PROFESSIONAL Experience


SOCIAL CLIENTS

GIOVANNI RANA USA
Role: Community Manager

Giovanni Rana has been a thriving fresh pasta company based out of Verona, Italy for nearly 50 years. In 2012, they decided to jump into the U.S. marketplace. The Martin Agency's role was to create a social campaign across Facebook, Twitter, Instagram and Pinterest to introduce Rana's fresh ingredients and Italian heritage to the American people. We published material 4+ times a week, and promoted posts on both Instagram and Facebook. Our content included recipe videos, information about the Rana brand, opportunistic posts (like when Beyoncé announced her twins), and posts for both American and Italian holidays. We responded to the digital community quickly on all of our platforms, and fostered positive conversation between the brand and our customers. The UX Strategy team was also responsible for producing creative briefs, collecting trends, and advising the client on best social media practices. 

Responsibilities: Managing and publishing social media posts; assisting with social copy; measuring the success of social outreach; creating dark ads and promoted posts on Facebook and Instagram; responding in real time to customers; assisting the UX Strategy team with briefs; pitching innovative content to the client.  

dine with rana

Our largest campaign was a contest called "Dine with Rana." American citizens could enter for the chance to win a trip to Verona, Italy and meet Mr. Giovanni himself. The Rana family hosted five trips throughout 2016 and 2017 for groups of 60 winners to be a guest in their home, tour the pasta factory, and see Verona's top tourist destinations. Our goal on social media was to spread awareness through organic, paid, and dark posts. We also answered questions about the contest, strategized coverage of the event, and produced testimonial videos.

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Facebook

We responded to nearly every comment we received on Facebook. Our communication was not scripted, and we attempted to have real conversations with our customers. It was also important for the brand to engage with our Dine with Rana winners. 

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Instagram

Our Instagram presence grew by over 10K during the Martin Agency's time with the client. We published Instagram Stories throughout the Dine with Rana events, monitored trending hashtags, and worked with a PR agency to interact with influencers.  


Backstage magazine
Role: Community Manager

Backstage.com started as a weekly tabloid newspaper for actors in 1960. Now, it's the largest online casting platform in the United States, with thousands of roles posted every year. The company currently produces a weekly magazine, as well as exclusive digital content. Cover stories highlight well-known actors, while feature articles offer advice from casting directors and acting coaches. We published up to 12 articles on social media each day, and maintained a rigorous Facebook advertising schedule. As the digital landscape changed, so did our strategy. We experimented with Facebook Lives, Twitter Q&As, Instagram takeovers with Broadway shows like "Hamilton," and constantly tweaked our marketing tactics. 

Responsibilities: Wrote and posted 350+ social media messages each week; measured the success of social outreach; created and tracked ads on Facebook; brainstormed new forms of digital outreach; facilitated bi-weekly Facebook Lives and monthly Instagram takeovers; produced and optimized YouTube videos; managed several interns. 


Full Work History

The Martin Agency, New York, NY
Community Manager

Backstage magazine, New York, NY
Community Manager
See articles here.

Brit + Co, San Francisco, CA
Contributor
See articles here. 

KIWI magazine, New York, NY
Web Editor

The Huffington Post, New York, NY
Editorial - Tech & Social Media Beat
See articles here.

HarperCollins Publishers, New York, NY
Digital Assistant for eBooks 

Parents magazine, New York, NY
Editorial Assistant for Tablet Technology
See articles here. 

Parents magazine, New York, NY
Editorial Internship

Martha Stewart Living, New York, NY
Editorial Internship
 

EDUCATION

Pace University, New York, NY
Master of Science in Publishing

Christopher Newport University, Newport News, VA
Bachelor of Arts in Communication Studies
Minor in Journalism
Minor in Sociology

For more, visit my LinkedIn profile

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