Bose Corporation

2022 – Current

I am the Head of Content + Social Media at Bose Corporation. I oversee our organic socials and lead content strategy and creative development across brand partnerships and campaigns, influencer activations, and product marketing.

Under Armour

2017 – 2022

As Director of Content Strategy, I co-led our social team and directly managed a team of content strategists across the Women’s, Run and Men’s business. I was responsible for driving creative strategy across all consumer touch-points, including brand campaigns, influencer marketing, experiential events, connected fitness apps, and performance marketing. I oversaw editorial and media planning across global social platforms, including Instagram, YouTube, TikTok, and emerging platforms; set macro strategy for regional teams across NA, EMEA, LATAM and APAC; managed production and media budgets; and coordinated with cross-functional partners within a highly matrixed organization.

I managed social handles for our audiences—the @underarmourwomen Instagram handle alone experienced a 21% growth in audience since my team took it on, with 15% growth in the first half year alone. I served as creative director across multiple photoshoots and original content franchises for YouTube, IGTV, IG Stories and IG Reels.

I served as a founding member of Global Marketing DE&I Council and Sustainability Task Force. In that role, I led the development of brand content on brand purpose, DE&I commitments, and cultural moments, including UA’s first Pride campaign in 2018.

As the first hire to a centralized, global Under Armour Social Team, I also helped build the brand’s social strategy from the ground up and grow the team from 2 to 15. I previously oversaw the day-to-day strategy team, including paid social and operations leads and functions.

Weber Shandwick

2014 – 2017

As Senior Digital Manager, I oversaw always-on social planning, original content development, paid media trafficking, reporting and client management for a variety of clients, including HealthCare.gov, United States Postal Service, Holiday Inn and more. During Open Enrollment for HealthCare.gov, I oversaw the email team responsible for daily sends and segmentation, the most sophisticated CRM campaign in the federal government at the time.

NPR

2010 - 2014

As Grassroots Coordinator, I oversaw editorial planning for social handles and blogs for digital advocacy campaigns to preserve federal funding for NPR, PBS and local stations. I was responsible for organically growing the combined social community from 0 to over 200K.

Education

Harvard Extension School, Cambridge, MA
Graduate Certificate in Sustainability Studies, projected completion in 2022

University of Southern California, Los Angeles, CA
B.A. International Relations, African Studies Concentration, Magna Cum Laude (2005 – 2009)

University of Cape Town, Cape Town, South Africa
African Studies and French (2008)

Syracuse University in Florence, Florence, Italy
Painting and Italian (2007)