Springer Nature
- Oversee the creation of interactive promotional pieces, directing digital agencies and internal IT colleagues on development and implementation
- Manage YouTube channels for all company brands, including Springer Nature, Nature Portfolio, and BMC
- Lead video strategy projects and teams, working with departments to analyze marketing and social media capabilities to determine best practices for video for mobile and web
- Improved YouTube channels based on audience surveys and input from video strategy teams, and re-positioned the channels to more closely align with customer journeys and marketing goals
Project Example – Interactive Timeline
Role: Project Manager, Creative Director
Challenge: Develop a dynamic interface highlighting the combined history of the four established brands that came together to form Springer Nature.
Solution: Create a multi-layered infographic that highlights each brands milestones over the past two centuries developed with Javascript and JSON for ease of asset organization and updating content.
Results: Interactive timeline was used as an internal promotional and educational tool that highlights the combined legacy of the brands coming together to form Springer Nature.
Project Example – YouTube Brand Channels
Role: Project Lead, Channel Manager
Challenge: Bring separate brands under one marketing operations umbrella, while updating company YouTube channels to align with branding and digital design. Develop overarching process for publication and performance tracking.
Solution: Work with communication and marketing teams to understand specific requirements for video publication according to each brand. Collaborate with Marketing Analytics team to integrate YouTube into Google Analytics dashboards and guide marketers on performance evaluation.
Results: Marketers working across different brands now have a consistent process for publication and performance tracking for Nature Portfolio, Springer, and BMC.
Berkley Center for Religion, Peace & World Affairs
- Acted as primary manager of Berkley Center YouTube channel, monitoring analytics and overseeing editorial schedule
- Collaborated with Communications Director on the development and implementation of Twitter strategy for online content
- Refined design and implementation of organization branding for digital content
- Consulted on targeted social media campaigns based around current events, report releases, and press conferences
- Developed videos, podcasts, and MOOC courses (for YouTube, iTunesU, and edX), working with students, faculty, and center staff
Project Example – Workflow for Social Videos
Role: Project Lead
Challenge: Publish and promote video clips from faculty interviews and guest speaker presentations to highlight the most interesting, shareable content to enhance blog posts and social media
Solution: Coordinate editorial schedule with Communications while providing social copy, hashtags, and links to community manager. Ensure quick media turnaround with organized workflow, utilizing video project templates, style guides, file presets, and managed publication approach.
Results: Highly relevant, shareable clips published on YouTube the day after the featured event or talk and featured on Twitter and Facebook to continue the conversation among the academic community. Content strategy and workflows still utilized by the center, with continuous subscription and audience growth.