Expedia (Vrbo, Hotels.com) Austin, TX
Senior Social Media Specialist | March 2026 - Present
Social Media Specialist | September 2024 – February 2026
- Lead social strategy and execution for Vacation Rentals of the Year, a tentpole campaign spanning 14+ global influencers and a large-scale budget across content creation and performance
- Source and manage 3 to 7 creators per quarter for incoming campaigns end-to-end, from initial identification and outreach through negotiation, creative briefing, and performance reporting
- Scale and maintain a cross-brand community engagement program for Expedia, Vrbo, and Hotels.com, rooted in cultural trends and real-time moments, generating 4M+ organic engagements year-over-year
- Execute 5+ annual content shoots, scouting properties and directing trend-driven content tied to business objectives
- Manage paid amplification across Facebook, Instagram, TikTok, and YouTube Shorts in collaboration with media teams
- Track campaign budgets, deliverables, and timelines across multiple concurrent workstreams
- Oversee editorial planning and publishing workflows for 60+ monthly posts across platforms
- Deliver reporting and audience insights to stakeholders to shape campaign direction and investment decisions
GSD&M Austin, TX
Social Strategist | July 2022 — September 2024
- Responsible for implementing and stewarding social media strategy for social accounts ranging from 5,000 to 1 million+ followers.
- Directly contributed to exceeding account impression goals by 219% and engagement goals by 156% in the task order year.
- Develops and implements monthly social content calendar through review, strategic guidance, and copywriting support for platforms such as Facebook, Twitter (X), TikTok, Instagram, LinkedIn, Snapchat, Threads, and YouTube.
- Grew brand affinity by 612+ million impressions, 18+ million engagements, and 470,000+ followers.
- Spearheaded the conception and execution of innovative marketing campaigns which included crafting briefs, leading client presentation, and ensuring final product aligned with brand voice and strategy. Resulted in content surpassing impression benchmarks by 5x and engagement benchmarks by 9x.
- Tracks benchmarks, analytics, and reports key social findings on a monthly and yearly basis; iterates social plans based on audience insights and analysis to maximize engagement, traffic, and conversion.
- Directly manages social media managers and social media interns.
Social Media Manager | June 2021 — July 2022
- Wrote over 150 organic social media posts per month for the United States Air Force, Space Force, Air National Guard, and Detachment 1.
- Managed all social media housekeeping on a daily basis and provided support to the social strategists in the development, scheduling, and publishing of all organic social media content.
- Monitored trends, competitive audits, and aided in any reporting/analytics for the client.
Social Media Intern | October 2020 — May 2021
- Wrote and scheduled content for social accounts ranging from 5 thousand to 1 million followers.
- Monitored and shared timely and relevant industry/trade research, articles, trend reports, etc. with the team.
- Pulled weekly and/or monthly reporting/analytics that tracked social media performance and provided actionable insights and recommendations for optimization.
Goody Greens Austin, TX | July 2020 — December 2020
Marketing and Social Media Manager
- Single-handedly founded and managed social media for brand across various platforms such as Instagram and Facebook.
- Organically secured partnerships with local influencers on both the macro and micro level.
- Devised brand voice guide and media kit.
- Accelerated growth and awareness of brand.
- Spearheaded creation of content calendar, edits posts, and wrote copy.
Giant Noise Austin, TX | June — August 2019
Public Relations/Social Media Intern
- Created brand voice guides.
- Curated copy for social media posts.
- Produced social media content.
- Scheduled posts for content calendar.
- Reported and analyzed data for various campaigns.
- Aided with photoshoots for clients.
- Wrote social media tip sheet.