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

DTC Mom

Copywriting, content marketing, and editorial for brands in DTC/ecommerce and tech including: Lalo, Huhu, House of Wise, Native, Parentaly, buddhi, Cord, and more.

As a versatile marketer and writer, I offer strategic content marketing solutions and copywriting to both B2B SaaS and consumer brands in tech and DTC/ecommerce industries. My expertise spans research, writing, and editing across a range of mediums, including website copy, long-form articles, product descriptions, packaging content, and email newsletters. Notable client projects include: 

Copy for CPG brand Native: lending my creative touch to their holiday campaign and Target end cap displays. I was instrumental in conceiving Baked by Melissa's compelling campaign and masterminded the messaging for the acclaimed Candy Shop collection scents, a cornerstone of their product line.

Thought leadership for Cord: crafting engaging blog posts and social content. My PR launch contributions surpassed expectations, resulting in doubled leads, a remarkable 20% boost in Twitter followers, an astonishing 5,700+ page views in a single day, and garnering features in 10 publications.

Marketing & Communications Consultant

Erudit

Erudit is an early-stage HR tech company focused on AI for the employee experience. I led the charge in content marketing, editorial direction, and brand enhancement. Major projects in my short time include a complete website overhaul, event marketing, workshop creation, and aiding in successfully launching a podcast. I also mentored and managed two talented content marketing freelancers and partnered with an SEO agency, refining our blog quality for engagement, thought leadership, and growth.

Head of Brand & Editorial

House of Wise

I promoted a community series for Wise Women affiliates and members, created an audio interview series for women, managed a successful weekly newsletter, developed compelling product and packaging copy, and curated impactful SEO blog content for a luxury CBD DTC startup, resulting in a successful launch day with sales exceeding $10,000.

Fractional Head of Content

MoneySolver

I led a team of four contributors and managed an external advertising vendor team for a national financial services firm. One of my significant achievements was successfully executing a rebranding strategy and coaching both marketing and internal teams to incorporate the new brand essence into their content. I created educational and compelling content, managed email campaigns to over 400,000 subscribers, and maintained social media presence across multiple platforms.

Reputation Ink

Executed content creation and communications campaigns for B2B and B2C clients, spanning global SaaS providers, A/E/C, and community development. Through a diverse array of mediums including blog posts, e-books, infographics, website copy, case studies, newsletters, and videos, I strategically crafted and disseminated thought leadership content. My expertise extends to securing press coverage, scripting executives, and fostering media relations. Using platforms like HubSpot, MailChimp, and WordPress, I've executed impactful lead-generation campaigns. Notably, my contributions have been acknowledged through awards such as the agency's national Gold-level ADDY Award and a National Marketing Communications Award.

Account Coordinator (Content Marketing & PR)

Stratton & Company

I implemented a diverse marketing strategy at the local retirement financial services firm to generate leads through print and digital campaigns, including email, PPC, and social media. Additionally, I organized and promoted successful events, including a well-attended local retirement convention.

Marketing Communications Coordinator

CarMax

Public Affairs

Marketing & communications leader with copywriting chops | Connecting people through content and community | Mom

#OpenToWork: My skills don't fit in a box—more like a diaper bag with lots of functional pockets.

Some keywords in my next role might include Content Marketing, Communications, Community, Editorial, Storytelling, Customer Communications, and Internal Communications. 

I spent the past decade diving into what makes various B2B and B2C content tick, from e-commerce to HR tech. As a skilled copywriter and marketing strategist, I've got a knack for relatable messaging and infusing brand personality where it’s harder to come by.

My innate passion for relationship-building and networking deems me a Super Connector, inside and outside the office walls. Most recently, I took my powers to Slack and created a DTC Women community (now 80+ members strong!).

More about me: My collaborative spirit means I’m easy to work with but know how to get stuff done. If you’re a personality-assessment nerd like me, you’d appreciate learning that I’m an Enneagram 3w2, ESTJ, Slytherin, and candied walnut salad topping (probably). 

Check out dtcmom.com/about for more.

Posts about: Community, content marketing, supporting women founders, parenting, working while parenting, leadership, Enneagram, and random musings.

taplio

The Battle

Adrienne Sheares, MA

Maria West

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?