top of page

social media strategy

As a social media manager specializing in nonprofit and arts marketing, I bring a unique blend of creativity and strategic thinking to elevate the campaigns of mission-driven organizations. With a deep understanding of digital landscapes, I thrive in developing and executing comprehensive social media campaigns that resonate with global audiences.

Mellon Foundation

Social Media Manager from July 2024 - present

ABOUT

The Mellon Foundation is the largest private funder of arts, culture, and the humanities in the United States. The foundation awards more than $500 million annually to grantees across the following Program Areas: Arts & Culture, Humanities in Place, Higher Learning, Public Knowledge, and Presidential Initiatives.

Accounts Actively Managed:

1      PROJECT SCOPE

2      CREATIVE PROCESS

3      YEAR-OVER-YEAR RESULTS

Screenshot 2026-10-04 at 2.57.51 PM.png
Screenshot 2026-10-04 at 2.59.54 PM.png

4      SKILLS UTILIZED

The Joyce Theater

Marketing Manager from Sept 2021 - June 2024

ABOUT

The Joyce Theater is a dance and performing arts venue in New York City. One of the only theaters built by dancers for dance, The Joyce offers a season spanning 45 to 48 weeks, which welcomes over 150,000 audience members.

29Cul-Mellon-Humanities-sub-jgcm-superJumbo.avif

As the Mellon Foundation's Social Media Manager, I seek to cultivate an engaged audience across interest areas while adhering to our distinct brand and voice. 

​

The Mellon Foundation funds thousands of grantees and initiatives. My goal is to curate stories of impact and translate those for Mellon's social media audiences. Managing a mix of reactive and proactive content, I work closely alongside Mellon's grantmaking teams and our grantees to identify creative ways to tell their stories.

Content Capture & Curation

  1. Capture high-quality photos and videos during grantee site visits

  2. Produce, direct, script, and edit social-first videos

  3. Curate brand-aligned photography and videography

 

Content Creation​

  1. Designed and implemented strategic campaigns to increase reach, including:

    1. Mellon Minis: custom grantee features, created in collaboration with the grantee partner

    2. Meditations: a video series focusing on the often unseen moments that define an arts & humanities specialists daily life

    3. Here's an Idea: an explainer video series featuring arts & humanities specialists breaking down complex ideas or projects

    4. Get Ready with Me: an interview series featuring New York City artists getting ready for their day, while sharing their unique career paths

    5. Day in the Life: a video series that follows arts & humanities specialists throughout their day, providing an exclusive behind-the-scenes look

​

Copywriting 

  1. Conduct in-depth research on grantees

  2. Stay up-to-date with the arts, humanities, and cultural sectors

  3. Write pithy and impactful copy that conveys the mission of grantees while maintaining brand awareness for the Mellon Foundation

​

Platform Management 

  1. Maintain consistent follower interactions on all social media platforms, including Facebook, Instagram, LinkedIn, and Threads

​

Paid Social

  1. Manage a monthly budget for Meta, Google, and YouTube ads

  2. Keep a finger on the pulse of pop culture, current events, and grantee news to activate paid campaigns during key moments of opportunity​​

Comparing our metrics from 2024 to 2025, here are some key results of my social media strategy:

​

  • Increased cross-network net audience growth by 106%

  • Increased cross-network engagements by 60%

  • Increased cross-network engagement rate by 1,582%

  • Increased cross-network post link clicks, leading to email newsletter sign-ups, content on mellon.org, and grantee websites, by 124%

  • Video Producing

  • Social Media Copywriting

  • Video Capture & Editing

  • Consultant and Contractor Management

  • Project Management

  • End-to-end Content Production

JoyceGala,2023-EricVitalePhotography-1.jpg
  • LinkedIn
  • Instagram
  • Facebook
  • Threads
  • Youtube

1      PROJECT SCOPE

As The Joyce Theater's Marketing Manager, I sought to grow our social media following and reach while crafting a distinct brand aesthetic, voice, and content strategy. 

​

Since The Joyce programs over 40 dance companies annually, our goal was to craft unique social media strategies for each company while maintaining campaigns for our own brand awareness. 

2      CREATIVE PROCESS

Content Capture

  1. Captured high-quality photos and videos of visiting dance companies and artists

  2. Conducted artist interviews to enhance social media copy and integrate the artists' perspectives

  3. Set up a streamlined approval process through content management platforms 

​

Content Creation

  1. Created brand guidelines to specify logo usage, colors, and brand voice across all social media platforms

  2. Established four core content pillars to incorporate the various programs and initiatives of The Joyce:

    1.   Inform

    2.   Educate

    3.   Inspire

    4.   Entertain

  3. Designed and implemented strategic campaigns to increase reach, including:

    1.   Perspectives on a Dance: a voiceover series featuring a choreographer or dancer describing a pivotal moment in the performance

    2.   Behind the Curtain: a behind-the-scenes interview series featuring the dancers, musicians, and other artistic collaborators 

    3.   Studio to Stage: a series highlighting the creative process from the rehearsal stage in the studio to the performance stage on The Joyce's stage

  4. Set up design templates in Canva, InDesign, and Premiere Pro to establish a cohesive and standardized brand aesthetic

​

Copywriting 

  1. Conducted research on the dance companies' histories and featured choreographers' biographies to inform web and social media copy

  2. Wrote compelling and informative copy templates that adhere to the brand voices across platforms

  3. Crafted inviting CTA language to increase conversion rates and ticket sales

 

Platform Management 

  1. Maintained consistent follower interactions on all social media platforms, including Facebook, Instagram, Twitter, TikTok, and LinkedIn

3      YEAR-OVER-YEAR RESULTS

Reach.png
Visits.png

By creating a process of collaborating with the variety of dance companies and artists performing on our stage, we achieved our goal of growing our following and reach.  Comparing our metrics from 2021 to 2022, here were some key results of my social media strategy:

​

  • Increased Facebook reach by 436%

  • Increased Instagram reach by 349%

  • Increased Facebook followers by 170%

  • Increased Instagram followers by 30%

  • Increased X impressions by 300%

4      SKILLS UTILIZED

  • Graphic Design

  • Social Media Copywriting

  • Video Capture & Editing

  • Photo Capture & Editing

  • Project Management

  • End-to-end Content Production

  • People Management

  • Client Relationship Building

bottom of page