ViviMae Labs

Work with clients on the data-oriented optimization of their digital communications programs and leveraging social media to reach their larger organizational goals. In addition to social media coaching for executives and employees, I provide clients with detailed social media audits and creative, sustainable social media solutions. I also serve as lead project manager for website redesigns and rebrands. 

Current and former work include AARP, BridgeEdu, Cities of Service, Discovery Education,  Legends of Learning and PSI International, and Vote.org.

Principal | Digital Strategist 

AARP

- Develop integration strategies to incorporate thought leadership and multicultural outreach into digital campaigns
- Foster cross-functional collaboration for seamless campaign development and maximum impact
- Facilitate the production of compelling social content for volunteers and thought leaders
- Train and coach AARP’s spokespeople, leaders, and volunteers on how to cultivate their thought leadership and increase their visibility on LinkedIn
- Provide advisory support to AARP’s Campaign team

Senior Campaign Integration Advisor

Manages the organization’s social measurement framework, drives campaign and program development through social insights. Leads team in gathering and consolidation of data to build compelling performance reports. Reduced reporting times by 50% and increased accuracy through marketing automation. Strategic recommendations led to a 178% increase in on-topic conversation on Twitter in Q2 2021.

Serves as the measurement & analysis and influencer relations lead for the AARP Advocates social media team.

Digital Strategist 

Discovery Education

Drafted Discovery Education’s social media community management playbook, outlined best practices for day-to-day social media management, brand voice, and social media crisis protocols. 
Conducted social media audit and competitive analysis. Designed overall social media strategy for the brand based on audit findings.

Led the social media launch for Teacher Appreciation Week, resulting in increasing campaign engagements by 150% across Instagram, Twitter and Facebook

Social Media Specialist

Accenture Song

Created monthly and quarterly social media analytics reports for clients such as Lego Dimensions, Cambria Hotels and Sony. Analyzed paid and organic social media performance for clients — providing them with strategic recommendations for optimization. Conducted advanced social media audits to determine campaign efficacy and brand sentiment.

Supervisor Social Media Insights (formerly MXM)

MXM (Meredith Xcelerated Marketing)

Created monthly and quarterly social media analytics reports for clients such as Lego Dimensions, Cambria Hotels, and Sony. Analyzed paid and organic social media performance for clients — providing them with strategic recommendations for optimization. Conducted advanced social media audits to determine campaign efficacy and brand sentiment.

Supervisor, Social Media Insights 

DC Area Software Company 

Served as the managing editor for the company, managed social advertising campaigns, and worked as the social media manager for this software startup. I also wrote guides about the latest social media trends and maximizing event ROI. Additionally, I developed my leadership skills through managing SEO and content marketing vendors for key projects.
Key Accomplishments
• Social media ads generated 20% of marketing-qualified leads in Q1 2016.
• Created branded quizzes which increased views to our blog by almost 2,000%.
• Served as project manager for the company's SEO Template, which had a 17% conversion rate and was the most downloaded content piece to date.
• Won the first inaugural employee of the month award.

Content Marketing Manager

Adrienne Sheares Consulting

Work with clients on branding, content creation, paid and organic social media campaigns, campaign measurement, in addition to social media training and coaching.

Some key accomplishments include:

Helped increase the award-winning web series, “Mis-Adventures of Awkward Black Girl,” from 7,000 to 50,000 Facebook fans within six months.

Recruited and managed nearly 1,000 fans for an exclusive, virtual watch party for theaward-winning web show “The Misadventures of Awkward Black Girl” through Facebook, Twitter and blogger outreach within a five-day deadline

Used word-of mouth-marketing, a Twitter hashtag contest and the use of third-party advocates to help the web show receive 100,000 views in less than 24 hours.

Placed fashion stylist Adrienne Simmons of P.S. I Love You, LLC in The Philadelphia Inquirer during Philly's Fashion Week.

Provided strategic social media counsel for the Slate publication, The Root.

Social PR Strategist and Principal

Cision

Served as the public relations manager for Cision, PRWeb, Help A Reporter Out (HARO), Visible Technologies and iContact. I worked as the community manager for Cision and PRWeb and formerly Vocus and iContact, providing followers with branded content and customer service, in addition to transferring leads to the sales department. I also managed native advertising campaigns and budgets of over $100,000 for Cision and PRWeb’s LinkedIn and Twitter accounts and ran our influencer relations campaigns. 

o	Secured 66% less cost per lead via Twitter ads than the average of other marketing tactics for this campaign.
o	Planned and executed Cision’s Future of PR photo contest, securing a partnership with Canva and influencers with over one million followers, leading to over 60 entries.

Social PR Manager (formerly Vocus)

Vocus

At Vocus, I served as the sole manager of a vibrant online community of well over 300,000 public relations professionals across Twitter, Facebook, LinkedIn and Google Plus for both Vocus and its subsidiary brand, PRWeb. 

Some of my responsibilities included conducting weekly social media performance reports, media monitoring, writing press releases, contributing to The Vocus Blog, conducting regular analytic reports, securing speaker engagements and awards for Vocus thought leaders. Using public relations fundamentals, I manage Vocus' native advertising campaigns, garnering above average engagement for a business-to-business brand. 

Some accomplishments include:

•	Secured New York Times contributor Gene Marks to speak at Vocus’ annual public relations conference, Demand Success 2014.

•	Helped recruit 1,000 people for a Demand Success countdown event through guerrilla marketing and securing media placements in Brightest Young Things, Greg’s List DC and The Washington Post’s Going Out Guide.

Social PR Manager (Acquired by Cision)

Social PR Coach: Helping leaders unleash their expertise

Invisibility leaves opportunity on the table.™
In today’s market, invisibility isn’t just a missed opportunity—it’s a business risk.

Clients, prospects, and future hires make decisions based on what they see. Yet many firms still hide their most powerful differentiator: the people clients want to trust, follow, and hear from.

- 73% of decision-makers trust thought leadership more than traditional marketing

- 60% of buyers will pay more to work with leaders who share insights publicly

- Firms with visible experts grow 5x faster (Edelman–LinkedIn, Hinge Research, 2024)

THE OPPORTUNITY 
At ViviMae Labs, we help firms—especially in financial services and regulated industries—turn leadership visibility into a strategic business advantage.

We help firms:
✔️ Drive revenue by attracting and converting next-gen clients
✔️ Retain top talent and strengthen future leadership
✔️ Boost productivity through aligned, visible leadership
✔️ Reduce risk by showing up credibly and compliantly

When visibility is done right, it builds trust, drives growth, and strengthens the business from the inside out.

THE MOMENT WE'RE IN
The financial services industry is under pressure:

- $84T in wealth will transfer by 2045

- 80% of heirs plan to fire their parents’ advisor

- 71% of Millennials won’t hire an advisor without a visible online presence

- A shortage of 90,000+ advisors is expected by 2034
(Cerulli, Accenture, eMoney, McKinsey)

Next-gen clients and talent expect more, and many mid-sized firms haven’t built the visibility to compete for either.

HOW CLIENTS WORK WITH US
Executive coaching + thought leadership

Group training to develop visible leaders

Integration across brand, PR, and employer visibility

Strategic advisory to align voice, reputation, and growth

CLIENT WINS
We’ve helped leaders land features in The New York Times and MSNBC, secure major conference stages, and break down silos to improve cross-team collaboration.

WHY ME
I’ve been the best-kept secret before—delivering high-impact work without the visibility to match. Once I stepped forward strategically, everything changed.

That experience shaped how I lead this work. I’m not just a strategist. I’m an opportunity creator.

With 15+ years of experience, I’ve worked with brands like AARP, Discovery, and Sony Pictures, spoken at industry conferences, and been featured in ABC News, Adweek, Forbes, PRWeek, and more.

If you're ready to make your leaders your differentiator, let’s talk.
📩 adrienne@vivimaelabs.com | www.vivimaelabs.com

Adrienne Sheares, MA

Fidelis Care - New Jersey

President & CEO, Fidelis Care of New Jersey, Wellcare of New Jersey, & Ambetter Heath of New Jersey

UnitedHealthcare Community & State

Erin served as the Market Executive for the Washington, DC, Dual Choice program at UnitedHealthcare Community & State. The District’s Dual Choice program is an integrated Medicare-Medicaid model. Through this program, dually eligible Enrollees receive comprehensive coverage of health care services through a structured care management program for physical health, behavioral health, and long-term services and supports.

Erin provided executive oversight and leadership for this program, which included ensuring the organization accomplished its goals around quality, cost, and health improvement for members and managing the full profit and loss responsibility. 

Erin has a strong understanding of the delivery system serving dual-eligible populations in the District and is committed to helping address the specific challenges our enrollees face in accessing their care.

Executive Director

In this role, Erin provided strategic leadership to health plan CEOs and multiple layers of national and senior leadership, developed strategic positions to shape the direction of programs to serve complex populations, and advocated for modernized Medicaid programs. Erin developed market-customized solutions leveraging a customer-focused and collaborative approach that includes intensive market understanding, comprehensive strategy development, and streamlined approach to implement state & market priorities. 

Erin also focused on improving health care delivery and health care financing under value-based purchasing (VBP), supporting large-scale payment reforms, and identifying cutting edge strategies for transforming care delivery.

UnitedHealthcare Community and State proudly serves more than six million Medicaid members in 30 states, plus Washington D.C. UnitedHealthcare is a division of UnitedHealth Group (NYSE: UNH) which is a diversified health and well-being company with a mission to help people live healthier lives and help make the health system work better for everyone by simplifying the health care experience, meeting consumer health and wellness needs, and sustaining trusted relationships with care providers.

Director, Health Policy & Strategic Engagement

Booz Allen Hamilton

At Booz Allen Hamilton, Erin provided expert policy guidance to the Centers for Medicare & Medicaid Services (CMS) Office of Communications. She also supported the Center for Consumer Information and Insurance Oversight to implement health care reform, specifically strategizing, planning, and implementing the Eligibility and Enrollment functions of Federally-facilitated Marketplace (FFM) and in strategizing, planning, and implementing the Eligibility and Enrollment functions of the FFM. 

Promoted from Senior Consultant.

Management Consultant – Health Operations, Policy, and Strategy 

DC Government

Subject matter expert on Title XIX of the Social Security Act, as amended by the Affordable Care Act, and implementing regulations pertaining to Medicaid and the Health Insurance Marketplaces. Expert knowledge of Medicaid and the Children's Health Insurance Program (CHIP) regulatory requirements from the Centers for Medicare and Medicaid Services (CMS), District laws and regulations, Mayor's Orders, and court decisions. Thorough knowledge of new eligibility and enrollment laws and regulations for Medicaid under the Affordable Care Act.Responsible for developing eligibility policies for medical assistance programs administered and monitored by the Department of Health Care Finance (DHCF) and for establishing and implementing quality oversight and monitoring to ensure compliance with Federal and District rules and regulations.

Management Analyst — Department of Health Care Finance

Campaign for Tobacco-Free Kids

Associate, International Programs

Highly accomplished executive with a track record of excellence in health policy, strategic planning, and operational leadership. Recognized for expertise in state and federal customer relationship management, I bring extensive experience as the Plan President & CEO of Fidelis Care of New Jersey to complement my diverse skill set. A thought leader and program policy expert, I specialize in Medicaid, Medicare, integration for dually eligible individuals, long-term services and supports, Marketplace/Exchange, and managed care practices.
 
As the Plan President & CEO, I have successfully led Fidelis Care of New Jersey with a commitment to innovation and service excellence. My strategic vision and hands-on leadership style have resulted in improved outcomes for members. I am a team-oriented and outcome-driven professional, passionate about guiding teams through complex projects in both private and public sectors.
 
Key strengths include:
— Strategic Leadership: Proven ability to develop and execute comprehensive strategies that align with organizational goals, fostering sustainable growth and success.
— Collaborative Approach:  Adept at partnering with leaders to bridge the gap between strategy development and execution, ensuring seamless implementation and achievement of desired outcomes.
— Healthcare Policy Expertise: Recognized as a thought leader and program policy expert in Medicaid, Medicare, and integrated care models, contributing to informed decision-making and innovative solutions.
—Team Management: As a leader, I have successfully cultivated a team-oriented culture, driving collaboration, equity, and a focus on delivering outstanding service to our stakeholders.

taplio

The Battle

Adrienne Sheares, MA

Erin Henderson Moore

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