Pop! Marketing Communications

Open to new projects! Influencer collaborations, media relations, social media strategy, social media content, social media community management, media experiences

Recent Work

Sazerac Company Employer Brand Social Media - January 2023 - October 2024

Hotel Northampton	Feb 2016 - present
Social Media/PR Consultant

Oversee social media management and media/influencer relations

HB Real Estate	Feb 2021 - November 2023
Social Media Consultant

Spearhead all aspects of social media community management, including content calendar and paid social media for busy real estate brokerage

Sonesta International Hotels Corporation	Feb 2016 - April 2022
Corporate Social Media & Blog Content Lead

Provided support and created training for social media content strategy/content for close to 300 US hotels

Led corporate social media brand accounts for up to 4 brands for growing hotel company

Created and managed blog content calendar, wrote content for blog.sonesta.com

Worked with marketing team on content for newsletter and corporate campaigns, supported by blog and social media

Represented the company on social media for customer service issues, liaised with customer care for resolution

Partnered with influencers and field marketing teams on collaborations

Created and revised corporate social standards, worked with legal team to maintain adherence to laws and regulations


Self Employed	June 2015 - present
Marketing Communications/PR Consultant

Full service social media management for Sonesta Hotels

Media relations, media tours, social media content, and destination marketing for Hampshire County Regional Tourism Council

Social media community management, web + email content for Olive Connection 

Social media strategy, content, community management for Nautical Gin

Social media strategy and content for Wines of Alentejo US

Social media strategy, content, and PR for Sonoma Wine Country Weekend

Social strategy, content, and influencer relations for Nova Star Cruises

Marketing Communications Consultant

Hotel Northampton

Since 2016 I have worked with Hotel Northampton on social media strategy, community management, content creation and curation, media relations, influencer campaigns, social sweepstakes, and other related activities.

Social Media Marketing Consultant

Sazerac Company

Collaborate with Talent Acquisition, University Relations, and Marketing teams on social strategy

Develop, maintain, and own the content strategy and calendar for all Sazerac Employer Brand platforms 

Plan, schedule and publish organic social content 

Write paid and organic copy for all major social media platforms

Monitor and moderate all social mentions across social channels to maintain engagement with followers (team members and future team members) 

Support Talent Acquisition with recruitment marketing and media requests related to sourcing candidates and overall recruitment advertising needs 

Work as a liaison between Talent Acquisition and Marketing teams to understand recruitment goals, design appropriate materials/content and place asset requests when necessary

Create and conduct training for Talent Acquisition and HR teams to support social distribution of open roles

Cultivate relationships with various departments to create opportunities for people and culture content and engagement

Employer Brand Social Media Manager - Contract

Sonesta Hotels

Corporate Social Media & Blog Content Lead

Provided support for social media content strategy/content for close to 300 US hotels

Led corporate social media brand accounts for up to 4 brands for a growing hotel company

Created and managed blog content calendar and wrote blog content for blog.sonesta.com

Published a monthly newsletter and corporate campaigns, supported by blog and social media

Represented the company on social media channels for guest/customer service issues and liaised with customer care for issue resolution

Partnered with influencers and property field marketing teams on collaborations

Created and revised corporate social standards, including working with a legal team to maintain adherence to laws and regulations

Travel, Wine, Dine

My blog, Travel, Wine, and Dine, which I  maintained as a creative and networking outlet for over nine years, expanded my knowledge of the food and beverage and hospitality industries. 
In addition, it has immersed me in Social Media, becoming a great asset to my career in the field. As my own social reach grows so does that of clients I am working with. 

My writing has been featured in a variety of places, most recently on Stay.com, a guide for Boston wine lovers: http://www.stay.com/boston/guides/555460-baac37b9/boston-for-wine-lovers/


http://www.boston.com/lifestyle/blogs/thenextgreatgeneration/2012/05/bostons_top_7_young_pinterest.html

It was also recognized as an account to follow and a must-read local food blog by BostInno: 

http://bostinno.com/2012/08/21/10-drool-worthy-local-foodie-accounts-to-follow-on-pinterest/

http://bostinno.com/2012/08/08/boston-food-bloggers/#ss__198643_1_0__ss

I am a Stay.com local expert.

Blogging has provided me with countless opportunities for writing, creating content strategy and editorial calendars, and networking with other bloggers and media outlets. The experience I have as a result of my blog has been an asset to my Marketing, Social Media, and PR work and the clients that I work with.

Travel and Food Blogger, Content Creator

Hampshire County Regional Tourism Council

In  this consulting role, I supported domestic and international public relations for a Massachusetts-based tourism office. I created pitches and press releases, conducted media and influencer outreach, planned media tours and itineraries, and followed up on coverage. 

In this role I worked closely with team members to support marketing and social media efforts and to develop ideas to drive tourism to the region.

Public Relations Communications Consultant

Developed content strategy, write copy, and managed engagement on all social media channels for hotel and restaurant

Developed media lists and relationships with relevant media to secure ongoing coverage of hotel renovation re-launch, special events, packages, and promotions

Wrote all communications, including press releases and email pitches 

Managed agency relationships, including search, creative, and media

Managed Marketing initiatives including website, emails, and collateral, as well as internal hotel guest and employee communications, signage, coupons, etc. 

Planned and promoted press and public events to drive traffic to and awareness about the hotel and restaurant

Worked closely with Director of Sales & Marketing and Director of Revenue to develop robust packages and event ideas 

Coordinated and hosted media opportunities including television and photo shoots

Managed online reputation and reported results weekly to the executive team

Developed and managed community relationships, secured opportunities for participation in culinary and charity events

Communications and Media Relations Manager, Royal Sonesta Hotel Boston

Connelly Partners

Coordinated and facilitated international and domestic media and trade familiarization tours to promote Massachusetts as a premier travel destination on behalf of the Massachusetts Office of Travel & Tourism

Drafted press releases, press leads, and various other communications

Developed media lists and worked closely with key journalists to develop story ideas

Actively sought out opportunities to secure press coverage for clients

Tracked, clipped, and reported on press coverage on a monthly basis

Developed social media strategy and content recommendations

Planned and executed media events

Public Relations and Social Media Manager

Zipcar

Worked with Creative team on social media strategy

Developed social media content calendars

Provided direction for the social media efforts of City Marketing Managers around the US and UK

Worked on special projects such as contests and promotions

I was hired by Zipcar specifically on a contract basis, and though they hired a full time Social Media Manager, I continued to work with them as-needed to write content and work on special projects.

Social Media and Marketing Manager - Contract

Vista Higher Learning

Wrote and edited print and Web content, including press releases, brochures, sales collateral, and email campaigns

Developed and implemented early social media strategy for customer engagement 

Launched special promotions and contests to engage potential customers and education-related media 

Worked with the sales team to solicit feedback and ensure consistency and effectiveness of messages

Managed external vendors on the design and production of Marketing projects

Solicited product feedback by commissioning competitive Marketing reviews and surveys

Managed purchase requisitions and tracked invoices to budget

Managed advertising campaigns

Marketing Communications Manager

Marketing Communications Consultant and Advisor with experience in PR | Organic Social Media | Influencer Campaigns | Copywriting | Paid Social Media

I have over 15 years of communications experience, with a background that encompasses a variety of areas of work and industries, in-house, agency-side, and as an independent consultant. The following roles are just a few that I have held over the years. 

- Managed employer brand social media at Sazerac Company for almost two years
- Led public relations efforts for Hampshire County Regional Tourism Council for five years
- Worked with Sonesta Hotels for eight years, two years on-property as Communications and Media Relations Manager and six years as a consultant, leading corporate social media and blog efforts


My core competencies include social media strategy, content, and community management, influencer and media relations, copywriting projects, and paid social media campaigns. I have worked with clients across various industries, such as hospitality, real estate, education, and wine and spirits. I am passionate about creating engaging and authentic content, building strong and lasting relationships, and delivering results that exceed expectations.

Meghan Malloy

Re-Bath, LLC

I'm excited to step into my new position as VP of Marketing and Media Strategy at Re-Bath, spearheading growth initiatives for this nationwide leader in bathroom remodeling with a network spanning over 130 franchises across more than 120 DMAs.

In this position, I'll be leading a dedicated team of marketing experts to drive our digital and broadcast marketing efforts, overseeing a substantial annual budget to fuel lead generation and growth for both our national brand and individual franchisees. My focus will be on developing innovative, data-driven strategies across all digital channels, including SEM, social media, and website optimization, while also guiding our broadcast campaigns to maximize ROI and achieve our ambitious growth targets. I'm excited to leverage my experience in high-ticket item marketing and team leadership to empower our talented professionals and contribute to Re-Bath's mission of making bathroom renovation an effortless experience for homeowners nationwide. 

Together, we'll push the boundaries of marketing excellence and drive Re-Bath's continued success in the home improvement industry.

VP of Marketing, Media Strategy

Pinnacle Advertising

Through my leadership and partnership as head of multiple departments, my contributions drove:
- Increased revenue 116% and profitability 43%,  across the collective departments I am responsible for since I joined in 2022
- Developed multiple new capabilities: influencer marketing, amazon storefront managements and optimization, and revitalized owned and earned media capabilities and fee structure
- Revamped the performance analytics team and supported the diversification and visualization of the analytics tech stack and product, and kicked off initial revenue generation for typically viewed “managed service” team. 
- Led the optimization of the strategy and planning team for a stronger delineation and responsibilities to streamline effective outcomes for our internal and external partners/clients. 
- Continual identification, and optimization of process and team delivery 
- When the Agency faced a large client loss, we departments were able to close the revenue gap through expanding owned and earned services to our existing roster
- Instrumental leader and partner across multiple new business pitch wins and our expansion into non-auto industries 

Wins for our clients includes:
- Developed a media test that exceed 29% of sales projections in FY23, and our team was awarded the rest of the product line. Key outcome was owning and driving new market awareness with a 54% SOV in brand, and 15% in non-brand for a new pet product from the same family line. 
- Drove connected audiences from TV to website, which led to an increase in organic search by 22%, and direct site traffic by 59% 
- Key partnerships with high-profile podcasts like Good Guys, and strong relationships with mid-level influencers that drove an average 23% increase in reach, and lowered cost-pers 48% when compared to brand creative. 
- Drove a 36% increase in ROAS with a high-profile destination which drove a 39.9x increase in checkouts from media programming

SVP Media Strategy, Owned/Earned & Analytics

Pinnacle is one of the premier agencies serving Honda, Acura, and other name-brand automakers and dealers (in 46 markets), along with a robust and diversified portfolio that includes WeatherTech, MetroVac, LitterGenie, AES, and others. My position is to support the growth, optimizations, and success of the holistic media team at Pinnacle. 

My focus is:
- Team optimizations and growth
- Advancing our capabilities through data partners, tools, and expertise
- Alignment across media strategy, owned and earned media, buying, operations, and performance analytics. 
- Revolutionize how we integrate internally and with our clients and partners

What we've accomplished so far:
- Launched new capabilities for the Agency and grew revenue by 80% in my first 12 months. We are on track to grow revenue by another 10% in my second year at the Agency while managing team overhead and expenses.
- Launched an Influencer management product that has seen more than 2M impressions and an engagement rate of +8% and drove more efficient and effective paid media performance compared to standard ad campaigns. 
- Onboarded The Trade Desk as our primary DSP partner
- Onboarded Experian to provide greater audience data and value to our clients 
- Identified a need for a data warehousing tool and a new ETL. Collaborated with our internal team to find the right partner and migrated to BigQuery, SuperMetrics, and Looker Studio.

Vice President of Media Strategy & Owned Media

Manifest

I reintroduced the social media and email marketing discipline to Manifest and grew the team and capabilities for nearly 5 years. My teams supported social media and email marketing across Fortune 500 companies: CDW, Aflac and Edward Jones, Primrose Schools, American Public University, Michigan Medicine, Delta, and Peerless Faucet, among many others. 

During my tenure, my teams were key players in winning the following awards:
Digiday Content Marketing Partner of the Year 2022
Effie 2021
Multiple Content Marketing Institute category awards, 2021, 2020, 2019 and 2018
Franchise Innovation Winner for Best Social Media Campaign in 2020
Content Marketing Agency of the Year in 2019

Group Engagement Director

➤In this role, I bolster the success of a high-performing team and drive social media and email marketing vision, adoption, and quality.  
My impact includes:
▪ Shaped social, and email marketing, and other digital marketing frameworks and initiatives, propelling 341%+ growth in organic search pageviews and a 136%+ CTR with a -72% CPC. 
▪ Lifted engagement rate by 30% YoY via focused social content, driving high-value engagements like comments, saves, and shares. 
▪ Fostered YoY traffic growth of 224%+ for major medical university via brand-forward email marketing campaign.
▪ Pivotal in building quarterly performance content roadmap for government-focused tech magazine, driving 64% YoY traffic increase in 2019 and on track for 38% growth in 2020. 
▪ Critical in team achievement of CMAs “Content Marketing Agency of the Year” in 2019 and “Franchise Innovation Winner for Best Social Media Campaign” in 2020.
▪ Collaborated in implementation of social polling strategies spanning two marquee accounts, gaining   impactful audience insights to support real-time content production. 
▪ Advanced multiple internal workflows across social and email functionalities, building a goals-drive quartlery outlook vs a 30-day churn and burn. 
▪ Partner with content and paid media teams to set vision and tone for social content, leveraging audience insights to inform content programming that heightened high-value engagements for targeted audiences by 4%+.
▪ Established weighted engagement rate to measure and analyze key metrics, aligning social content with branding and business objectives. 
▪ Developed content atomization structure for performance marketing and content teams, utilized to define client SOWs.

Director of Audience Engagement (Social Media, Email)

Collaborated with internal teams and clients focusing on content syndication, paid social and performance content scopes of work across technology and health care clients. 

Quickly identified and worked with leadership to build a structure for an engagement team (organic social media), and supported new business efforts. I was also part of successful pitch teams that drove new client contracts for social and content marketing. 

Some data points that I’m particularly proud of:
+ A Twitter campaign was picked up and shared in the overarching Twitter Moment around Netflix 13 Reasons Why
+ Through content marketing campaign, drove 10% increase in mentions for a health system on social media. 
+ Increased paid social CTR and assisted conversions for an online retail company consistently month over month

Performance Marketing

EXOS

➤I left an impact in this role by launching the companies’ 1st-ever automated email marketing strategy, employing IBM Marketing Cloud for Journey. The initiative strengthened foundational marketing for opt-in and segmentation, boosting engagement and forging pathway to execution of email journey map to market. Additionally, I Integrated three disciplines to enhance customer journey map, creating key triggers for audience engagement.

Product Marketing Manager

▪ Produced branding frameworks from scratch for EXOS Performance Nutrition supplement line. The campaign generated $2.5M in first nine months and $4.5M in 2nd year. 
▪ Cultivated partnerships with high-profile influencers like Odell Beckham and John Jay & Rich. 
▪ Led talented team of three marketing specialists and digital marketing manager in oversight of international education program, producing 41% ROI.
▪ Spearheaded launch of 1st-ever EXOS Presents online course and Fitness Specialist Certification in collaboration with Intel. Worked with subject matter experts to produce supplemental product line education while maximizing budget of $1M+, including $500K in multi-platform media spend. 
▪ Implemented point-of-sale marketing, increasing brand awareness and revenue across diversified product portfolio.

Brand Manager

As Associate Brand Manager, Amy and team crafted a position in the marketplace for EXOS Performance Nutrition  - a performance focused supplement line in partnership with Thorne Research. Successfully, EXOS Performance Nutrition was introduced to the market through macro influencers (like Odell Beckham Jr., JohnJay of JohnJay & Rich radio show, Dr. John Berardi, and Ben Greenfield), as we all micro influencers in the fitness and coaching industry. Building on its program, Amy crafted an affiliate network of professionals who aligned with professional certifications and brand values to distribute the supplement line to key audiences looking for the highest quality and performing supplements. 

In addition to building a network, the team built the first digital content and distribution program measured in driving ROI.  Responsible for managing a direct team of 2 digital specialists, and co-leading business efforts with Director of Nutrition and Analytics.

Associate Brand Manager

Martz Parsons

▪ Directed team of five in ideation and creation of brand-aligned marketing campaigns for varying key stakeholders, including YMCA, Yurbuds, and PXG, elevating MoM performance metrics while managing $1M+ marketing budget. 
▪ Executed strategic plans to advance audience engagement and membership enrollment, positioning clients as trusted community brand and enabling sales increases. 
▪ Identified growth opportunities and conceptualized transformational internal processes to increase teamwide efficiency, including dashboard for effective traceability of MoM campaign progression. 
▪ Built a reporting deck for cross-functional team collaboration, empowering teams to understand and surpass shared KPI targets.

Director of Digital Marketing

McMURRY/TMG, LLC

•	Created and implemented interactive marketing strategies for a national children’s retail store, growing social channels and community engagement by +45% in 2013, influencing $2M+ in sales 
•	Implemented onsite marketing for IMSA/Tudor Championship Series, part of the team building a new website and spearheaded  email and affiliate marketing in alignment with SEO/PPC qualifications,  accelerating traffic by 81% and developing a unique fan database from less than 70K to 190K within 1 year
•	Consulted with hospitals and health systems, executing marketing tactics, increasing organic traffic for an orthopedic clinic by 45%, and generating an 18.4% increase in web leads
•	Consistently secured top rankings in lead-generation numbers for a higher education university, utilizing SEM efforts, providing a $298 cost-per-acquisition with a 12:1 return ratio, leading to an escalation in program spend of $3.2M 
•	Segmented the target audience for 3 clients through social advertisements to enhance on the quality for community size and engagement, accelerating to an average 6:1 return against expenditures
•	Led social reputation management for 3 major crises, including a factory collapse and 2 product recalls using social media channels

Sr. Interactive Marketing Manager

Interactive Marketing Manager, Amy manages online marketing campaigns for a variety of McMurry clients in retail, automotive sports, healthcare and other industries. Her focus is dedicated to developing and implementing holistic interactive marketing campaigns leveraging various digital channels.

Her areas of knowledge and guidance include 
•	Search Engine Optimization local and national strategies (content, site architecture and off-page relationship building), 
•	Pay-Per-Click strategies, 
•	Display and retargeting advertising, 
•	Email marketing strategies (content driven), 
•	Traditional and digital Public Relations and 
•	Social media strategy and implementation

Day to day she manages multiple accounts touching on two or more interactive strategies, works in partnership with client contacts to further goals and objectives, and provides analysis of campaign progress.  Her reports include traditional KPIs of interactive marketing, and expands to analyzing and reporting on sentiment value and business  threats within social communities, viewership of online streams of live website broadcast feeds, and revenue or lead generations by organic search or PPC campaigns. 

The beginning of her career was dedicated to Public and Community Relations for real estate community (commercial and residential as well as international), charities and community programs. She holds a Bachelors Degree from Arizona State University. 

A Sampling of current and past clients and work have included:
•	A local Arizona Credit Union
•	American Le Mans Series presented by Tequila Patron
•	CDK Partners
•	Communication Integrators Inc / guestLINK (now as G-Link)
•	Fresh Start
•	Great Place to Work Institute
•	Higher education in Arizona
•	Hotel Andaluz
•	Human Tribe Project
•	Life Line Ambulance
•	NJOY – the electronic cigarette
•	Sebring International Raceway
•	Smart Straps
•	The Summit at Copper Square
•	United Cerebral Palsy of Central Arizona
•	Various DMB properties

Interactive Communications Manager

•	Onboarded to spearhead the marketing initiatives, addressing crisis communications and creating industry standards for the NJOY electronic cigarette by forming an association with key stakeholders, including NJOY’s law firm, former Congressman Matt Salmon of the Electronic Cigarette Association (ECA), and other industry health, legal and advocacy leaders, leading to the 2nd largest e-cig company

Director Public Relations

Denise Resnik & Associates

Amy specializes in media relations, news and feature writing, research and sponsorships. 

Prior to joining the agency, Amy served as the public relations manager for a boutique agency concentrating on master-planned resort communities in Mexico. She has also focused on real estate and non-profit projects while working at other Valley agencies. She is a strong advocate for supporting charitable causes and has worked with United Cerebral Palsy of Central Arizona and Students Supporting Brain Tumor Research. 

Amy earned her bachelor’s degree in journalism and mass communications with an emphasis in public relations from the Walter Cronkite School of Journalism at Arizona State University. She is a member of the International Association of Business Communicators and the Phoenix chapter of the Public Relations Society of America.

Account Executive

Fusion Group USA

Fusion Group USA focused on marketing, creative and public relations for master-planned communities in Mexico. In my first three months with Fusion, I was promoted from coordinator to manager. Within the next two months I was again promoted to director of PR where my focus was expanding brand visibility for five properties and the issues of owning a home in Mexico, nationwide.

Account Manager/ Director

Martz

Public Relations Intern

BJ Communications

I am a seasoned marketing leader with 18+ years of experience building data-driven marketing programs fueled by audience insights. My career has led me to some of my greatest experiences working with national brands such as Aflac, Edward Jones, and Delta Faucet. Today, at Pinnacle, my team and I partner with brands like Honda, Metrovac (quality auto vacuums and blowers ), and Angel Care (Diaper Genie, Litter Genie, and Pet Genie). 

My key objective as a marketing leader running teams? Support and coach my teams and projects to victory, which previously has earned us Content Marketing, Digiday, and Shorty awards, “Franchise Innovation Winner for Best Social Media Campaign,” and other recognitions. As SVP of Media Strategy, Owned/Earned Media & Analytics, I lead multi-faceted teams to strengthen connections between brands and their audiences, all while helping set and surpass business objectives in advertising and media strategy, social media, SEO, web development, and of course, measurement through in-depth analytics. 

I grew up playing competitive sports and competed in equestrian events across the Southwest. My husband and I are also keen investors with a special interest in Arizona real estate and local wine industries. We have three incredible and funny dogs named Willett, Ginger, and Mattie.

taplio

The Battle

Meghan Malloy

Amy Cantwell

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