marketing & communications.
UJA-Federation of New York
2024
Upwardly Global
2020 – 2021
At the non-profit Upwardly Global, I wore a lot of hats in my role as Digital Media Associate. Not only did I curate and post content for all of our social media channels (Facebook, LinkedIn, Twitter, Instagram, and YouTube), but I also created and implemented our overall social media strategy based on new insights and industry trends, all while keeping an eye on our analytics. I also designed many of the graphics we used online, and I provided graphic design and content support for our website refresh. In addition to all this, I also led the social media end of various fundraising campaigns, including our annual gala, Giving Tuesday, and our end-of-year campaign, where we raised money to support key programs, training, mentorships, and more for internationally-trained immigrants and refugees trying to join the U.S. workforce.
The American Jewish Joint Distribution Committee
2019 – 2020
As the social media and community manager at the American Jewish Joint Distribution Committee (JDC), a global Jewish nonprofit, I was responsible for planning, curating, and posting content across all of our channels, which includes Facebook, Instagram, Twitter, LinkedIn, and YouTube. Because we have employees, clients, and volunteers everywhere from Memphis to Minsk, our content was as global as the organization itself. It was key that our audience was able to connect with the worldwide nature of our work, and creating that emotional narrative was part and parcel of my job as social media manager. I also worked with internal clients at the organization on various projects who used social media to build brand awareness and engage potential donors.
The Dodo
2016 – 2019
As a temporary Senior Writer on the Marketing team, I wrote multiple pieces of collateral every day, including event speeches and invitations to high-level donors for special programs, like the organization’s 2025 Annual Campaign Launch featuring President Isaac Herzog as a speaker. I also wrote for special assignments, such as preparing interview questions for Israeli journalist and political analyst Nadav Eyal for a donor event. Relying on research and firsthand information played a key role for me as a writer with UJA, and my overall experience with nonprofits means that I have the necessary skill to write about sensitive topics with care and compassion.
As the social media editor for The Dodo, I had a finger in almost every pie available on the social team. I started out handling our Twitter and Tumblr accounts before we decided to forego Tumblr in favor of concentrating growth to our YouTube page, which I also briefly curated before we hired a full-time YouTube specialist. In between hires for our Facebook manager position I also presided over our Facebook page and handled daily video and article posts, paid strategy, and community management. Towards the end of my time at The Dodo, my focus was back to Twitter where we finally reached 1 million followers.
The Wall Street Journal
2022
As the first Social Media Strategist on WSJ’s Brand Marketing team, I built our current organic social strategy from the ground up by using a combination of data insights, industry trends, audience analysis, and good old-fashioned experimentation. Part of the creative process was figuring out how to combine WSJ’s gravitas as a legacy brand with the more laid-back and informal tone that certain platforms like Instagram require for success. As a result, I grew the total WSJ+ engagement by 134% from one event to the next and successfully pitched an events-only IG handle for WSJ – a first for the brand. I also built and managed our social media content calendar using key moments and footage from events like The Future of Everything Festival and the more recent WSJ Tech Live. On top of all this, even though we have an in-house graphic design department, I regularly produced and designed images and videos for social media using programs like Canva and Adobe Photoshop.
“Social media is a contact sport.”