Social Media Management
I love my work in social media management because it couples my storytelling skills with real-time data feedback to allow me to find the best way to tell a brand’s story. Over my career, I have learned the importance of producing and sharing content that resonates with an online audience driven by data analysis to confirm what’s working and that there is no substitute for a real person engaging online.
Vermont Tourism
The voice of Vermont is friendly, warm, and low-key, always speaking with authenticity and welcome.
In 2019, I transitioned into a full-time role as digital content coordinator for Vermont Department of Tourism and Marketing. Since I took ownership, the department’s channels have seen 149 million organic impressions, 4.2 million organic engagements, and 160% social media audience growth across Meta channels and X. To better analyze data, I implemented an automated benchmarking system and have dug deeply into what drives our audience to engage on separate platforms. I ideate and manage our paid social campaigns in Meta Ads Manager, working with videographers and designers. I have also created our Reels strategy from scratch, culminating in a viral Instagram post with 585,000 views. In addition, I work on paid partnerships and sponsorships for our brand online, manage media inquiries, and run our weekly content strategy meeting, coordinating various projects, stakeholders, and timelines with a team of six.
What the Cluck?
We all coped with COVID-19 quarantine differently. As stay-at-home orders came into effect, I felt the need to explore social media’s potential with more creative freedom to learn more hands-on skills, so I started an Instagram account for my flock of nine backyard chickens. Through a careful blend of occasional paid advertising, data analysis, video Reel production, and high-quality, educational content, I grew the account to 10,000 followers within a year and merchandized What the Cluck Eggs to include hand-knitted chicken hats and fused glass fried egg earrings, which sell steadily.
Save the Shoebill
Shoebill storks are endangered wading birds indigenous to Africa. It’s estimated their numbers are fewer than 5,000 worldwide, largely due to reputation problems. Because of their odd appearance and intense stare, shoebills are perceived as bad luck, and many are killed or poached per year. I started an Instagram account highlighting the species’ softer side — they mate for life, are so docile they’ll lead humans to their nests, and raise chicks tenderly each year — and after a video on my account reached more than 100,000 views, I was approached to manage social media for a Uganda-based organization advocating for the species. That account sees an average of more than 200,000 views per month and has helped raise funds for the purchase of two acres of land in Uganda for a sanctuary.