NextEra Energy, Inc.

Leading social media for NextEra Energy, Inc. and its subsidiaries Florida Power and Light and NextEra Energy Resources.

Revamped social media strategy and processes leading to a 60%+ increase in reach and engagement.

Led social media response to Hurricane Idalia.

Head of Social Media

MD Digital Strategies

MD Digital Strategies is a digital strategic consultancy focusing on helping clients build high-performing digital marketing teams and win online. 

We execute advertising, analytics, public relations, fundraising, and crisis communication campaigns focused on digital engagement for large corporations and non-profits across social, search, programmatic, native, and video platforms. 

We consult with brands and trade associations on implementing digital marketing tech stacks and executing digital marketing campaigns centered on DTC and GTM campaigns leading to $4MM in revenue. 

We work with brands and organizations to build best in class digital marketing teams through full-time and part-time placement services, fractional digital marketing contracting, and vendor management. 

We provide the following services:

Creation of strategic frameworks to build comprehensive, high performing, and scalable digital teams 
Digital crisis and issues management support 
Paid media consulting and strategic support across digital distribution channels and vendors
Social media audits and competitor analysis
Fractional Head of Digital services
Crisis communications and simulations
Career counseling

We currently work with a select group of partners to provide our clients the following:

Video production and graphic design
SEO
Paid media execution
Website design
Copywriting
Media relations
Lobbying/grassroots services

Founder

Khoros

•	Part of senior leadership group that oversaw operations process management for Khoros’ Strategic Services team. Day-to-day operations include team member capacity planning, digital strategy oversight, booking/revenue forecasts, and contractor planning. 

Laid off during Tech downturn.

Director of Strategic Services

Golin

•	Led Golin’s global paid media center of excellence leading to the creation of multiple process documents, improved relationships with vendors and platforms, and developed best practices for invoicing, negotiation, new business, and media optimization.
•	Hired and mentored six senior managers including promoting two new hires within eight months. 
•	Led paid media strategy for Golin’s largest digital account including supervising the paid media executions for three major events and software launches utilizing paid social advertising efforts across TikTok, LinkedIn, Twitter, Meta, and Snap.
•	Pitched and won significant multiple new business opportunities.

Head of Paid Media

Boeing

•	Directed Boeing’s Publishing team focused on advertising, social media strategy and governance, digital marketing platform strategy, email marketing, SEO, community management, content strategy, digital listening, and internal employee communication.
•	Mentored ten employees with career pathing documents and one on one coaching sessions which led to two promotions and three transfers to vital roles at Boeing. 
•	Trained over 400 communicators on crisis communications plans augmented by digital tools for preparation for the 737 MAX return to service.
•	Authored over 100 training documents, best practice guidelines, crisis communications protocols, tone of voice guidelines, training sessions, and platform roadmaps to ensure consistent and effective use of tools and channels.
•	Served as leader and relationship manager for Boeing’s digital marketing suite comprised of Khoros, Google Analytics 360, Talkwalker, Dataminr, Salesforce Marketing Cloud, SocialChorus, Bright Edge, and SEMRush.
•	Designed social communications strategy for 737 Max Return to Service, Starliner launch, COVID-19 employee engagement campaigns, and Singapore Airshow leading to over 100MM impressions and over 200k engagements.

*Laid off due to massive COVID-19 cutbacks*

Senior Manager, Digital Marketing Campaigns, Advertising, and Sponsorships

AARP

•	Headed day-to-day digital advertising efforts, including AARP’s annual multimillion ($5MM+) advertising budget with proven lift in membership conversions and brand equity leading to over 3MM new members.
•	Generated over $15MM in revenue and conversion rates over 40% for AARP partners such as New York Life and UHG to develop direct-to-consumer campaigns.
•	Created AARP’s brand equity score system and attribution models for social media, which led to a 15% increase in lift for brand trust and action intent.
•	Saved over $5MM in agency costs and wasted spend by implementing media review procedures and developing relationships with vendors to recover mistakenly spent funds and increase added value opportunities for all campaigns. 
•	Delivered ongoing team leadership, strategic thinking, rapid response strategy, brand strategy, and directed AARP’s social media publishing team leading to over 50B engagements across social.
•	Innovated the digital strategy for organic and paid promotion of AARP’s award-winning brand and advocacy content which drove over 627MM impressions (a 400% increase Year-over-Year) and 8.6MM engagements (a 350% increase Year-over-Year).

Senior Advisor, Brand Marketing and Social Media

Engage, LLC

•	Administered day-to-day-operations, including new business development, advertising, client service, communications strategy, media planning and buying, content creation, and website development.  
•	Planned advertising strategies and roadmaps for clients while overseeing day-to-day digital marketing tactics that increased revenue and met client KPIs (site traffic, conversions, CPA, LTV, and ROAS) leading to 300% growth in new business.
•	Crafted advertising budgets and media plans to support client objectives and used analytic tools to measure and optimize campaign spend leading to an annual aggregate media spend of $10MM.
•	Deployed qualitative and quantitative data and insights to optimize advertising and communications campaigns leading to improve campaign optimization by adjusting tactics and strategies quickly based on learnings and opportunities.

Vice President, Digital Strategy

Edelman

•	Started Edelman’s first advertising team by hiring and developing a team of ten account executives specializing in search, social, e-commerce, creative development, and SEO.
•	Spearheaded Edelman’s first large scale advertising campaign for the Affordable Care Act Hispanic digital enrollment campaign from 2013-2015, which resulted in over 400k annual leads and over 2B page visits.
•	Managed all digital advertising campaigns across 125 clients leading to 30% growth in annual profit and over $50MM in spend.
•	Pitched media and bloggers, including placements at New York Times, Washington Post, Wall Street Journal, Huffington Post, New Yorker, Yahoo News, and The Daily Beast.

Head of Digital Paid Media

MXM, part of Accenture Interactive

•	Started MXM’s advertising, ABM/email marketing, and digital media relations teams generating new, incremental revenue, while managing a team of three dedicated on advertising and email marketing.     
•	Headed B2B and B2C advertising campaigns generating over $5MM in revenue across a mix of digital marketing channels, including SEM, SEO, display, paid social, native, affiliate, influencer, and programmatic resulting in over 10MM leads.
•	Drove adoption of social media and digital strategy best practices through creation of roadmaps, strategy documents, and templates leading to a 300% increase in social media lead generation.

Senior Communications Strategist

I have over fifteen years of in-house and agency experience leading social media, digital marketing, advertising, and brand strategy for brands and associations including NextEra Energy, AARP, Edelman, Boeing, and Golin. 

Over the course of my career, I have built and directed teams focused on advertising, social media strategy and governance, digital marketing platform strategy, email marketing, SEO, community management, Google analytics, content strategy, PPC, digital listening, and internal employee communication.


I once got a 3% annual raise after my performance review.

My peer hired in 6mo after me was hired with a salary $10k higher than mine.

He’s a great leader, great person, & is great at what he does…

And according to our performance reviews, where we scored the same, i was too.

So we both got a 3% raise.

But we didn’t both get rewarded the same. 

He got a 3% raise on an extra $10k.

Sure, that’s only $300 more

But It would had taken me at least 4 years of 3% raises to catch up to what he was hired In at.

So what did I do?

Switched employers, turned my next 3% raise into a 30% raise. Advanced my career earnings by 10 years. Learned new skills in a new setting making my experience even more robust. 

Do yourself a favor & regularly catalog your achievements, update your resume, & apply for jobs.

Even if you are content with where you are at right now, it may not stay that way. 

And with the possibility of layoffs, it’s easier to find your next role when your resume is already up to date and you already have a pipeline of prospective employers.

Employers, if you’re reading this, deep dive into your performance review process, comp policies, & hiring practices so you don’t lose quality talent who deserve to be paid what they’re worth & prove it with their new role.

Looking for job seeking advice? Check out this newsletter by Adam Karpiak 

https://lnkd.in/geF-bmwm

#operations #management #leadership

Matt DeLuca

I will no longer be participating in any interview process that requires "an assignment." My experience has taught me that this is how companies source free ideas, work, and strategy to get them past a roadblock. Especially in social media marketing. 

This should be illegal. It's time theft. It's dishonest. But at least it's helped me weed some big companies out of my future pool. 

Employers: If you're serious about filling a role and require an assignment, compensate applicants for their work. SHOW us you're as serious as we are. I bet if you have to pay, you'll narrow down that applicant pool fast. 

Today, as we celebrate our planet, we're reminded that every day is #EarthDay at NextEra Energy Resources. As global leaders in renewable energy, we are continuously committed to building and accelerating the energy transition. 
 
And none of this would be possible without the tireless efforts and innovative drive of our dedicated employees working across the U.S. Their contribution is the cornerstone of fostering a sustainable future, carved not just for us, but for generations to come! 

We have one Earth, let's value it every day 🌍

#sustainability #energytransition #RenewableEnergy


💡🌟 Powering strong communities by volunteering! 🙌 At FPL, giving back to the communities we serve is part of our core value of doing the right thing. Last year, our employees contributed nearly 55,000 hours in their local communities, supporting more than 2,500 nonprofit organizations. Together we’re making our communities even better places to live, work and raise a family 🤝💙#FPLCares #NationalVolunteerMonth

Just read a fantastic article, sharing the work of one of our nuclear team members, Engineer Lily Pawlak, who plays a significant role in the community and the shaping of the young innovators of tomorrow.
 
Lily – once a participant, now a mentor, trained a local high school robotics team for the FIRST (For Inspiration and Recognition of Science and Technology) Robotics Competition – an event sponsored by Florida Power & Light (FPL). Lily used her technical skills to guide young robotics enthusiasts in designing, coding and engineering competitive robots. Her dedication not just to her work, but also to nurturing the talents of bright, young minds is a prime example of how our employees can make an impact beyond their job.
 
Best of all, the team clinched first place and received the quality award for their exceptional creation! We are immensely proud to have individuals like Lily, who embody our values and connections beyond the workplace, as part of NextEra Energy, Inc.’s workforce. 
 

newsroom.fpl.com • 3 min read

FPL engineer and former competitor helps students build award-winning robots

Last night Congress, in bipartisan fashion, declared that the CCP controlled ByteDance must divest its spyware app, TikTok, or face a ban of the app.

Hopefully the courts will agree that the US government can protect the country’s interests and ban foreign owned spyware apps. Hopefully, TikTok is sold and cleaned up to remove the backdoors that are used to spy and push misinformation. Worst case, the app is banned and we all move on to better things. Maybe Vine comes back.

Has anyone noticed the sudden increase in nearly NSFW reels on Facebook/Meta? For the last few weeks, whenever I log in to FB, the suggested videos have been basically Skinemax-level videos. Attempts to hide this Suggested Videos feature do nothing. Beyond the fact that this means I can no longer open FB at work, it also makes me wonder about the quality of the inventory on FB and if FB is making any effort at all to police its platform.  

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