Social Media Strategist

TAYLOR CASTELO BRANCO

M: 720-***-**** E: *********@*****.*** LinkedIn

Dedicated and data-driven Social Strategist with a passion for leveraging digital platforms to drive meaningful business results for brands. More than 10 years of experience in developing and implementing innovative social strategies that engage audiences, build communities and advance brands’ goals. Experience building global brands such as Ford Motor Company, Lincoln, GMC and HUMMER, Korean Air, Starbucks, KitchenAid, Whirlpool, JennAir, Shangri-la Hotels and AIA Insurance. Experience

Leo Burnett, Publicis Groupe (GMC & HUMMER)

Assoc. Dir. Social & Digital Strategy, Performance Strategy Detroit, MI (remote) Mar 2023 - Present

● Develop social strategies (paid, organic and influencer) for GMC and HUMMER aligned with organizational objectives, focusing on maximizing reach, engagement, and impact

● Launch and support key vehicle launches and reveals by executing content strategies and cadences that encompassed all major key paid, owned and earned digital touchpoints

● Collaborate with cross-functional teams to coordinate campaigns efforts, ensuring cohesive messaging

● Managed and oversaw all paid and organic social presence for multiple platforms, including creative briefing, creation, scheduling, monitoring, and community management

● Implemented a new influencer framework that was used to identify and vet brand influencer partnerships

● Analyze performance metrics and apply insights to refine strategy, optimize and drive continuous improvement

● Cultivate relationships with influencers, partners and stakeholders to amplify messaging and extend reach

● Stay informed about emerging trends and best practices in social media marketing, technology and social issues WoW Studios, Whirlpool Corporation

Social Strategist Chicago, IL Jan 2022 - Mar 2023

● Led social media efforts for KitchenAid, JennAir, Whirlpool, overseeing strategy development, influencer selection and management, content creation, and community engagement.

● Manage a team of social media managers, community managers and data analysts

● Launched KitchenAid’s first ever TikTok campaign (#MadeWithKitchenAid) that generated more than 1.7M UGC submissions, 4.2% increase in ad recall and brand awareness, 4.6% increase in consideration, and more than 30,000 site visits with 95% of site traffic being first-time visitors

● Developed KitchenAid’s first TikTok strategy with a detailed platform activation roadmap

● Informed creative briefs by providing social data, insights and inspiration

● Implemented a new social trafficking process with Spark media partners to streamline asset handoff

● Manage all platform partner relationships (Meta, TikTok, Snap, Pinterest) The Integer Group, Omnicom

Senior Social Strategist Denver, CO Aug 2021 - Jan 2022 Social Strategist Denver, CO June 2020-August 2021

● Lead social strategist on Starbucks CPG and Seattle’s Best Coffee across Integrated Agency Team

● Delivered paid social campaigns that exceeded Starbucks ad recall benchmarks by 64% and brought in efficient CPMs that drove a lift in brand lift studies

● Led audience segmentation for Starbucks CPG Always On social to align with key business objectives

● Led all social reporting efforts (responsive reports, wrap reports) to inform optimization opportunities

● Identified incremental social commerce opportunities to drive lower funnel metrics and business growth Ogilvy, WPP

Social Content Strategist Hong Kong Mar 2019 - Feb 2020

● Managed all social, content strategy and production for Korean Air US social channels 1

TAYLOR CASTELO BRANCO

M: 720-***-**** E: *********@*****.*** LinkedIn

● Developed a scalable content strategy for Korean Air US that increased FB/IG ER to 6% and generated more than 125 million impressions in nine months, which included paid & audience retargeting

● Created full-funnel social strategies for various agency accounts, projects and new business pitches

● Launched the first fully in-house video content production team in Ogilvy HK PRISM, WPP

Social Content Producer Shanghai, China Jul 2018 - Jan 2019

● Led production and optimization of all AP regional social content that supported eight local markets

● Supported all local market content production, content optimization and channel strategies

● Managed all production schedules, timelines, costs and vendor relations for all regional social projects GTB, WPP

Associate Creative Services Director Shanghai, China May 2017 - Jun 2018 PRISM, WPP

Content Writer Shanghai, China Feb 2014 - Apr 2017 City Weekend, Ringier

Senior Editor Beijing & Shanghai, China May 2012 - Feb 2014 Education & Skills

Education: New York University / Sept 2008 to Dec 2011 / Journalism & Art History / Cum Laude Languages: English (native), Mandarin (conversational), Korean (conversational), Brazilian Portuguese (conversational) Tools: MAC & PC platforms, Microsoft Suite, Google Suite, Netbase, Infegy, Sprinklr, Opal, Sharpr, Keynote, Numbers, Pages, InCopy, Confluence, JIRA, Basecamp

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