Professional Experience

Justin Brands, Inc., Fort Worth, TX
Social Media Manager | Full-time
September 2021—Present
• Develop and execute comprehensive organic social media strategies for Justin Boots, Tony Lama Boots, Chippewa Boots, and Nocona Boots, driving brand awareness and engagement across Facebook, Instagram, TikTok, Pinterest, and LinkedIn, contributing to over 192 million impressions since 2021.
• Produce compelling multimedia content that showcases Justin Brands’ products, culture, and heritage. This content drives user engagement and has resulted in over 12 million video views and significant follower growth across all platforms.
• Manage and nurture a thriving online community of over 1 million followers, delivering timely responses to inquiries and maintaining a strong, positive brand presence.
• Leverage analytics tools to track performance, optimize content strategies, and report campaign outcomes, efforts that have driven over 1.5 million post-link clicks and continuous improvement in ROI.
• Cultivate and manage partnerships with over 600 influencers and brand advocates, leveraging their reach and credibility to amplify campaign impact, promote Justin Brands’ products and events, and expand our digital footprint and customer base.

Texas Department of Agriculture, Austin, TX
Program Specialist | Full-time
December 2019—August 2021
• Successfully managed and curated content for multiple social media accounts, strategically boosting brand reputation and fostering heightened customer engagement.
• Provided invaluable strategic guidance to senior leadership, pivotal in planning, coordinating, and executing numerous domestic marketing events that cultivated solid relationships and trust with prospective clients.
• Spearheaded creating and managing program-focused email marketing campaigns, monthly newsletters, and surveys, ensuring consistent and effective stakeholder communication.
• Demonstrated a flair for creative direction by conceptualizing and overseeing the production of compelling graphics and videos, consistently aligning them with the company's brand identity and facilitating annual business growth.
• Achieved remarkable results, increasing social media following by 51.8%, elevating engagement levels by 282%, and expanding organic reach by 453%.

Texas Department of Agriculture, Austin, TX
Marketing Intern | Full-time
June 2019—November 2019
• Conducted comprehensive analysis of promotional materials, leading to the generation of innovative advertising concepts and the design of engaging graphics aimed at effectively conveying the brand's latest updates and product information to partners and consumers.
• Demonstrated exceptional product knowledge and modern selling techniques, resulting in the successful sale of booth space valued at over $4,700 for the GO TEXAN Pavilion at the State Fair of Texas. This initiative significantly contributed to the enhancement of the business's bottom line.
• Drove the annual business growth strategy by producing impactful creative concepts for graphic design and videography. These creations consistently communicated and reinforced the company's unique brand identity, strengthening its market presence and appeal.

The JTAC at Tarleton State University, Stephenville, TX
Contributor | Part-time
August 2018—May 2019
• Crafted captivating stories and original content, aligning seamlessly with company objectives and adhering to prescribed format standards, effectively stimulating the generation of new revenue streams.
• Produced high-quality images that not only showcased the brand's products or services but also contributed to building brand credibility through compelling visual narratives.
• Demonstrated expertise in creating interactive content, with a notable achievement of 10 published pieces in The JTAC, Tarleton University's official school newspaper. These contributions enriched the readers' experience and engaged the target audience effectively.

Tarleton State University - Tarleton Radio, Stephenville, TX
Alternative Media Director | Part-time
November 2017—May 2019
• Proficiently developed, managed, and executed comprehensive digital media and marketing strategies, strategically aligning them with keyword strategies to optimize online visibility and outreach.
• Established and sustained a robust corporate social media presence by consistently sharing daily content across all relevant platforms, ensuring a dynamic and engaging online brand representation.
• Leveraged social media analytical data and metrics to measure the effectiveness of marketing campaigns, enabling data-driven decisions and continual refinement of strategies for maximum impact.