San Francisco Travel Association

Vice President, Global Marketing

Sr. Director, Global Marketing

Responsible for leading content development and advertising, social media strategy & planning, and analytics across leisure and international visitors for the official destination marketing organization for San Francisco geared to driving 24M+ leisure, business, and international travelers to the city. Directly managed a team of five and several international agencies. Set and manage digital advertising, content, and social media budgets.

- Drove more than 177,000 hotel room nights through sftravel.com and international programs, 347% compared to 2019.
- Created and executed co-op marketing programs through Visit California and Brand USA that have generated significant private revenue for the organization and aided in the destination's recovery.
- Led global digital, content marketing, and social media strategy that increased website traffic by 139% to 15M annual sessions in two years. Launched direct-to-consumer campaigns in China, India, UK, Brazil, Latin America, and Australia
- Created and launched the first-ever campaign between New York City and San Francisco promoting both destinations in China, leading to increased room nights and earned media through US-based trade media

Director, Global Digital Marketing

Head of global content and social media marketing responsible for leading content development and advertising, social media strategy planning, influencer relationship management and analytics across consumer, business to business and international visitors for the official destination marketing organization for San Francisco geared to driving 24M+ leisure, business and international travelers to the city. Report directly to the VP of Marketing Communications. Set and manage all digital advertising, content and social media budgets.

- Developing a metrics-based approach to measuring effectiveness tied to business objectives and personas
- Creating and maintaining the master content calendar for the entire website
- Built the San Francisco Travel content style guide to onboard and train employees and freelance writers
- Write compelling, dynamic content that inspires and moves business into action
- Create and maintain strategic relationships with community of writers, influencers and agencies
- Set and maintain SEO and photo standards across the website, social media
- Optimize content based on web analytics analysis and social media feedback
- Negotiated content partnerships with the Bold Italic, Noise Pop Music Festival, the Tablehopper, Priime Photo App
- Built and manage influencer identification process. Have worked with influencers such as Karl the Fog (400K+ followers), Pei Ketron (800K+ followers), Sjana Elise (1M+ followers) 
- Developed company-wide social media strategy and drove execution for all organizational segments leading to more than 1 million followers on Facebook, Twitter, Instagram and Snapchat. This includes:
- Managing all consumer social media platforms on a day-to-day basis
- Managing paid advertising campaigns on all native and social media platforms including creative management, conversion tracking and optimization
- Achieved 500K views with first Facebook Live Video Series featuring local San Francisco chefs

Sr. Manager, Content and Social Media Marketing

My responsibilities include
- Driving the company's content marketing strategy for the website
- Work with Strategy to develop a metrics-based approach to measure effectiveness of a robust, multi-channel content marketing program that is tied to business objectives and personas
- Develop and maintain the master content calendar for all web sections
- Be the voice and tone coach of the San Francisco brand and develop tool kits, style guides to onboard and train employees and freelance writers
- Act as a storyteller - develop and write compelling, dynamic content that inspires, drives thought-leadership, and moves business into action
- Create and maintain strategic relationships with community of writers, creators and agencies
- Set and maintain SEO and photo standards across the website, social media.
- Create original content in the form of submitted articles, trip ideas, whitepapers, guides and videos
- Optimize content based on web analytics analysis and social media feedback
- Support lead generation programs with content designed to increase CRM database 
- Design a social media strategy for all organizational segments and manage all consumer social media channels to ensure excellent content is being amplified to our community
- Maintain all consumer social media platforms and push out updates in a consistent and timely nature.
- Manage paid advertising campaigns on all social media platforms including creative management, conversion tracking and optimization.

Manager, Content and Social Media Marketing

- Manage the San Francisco social media channels
- Craft and develop the social media strategy for the company
- Identify influencers and manage San Francisco ambassadors program  
- Develop content partnerships with authentic and genuine San Francisco sources
- Create and deploy a weekly email to partners and stakeholders
- Write engaging content for the company website for the visitor that is SEO optimized
- Work across departments to manage deployment of additional website functionality
- Research and recommend new social media channels and networks 
- Spoke at the following conferences and events about social media and travel:
          - September 2012: Society of American Travel Writers
          - May 2012: Fisherman's Wharf CBD Town Hall Meeting
          - April 2012: University of San Francisco Hospitality Symposium
          - March 2012: San Francisco Visitor Information Outlook Conference
          - November 2011: Union Square BID Monthly Meeting
          - September 2011: E-Tourism Summit

Manager, Digital and Social Media

Creative Asylum

- Consulted and developed tactical social media plans for Fortune 1000 companies
- Developed social media metrics system to track the effectiveness of social media campaigns
- Wrote and presented social media proposals to prospective clients 
- Researched and recommended new social media channels and networks 
- Created and maintained social media pages on Facebook, Twitter, YouTube and other various sites
- Effectively monitored people's reactions towards brands and developed contingency plans
- Knowledgeable about the ever-changing social media industry
- Proficient in Facebook, Twitter, YouTube, Foursquare, Blogs, various forums, Radian6 and international social media channels

Senior Social Media Manager

In charge of managing the day-to-day activities of the social media department

- Researched and analyzed new emerging social media opportunities
- Member of the Creative Asylum Strategy Department
- Proficient in:
     - Message Board Influencing
     - Blog Outreach
     - Social Networking
     - Brand Ambassadors

Social Media Manager

ADD Marketing

Managed all aspects of peer-to-peer online marketing campaigns
Researched, recommended and developed tactical online marketing plans
Hired and managed in-house marketing reps for each project
Tracked and analyzed success of each project and presented the results to management
Created and solidified a network of contacts within the online community to generate third-party PR
Researched and seeded viral videos on websites and media-sharing sites as part of online marketing campaigns
Gauged people's reactions in the online community in order to employ specific tactics
Knowledgeable about the landscape and nature of online forums, blogs and popular websites
Proficient in Microsoft Word, Excel, PowerPoint, Access, Adobe Photoshop, Adobe InDesign and basic HTML

Online Project Manager

KVCU 1190

Distributed flyers
Organized CDs into central system
Trained as a DJ
Member of Radio 1190 street team

Student Volunteer

GoDigital Records

Director Of Social Networks

Created and organized artists' profiles on social networking sites
Created graphics for web banners and bricks
Created market research surveys
Interpreted data from surveys into data analysis
Made recommendations on how to market artists to different market segments
Reported weekly numbers on traffic to the artists' profiles
Ran promotions on the artists' social network profiles
Wrote and released press releases about artists and their tours

Manager, Research and Social Networks

Wolfson PR

Organized the route of press releases for artists
Created press packets and mailing them

Music PR Intern

VP, Global Marketing @ San Francisco Travel | Generated $50M+ in booked revenue & 1+ million followers for entertainment and travel brands

For more than 14 years, I have served as a goal-oriented marketer and manager. I tell powerful stories through content, digital advertising, and social media — for brands across entertainment, music, technology, and most recently, travel. 

At the office, I power each campaign with actionable strategies that drive meaningful KPIs and measurable ROI, with a deep understanding of marketing funnels and customer journeys. Outside of the office, I power myself with craft coffee, a playlist of good vibes, a growing list of books to read, and satisfying my wanderlust near and far.

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