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Digital Marketing

My work in digital marketing and social media marketing works end to end; I strategize and manage campaigns with data analysis, reporting and optimization. Certificates and experience in digital marketing and analytics across Facebook Business Manager and Google products, including PPC marketing, SEO/SEM, and display ads.

 
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Dadalectic

This publishing package and social campaign for book “Dadalectic: Waking Dream” entailed a wide range of deliverables across print, digital, audio/video and social in order to concept and create, publish, distribute and finally bring awareness to the product.

I designed the book content and layout, then registered as a publisher. I then published with POD service Blurb Books, and “Dadalectic” was picked up by Amazon through the Ingram Spark Global Retail Network.

A background in film production, editing, and audio engineering, I created a video for social. I used this video to run a successful awareness campaign on Facebook; with a $50 spend over two weeks, the campaign yielded 61% video engagement with 7,030 people reached.

 

 
 
 
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DIY & Hair Dye

I created a complete development package to turn DIY & Hair Dye, a defunct 14,000-member Myspace community forum, into its own company and social media network. Starting with customer personas, I created branding from concept through to marketing design with brand book covering: logo, brand colors, and naming convention chart.

I developed the website using WordPress cPanel and integrated a forum and user profiles with custom profile options per membership level. Special content is gated behind a “premium” membership with PayPal, which I tested and implemented.

I charted an extensive measurement plan for digital marketing strategy covering awareness, action, retention, referral and winback. Each step in the customer journey was mapped across both free and premium website users by channel: display, email, organic vs. paid social, organic search (SEO) and paid search (SEM); campaigns to be run with Google AdWords and tracked through Google Analytics.

 
 
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Social Media Guide

As a former Library Trustee and digital marketer, I advocate teaching others about communication through technology. This 100-page social media guide walks you and your organization through setup of a public Facebook page, the basics of Facebook usability, and best practices. This step-by-step book features text and images to facilitate the learning process.

Working with Medfield Memorial Public Library, I created the framework and technical content for this tutorial. I then used Adobe InDesign and Photoshop to design the final product “Social Media Guide: Using Facebook For Your Library and Beyond.” This book was catalogued in the Minuteman Library network used throughout Massachusetts, US.