May 2013 - August 2013

During my internship at the Museum of Fine Arts, Houston, I managed the Glassell School of Art Facebook and Twitter accounts and developed content for regular posts, one of which had the second highest organic reach despite the slow summer season. When our stock of images began to run low, I borrowed a camera and visited one of the summer jewelry making classes to build up our photo library.

August 2013

In collaboration with the Head of Public Relations at the Museum of Fine Arts, Houston, I composed and published the press release for the exhibition Calaveras Mexicanas: The Art and Influence of José Guadalupe Posada.

At one of my events for PEI Media, I coordinated an onsite video interview with an influential speaker in private real estate. This particular project required collaboration across multiple teams—including production, editorial and creative—to confirm questions, schedule the interview, edit the clips, and then push it out through the publication website, an email alert, and on Twitter.

The video garnered the second highest number of pageviews of all videos in 2018 and had an above average time spent on page. The videographer has since taken my workflow template and replicated it across the London and Hong Kong offices.

The event space for private equity real estate is very crowded with competitors, most of which offer similar style events at a lower price point than PERE. The key differentiator for PERE is its print magazine and online publication supported by a full staff of journalists and researchers, whereas the competitors are primarily event-only companies with no editorial team.

This direct mail piece was sent to event prospects with the purpose of showcasing the quality of PERE articles and research data, and included a call-to-action to see more online.

Once online, prospects would fill out a lead capture form to access complimentary content that included cross-sells for the next upcoming PERE event. The leads were also sent a follow up direct mail campaign with a copy of the event brochure, which included highlights that tied directly to the trends from the first direct mail campaign.

This particular project required coordination across multiple teams, including design, events, editorial and research (often with colleagues split between the New York and London offices) so that I could create all of the custom print and digital content.

In the end, the campaign directly generated 28 web sessions with the second lowest average bounce rate of any other campaign for the event. It also contributed to the event achieving a 32.6% increase in the customer segment that this campaign targeted.

January 2014 - May 2014

The very first project I worked on immediately after joining Southeast Media was managing their website redesign. For years, they had been making small updates to an outdated design that wasn't driving traffic. After initial discussions with the CEO, web developer, and designers, I created a timeline to guide the project through to a soft launch on May 1, 2014. I continued to work with my team members to create drafts, build content, write copy, and optimize the site. In the end, we launched on schedule, saw a 288% increase in unique visitors to the website, and improved the website's Global Alexa Rank from 19.5m to 1.2m in three months.

After the launch, I continued to manage the website, including updating content, improving the site's SEO, and creating Goal Conversions in Google Analytics. I also worked closely with team members to create and share content through our social media channels to develop them as strong backlinks.

June 2013

In collaboration with the Head of Public Relations at the Museum of Fine Arts, Houston, I composed and published the press release for the exhibition The Cyrus Cylinder and Ancient Persia: A New Beginning.

January 2014 - June 2014

During my Masters In Business Administration, I worked on a Google AdWords campaign for the Houston Grand Opera. The campaign was part of the Google Online Marketing Challenge (GOMC), a competition where teams of students led by a faculty member plan, execute and review a 3-week Google AdWords campaign for a real client*. My team members - Shu Su, Neha Kejriwal, and Benjamin Smith - researched and met with a number of Houston organizations, including the Houston Rockets, the Bayou City Art Festival, and the Main Street Theater Company, before forming a partnership with the Houston Grand Opera (HGO).

Once the team chose a client, we began the process of building a campaign strategy through client meetings, keyword research, and competitor analysis. Because we had a limited budget of $250 for the entire 3-week campaign, optimization was incredibly important. Once the campaign began, we used Google AdWords and Google Analytics to track our Impressions, CTR, Bounce Rate, and Goal Conversions, among other metrics.

Over the course of the campaign, we ultimately used the allotted $250 to generate $8,272.67 in additional revenue for HGO, and earned the AdWords Social Impact Award, 2nd Place. Throughout the competition, the team leveraged online tools like Google Hangouts and Google Drive to overcome difficulties with scheduling in-person meetings. The team also created lasting improvements in HGO’s Google Analytics, giving them more insight with previously unused tools, like Demographics.

*This program has now shifted to a new structure that runs throughout the year with no final prizes, and is exclusively for non-profits

July 2013

In collaboration with the Head of Public Relations at the Museum of Fine Arts, Houston, I composed and published the press release for the exhibition Gifts from the Past: The Isabel Brown Wilson Collection.

May 2013

In collaboration with the Head of Public Relations at the Museum of Fine Arts, Houston, I composed and published the press release for the July-September 2013 Film Schedule.

July 2013

In order to build up publicity about the Museum of Fine Arts, Houston’s showing of the film Band of Sisters by Mary Fishman, I compiled a press list, composed the pitch, answered questions, provided screeners, and arranged an interview with the director. The story was picked up by Diane Cowen of the Houston Chronicle, a print and digital publication with over 900,000 readers, leading to a featured article and event listings of the show times.

July 2014

In conjunction with continuously updating Southeast Media's website, I began working with one of our designers, Bilal Tawil, to create new marketing collateral that would better explain the Southeast Media brand and be useful as a sales leave behind. For this piece, we essentially needed to help potential customers answer the question, "Why Southeast Media?".

While Bilal created the initial design of the piece, I was responsible for developing the copy. Once a first draft was created, we worked together to refine and improve the design and copy so that the final product was both beautiful and informative.