Hi, I’m Amy.
I help businesses, entrepreneurs & thought leaders with their social media presence.
About Me
I have 13+ years of experience in both in-house and agency roles focused on social media and influencer strategy. I have built and led teams, developed and executed large-scale campaigns, and have grown social communities through compelling storytelling and creative.
(Some) of My Skills
Organic social strategy & management
Content Creation
Influencer strategy & execution
Paid strategy & execution
Analytics
For Fun
When I’m not scrolling on social, you can find me perfecting the skill of pushing 2 kids in a stroller and walking a dog at the same time, at the ceramics studio, cooking vegetarian food or trying to make someone laugh.
Check Out My Work
Bolt
Afterpay
Athleta
Resume
Bolt
Social Media Lead | Mar - Dec 2023
• Overhaul social media strategy, with detailed channel plans that speak to both B2B and B2C audiences leading to a 585% increase in impressions, 127% increase in engagements and 107% increase in link clicks.
• Develop and execute creator/influencer content strategy to help educate around Bolt's key value props and bring short-form video into content mix for both organic and paid.
• Led all social-first content creation and copywriting, building a library of templates that ladder up to overall social goals of engagement and brand education.
• Own Bolt’s paid social media spend with a budget of $200k quarterly, executing across LinkedIn, Meta, Google Ads and display.
• Help to execute Bolt’s marketing launch with Revolve/FWRD, netting 22.5M social impressions and 4.2M influencer impressions.
• Oversee Bolt's CEO social presence and provide guidance, content strategy, community management and proactive engagement. Increased their LinkedIn impressions by 698% and engagement by 485%.
Athleta | Gap, Inc.
Sr. Manager, Social Media | June 2016 – May 2019
• Develop, plan and execute seasonal and evergreen campaign strategies for organic and paid social across all platforms.
• Oversee day-to-day management of Athleta’s social channels alongside Social Media Manager and Community Manager positions, building out monthly content calendars, defining cadence and overall strategy across all platforms.
• Own creative social strategy, working with internal creatives, copywriters, photographers and videographers to develop social-first content for Instagram.
• Manage strategy and execution of influencer programs, from seeding product, to local brand ambassadors to top tier high reach influencers.
• Collaborate with Email, Web, PR, Stores and Merchandising teams to integrate social into larger omni-channel marketing plans, and help support business needs around key product categories on the national and local market level.
• Develop monthly + quarterly analytic reports to analyze social media efforts, to drive our insight-driven strategies for future work.
VaynerMedia
Account Manager & SF Biz Dev Lead | May 2014 - Feb 2016
• Clients: Starbucks Doubleshot, Clarisonic, Vichy, Dove Men’s Care, AXE, Redbubble.com, Grocery Outlet, Kibbles ‘n Bits and Meow Mix.
• Led strategic planning of integrated social media and digital campaigns to drive clients' objectives. Managed planning + budgeting, execution, client + internal communications through to final reporting.
• Executed paid media campaigns to meet clients’ business objectives (i.e. sales, awareness/reach, video consumption, purchases, engagement, etc.).
• Collaborated with internal and client teams across creative, paid, analytics, production, leveraging social + digital platforms including Facebook, Twitter, Instagram, Snapchat, Pinterest, YouTube.
• Helped to lead our SF new business efforts, helping increase office revenues by $1.8M in 2015. Responded to RFPs, project managed + developed proposals, and pitched to brands.
• Managed 5+ team members, ensuring their success through mentorship as well as reporting and managing communications with senior team members.
Sparkpr
Social Strategist | Feb 2013 - Apr 2014, PR Associate | Feb 2012- Feb 2013
• Led efforts to build a dedicated digital department to support a well-established (yet very traditional) group of PR professionals by productizing Sparkpr's digital offerings and leading new business efforts from contact inception to reconciliation.
• Developed and executed content strategies for a wide range of consumer and technology clients that included Sutter Home Wines, Good Technology, Greylock Capital, Fujitsu, Keeper Security and Trivie.
• Monitored and analyzed conversations using deep listening analytic tools across key social media channels and used the resulting data to develop strategies to foster community engagement.
• Oversaw Sparkpr’s owned media channels (i.e. Sparkpr Blog, Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest) and regularly counseled internal Sparkpr team members on digital and social media strategies.
• Managed a team of three junior staffers and utilized superior organizational skills to handle all day-to-day activities including budget and staffing allocations across multiple accounts.
Afterpay | Block, Inc.
N.A. Social Media Lead | June 2019 – March 2023
• Overhaul social media strategy, with detailed channel plans that speak to both B2B and B2C audiences leading to a 585% increase in impressions, 127% increase in engagements and 107% increase in link clicks.
• Develop and execute creator/influencer content strategy to help educate around Bolt's key value props and bring short-form video into content mix for both organic and paid.
• Led all social-first content creation and copywriting, building a library of templates that ladder up to overall social goals of engagement and brand education.
• Own Bolt’s paid social media spend with a budget of $200k quarterly, executing across LinkedIn, Meta, Google Ads and display.
• Help to execute Bolt’s marketing launch with Revolve/FWRD, netting 22.5M social impressions and 4.2M influencer impressions.
• Oversee Bolt's CEO social presence and provide guidance, content strategy, community management and proactive engagement. Increased their LinkedIn impressions by 698% and engagement by 485%.
Edelman Public Relations
Assistant Account Executive | Jan 2010 - Jan 2012
• Assisted in daily activities for the Consumer Healthcare Product Association (CHPA) account and worked specifically on the launch of their new Up and Away and Out of Sight campaign (website, print PSA, video PSA) to promote safe medicine storage to reduce accidental childhood poisonings.
• Worked to create the Center for Substance Abuse Treatment’s annual toolkit publications, PSAs and campaign collateral for the Recovery Month initiative, to raise awareness of the importance of treatment for substance use disorders to sustain long-term recovery.
• Identified and compiled appropriate media lists, pitched events and campaign initiatives to print and broadcast outlets.