Social Media Digital Marketing

K A KAB T Y B U T L E R

S E N I O R D I G I T A L C A M P A I G N S T R A T E G I S T

activistkatybutler.com

V I S I O N & V A L U E

My background in social science & social justice coupled with my 10+ years experience in digital marketing and distributed organizing gives me a unique perspective & foundation that has contributed to the successes of my digital campaign work. I believe in the power of storytelling & the importance of data. I am continuous learner & collaborator with a mission to make the world a better place for all. L E A D E R S H I P A N D S T R A T E G Y E X P E R I E N C E ***********@*****.*** 773-***-****

Community activist. Policy driver. Digital strategist. Expert in campaign communications. Sr. Digital Engagement Manager, Potential Energy Coalition Managed $150,000 in paid social media advertising budgets, achieving targeted audience acquisition with a cost-per- acquisition (CPA) under $4.00, exceeding industry benchmarks and maximizing campaign efficiency. Fostered and maintained relationships with 144 organizational partners to sustain the "Org Finder," a digital tool connecting individuals to climate action organizations based on preferences. Devised and implemented an effective Instagram strategy, growing followers to over 100k with a 20% engagement rate in under six months

Directed an email strategy encompassing campaign-specific welcome series, monthly newsletters, ad-hoc blasts, and event marketing emails, sending over 200,000 emails monthly with open rates ranging from 11.8% to 58%. Director of Digital Strategy & Advocacy, Andrew Goodman Foundation Architected and launched a wide-reaching digital engagement strategy, engaging over 400,000 young people via social ad, email, text message, and organic social.

Founded the AGF Digital Advocacy and Campaigns Team, leading advocacy initiatives and coordinating with the Program team to support student-led efforts, showcasing leadership and collaborative skills. Managed and mentored Digital Marketing Manager, ensuring effective execution and supporting professional development. Developed and facilitated curriculum and toolkits on digital organizing for the National Student Leadership Training Summit. Collaborated with members of the board, the CEO, and the directors team to establish and track a yearly budget. Collaborated with organizational leadership and directors to define annual KPIs and cross-team goals, ensuring alignment with the organization's mission and strategic priorities. Guided team members in developing individual objectives tied to broader organizational targets.

Michigan Director, Campus Election Engagement Project Launched the Michigan Fellowship Program, recruiting and mentoring 23 fellows to drive impactful digital organizing efforts across college campuses, significantly enhancing civic engagement initiatives. Collaborated with the National Director of Organizing to design and execute a comprehensive digital distributed organizing strategy, mobilizing over 700 students into an active and sustained online community. Strategically created and managed digital content, elevating the program's online presence and engagement across key social media platforms.

Authored the Fellows Guide to Democracy and Social Media, a pioneering resource adopted by educators from 15+ schools to empower students in leveraging digital tools for civic action and social change. M Y S T O R Y

Enneagram: Eight (The Challenger), Three (The Achiever), Two (The Giver) CliftonStrengths Finder: Top 5: Individualization, Relator, Developer, Futuristic, Communication Myers Briggs: ENFP As a teenager, I found the power of advocacy and the importance of persuasion after experiencing bullying in school. I shared my story locally and I began lobbying at the Michigan State Capitol to remove discriminatory language from an anti-bullying bill, resulting in the passage of Matt’s Safe School Law in 2012. That experience sparked my passion for activism, leading me to launch a national petition with over .5 million signatures to lower the rating of the documentary Bully, making it accessible to students and helping over 10 million kids see the film and start conversations about bullying. Today, I continue to harness the power of storytelling, collective action, digital media, and persuasion to move towards progress.

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D I G I T A L M A R K E T I N G A N D P E R S U A S I O N Digital Media Planner, Lady Gaga’s Born This Way Foundation Spearheaded comprehensive digital media strategies to amplify awareness and engagement for non-profit campaigns. Collaborated with cross-functional teams to craft compelling content and messaging, enhancing brand consistency and audience engagement through creative and innovative approaches. Leveraged data-driven insights and analytics tools to assess digital campaign effectiveness, providing proactive recommendations for continuous improvement.

Digital Lead Generation Strategist, StrongMinds

Developed and implemented high-performing digital lead generation strategies, including paid social media campaigns and email marketing, driving engagement with over 5,000 potential donors and securing $50,000+ in donations within one year. Leveraged data-driven insights to optimize advertising performance, enhancing ROI across multiple digital channels through continuous monitoring and strategic adjustments.

Expanded and elevated StrongMinds' social media presence, crafting cohesive content strategies, fostering audience growth, and actively managing digital interactions to boost engagement. Digital Campaigns Manager, Galvanize USA

Played a key role in the strategic development of a digital women’s civic empowerment program, launching and scaling three Facebook Groups into thriving communities with over 10,000 members and achieving an exceptional 50% engagement rate, fostering meaningful connections and empowerment in key geographical locations. Analyzed and reported on the impact of digital programming, social learning initiatives, content delivery, and culture change, using data-driven insights to refine strategies and maximize outcomes. Managed and developed the digital data support team member, while recruiting, training, and mentoring a team of 25+ volunteer moderators to sustain high engagement and maintain a vibrant digital community. Designed and executed innovative digital deep canvassing tactics, contributing to the creation of a comprehensive deep canvassing strategy that expanded reach and drove meaningful engagement with target audiences. Managed the organization's creative ad agency to design and execute targeted campaigns, achieving a cost-per-acquisition

(CPA) of less than $15 for new member recruitment, significantly exceeding industry benchmarks and driving sustainable community growth.

A D V O C A C Y A N D P U B L I C P O L I C Y

Anti-Bullying Community Liaison, Congressman Honda, United States House of Representatives CA17 Delivered compelling presentations to House Members, leveraging powerful storytelling, partner data, and constituent letters to underscore the urgency of anti-bullying legislation, successfully securing co-sponsors for the Congressional Anti-Bullying Caucus.

Partnered with Congressman Honda to craft strategic media talking points for the Student Non-Discrimination Act and the National Anti-Bullying State Regulation Bill, amplifying legislative support and driving national awareness on the critical need for inclusive protections against bullying.

Designed and implemented a grant selection process to identify and award funding to community leaders and organizations, empowering constituents to develop innovative, grassroots solutions to combat bullying and foster safer, more inclusive environments.

Youth Engagement Coordinator and Organizing Outreach Manager, The Bully Project Served as a nationally recognized leader in anti-bullying advocacy, sharing expertise and personal stories on platforms including Ellen, Fox & Friends, The Anderson Cooper Show, CNN, and MSNBC, driving awareness and action at a national scale. Designed and executed a groundbreaking national digital organizing strategy, launching over 50 "Local Bully Project Groups" across the U.S., empowering grassroots efforts to combat bullying in communities nationwide. Mobilized and mentored over 100 youth "Upstanders" nationwide, equipping them with the skills and resources to lead impactful campaigns and drive meaningful change within their communities.

Partnered with community leaders and stakeholders to promote anti-bullying initiatives, advancing campaigns like "Add Upstander to the Dictionary" and "Pediatric Anti-Bullying Training" in collaboration with the American Academy of Pediatrics. Developed a comprehensive anti-bullying toolkit for teachers and educators, paired with an engaging instructional video, enabling the integration of effective anti-bullying practices into classroom curriculums across the country. Partnered with members of the U.S. Congress to advocate for inclusive language in anti-bullying policies, ensuring protections for all students and strengthening the legislative framework for safer schools. K A T Y B U T L E R P G . 3

Spirit Day Ambassador and Digital Campaigner, GLAAD Orchestrated a high-impact social media campaign across Facebook, Twitter, and Instagram, engaging millions of users— including former President Obama—to wear purple in a powerful show of support for LGBTQ+ suicide prevention and awareness.

Authored SEO-optimized blog posts addressing critical LGBTQ+ issues, amplifying visibility and engagement through interviews with influential LGBTQ+ leaders, and spearheaded the promotion of widely celebrated online events such as Blogging for LGBTQ+ Families, Pride, and Spirit Day, fostering a global sense of community and advocacy. Played a pivotal role in the development and expansion of Spirit Day, facilitating connections between influencers, celebrities, schools, and organizations to build a unified movement advocating for LGBTQ+ visibility and anti-bullying, resulting in widespread national and international participation. Distributed Digital Organizer, Mothers Out Front

Directed and empowered a network of distributed organizers and volunteer members, focusing on building grassroots power among moms to advocate for a livable climate, with a strategic emphasis on intersectionality and the impacts of race and class. Partnered with the Director of Organizing and Director of Learning to design and implement a comprehensive Ladder of Engagement (LOE) framework, pinpointing key entry points and fall-off stages to maximize member retention and activation. Developed an innovative distributed organizing toolkit, training organizers to deepen engagement and mobilize member moms effectively.

Designed and executed a robust digital engagement strategy, launching a thriving online community that strategically advanced moms along the Ladder of Engagement, transforming passive supporters into active climate advocates. Created and facilitated dynamic digital organizing training programs, equipping organizers with the tools and techniques needed to cultivate meaningful relationships with new members, driving sustained participation and long-term advocacy success.

S O C I A L I M P A C T

Community Engagement Manager, SEED Phytonutrients (L’Oreal) Cultivated and managed strategic relationships with community influencers, distributing product samples to key stakeholders to amplify brand awareness and foster authentic community partnerships. Conducted in-depth market research targeting the "Green Mommy" demographic, providing actionable insights that informed content development and marketing strategy to resonate with the audience. Delivered detailed weekly engagement reports, analyzing performance metrics to optimize strategies and consistently achieve or exceed monthly KPIs, driving measurable growth and impact. Faculty Member, National Lewis University

Designed and implemented an innovative diversity and equity curriculum, integrating research-based best practices to foster inclusive learning environments and promote cultural competency across academic disciplines. Developed and launched a "Teach the Teacher" model, equipping faculty with the tools and training needed to effectively deliver diversity-focused content, ensuring sustainability and long-term impact within the institution. Collaborated with university leadership and cross-departmental teams to align curriculum objectives with institutional diversity goals, driving systemic change and enhancing the educational experience for all students. Michael Ganz Deep Canvassing, Leading

Change Network

Google Analytics Certificate, Google

Meta Analytics Certificate, LinkedInLearning

Master of Education in Diversity & Equity,

University of Illinois

BA Women's Studies, George Washington

University

BA Sociology, George Washington University

E D U C A T I O N S K I L L S

DATA DRIVEN

SEO, Social Analytics, A/B

Testing, CRM Management,

WordPress, Square Space,

Nation Builder, Press Releases,

Facebook, Instagram & Twitter

Ads, Google Ad Words,

Traacker, Project

Management, Influencer

Outreach & Management, B2B

Marketing, B2C Marketing,

Social Rank

CREATIVE

Online Campaigns, Blogs, Digital

Marketing Community Outreach,

Content Development, Social

Media, Image &Video Design,

Photoshop, Adobe Suite, Team

Management, Newsletters &

Email Communication, Brand

Representation, Graphic Design,

Image Design, Canva,

EveryAction, Engaging Networks,

MailChimp,

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