Digital Media Director // Michigan Economic Development Agency

• Drives social media and content strategy for MEDC and You Can in Michigan across six channels—growing YCIM’s audience 5.7x (1.4K to 8.2K) over 1.5 years and for MEDC, cutting cadence 74% in 12 months while boosting engagement 4%.

• Leads the Digital Media team, shaping brand voice and messaging while driving video-first content, campaign execution, and strategy alignment to maximize engagement and impact.

• Analyzes performance metrics to make data-driven improvements, enhancing content effectiveness and ROI while creating comprehensive reports using key performance indicators to inform strategic decisions.

• Collaborates with influencers, external agencies, cross-functional teams, and Pure Michigan to drive and execute unified marketing campaigns that enhance engagement and boost brand visibility.

Social Media Manager // Michigan State University

• Developed and executed a comprehensive social media content strategy for MSU’s flagship accounts, growing a global audience to over 1M followers.

• Executed an annual $45K+ budget for audience-focused paid social advertising on Meta Business Manager.

• Launched and led a 10-member ambassador program, managing recruitment, delegating tasks, and supervising the creation of authentic, student-driven content.

• Partnered with the crisis management team to promptly monitor and respond to emergent issues and crises.

• Spearheaded a weekly social media analytics report, analyzing content performance, identifying trends, and comparing posts to rolling performance benchmarks.

• Led a 200+ member professional development group for social media managers across the university, organizing workshops and networking events to foster collaboration and knowledge sharing.

Social Media Specialist // Studio C (Celebration Cinema, Listening Room, Studio Park)

• Boosted Celebration Cinema’s Facebook engagement by 81% in six months, without altering posting frequency.

• Grew Midtown’s social media following to 5.5K+ in six months by developing a strategic content plan to build excitement for the launch of the new music venue.

• Managed a $150K+ social media budget, creating paid ad campaigns and overseeing allocation and distribution.

• Hired, trained, and mentored two social media interns, providing ongoing coaching and development.

• Created four social media chatbots to streamline customer service and improve efficiency and experience.

Student Practioner // Martin Waymire

• Developed, implemented and analyzed a paid social media strategy that increased audience growth by 71% and post engagements by 350% in one month.

• Designed social media graphics for Facebook, Instagram and Twitter.

• Tracked media coverage for clients and developed detailed coverage reports.

• Secured statewide media placements for four clients.

• Drafted press releases, blog posts and opinion editorials for nine clients.

External Affairs Intern // Wayne County Airport Authority

• Audited 10 WCAA social media accounts and completed a competitive analysis using social media analytics to improve digital strategy.

• Spearheaded an initiative to establish partnerships with volunteer organizations to grow the Airport Ambassador program.

• Assisted in business operations such as developing requests for proposals.