UMass Global
At UMass Global, formerly Brandman University, I help connect social media strategy with broader marketing and enrollment goals. My work spans paid and organic social, content strategy, community management, employee advocacy, and the operational frameworks that support a consistent, effective social media presence.
Over nearly seven years, I have helped evolve social media from channel-specific execution into a more integrated, measurable marketing function. My approach combines data-informed decision-making, creative experimentation, cross-functional collaboration, and a focus on continuously improving how the work gets done.
Impact at a glance
4x increase in lead generation: Led an agency selection initiative and helped drive improvements in paid social lead generation.
$1.2M annual paid social budget: Manage paid social investment across prospecting and retargeting.
25% increase in conversions: Developed and maintained a 12-month social content calendar, incorporating performance insights and ongoing optimization.
50% employee advocacy participation: Supported the growth of employee participation in social advocacy.
Stronger community operations: Developed processes, reporting, and self-service resources to improve the student experience and support more consistent responses.
Case study 01: Connecting paid social strategy to enrollment growth
Challenge
Improve the effectiveness of paid social as a lead generation channel and establish a stronger foundation for performance across the marketing funnel.
Approach
Led the agency RFP process, evaluating five vendors over six months to identify a partner aligned with the university's marketing objectives. Managed paid social strategy and investment across prospecting and retargeting, using performance insights to inform campaign recommendations and optimization.
Impact
Contributed to a 4x increase in lead generation over one year.
What this demonstrates: Strategic vendor evaluation, performance marketing, budget management, and the ability to connect channel execution to business objectives.
Paid Social Media
Start Date Ads
Evolved from organic social to an integrated paid and organic strategy, connecting brand awareness with full-funnel performance to drive measurable downstream results.
Platform Expansion
Expanded the paid social strategy by launching Reddit and TikTok campaigns to support upper-funnel awareness and consideration within one year.
Student Testimonials
Introduced student testimonials into consideration campaigns to build credibility and diversify creative across the marketing funnel.
Meta Lead Forms
Optimized Meta lead generation by testing creative-rich forms, conditional logic questions, and SMS verification to improve lead qualification and drive higher-quality leads.
Case study 02: Building a content strategy around conversion
Challenge
Create a more intentional organic social presence that supports awareness, consideration, and enrollment goals.
Approach
Developed a 12-month social content calendar built around relevant moments, audience interests, and lead-driving opportunities. Refreshed planning on an ongoing basis, incorporating performance observations and recommendations to improve future campaigns.
Impact
The content planning initiative contributed to a 25% increase in conversions over two years.
What this demonstrates: Content strategy, editorial planning, performance analysis, and continuous optimization.
Organic Social
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Apply Now Campaign
Developed an organic social campaign to increase student applications by pairing graduation photography with key selling points (KSPs) and clear calls to action encouraging prospective students to apply.
Impact: Consistently generated applications through organic social, leading to the campaign’s expansion from one graduation session to all six sessions.
Strategic takeaway: Transformed existing graduation content into a repeatable, scalable campaign that connected student success stories with enrollment goals.
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Teacher Care Package Contest
Created a teacher appreciation giveaway to continue supporting educators beyond graduation and reinforce the university’s commitment to its teaching community.
The campaign generated 40+ entries, with two winners receiving care packages and four additional winners receiving surprise-and-delight gifts. Nearly half of all entrants submitted wish lists, which were amplified through Instagram Stories and an internal email to encourage further support and visibility.
Impact: Generated positive community feedback, encouraged meaningful participation, and extended the campaign’s impact beyond the initial giveaway through additional recognition of educators.
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Commencement
Developed an evolving, year-round social media strategy for commencement, building on previous years’ performance, audience insights, and key learnings to drive sustainable growth and continuously improve the event experience.
Social Digital Library: Centralized resources to support content discovery and sharing.
Live Event Coverage: Expanded real-time coverage across Facebook and YouTube.
Event Coverage: Captured and amplified key commencement moments across social channels.
Social Content Calendar: Coordinated year-round planning and publishing.
Social Chatbot: Provided automated access to relevant event information.
Two Social Contests: Encouraged audience participation and engagement.
Student Speaker Social Guide (New): Equipped student speakers with guidance to amplify commencement through their own social networks.
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Blog Promotion
Developed an organic social strategy to amplify blog content, expand article reach, and drive website traffic while connecting audiences with relevant educational resources.
Strategic takeaway: Extended the value of content team resources through social distribution, helping connect existing content with prospective and current students.
Strategy
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Social Calendar
Designed a 12 month social calendar with relevant and lead driving holidays. Refresh monthly to plan ahead and record recommendations and learnings for the next year.
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Social Playbook
Carefully curated with agency partner a social playbook for the foundation of social department in 8 months. Chapters include post escalation process, social calendar, reporting and more.
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Social Policy
Drafted and circulated best practices of social use of Brandman properties as well as personal properties and events. Resulted in high employee advocacy and confidence.
Authored and advocated for university social policy for employees drafted in 2 months and passed in 3 months. The quickest policy approved in company history.
Case study 03: Building the foundation for employee advocacy
Challenge
Establish clearer guidance and stronger confidence around how employees represent the university on social media.
Approach
Developed social media guidance covering university-owned properties, employees' personal social presence, and event-related activity. Partnered with stakeholders to establish clearer expectations and support responsible employee participation.
Impact
Supported employee advocacy growth to 50% participation within one year and helped establish a more consistent foundation for social media use across the organization.
What this demonstrates: Employee advocacy, governance, stakeholder collaboration, and scalable program development.
UMass Global Advocacy
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Newsletters
Developed a recurring weekly and monthly newsletter cadence to keep employee advocates informed, equipped, and engaged. Created a targeted re-engagement campaign to encourage inactive participants to reconnect with the advocacy program.
Strategic takeaway: Established a consistent communication framework to sustain employee participation and strengthen long-term advocacy engagement.
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Workshops
Developed and facilitated quarterly employee advocacy workshops tailored to different experience levels. Introductory sessions introduced new participants to the program, while advanced workshops helped existing advocates deepen their knowledge and strengthen their social media skills.
Strategic takeaway: Built an ongoing education framework to support advocate onboarding, skill development, and sustained program participation.
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Incentives
Developed employee recognition initiatives to celebrate active advocates, highlight departmental contributions, and reinforce participation in the advocacy program. Introduced friendly challenges and prize-based incentives to motivate employees, encourage ongoing engagement, and build momentum across participating teams.
Strategic takeaway: Combined recognition and gamification to make employee advocacy more engaging, celebrate contributions, and encourage continued participation.
Case study 04: Strengthening community management and student support
Challenge
Improve the student experience on social media while creating more consistent processes for managing inquiries and sensitive situations.
Approach
Developed community management and escalation processes, incorporating social listening, stakeholder coordination, response guidance, and FAQ-based self-service resources. Created message trend reporting to identify recurring questions and share actionable insights with leadership.
Impact
Helped improve response efficiency, establish repeatable escalation protocols, and turn recurring audience questions into opportunities for better support and communication.
What this demonstrates: Community strategy, social listening, operational improvement, reputation management, and executive-facing reporting.
Building for continuous improvement
My approach to social media is grounded in a simple principle: strong execution matters, but the systems, insights, and decisions behind that execution are what make a program more effective over time.
Whether I am evaluating an agency partner, refining a content strategy, developing employee advocacy, or improving community management processes, I focus on building work that is intentional, measurable, and designed to evolve.
Community Management
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DEI
In 2020 there were several cases of DEI instances among students. Designed a escalation process with social listening and partnered with public affairs designing hold statements and amplifying plan of action when appropriate. Deescalating cases resulted in standard protocol.
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Student Service
Utilizing social media management tool to respond to students averaging 8 hours reducing response time by 40 hours by creating a bot with FAQs for self service.
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Message Trend Reporting
Created innovative trend reporting to measure to understand message trends to create FAQs and share with leadership.
