Social Media

Innisfree Hotels

FOOD AND BEVERAGE MARKETING MANAGER

Role

Lead social media manager • developed content calendars •  curated photos • designed social tiles and stories • gathered user-generated content and engaged in public groups • oversaw reputation and review management contract employees • edited and provided final approval for select posts • shot and streamed photos and live videos

Strategy

Acted as account manager by working with onsite employees to create posts to promote on-property initiatives (including “kids eat free” at Water Pig BBQ, holiday events, live entertainment and more).

Created detailed monthly content calendars that included evergreen posts three times a week for each property to supplement informational posts and keep brands top of mind. posts rotated between different content types and subjects to increase engagement.

Designed paid digital ads to promote events, support strategic campaigns and increase reach.

Developed yearly plans informed by social media holidays, public relations campaigns, annual events and trending content. Created shot lists based on these plans, coordinated photoshoots with contracted photographers, sourced persona-based talent and provided both onsite and post-production creative production.

Result

BETWEEN THE SELECTED PROPERTIES, increased Instagram followers by 872 and Facebook audiences by 1,360. sold out several events including “barge into 2021 new year’s eve party” at red fish blue fish, “lighted boat parade watch party” at water pig bbq and valentine’s day dinner at bonsai.

ALL INNISFREE HOTELS’ PROPERTIES

Role

Served as senior social media manager • oversaw graphic design intern, social media intern, copywriting contract employee and social media scheduling contract employee • provided creative direction and final approval to senior graphic designer •  Edited and approved social media posts for 55 hotels, bars and restaurants, reaching a cross-channel audience of over 1. 7 million.

Ever’man Cooperative Grocery

Client | 2019 - 2020

Role

Lead social media manager. Created content plan based on existing analytics, holidays, events and data from National Co-op Grocers Association.

Built photography shot list and directed shoot to support social media content plan, resulting in over 700 professional photos. Developed shot lists and scripts for videography and provided post-production direction.

Wrote captions, designed graphics, curated photos and scheduled posts. Trained in-house marketing staff to create supplementing social media content that adhered to brand guidelines (Instagram stories, giveaway posts, in-store events, etc).