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Social Media Manager

Philadelphia, Pennsylvania, United States
February 07, 2019

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Christina Crews

**** ******* ****** ****** ****, Pennsylvania 19026 484-***-****


A highly experienced and results-oriented communications professional with an extensive record of accomplishment in public relations and public affairs, brand reputation management, media relations, crisis communications, internal communications, event marketing, strategic communications planning, and strategic/partnership marketing. Leverages excellent leadership and interpersonal skills to build, develop and maintain key media, community, sponsor, client and other stakeholder relationships. A highly adaptable and resourceful problem solver who develops and implements communications and public relations strategies and events to increase brand awareness and drive positive brand reputation.


VANGUARD, Malvern, Pa

Communications Consultant (Contractor), 2018-2018

Focusing on internal communications for the Financial Advisor Services department, this position serves to develop integrated communications strategies, including suggestions for appropriate audience, message and channel. Recommends communications solutions for business challenges. Researches, writes and/or edits divisional and/or local business communications. Provides direction to cross functional team for project development and manages team through completion of projects.

MCDONALD’S USA, Philadelphia Region

Field Brand Reputation Manager, 2017-2017

Ensured alignment of PR agencies with national initiatives, activations, and events to localize nationwide push. Helped agencies develop and enrich PR plans as part of national and local brand elevation. Served as first point of contact during crises, developing media statements, providing media with facts, supporting owner/operators, and creating recovery plans. Facilitated distribution of media releases, advisories, and assets (b-roll, photos, etc.), and actively pitched media for interviews. Prepped leadership for interviews and developed talking points. Assisted agencies with “food drops” to key influencers to amplify local coverage.

Coordinated local events, including location scouting, securing permits, and managing logistics. Attended events to ensure flow and functioned as spokesperson when necessary. Supported local storytelling to engage community. Led PR portion of board and co-op meetings to update regional leadership team and owner/operators. Continually cultivated key media relationships in region. Helped owner/operators with development of plans to plus-up individual events. Assisted with PR efforts for Ronald McDonald House Charities initiatives. Managed local budget.

Created media/stakeholder and social media influencer target list for region, developing run of show if applicable and pitching angles for reaching key media.

Secured record number of “Coffee with a Cop” events in all regions on National Coffee with a Cop Day, which resulted in several civic partnerships and political involvement.


Director, Communications, 2008-2017

Pitched stories to media to increase awareness AHA mission and accomplishments in Philadelphia and Delaware markets. Managed media and health strategies department/development volunteers. Publicized AHA events and programs, as well as latest health/science news. Maintained Philadelphia and Delaware Facebook pages by posting relevant info, engaging followers, and increasing likes. Created Web content for AHA programs and events. Conceptualized, wrote, and edited internal and external documents, including public service announcement, scripts, press releases, survivor stories, and newsletters. Managed department budget. Served as media spokesperson.

Secured and prepared/media-trained local volunteers for interview opportunities. Quickly implemented media plans to manage external crises and late-breaking health information. Identified and created human interest stories (heart disease/stroke survivors, etc.) to put face on organization. Collaborated with various departments to devise communications plans for local

cause sponsors. Secured media sponsorships and devised media plans. Assisted in planning local events. Recruited vendors for events and other internal programs. Collaborated with departments during fundraising season to determine and oversee the role of communications department.

Achieved 153% of excellent goal in impressions (increase of 86,000,000), 180% of media advocacy goal, 123% of spokespersons goal, and 120% social media goal.

Built relationships with media outlets, resulting in consistent and recurring sponsorship dollars for campaigns.

Operated home run derby contest for several years, maxing out attendance during private event and selling out for public event. Encouraged vast Media Day participation, resulting in becoming a “trending” topic on social media

Helped secure several high-profile donations of time and resources. Launched blog on WordPress site to enable public to follow a journey to good health.

Improved relationships with area sports teams.

Additional Experience

AMERICAN RED CROSS, Southeast Pennsylvania, Director, Public Relations, 2004-2007. Directed all activities and set priorities for PR department. Planned, assigned, and coordinated activities of public relations staff. Managed PR manager, internship, and volunteer program. Coordinated and publicized Red Cross events to enhance visibility, including fundraisers, press conferences, speaking engagements, sponsorship initiatives, and CEO appearances. Implemented annual goals and objectives. Developed and implemented annual strategic public relations plans, including departmental goals, objectives, and disaster/crisis communication plans. Oversaw annual communications department budget. Assisted in planning local fundraising events.

Helped to organize the first Red Cross phone bank on CBS 3 following Hurricane Katrina, which resulted in massive donations from the Delaware Valley.

Secured several high profile faces to be the honorary chairmen of the annual Red Ball, which helped increase awareness and attendance.

Helped to propel the new CEO into the homes of Philadelphians, making sure he was able to weigh in on local and national disasters when appropriate.

MEE PRODUCTIONS, Philadelphia, Baltimore and Los Angeles, Assistant Director, Communications, 2001-2004. Oversaw all public relations efforts, including writing press releases, publicizing events, creating story angles, and developing and maintaining rapport with media. Wrote and edited internal and external documents, including newsletters, scripts, and marketing materials. Conceptualized and developed campaign ads and slogans. Wrote copy for print, TV, and radio PSAs. Managed casting for print, TV and radio voice-over roles for various PSAs. Conducted focus groups and summarized data for clients such as New Line Cinema, Universal Pictures, Twentieth Century Fox Film Corp, MGM, Robert Wood Johnson Foundation, CDC and SmithKline Beecham.

Named lead writer on CDC study, which at that time was the company's largest project to date.

Led focus groups and compiled the date concisely for entertainment and health industry clients.

Participated as field correspondent as the company traveled the country in search of answers to some of the nation’s largest health concerns.

Secured notable talent to do voice-over work to help lend credence to campaigns.

THE PHILADELPHIA TRIBUNE, Philadelphia, Business and Health/General Assignment Reporter, 1998-2001. Generated and researched story ideas. Alerted readers to timely and poignant stories. Collected information to spotlight people in business community. Contributed stories to newspaper supplements. Reported on various occurrences throughout city, with beats including entertainment, crime, city hall, lifestyles, and human interest. Met deadlines consistently.


DUQUESNE UNIVERSITY, Pittsburgh, Pennsylvania

B.A., Print Journalism, Minor in English, 1992


American Heart Association Kudos Award, Communications and Marketing, 2015, 2014, 2013, 2010, 2009

American Red Cross Excellence in Service and Communications Award, Lebanon Repatriation/Hurricane Katrina, 2006, 2005

National Newspaper Association (NNPA) Award, Business, 2001, 2000/ Lifestyles, 1998


Philadelphia Public Relations Association, Board Member

Penn State Abington Corporate Communication Advisory Board, Board Member

Philadelphia Black Public Relations Association

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