Virtual Assistant & Digital Marketing Coordinator

KELLY A. LUCIANO

*** ***** ***** ****, *****, PA 19333

646-***-**** · *****.*******@*****.***

SUMMARY

Strategic communications and marketing leader with 20+ years of experience building brands, leading digital transformation, and driving audience engagement for nationally recognized organizations. Former head of social media at Anthropologie, where I led award-winning content and influencer programs generating millions in revenue and significant audience growth. MBA-trained marketing executive with expertise in brand strategy, storytelling, community engagement, content marketing, partnerships, and cross-functional leadership. CAREER HIGHLIGHTS

● Led social media strategy for Anthropologie for nearly a decade.

● Generated over $4M in annual social-media-attributed sales.

● Increased Instagram-driven demand by 775%.

● Grew brand audiences by 28% annually.

● Launched Anthropologie's award-winning Pinterest strategy and company blog.

● Recipient of multiple industry awards for digital marketing and content strategy.

● Directed marketing and communications initiatives for startups, nonprofits, retailers, and consumer brands.

EDUCATION

New York University, New York, NY

Leonard N. Stern School of Business

Master of Business Administration, May 2007

Specializations in Marketing and General Management Boston College, Boston, MA

Wallace E. Carroll School of Management

Bachelor of Science, Finance and Marketing, May 2002 PROFESSIONAL EXPERIENCE

Independent Marketing & Communications Consultant, January 2017 - Present

● Selected Clients: WeddingWire, Serena & Lily, Beyond Yoga, Kramer Drive, Culinary Harvest, The Second Shift and Jacobson Strategic Communications

● Developed full-scale social media plans for several business-to-consumer brands

● Set objectives and quantitative goals across channels and campaigns

● Recommended tactical marketing tools and third-party vendors Kramer Drive, January 2022 - October 2024

Marketing & Social Media Consultant

● Work cross-functionally to implement a marketing and social media strategy for both the retail and stationery businesses that aligns with business goals and sales metrics

● Oversee the creation and execution of a content marketing strategy and editorial calendar that aligns with seasonality and the customer’s lifecycle

● Enhance and elevate brand awareness in the market through content, storytelling, and community partnerships

● Build integrated marketing plans to engage customers across digital, social, and in-person channels

● Promote products, services, and content across social media channels Culinary Harvest, October 2020 - October 2022

Marketing Director

● Spearhead the marketing and social media strategies for a start-up online farmers' market

● Generate content communications and creative assets across all channels

● Develop and promote all campaigns and contests

● Manage relations with community influencers and organizations Anthropologie, Philadelphia, PA 2006 - 2016

Social Media Director; July 2016 to December 2016

Senior Manager of Social Media; February 2012 to July 2016 Community Manager; August 2009 to February 2012

● Anthropologie’s corporate head of social media responsible for developing strategy and content to deepen customer engagement and drive brand sales

● Directed the growth of all social media channels, which resulted in a +28% annual increase in total brand fans and a +15% rise in demand realized from social networks

● Generated record-level sales via social media messaging; realized over $4M in 2015, including a +775% increase in Instagram channel demand

● Led and managed the marketing content strategy and team, including social media creative production and content associates

● Developed all strategic partnerships with leading influencers, evangelists, and bloggers to grow brand awareness, create content collaborations, and increase digital word-of- mouth among relevant audiences

● Evaluated key performance indicators of brand campaigns to ensure engagement, acquisition, and conversion goals were met

● Led onsite UGC strategy and champions increased placement across brand vehicles; led launch strategy and vendor selection

● Managed ongoing content and strategic messaging for 200+ store Instagram accounts; led the launch of all store pages in 2015

● Responsible for all tactical ad content, audience targeting, budget allocation, and analytics across social media channels

● Partnered with retail and direct operations teams to streamline customer service derived from social media

● Maintained close relations with the PR department to generate media coverage of key brand initiatives, collections, and general news

● Defined and launched Anthropologie’s award-winning Pinterest strategy and presence

● Launched the Anthropologie blog in May 2013 and served as ongoing lead blog editor

● Provided weekly in-depth reporting of qualitative social media insights and competitive landscape, along with proactive, strategic recommendations to C-suite executives

● Managed departmental budget and channel investments ADDITIONAL EXPERIENCE

● Treasurer, Devon Elementary School PTO

● Vice President, Abernathy MacGregor Group

● Corporate Governance Specialist, New York Stock Exchange

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