Atlassian

Here to make B2B social cool. 😎

As the Social Media Manager and Strategist at Atlassian, my responsibility is to drive the social strategy, creative strategy, influencer strategy, execution, day-to-day management, reporting and social listening for Jira Software and Bitbucket product brands. 

In my time at Atlassian so far, I've reimagined how Jira Software and Bitbucket show up on social by taking a social-first and audience-first approach that has increased follower by 50% and impressions by 13% YoY. 

I use social listening and social analytics to make data informed decisions for experiments, strategies and campaigns. I actively share monthly reporting with learnings, considerations and implications for optimizing the handles. 

As a social media expert, I provide daily social consulting, best practices and playbooks for internal teams; brand marketing, events, partners and employee advocates. 

Created the company’s influencer strategy and flywheel that includes paid influencers, creators, employees and executives. This strategy has been rolled over the last year and tested in across various programs like Atlassian's creator program, Atlassian Creators. I successfully pitched the vision to my stakeholders, and tested the program with 22 creators resulting in 417 pieces of UGC content created. The pilot is now the gold standard and vision for the Atlassian Creators program.

Social Media Manager & Strategist Lead, Atlassian

Built a global, social community through creative storytelling and advocacy.

As the Senior Social Media Strategist, I was responsible for the global social strategy, creative strategy, execution, reporting and daily management for IBM's Developer brand across Facebook, LinkedIn, Twitter and YouTube. 

I grew a Social Media Specialist into a Social Media Manager. The SMM reported to me and managed the channels to grow and nuture the community. 

Integrated social ideation sessions with content and technical teams to create social-first assets that increased on platform engagement by 100% YoY and engaged visits to the website by 27% YoY.

Partnered with The Clinton Foundation, David Clark Cause, The Linus Foundation and the United Nations Human Rights to bring IBM's tech for good challenge, Call for Code to life across social platforms. As the social strategist, I was responsible for driving the social strategy with input from the partners. 

Partnered with paid media to experiment on Reddit and third party sites to uncover what CTAs, images and copy can be utilized across platforms. I ran a 9 week test with developer advocates on Reddit to identify opportunities for establishing presence on the platform. 

Built an internal advocacy program that enabled developer advocates and executives to build personal brands on LinkedIn. I provided best practices, individual coaching and ghost writing support to IBM executives to help grow their personal handles.

Global Senior Social Media Strategist, IBM Developer

IBM iX

Dedicated to reinventing the customer experience and driving brand transformation.

As a Senior Managing Consultant on the Sally Beauty account, I was responsible for driving brand and digital transformation with two other strategists with support from creative directors and partner agencies.

This engagement was a two year project that started with reimagining Sally Beauty by modernizing the brand strategy. A brand lift study, focus groups, qualitative and quantitative research guided and informed the strategy. 

After the strategy was approved by the board, the team moved into briefing and execution mode. One of my strengths is the ability to move from strategy to execution. To ensure the creative and partner teams didn't lose sight of the strategy, I led the integrated planning. In this role, I oversaw all Sally Beauty day-to-day creative execution, client engagements, channel management, integrated campaigns, budgets and timelines as the responsible interagency partner lead.

Activated a brand campaign test in Las Vegas to uncover optimizations for national campaign launch; test delivered a 2% brand awareness lift.

To bring more innovation to the beauty team, I identified two ways to improve the customer experience through a social Chatbot and an Augmented reality integrations. The social Chatbot increased the response rate on Facebook from 24 hours to seconds. The integration of YouCam's Virtual Reality experience was rolled out in-store and in-mobile app rollout. Not only did this integration create brand love for customers, it increased box color and mascara sales. 

Accounts: Sally Beauty, BP, Nevada Energy.

Senior Managing Consultant, Digital Transformation

Re-imagined the in-store shopping experience for customers through integrated work.

As a consultant, I had the opportunity to expand my skills my working in a staff augmentation role at Sear's Holding and Albertsons Companies. My roles focused on retail and digital strategy. 

Oversaw all retail strategy, in-store experiential events and testing for Kmart from 2016 – 2017; supporting partner teams with ideation, channel plans, and budget allocations.

Created strategy for new loyalty program and executed it nationally with specialty activations at flagship stores with influencers and local celebrities to drive demand.

Increased Kmart’s brand perception by creating an inclusive Plus Size strategy that drove awareness of specialty department by 5%.

Reimagined the circular and in-store marketing by creating a cross-format design that elevated the brand and increased sales by 2%.

Accounts: Sear's Holding and Albertsons Companies

Associate Director, Marketing Consultant 

Saatchi & Saatchi X

Accelerated thought-leadership and innovation to modernize an antiquated brand.

Oversaw Del Monte’s product launch for Fruit Refreshers, a new product targeted for the mom on-the-go. As the integrated campaign lead, I was responsible for a cross-functional agency team to develop the brand positioning, testing strategy, package design, integrated campaign plan, channel strategy, creative execution, and event management. I managed the budget, stakeholder updates and ongoing presentations for the collaborative team. 

Collaborated with partner agencies to develop integrated F17 marketing plans to support Del Monte’s key products and drive periods for Green Bean Casserole and the holiday season. 

Developed integrated shopper marketing strategies for Del Monte’s famous Green Bean Casserole recipe that influenced seasonal content calendar, in-store creative, influencer kits, and promotional materials. Everyone loves Green Bean Casserole! 😉

Worked with influencers to build buzz for seasonal holiday recipes and new product launches by providing blogger kits and unique content for their online channels.

Account: Del Monte Foods, Inc.

Account Supervisor

Cramer-Krasselt

Partnered with cross-functional teams in the creation of fully integrated marketing campaigns for Porsche Cars North America dealer marketing network and Motorsports division.

Oversaw development for Porsche Motorsports new web hub experience, customer documentary series and editorial calendar.

Drove enablement for US-based dealerships by providing strategy and execution for brand campaigns and product launches. 

Designed the monthly trend and competitive report for the marketing team at Porsche Cars North America. This report became the gold standard for competitive reporting and was presented to marketing executives.

Account: Porsche Cars North America, Inc. - Dealer Marketing / Motorsports / Retail

Senior Account Executive

Fathom Communications

Accounts: International Trucks, Caterpillar Inc., Hunter.

Accounts: International Trucks, Caterpillar Inc.

Account Executive

Assistant Account Executive

G&J Pepsi-Cola Bottlers Inc

Pepsi PR Intern

Big Ten Network

Marketing Intern

NBC 4 Sales Intern

Social Media Strategist at Atlassian | Brand Strategy | Integrated Marketing | Customer Obsessed | Social Product Marketing | Social Storytelling | Influencer & Creator Partnerships

Connecting brands and products to people is what I do! 

My passion for connection has empowered me to connect with audiences through social-first storytelling, campaigns, and delightful moments. Sharing is caring and social media is my jam!

I have 11 years of marketing experience across the agency and client-side. The majority of my career has been in tech and the retail industry. I love both spaces as they have continued to challenge me professionally. 

I love to talk about all things branding, customer behaviors, and trends. I'm a little customer-obsessed and believe that everything should be created with the end-user top of mind. 

Let's connect!

Last week, I had the pleasure of attending my second 💙 Atlassian Team in Las Vegas to capture the event experience and product announcements for social. 

Event social is always an undertaking, but in Vegas, it’s a different ballgame. You better believe the AMAZING social team got their steps in while stomping around the Venetian conference center to capture that content. 😉

It’s going to take me a week to recover, BUT I wouldn’t trade the busy week or weeks leading up to the event for anything because everything about Team ’24 was worth it. Watching every team's hard work pay off gave me all the feels. (I even teared up reviewing an IG reel.)🥹

From announcements like Atlassian Jira for ALL teams and Atlassian’s newest product, Rovo, to unforgettable expo floor experiences like the first-ever Creator Lounge and Zine, it was a Team to remember. ✨

And how can I forget our talented agency teams and influencer partners who helped us create some scroll-stopping content? Thank you for supporting us onsite and online! 🫶

✅ Team selfies
✅ Food selfies
✅ Matching outfits
✅ Team bonding 

💙 Abby Yeomans Tyara Estrada Marie-Claire Maple Preston VanSanden Kayla Hamahashi Elizabeth Henkels Josh Krakauer Sarah Ribeiro Emily DesrosiersAimtal Sculpt - B2B Social Media Agency 

#ImpossibleAlone #AtlassianTeam24 #EventSocial 

Kalee Williams

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