John 's Career

Experience

Director, Social Media and Search

Media Storm

• Head of paid social marketing for Aviron Pictures, leading strategy, creative content, audience targeting, execution, and analysis / optimization for all film campaigns.
• Oversee all paid search (SEO/AdWords) campaigns.
• Guide the paid and organic social media calendar (strategy and tactics) for a wide slate of films, highlighting opportunities around events that our content should capitalize on, and breaking down how to appeal to distinct audiences in different ways .
• Work directly within each platform’s API (FB/IG, Twitter, Snapchat, YouTube, Search) to create, execute, and optimize campaigns manually.
• Report and analyze all social data, gleaning insights into performance that can be delivered to client in a clear narrative of how audiences are behaving, how we’re hitting our KPIs and what those numbers mean, and how we can better mold remaining and future campaigns.

Associate Director, Social Media

Maxus Global | GroupM

• Created and implemented digital campaign strategies for full slate of Universal titles. I oversaw them throughout execution and consistently evaluated and interpreted large data sets in order to build insights and ultimately improve performance.
• Drew from new and existing information sources (CRM data, conversation monitoring, interest targeting) to optimize studio's content in Facebook, Twitter, Instagram, YouTube, Pinterest, Tumblr, Snapchat, and other social media channels.
• Pinpointed most cost-effective keywords and search terms to reach broadest segment of potential consumers at lowest cost. I built a narrative of Google traffic by interpreting data insights within search.
• Drove social users towards specific, quantifiable actions, drawing from past behavior and trends.
• Gathered data from results across channels to assess the effectiveness and efficiency of all campaigns. I devised A/B testing and conversion tracking strategies to directly measure performance of each campaign variable. I used this research to create a comprehensive digital map of the audience and better target consumers.

Social Media Manager & Digital Analyst

RAND Corporation

• Disseminated public policy research, briefs, external publications, op-eds and commentaries via Twitter, Facebook, LinkedIn and Google+
• Consulted and directed social media execution among over a hundred RAND researchers in the Twitter Program
• Performed social listening of issues RAND informs to gauge data's impact on broader online dialogue and measure researchers' media reach
• Reported analytics on engagement, follower growth, campaign performance, and other KPIs to illuminate performance
• Tracked key news & policy topics (including military, international relations, healthcare, economics, network security, education and climate change); utilized library of research to inform conversations across social media channels

Social Media Manager, Global Brand

Starlight Children's Foundation

• Led the digital presence of Starlight's Global Brand team to drive issue awareness and increase base of supporters and donors
• Directed social media fundraising and branding campaigns from conception through execution; built the content calendar for all social channels, wrote content and utilized photo and graphical assetss
• Conducted extensive keyword research to optimize Google rankings of website and AdWords ad content; implemented effective SEO techniques to increase rate of impressions, click-throughs and conversions
• Aggregated data on online healthcare and charity conversations; reported insights on relevant trends to drive the brand and increase cause awareness
• Engaged corporate partners to maximize fundraising campaigns and burnish their social responsibility; collaborated with external digital teams to form mutually beneficial strategies within branding constraints
• Controlled media spending for Starlight's creative digital advertising budget, measured ad effectiveness and determined where money can get the most reach; consistently ran at or under budget

Digital Marketing Consultant

Pathways LA – Childcare and Early Education

• Strategized Pathways’ social media blueprint to better engage with childcare service providers, eligible working parents, and nonprofits; aim to surpass fundraising goals via increased visibility
• Improved SEO and track web analytics with Hootsuite, Google Analytics, Followerwonk, Iconosquare, and other apps to display metrics, improve online content accordingly

IDEPSCA – Migrant Laborer Resources

• Redesigned IDEPSCA’s communications strategy by streamlining its mobile outreach model to gain broader name recognition and improve connectivity with low-income users; built website (recursos-ca.com) to provide migrant laborers access to healthcare and educational resources

Para Sus Niños – International Adoption Service

• Wrote and designed branding materials to attract corporate donors; coded HTML emails and maintain WordPress site to ensure productive contact with volunteers and community partners

Cause Marketing Analyst

Stretch Media

• Authored partnership proposals to link private companies to nonprofits in order to burnish corporate branding; worked to bring corporate partnership to Wells Bring Hope and Locks of Love
• Secured material donations to Trash for Teaching by connecting the non-profit with textile manufacturers to provide resources for struggling art classes at LA County public schools
• Compiled background memos on company practices and histories to tailor new initiatives

National Publicity Coordinator

Universal Pictures

• Built and executed marketing / recruitment strategy for corporate-wide Comcast Cares Day event; authored collateral that effectively doubled staff participation; expanded presence on numerous social media channels (Instagram, Facebook, Twitter, Google+) for Universal Parks & Resorts, NBC Entertainment, Universal Pictures, and several cable properties including E! Entertainment
• Track online media and web community coverage of Universal films; report on cultural trends with regard to how our key demographic audiences perceive our slate
• Coordinate set visits, junkets, and meetings for corporate executives; manage finances and expenses under budget constraints; engage with filmmakers, press to deliver media content

SKILLS

EDUCATION

Masters in Public Policy

University of Southern California

Focus was researching quantitative data (cost-benefit analysis, statistics) and integrating results into both corporate and public policies. I sought solutions that succeeded in efficiency as well as "SROI" - social return on investment - for community investment and economic development.

Bachelor of Arts

Wheaton College

Created a dual-major focusing on Communications and English, with an emphasis on writing.