American Red Cross

-  Directs enterprise-wide social media strategy, collaborating with senior leadership and cross-functional teams on high-impact campaigns and initiatives.

-  Manages the National Social Media Engagement Team, which creates social-first content across platforms, builds communities around targeted audiences, works with influencers, manages social media customer care, and executes advanced social media monitoring and reporting.

-  Manages social media governance across the organization, including the creation of enterprise-wide policies, strategies, and training to ensure consistency across teams.

-  Uses data and social media listening tools to inform content, community engagement strategy, and reputation management.

-  Partners directly with social media platforms to test and implement new tools, and strategically experiments with emerging platforms to ensure the American Red Cross is on the cutting edge of social media audience development.

Senior Director, Social Media Engagement

-  Created the organization’s first enterprise-wide social media strategy around disaster response operations.

-  Diversified national social media content to include thought leadership pieces on LinkedIn, Facebook and Instagram Lives from disaster responses, long-form storytelling posts, and more.

Senior Manager, Social Media Engagement

NOLA.com

-  Managed a team of talented social media producers who created social-first videos, graphics, stories, and reports for Facebook, Twitter, Instagram, Reddit and YouTube.

-  Created forward-thinking social media strategies for major newsroom projects and audience-building campaigns.

Audience Engagement Editor, Parenting Columnist

-  Introduced a new social-first, analytics-driven strategy that increased social media referrals to the website by 16%.

-  Led newsroom training on social media strategies for content sourcing and audience engagement.

-  Worked directly with the staff at Reddit to test various ways our newsroom and reporters could build communities and source content on the platform.

Digital Strategist, Parenting Columnist

American City Business Journals

- Directed enterprise-wide audience engagement strategy and managed a team of experts in social media, SEO and analytics.

- Experimented with and introduced newsrooms to new digital tools to help tell stories and engage audiences.

Director of Editorial Engagement and Tools

- Created and implemented a social media strategy for 43 newsrooms, which resulted in a 96.3% increase in social media traffic to bizjournals.com.

- Trained reporters and editors on how to strategically create content and engage with communities on social media.

Director of Social Media

The Washington Post

- Co-managed the owned branded Twitter, Facebook and Instagram accounts.

- Created social-first and website content based on social media audience trends.

- Provided social media strategy for newsroom projects and presidential election coverage.

Social Media Producer

MOAA

- Created original multimedia packages and helped build a social media audience for the organization.

- Built a multimedia program from scratch, from buying equipment and setting up a studio to shooting and editing video, audio and photo packages.

Multimedia Producer

MTV Networks

- Reporter on the 2008 Public Service Emmy-winning team

- Produced multimedia packages about social and political issues affecting Mississippi, from a youth perspective, to be used by MTV and the Associated Press
- Produced videos, audio and photo essays, and weekly blog posts
- Leveraged social media to build and maintain a community around my content

Choose or Lose Street Team '08 reporter

Smithsonian Magazine

- Interviewed subjects for print and online articles
- Wrote online exclusives
- Created and maintained long-term multimedia projects

Online Intern

Haley is a storyteller and an audience builder. As the Senior Director of Social Engagement at the American Red Cross, Haley leads social media strategy for one of the nation’s largest humanitarian organizations, working with communicators, marketers, fundraisers, and development teams at National Headquarters and across the country.

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