In 2019, I transitioned into a 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.

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. My work with managed social media has taught me the importance of producing and sharing content that resonates with an online audience, data analysis to confirm what’s working, and that there is no substitute for a real person engaging online.