Social Media Communications Manager

References, Cover Letter and Writing samples available upon request*

Craig M. Woolard

Cary, NC • 919-***-**** • ************@******.*** • Linkedin • Portfolio BASF, SE 2024 - 2025

Marketing Communications Manager, US Agricultural Solutions

• Differentiated BASF crop protection/seed brands to drive conversions through a strategic mix of owned, earned, & paid media.

• Managed a $1M+ marketing budget, strategically investing in high-impact brand awareness tactics to drive demand.

• Produced high-impact video content within six months—directing a one-week shoot in the first month that created:

• Two InVigor® Pod-2-Pod Challenge commercials that increased brand engagement with 226K views in just two months.

• Four short-form videos optimized for social media, expanding audience reach and engagement across multiple platforms.

• Three testimonial videos integrated in overhauled Sphaerex® website, improving customer experience & lead generation.

• Strengthened cross-functional collaboration across sales, agronomy, product management, public relations, design and legal to ensure marketing assets resonated with target audiences and met BASF's style guidelines and compliance standards. Chief Editor/Content Management Specialist, Digital US Agricultural Solutions 2023 - 2024

• Leveraged AI tools to streamline content production and editorial reviews, accelerating workflows by 10x and enabling faster delivery of higher-quality, accurate, and legally compliant content—significantly reducing the effort required from reviewers.

• Led product roadmap strategy and execution, prioritizing feature development based on user feedback and engagement data. Automation Hero, Inc. 2022 - 2023

Product Marketing Manager, Global B2B Brand Copywriter, Content & Social Media Lead

• Oversaw 50% YoY increase in organic traffic - 10% monthly increase in organic leads - 25% increase in LinkedIn followers.

• Expanded global B2B audience for Automation Hero’s LinkedIn account by 1000+ followers within the first 6 months.

• Partnered w/ SEO strategist and identified non-branded keywords that were key to ranking company website in organic search.

• Directed and produced SEO-optimized digital assets (PDPs, technical blog articles, videos & copy) for AutomationHero.ai.

• Managed editorial and social media calendars, ensuring timely delivery of newsworthy content for omni-channel strategy.

• Collaborated cross-functionally to design customer journeys, implement demand generation tactics & sales enablement assets. Audio Advice 2022 - 2022

Brand Relations Manager/Sr. Copywriter

• Directed video assets for a worldwide audience of consumer audio enthusiasts for e-commerce website—AudioAdvice.com.

• Managed YouTube channel, overseeing community engagement strategy of 500+ incoming comments across multiple videos.

• Acquired 500,000+ views for each YouTube video and increased followers that generated demand and revenue for the company.

• Managed relationships with global brands and aligned upcoming product launches with Audio Advice's content strategy.

• Negotiated & secured partnerships w/ major brands, supporting the largest premier audio & video live event in the South East. Sr. Staff Writer/Copywriter 2022 - 2022

• Produced product reviews, how-to guides, buyer guides, comparisons, and videos that converted viewers into customers.

• Interviewed global product managers, brand reps, engineers, and subject matter experts (SMEs) for compelling content.

• Leveraged SEMRush, Ahrefs, Google Analytics, and VidIQ to optimize content for organic search on YouTube & Google.

• Built digital assets with HTML, CSS, Adobe Dreamweaver, Adobe Photoshop, Magento and WordPress e-commerce platforms. Staff Writer/Copywriter 2020 - 2022

• Collaborated with C-suite executives to develop a demand generation-focused content strategy.

• Featured as an on-camera host for video & livestreams, driving demand and engagement with a global subscriber audience.

• Identified influencers aligned w/ Audio Advice's community, leading an outreach strategy that expanded audience engagement. 1 of 2

References, Cover Letter and Writing samples available upon request* Moon-Audio, The Baird Group, Inc. 2019 - 2020

Staff Writer/Digital Journalist

• Interviewed SMEs (electrical engineers) to create engaging content & website copy for MoonAudio.com.

• Wrote long-form marketing copy that converted communities of audio enthusiasts into customers.

• Optimized web copy for search intent using competitive SEO analysis tools (MarketMuse, Semrush, etc).

• Provided editorial feedback on design, layout, diction, punctuation, grammar, and SEO to staff writers. Apple, Inc. 2014 - 2018

Sr. Customer Relations Advisor (AppleCare)

• Tailored external communications to support Apple's business goals and public relations interests.

• Researched internal SOP documents & acquired 100% CSAT scores on customer satisfaction surveys.

• Supported Apple engineering teams by personally owning the customer journey from beginning to end.

• Selected for accelerated team whose mission-critical status was highly visible at the executive-level. Technical Advisor/Creative Training Specialist (Genius Bar) 2010 - 2014

• Trained customers at all skill levels on Apple's suite of creative and professional media software.

• Diagnosed hardware and software issues, and tailored solutions to exceed customer expectations, holistically.

• Granted exceptions responsibly and approached decisions w/ empathy that repaired customer relations more efficiently. The University of North Carolina at Wilmington 2006 - 2007 Digital Content Editor

• Copyedited timely, news-worthy content for grammatical errors and formatting issues.

• Migrated copy to digital platform via HTML for TheSeakHawk.org student body audience.

• Published student-produced content on time while managing multiple deadlines.

• Trained successor to take over the project before April 2007 graduation. Education: Bachelor with Certification in Professional Writing The University of North Carolina at Wilmington

Professional Attributes:

Qualifications: Certification in Professional Writing, May 2007 Skill Examples

Results-driven digital marketing pro

with significant project management and

execution expertise.

Oversaw 50% YoY increase in organic traffic —

Expertise in planning, coordinating, and delivering marketing initiatives on time and under budget.

Demand Generation, Content Creation,

& Omni-channel Social Media Strategy

Acquired 500,000+ views for multiple YouTube videos

— led a 25% YOY increase of LinkedIn followers.

Stakeholder Engagement, Cross-

Functional Collaboration, Relationship

Building

Strong ability to collaborate with diverse teams,

including executives, product managers, agencies, and legal stakeholders — Proven ability to influence, and align stakeholders to drive marketing success.

2 of 2

Contact this candidate