Social Media Supervisor

JOSEPH A. BARBAGALLO

*****************@*****.*** www.linkedin.com/in/joebarbagallo Cell: 347-***-****

SUMMARY

Highly motivated, energetic, determined, goal oriented Digital and Social Media Marketer with experience in

developing and implementing digital marketing strategies for luxury and performance automotive brands. Proven

ability to think outside the box, prioritize and multi-task in a high-volume, deadline driven environment. Strong

ability to cut through ambiguity and brutally prioritize towards business goals. Thrives on shared passions of my

team members, driven by continually building upon prior experiences to deliver the results needed to drive the

business forward.

PROFESSIONAL EXPERIENCE

Mercedes-Benz USA, Montvale, NJ Sept 2013 – Present

Social Media Supervisor

• Responsible for execution, measurement and optimization of Social Media strategy through

campaigns, evergreen editorial content and in-market shopper content across 10+ Social platforms

• Manage a $7MM Social Media budget encompassing agency fees, media support, production, campaign

support and execution

• Manage multiple agency partners to ensure proper alignment of goals, content creation, media

allocation, community management and asset development for Social platforms and campaigns

• Develop, maintain and optimize Brand & Dealership Social Media editorial calendar

• Manage Social Media Publishing and Education program for MBUSA’s 360+ dealerships nationwide

• Develop Social Media strategies to drive consideration, shape brand perception, increase retention

amongst Gen-Y, Gen-X and Baby Boomers

o #GLAPacked Instagram Campaign – First brand to combine Instagram + Facebook

branding/ direct response campaign which increased traffic to model page 580%

o LinkedIn Driven To Perform C-Class Campaign. Increased awareness of product

within target group natively within LinkedIn platform

o #MBEvolutionTour - 100% SOV Mercedes-Benz owned 8-city music tour. Aligned

brand image with Gen Y. Increased brand consideration w/in target 44%. 270MM

Social Media impressions served – 13K event attendees – drove 3K test drives

o Instagram Build Your Own GLA Campaign. First brand to offer native experience of

building a vehicle within the Social platform to create awareness within target

o Industry leading brand presences on Instagram and Facebook – Interaction rate

on average 2x competition

o Twitter TV Alignment/Amplify awareness campaigns on average perform 8x better

than OEM competition/2x better than Twitter benchmarks

• Develop strategy of “in-market” Social content leveraging 1st & 3rd Party Data within areas of product

Awareness, Consideration and Shopping to address entire purchase funnel on Facebook

• Lead on developing Social Media tease/amplification/engagement strategy for Super Bowl 2015

• Work closely with Global Social Media team in Germany to develop scalable Social Media initiatives

• Lead on development of Social Media photographer program model (#MBphotopass)

• Lead on development of video/photo content for brand events, programs and sponsorships

• Lead on driving integration of Social Media data with Customer Care Center to ensure delivery of

stellar customer experience at all brand touch points

Volvo Cars of North America, Rockleigh, NJ April 2011 – Sept 2013

Manager, Social Media

• Planned, managed, and executed Social Media strategy utilizing paid, owned and earned media to

target campaigns and drive KPIs

o Increased Facebook fans 693% in first 12 months.

o Created Volvo branded Social conversation #Swedespeak and increased Twitter

conversation volume by over 60%

• Ensured Social Media implementation/consistency across organization (brand & dealer network)

• Led development of launching Jeremy Lin and Volvo Cars spokesperson Social initiatives

o Developed Jeremy Lin and Volvo brand synergies through sharable Social content

• Led development and execution of 2011 Twilight: Breaking Dawn Social Media global partnership

including contest, media, content and messaging

o Increased Facebook fans 62k to 140k organically (79%) and from earned media

(21%)

o Exposed the Volvo brand to 90% of participants who’ve never owned a Volvo

Nearly 50% of them were more likely to consider a Volvo for their next purchase

o Increased visits to homepage from 306k to 820k respectively

PROFESSIONAL EXPERIENCE CONTINUED

Worked closely with Global Social Media team in Sweden to develop scalable Social Media initiatives

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Worked closely with CRM to develop customer engagement, retention and conquest strategies

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Managed Social Media team and encouraged their growth and professional development

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Led projects with Motor Trend Magazine to launch Safety and Innovation Brand content strategies

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through paid, owned and earned media tactics

Developed Social Media KPI/metrics dashboard to ensure alignment of all digital marketing goals

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Developed Tier 3 dealership Social Media guidelines and engagement strategy

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Led development, strategy, UX, launch of redesigned Volvocars.com/US Social Community Section

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Worked closely with e-Business Development Manager and Internet Marketing Manager on VCNA’s Tier

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1 website and mobile site redesign

Worked with external agencies on mobile marketing initiatives (iOS apps, mobile web), integrated

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digital marketing strategies, Facebook app development and experiential marketing initiatives

Big Fuel Communications, New York, NY Dec 2010 – April 2011

Manager, Network Services/Brand Engagement

• Created Social Media engagement strategies to increase visibility, membership and traffic for content

for automotive clients (General Motors)

• Identified and implemented strategic brand partnerships with Social channels and influencers to

facilitate content distribution and increase content exposure

• Supervised team of Community Managers and Social Channel Managers to ensure proper management

of Social channels and online influencer outreach campaigns

• Oversaw production team in creation of web friendly video content for automotive verticals

• Monitored campaigns through Social dashboard SpredFast, and provided analytic reports to clients

• Worked with talent to provide support with all non-production elements of campaign such as contract

requirements, editorial assistance and distribution partnerships with similar subject matter

Atrinsic Media, New York, NY May 2010 – Dec 2010

Social Media Manager

• Developed Social Media strategies and initiatives for Atrinsic’s music, gaming and automotive clients.

Clients include: JEGS, NAPA Autoparts, KAZAA

• Created, maintained and executed Social Media editorial calendar and posting schedule

• Developed Social Media content strategies for KAZAA Music Service

• Developed benchmark criteria to measure the effectiveness of Social Media programs and implement

improvements as needed

• Utilized Social listening tools for reputation management/foster Social brand engagement

• Prepared reports from Social Media metrics for senior management to track progress of campaigns

• Experience in building scalable blogger outreach initiatives to create Social “buzz” in order to boost

organic web traffic for clients

• Experience in SEO techniques; link building, site evaluations, keyword analysis, organic rank boosting

Somnia Anesthesia Services, New Rochelle, NY February 2007 – March 2010

Marketing Coordinator

• Led development of Somnia’s website with Social Media integration and increased web leads by 250%

• Developed, implemented and managed Somnia’s Social Media marketing strategy

• Produced direct marketing materials for tradeshows and mailing campaigns

• Established in-house direct mail process that saved Somnia $100,000 annually

o Increased direct mail response rate from 3.5% in 2007 to 6.7% in 2010

• Developed marketing and sales reports (ROI, Pipeline, Cost Per Lead, KPI) for Senior Management

EDUCATION

St. Thomas Aquinas College, Sparkill, NY 3.9 GPA. Summa Cum Laude – May 2006

• Bachelor of Arts: Communication Arts - Minor: Business Administration

• Member of the National Broadcasting Society, AERho Honor Society, Alpha Chi Honor Society, Dean’s

List (eight consecutive semesters)

Awards/Accolades

L2 Digital IQ Index - Auto July 2014

• Mercedes-Benz is ranked amongst automotive marketing set as the only “Genius Digital Marketer”

within the index: http://www.l2inc.com/mercedes-benzs-push-to-genius/2014/blog

Smarties Awards Mobile Marketing Association August 2014

Overview The MMA is proud to announce the 2014 Global Smarties™ Awards shortlist. The shortlist, which includes

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close to 100 campaigns from 30 countries, represents those who are blazing new trails exhibiting bravery and

innovation across the sizzling and competitive mobile marketing ecosystem.

Global Category Awards:

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o Gold Product Launch – Campaign: CLA Take The Wheel

o Gold Lead Generation / Conversion / Direct Response – Campaign: CLA Take The Wheel

o Silver Brand Awareness – Campaign: CLA Take The Wheel

The Mixx Awards International Advertising Bureau August 2014

Overview The IAB MIXX Awards recognize and celebrate the year’s best interactive marketing. The winning work

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ultimately serves to educate the marketplace about what works and why in digital marketing, as well as inspire the

community by pointing to future trends and where the industry is heading.

Awards:

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o Silver Product Launch

o Bronze Branded Content

SPEAKING ENGAGEMENTS

Mercedes-Benz USA – Digital Marketing Regional Meetings, September 2013 - Present

• Quarterly meetings with each of the regional office personnel to review best practices within Digital

Marketing, review upcoming Digital Marketing Business objectives and recommend optimizations

within their regions

Mercedes-Benz USA – NYU Career Presentation, October 2014

• Representative of Digital Marketing Department at NYU Stern Business School Career Presentation.

The presentation consisted of an overview of Digital Marketing at MBUSA, the role of Social Media in

the customer journey, review of the Social Media campaigns that supported the launch phases of the

GLA

Volvo Europe - Social Media Summit, London, UK November 2011

• Spoke at the Volvo Market Europe Social Media Summit which included top 120 International Social

Media Marketers from Volvo’s sales markets across the globe

• Gave two presentations, “Social Media Successes and Best Practices” and “Social Media Strategy and

The Volvo Dealership.” Each presentation was based on successes we’ve had in the U.S. market

ADDITIONAL SKILLS

• Proficient in MS Office, Salesforce CRM software, Word Press, numerous Social Monitoring

Softwares, SEO practices, HTML, Google Analytics, Google Trends. Familiar with SEM and paid

search strategies. Proficient in Social Media ad products, media strategies and data utilization

• Very strong written and oral skills

• Strong Social Media and Digital Marketing analytical skills

• Experience in building data capture Social Media contests and sweepstakes to support CRM

strategies

• Strong presentation/public speaking skills

• Strong leader, self starter with ability to work alone or in a team environment

Contact this candidate