Brand & Content Strategy Manager
As Brand & Content Strategy Manager, I developed a multi-channel brand strategy and the production of digital content to increase audience size and drive private revenue for World Relief, a global humanitarian organization working in over a dozen countries. Highlights:
Collaborated with creative agency Advocate Creative to develop the creative concept and social media strategy for Proverbs 31 (Thank God for Women), a short film which was viewed over 1 million times on Facebook in its first 48 hours.
Developed and served as head writer for 8 Things You Should Know about Refugees, an ebook released as part of World Relief’s World Refugee Day 2018 campaign. The ebook was used to expand World Relief’s digital audience and increase engagement in a peer-to-peer campaign which helped raise over $350,000 to assist refugees arriving to the U.S.
Also in collaboration with Advocate Creative, creatively developed multiple brand awareness and campaign-specific films, then designed social media campaigns to increase the number of viewers across World Relief’s digital platforms. Films including For the Women, featuring artist Amena Brown, released in conjunction with International Women’s Day 2018, and Al’s Story, a documentary-style short film about a family who fled the violence of Iraq only to face a new set of challenges when they arrived in the U.S.
Developed the concept and co-wrote the copy for World Relief’s ZERO infographic campaign. The social media campaign, which reached over 200,000 people, was used to dispel incorrect stereotypes facing refugees and immigrants living in the U.S.
Traveled to the African Country of Malawi in 2016 to produce, shoot and edit an appeal film to raise funds for families in Southern Africa facing severe food shortages and potential famine.
Oversaw the creative and editorial development of Perspectives, World Relief’s blog featuring thought leadership articles by World Relief staff and external contributors.