RESUME

RESUME

WHAT I DO

director, social media

PLANNED PARENTHOOD FEDERATION OF AMERICA

SEPTEMBER 2023 - PRESENT

DELIVERY

  • Oversee all strategy and execution of health-centered social media channels, content partners, creators and celebrity spokespeople.

  • Design creator program on both organic evergreen, campaign and electoral initiatives

  • Lead content partnerships with brands, incl. the NBA + WNBA, Saie Beauty, Benefit Cosmetics, Tinder, Bumble, Simpson Street and more

  • Drive content strategy and ROS for in-person activations, i.e. SXSW, Gov Ball, NBA All-Star Weekend and rallies

  • Develop toolkits and guidance for celebrity supporters, i.e. Kerry Washington, Chappell Roan, Billie and more

  • Crisis comms, rapid response and strategy lead for health care updates, changes in legislation and key Supreme Court cases

  • Curate content partnerships and collaborations with fashion designers, like Kenneth Cole, Prabal Gurung, Area and mor

  • Supervise 3 direct reports and manage budgets

RESULTS

  • Viral Wicked meme amassed 38M impressions, placements on late night television, TMZ and popcrave

  • Launched Planned Parenthood on bluesky in January 2025, amassing over 50K followers

  • Garnered over 19.7M impressions on 2024 elections content

  • Grew TikTok audience 68% from joining in August 2022

  • Increased male-identifying audience 20% through partnerships with male content creators and All-Star Weekend activations

WHAT I DID

ASSOCIATE director, social media

PLANNED PARENTHOOD FEDERATION OF AMERICA

AUGUST 2022- SEPTEMBER 2023

mAnager, brand communications

adidas

SEPTEMBER 2021 - AUGUST 2022

DIGITAL CONTENT mAnager

adidas

APRIL 2021 - SEPTEMBER 2021

BRAND mAnager, brand EQUITY AND EXPRESSION, SALLY HANSEN

COTY

AUGUST 2020 - APRIL 2021

ASSISTANT BRAND mAnager, SOCIAL AND INFLUENCER, SALLY HANSEN

COTY

NOVEMBER 2017 - AUGUST 2020

content strategist

Icrossing, a hearst company

JUNE 2016 - NOVEMBER 2017

ASSISTANT ACCOUNT EXECUTIVE, SOCIAL CONTENT SPECIALIST

marina maher communciations

JUNE 2015 - JUNE 2016

DELIVERY

  • Led content development for health-focused social media channels

  • Managed content calendars and engagement strategy

  • Drafted scripts for content creators and celebrity partners

  • Supervised 2 direct reports

  • Delivered channel and content strategies and hosted trainings for local Planned Parenthood 501(c)(3) and 501(c)(4) organizations

  • Designed influencer strategy and integration into both owned social content and digital fundraising initiatives

RESULTS

  • Launched Planned Parenthood’s Latinx instagram to make education content accessible for Spanish-speaking audiences

  • Relaunched Planned Parenthood on TikTok

  • Launched sex-education video series and art directed video shoots

DELIVERY

  • Led content development and execution for key global purpose-driven and sustainability launches across social media, onsite, in-app and CRM

  • Drafted messaging and guidance for featured talent, incl. WNBA players, track and field Olympians and the US Women’s National Soccer Team

  • Project and budget management

RESULTS

  • Concepted and executed first ever employee featured campaign for Pride

  • Launched adidas’ Purpose and Sustainability sites to highlight CSR initiatives

DELIVERY

  • Led US digital content development onsite, in-app and CRM for launches across Yeezy, Ivy Park, Pharrell, Bad Bunny and Originals

  • Owned strategic placement across adidas’ US digital ecosystem

  • Art directed and styled monthly photoshoots for key Originals launches and priorities across digital touchpoints and social media

DELIVERY

  • Owned digital strategy and social creative, point of sale creative, and wall and display creative for Sally Hansen

  • Oversaw visual equity and ensured cohesion across all global marketing touchpoints, including digital and in-store

  • Art directed key photo and video shoots for evergreen social content

  • Led development and roll out of for collaboration collections, incl. Sour Patch Kids, Crayola, Jelly Belly, Peeps and Disney’s Cruella movie

  • Served as key point of contact for creative and media agencies

RESULTS

  • Successfully launched 22 new collections

  • Won a Glossy award for the Crayola collaboration

  • Launched Sally Hansen’s first vegan nail line

  • Named The Drum’s Future 50 in 2020

DELIVERY

  • Managed all aspects of US Sally Hansen social channels, including content calendars, publishing and community management

  • Art directed monthly evergreen photoshoots

  • Managed social agencies

  • Built content for online retailers, incl. Amazon, Target, Ulta and others

RESULTS

  • Launched Sally Hansen’s instagram

  • Created Sally Hansen’s first influencer campaign

DELIVERY

  • Clients included OxiClean, Nair, Vitafusion and other Church & Dwight brands

  • Supported social engagement strategists and developed content calendars for client social channels

  • Secured placements with Hearst-owned publications

  • Daily community management

RESULTS

  • Launched OxiClean’s instagram and oversaw partnership with Apartment Therapy

  • Launched Nair’s influencer program and hosted their first Facebook live

DELIVERY

  • Clients included Head and Shoulders, Gillete Venus, COVERGIRL and Tide

  • Drafted content calendar and identified UGC for reposting

  • Daily community management and publishing

  • Reactive content creation and design