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Ice Breakers 

Social Listening + Community Management

While working at Crispin Porter + Bogusky, I had the opportunity to work on the Ice Breakers account. I conducted research to assist in planning monthly content calendars as well as competitive analyses. I conducted daily social listening & managed community responding for "Break Through Moments" we could tap into as a brand on social. I conducted hashtag research and attending strategy sessions during the successful launch of this new brand identity for Hershey's Ice Breakers.

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BarkThins

Market Research + Competitive Analysis

I had the opportunity to work on BarkThins while at Crispin Porter + Bogusky. When pulled into this project, we were looking to conduct competative brand research and market research that helped the brand better understand it's audience, Young Mom's with no time. We wanted to position ourselves as a "healthier option" than a candy while still maintaining the fact that we were a sweet, chocolatey, feel good snack. We wanted consumers to understand that they didn't have to feel bad about choosing Bark Thins and that it was a great option for women who are on the go. My role was to research competing brands of chocolate "snacks" in all categories - from bars to clusters, and see where our niche was. We established ourself in a category of its own. We also researched demographics and consumption habits of young moms as well as media usage in order to see how we could best reach them.

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IZZE + IZZE FUSIONS

Digital Community Management + Analytics

I joined the IZZE team at the Integer Group back in 2017. When I joined the team I was in charge of managing the digital presence and analytics for two separate product lines. IZZE Sparkling Juice and IZZE Fusions, a new line which had just launched with Pepsi. While I worked on this account, I managed all digital posting, media & community engagement across Pinterest, Facebook, Instagram and Twitter. We had a successful year socially while competing with the launch of Fusions. Our consumer base was upset with the ingredient list in Fusions and with our consistent engagement with the community we were able to catch and elevate product concerns as well as address them in the new year saving Pepsi money. My role was to not only schedule, post and manage media for IZZE but also conduct meetings with production & creatives, manage monthly content calendars and product shoots, inspire new ideas & best practices, and keep projects running at pace. We conducted monthly analytics reports for all metrics which I presented to client and optimized for the following month. We also worked with influencers such as Lauren Conrad and managed post details and relationships with them in content creation for the brand.

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Wyndham Vacation Rentals

Social Media Management + Email Integration

I managed a small team while working on the Wyndham Vacation Rentals account as well as all Social Media & integration with email. This account required high attention to detail as there were several different regions with different audience bases for each rental property advertised for. This was a media heavy account, we focused all our efforts on Instagram and Facebook initially to get the account started. We increased their profits the spring of 2k18 and doubled their social media audiences. We attained high conversion rates based on our highly detailed targeting and consistent efforts to revise and test campaign  performance. We also integrated email call outs and email performance within Google. Google analytics was essential when running this account to understand goal completions and the effectiveness of all different digital mediums we were using to keep different regions from "bleeding" in their off seasons.

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Florida Hospital & Adventist Health System

Social Media Influencer Program + Blog Content

I was given the opportunity to create an influencer strategy for Florida Hospital & Adventist Health. Their goal was to increase awareness for the hospital and position them in a "Patient First & Quality Care" way. I developed a holistic strategy outlining different types of influencers, their roles for brands as well as best practices. I created a full-on strategic approach for AHS to utilize when selecting influencers and how to best communicate with them and utilize them. From contract negotiations to content creation and developing real, working relationships. They were able to take into account the strategy and implement it, working with local Florida professional athletes and health influencers who would inspire their audience to be healthy and choose them first. I also worked with a copy writer to develop blog content for their blog, based on monthly content themes and hot topics. We had fast turn around and would make sure to capture current events and promote articles across Facebook.

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BatBob Pro

Social Media & Digital Director

We Grew BatBob Pro by over 2,000% and increased their sales by over 1,000%. This small company develops gear hangers and baseball bags. We successfully audited their social media, website, and Google Ads, re-built, re-integrated and successfully re-established their online presence. Over the course of the 8 month contract we grew their sales and ran Google Search ads & social media conversion ads. Working directly with the Managing Director I built a social and creative team around the brand.

 
 

©2018 by Malissa Tabbey.