
  • Managed a six-figure national digital advertising budget, optimizing media investments across diverse platforms to maximize reach, engagement, and streaming performance
  • Developed digital advertising strategies that significantly increased average episode streaming viewership
  • Led a digital content team in developing and executing content strategy
  • Managed external public relations and digital marketing agencies, ensuring seamless execution of integrated campaigns
  • Cultivated strategic partnerships with organizations to expand campaign reach and drive episode viewership
  • Composed national weekly email newsletter and implemented regular testing that significantly increased open rates
  • Established data-driven marketing KPIs and performance benchmarks to measure campaign effectiveness and inform strategic decision-making
  • Presented regular quarterly reports demonstrating campaign successes, improvement opportunities, and the path forward against KPIs and benchmarks
  • Collaborated on a cross-functional initiative to implement company-wide SEO best practices, improving content discoverability and strengthening long-term digital performance
  • Wrote and edited marketing copy across advertising, email, and editorial platforms, contributing to increased website traffic
  • Planned and executed a Television Critics Association press tour panel, generating national media coverage and increasing visibility for priority programming
  • Secured national media coverage by pitching programming to national media and authored press releases and media kits
  • Supervised department coordinator on content development, research, and project execution

Roundabout Theatre Company – New York City – September 2015 – May 2018
Digital Marketing Associate

  • Directed company-wide (marketing, fundraising, artistic, education programs) email marketing communications including automated triggered campaigns
  • Designed and composed copy for all standard and triggered email campaigns
  • Implemented graphically based templates resulting in 5% higher engagement
  • Engineered company-wide email marketing strategy to reach most qualified leads
  • Presented email and social media campaign reporting data to internal stakeholders
  • Launched new automated email programs with third-party email customer analytics agency resulting in over 200x ROI
  • Managed organic and paid social media campaigns and content calendar
  • Designed assets and authored copy for social media platforms including Facebook, Twitter, Instagram, and Snapchat
  • Engaged regularly with followers to cultivate relationships and provide customer service
  • Led digital launch of several new loyalty programs including Hiptix Platinum, Generation Roundabout, and Hiptix Next
  • Oversaw blog editorial content calendar in conjunction with internal stakeholders
  • Advanced digital relationships with corporate partners such as Charlie Palmer Group, Hilton, and other outside organizations

EDUCATION:
Certificate: Google People Management Essentials

University of Florida – Gainesville, Fla.                   
Bachelor of Science, Public Relations; Bachelor of Arts, Theatre

SKILLS & TOOLS EXPERIENCE:
Meta Ads Manager, Meta (Facebook and Instagram), TikTok, Canva, AP Style proficiency, Roku Advertising, Reddit Advertising, Airtable, WordPress, Google Analytics, Sprout Social, Adobe Photoshop, Snapchat, X, Pinterest, Cheetah Digital, Microsoft Office Suite, Dropbox, Constant Contact, Basecamp, Asana, WordFly, Muckrack, Cision, Tessitura