Teal

VP of Marketing

Head of Brand & Content

The MarketHer

The MarketHer—first a newsletter and now an online community—was born out of a desire to help my peers find new jobs in the wake of mass layoffs at WeWork in fall of 2019. My goal: to provide a resource for those who identify as female to discover the next step in their careers. In a world where women still earn $0.82 for every dollar her male counterpart makes, it's up to us to ensure one another succeed. 

Networking is powerful, especially in the age of social media, where we can form internet friendships, slide into DMs, and blindly message second-degree connections on LinkedIn. But even though technology has amplified the opportunities for cold outreach and digital networking, the job application process can still feel impersonal. Through The MarketHer, I wanted to bring the human element back in through a more tailored, carefully curated approach. 

Learn more and subscribe at http://themarkether.co.

Founder

LZ LLC

Self Employed

WeWork

• Led a global (and, as of March 2020, remote) social media team of 15.
• Drove crisis communications, emergency management, and customer service strategies for COVID-19 response amidst a content pivot that laddered into broader marketing campaigns and goals.
• Developed executive social media strategy and content for the Executive Chairman of WeWork across Twitter, LinkedIn, Facebook, and Instagram.

Head of Social Media

• Served as deputy head of social media, overseeing strategy and content creation; influencer strategy and partnerships; data and analytics; social listening; monitoring and reporting; budget oversight ($1M+ annually);campaign management, etc.
• Drove customer service strategy, crisis communications, emergency management, and sensitive high-level strategy in a pre-IPO climate; pivoted content strategy accordingly.
• Led efforts resulting in exponential audience growth across platforms since 2015: Instagram by +5440%, Facebook by +600%, LinkedIn by+6618%, and Twitter by +313%, fostering one of the most engaged-with brands on LinkedIn and Instagram.
• Earned high-impact media placements through spearheading a brand strategy on social media, which has since been used as a case study for how to position B2B brands in creative and innovative ways and has driven a highly engaged consumer brand audience.

Director, Social Media Strategy

• Hired and remotely managed a global team of 8 across Mexico, Brazil, U.K.,Israel, China, South Korea, and India.
• Implemented strategy for the growth and regionalization of our international social team; oversaw their respective strategies, content development, and customer service (including WeChat, Weibo, Naver).

Director, International Social Media

• Led the strategy and evolution of the WeWork social accounts during a hyper-growth period, working cross-functionally with senior-level stakeholders to make a B2B brand appealing to a consumer audience.
• Created and developed content for several We-brand accounts (We,WeGrow, WeLive, Rise by We, etc.), liaising with internal teams to produce content and developing guidelines for best practices.
Led a cross-functional, global team of 12–14 to implement regionalized and localized content across mixed-maturity markets.

Director, Social Media

• Content strategy and creation for all WeWork and WeLive social media properties.
• Oversaw two social media managers (one based remotely in Mexico); developed and oversaw execution of international social media strategy for markets in EMEA and LATAM.

Senior Social Media Manager

• As the only social media hire, oversaw content, strategy, community management, and customer service for WeWork’s brand accounts across all channels.
• Developed brand strategy, drafted internal and member communications, and managed relationship with PR agencies while working closely with senior/C-level stakeholders.

Social Media Manager

Brand Marketing Manager

Scholastic

• Work closely with the Senior Director of Social Media & Internal Communications to support the strategy, implementation, and maintenance of Scholastic's 50+ social media accounts
• Write for Scholastic's award-winning blog, On Our Minds (www.oomscholasticblog.com)
• Copyedit corporate reports and websites (e.g. Primary Sources--a project of Scholastic and the Bill & Melinda Gates Foundation; Kids & Family Reading Report)
• Serve as general copyeditor for the Corporate Communications team (familiar with both AP Style and The Chicago Manual of Style)
• Write weekly content for the Scholastic Intranet (3-10 stories per week using Drupal); draft internal notes to staff and other internal communications materials as needed
• Use basic HTML to create Online Press Kits and help maintain the Scholastic media room
• Manage the Reading Ambassadors program for the Scholastic Summer Reading Challenge, coordinating Governors' Spouses and Governors of U.S. states and territories to each make a 500-book donation to the school of his or her choice (www.mediaroom.scholastic.com/readingambassadors)

Writer/Producer, Social Media & Internal Communications

• Worked with the Directors and Managers in the Corporate Communications and Media Relations Department to strategize and coordinate media outreach for corporate projects, campaigns, events, and special initiatives
• Assisted with publicity for the Scholastic Art & Writing Awards by drafting pitches, press releases, and media alerts, building and maintaining media lists, monitoring social media to supplement traditional media monitoring and outreach, and working with reporters to provide assets as needed
• Managed the Reading Ambassadors program for the Scholastic Summer Reading Challenge, coordinating 51 of the Governors' Spouses and Governors of U.S. states and territories to each make a 500-book donation to the school of his or her choice
• Wrote for Scholastic's official blog, On Our Minds 
• Created Scholastic's Pinterest account; brought the idea to the Director of Social Media and Internal Communications and worked closely with her to curate the account and develop a content strategy
• Copyedited the biannual Scholastic Kids & Family Reading Report (www.scholastic.com/kfrr)
• Served as a juror for the writing portion of the Scholastic Art & Writing Awards
• Drafted and copyedited internal- and external-facing material from senior management
• Compiled daily press clips for the Corporate Communications department and weekly media impressions for the heads of each of Scholastic's business divisions

Junior Publicist, Corporate Communications

• Worked directly with the Vice President of Corporate Productions and Creative Services to coordinate and execute internal and external events; provided support in the execution of productions, special initiatives and webcasts 
• Copyedited the Scholastic Event Services website and brochure (www.scholastic.com/eventservices)
• Worked closely with external vendors to ensure that events were properly catered and staffed
• Maintained the company's online registration system for conference room and event space usage and coordinated maintenance of all of Scholastic's event spaces
• Wrote guest posts for Scholastic's corporate blog, On Our Minds (www.oomscholasticblog.com)

Communications & Production Assistant

Dragonchase, Inc.

• Drafted written content and correspondence (marketing and advertising material, programs, online content, e-newsletter, etc.)
• Copyedited all communications materials and website copy
• Assisted with the creation of all marketing material by writing copy, creating and distributing press kits, and developing a cross-promotional package for potential partnerships and sponsorships
• Handled day-to-day business operations 
• Coordinated weekly production-related tasks and delegated to three production assistants

Associate Producer

Urban Stages

• Assisted the Managing Director with grant writing
• Proofread and edited written and electronic correspondence; handled correspondence with potential benefactors and donors
• Read, reviewed, and responded to new play submissions 
• Managed the box office and ticket sale software

Assistant to the Managing Director

Cedar City Falls (Off-Broadway)

• Served as the liaison between the Producer and Actors’ Equity Association (handled legal correspondence, organized documents paperwork for weekly submission, distributed reimbursement to actors, made sure we were following union regulations, etc.)
• Supervised the other production assistants and the distribution of their duties; managed the rehearsal schedules and conflicts of more than 30 actors
• Designed, wrote, and edited the playbill for each week’s performance

Production Assistant

VP, Marketing at Teal | Using brand strategy, social media, and content marketing to empower others in their careers

I'm a content strategy and social media professional with experience leading global teams in early-stage and hyper-growth startup environments. With a strong background in social media, editorial, internal communications, community-building, and brand marketing strategy, I'm passionate about storytelling while driving brand affinity, engagement, and growth across education, entertainment, and future of work verticals.

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