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

Arx Nimbus - Data-Driven Digital Risk Management

•	Strategic Leadership: Direct comprehensive market strategy to enhance brand visibility and market penetration. Spearhead partnerships and channel marketing initiatives to expand market reach.
•	Brand and Messaging Oversight: Refine company positioning, messaging, and branding to align with evolving market demands and competitive landscapes. Ensured cohesive brand representation across all channels.
•	Product Collaboration: Collaborate closely with Product Management to develop and approve compelling value propositions, use cases, and case studies that go beyond features and benefits to outcomes and drive customer engagement.
•	Marketing Execution: Manage the marketing calendar to ensure timely execution of campaigns. Lead the planning and implementation of marcom strategies, website content, social media presence, thought leadership, and conference participation.
•	Financial Management: Administer the marketing budget, delivering detailed forecasts and optimizing expenditures to achieve maximum ROI.

Fractional Chief Marketing Officer (Contract)

TLS Brand Whisperer

Integrated marketing campaigns and project-based creative work to leverage the gig economy and my stra-tactical™ experience across any organization. (stra-tactical is a word I coined that should be in the urban dictionary—it captures the seamless blend of strategic thinking and tactical execution—trademark pending, of course!)

Marketing Consultant

B & K Professional Services Group 

- Support client engagements with hands-on campaign execution, project management, and results analysis

Marketing Contractor

National Cyber Group

Oversaw marketing initiatives at US Cyber Academy, a startup under the umbrella of National Cyber Group LLC, with a primary focus on student recruitment for cybersecurity programs. Executed multi-channel lead-generation strategies involving online admissions sessions, content marketing, and digital advertising. Managed monthly ad budgets, vendor selection, and onboarding to optimize marketing efforts and establish best practices. 

Highlights of accomplishments in this role include:
•	Generated 5,562 registrations and 1,744 Marketing Qualified Leads (MQLs) through live, online admission sessions, achieving a 30% attendance rate.
•	Optimized $12K per month ad spend, successfully onboarding vendors to maximize impact, including substantial cost efficiencies in SEM, achieving KPIs of >2% CTR and <$150 Cost Per Lead (CPL) across Google Ads, LinkedIn, and Meta platforms.

Marketing Director, US Cyber Academy

Learning Tree International

Directed global marketing strategies by managing a $2M budget and collaborating closely with the executive team to shape go-to-market approaches. Fostered team productivity by implementing professional development programs and facilitating inter-departmental collaborations while managing a team size ranging from 8 to 20 individuals. Advanced sales enablement tools such as LinkedIn Sales Navigator and ZoomInfo, optimizing sales performance in collaboration with sales leadership.  

Highlights of accomplishments in this role include:
•	Enhanced organic search performance for the legacy website, achieving a 56 Google Trust Score, while concurrently participating in the 2022 redesign and ongoing SEO optimization of the new site.
•	Contributed to $300K+ in revenue growth for FY21 through collaborative efforts in organizing and supporting strategic partner events, including special client programs for the DOD and SLED.

Vice President, Worldwide Marketing

Promoted due to executive request/recognition of contribution value

Executive Director, WW Marketing 

Continually promoted for recognized contributions of getting things done-done

Senior Manager, Marketing Project Management

Starting position with this company, hired as the European Project Manager to support all marketing efforts for UK, France and Swedish markets. At this time, this was primarily a direct-mail model, so the printed catalog (for which Learning Tree was (in)famous) was an integral project.

Marketing Project/Account Manager

Precision Tune Auto Care

For this automotive retail franchise, held various marketing positions including at the start of my career, and continued to be promoted to director level due to recognized contributions.

Highlights of accomplishments in this role include:
•	Launched a turn-key Local Fleet program, targeting a niche market to drive incremental sales and customer traffic.
•	Modernized the public website by integrating online appointment scheduling, gift card purchasing, and localized content, enhancing user experience.
•	Mastered agency partnerships, delivering a bi-annual Ad Kit encompassing TV, radio, print, outdoor, and in-store materials within a $2M budget.

Director, Marketing Communications

ROmI = leading with authenticity 💜 especially in this AI-frenzy w/ bazillions of "top 10 templates"... yeah, I said it! 
Ready to make waves in marketing and lead with purpose? I'm your work smarter/brand harder advocate, equipped with a sharp sense of humor, a heart for #CX, and a knack for delivering measurable results that keep stakeholders (and spreadsheets) happy. I call this being stra-tactical, trademark pending 😉

THE "WHAT I BRING TO THE TABLE" TOOLKIT 
Budgets: From $50K starter campaigns to $13M powerhouses—I've scaled both ends of the spectrum with ROI as the guiding star.
Teams (including agencies, vendors, and contractors): my leadership style combines #data-driven insights with a people-first approach, creating cultures where creativity and accountability thrive.
Metrics: I don’t just chase KPIs—I set the pace. From lead generation to organic growth, my strategies consistently deliver returns worth the investment.

THE HIGHLIGHT REEL
💡 Transformed live, online sessions into engagement powerhouses, generating 5,562 registrations, 1,744 MQLs, and a jaw-dropping 30% attendance rate.
💡 Saved a cool $11M by pivoting from old-school direct mail to modern, multi-channel marketing—proof that innovation pays.
💡 Boosted SEO for a legacy site, earning a 56 Google Trust Score and sustaining growth through a collaborative redesign.
💡 Partnered with a sales leadership to launch a Women in Leadership workshop series based on a successful financial institution program, onboarding 260 new high-profile public and private sector contacts.

WHAT I STAND FOR
Marketing is more than campaigns and conversions—it's about crafting a brand voice (SOV) that resonates. A clear, authentic brand gives consumers (aka humans) a reason to care, trust, and buy. It's not just B2B or B2C or B2G—it’s B2H (Business to Human).

MY LEADERSHIP MANTRA
Kindness is a strategy. Laughter is a currency. Growth is a non-negotiable. My leadership playbook blends these values to empower teams and inspire action. 
After all:
"Give a person a fish, and they’re fed for a day.
Teach a person to fish, and you can target them with (non-malicious) phishing ads for life." 😉

P.S. If you read all the way to this point, you know I'm a fan of P.S. and em dashes — because they work!

taplio

The Battle

Adrienne Sheares, MA

Tricia Sacchetti

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