RÉSUMÉ

Social and Digital Content Strategy Manager for LEGOLAND Resorts & Attractions North America

Merlin Entertainments | Remote

December 2023 - Present

• Represent all North American LEGOLAND Attractions to the LEGO® Group and Merlin senior leadership, presenting social media strategies and maintaining communication with partners and stakeholders.

• Manage and execute unified national social media strategies across North American LEGOLAND Attraction accounts (1.8M+ followers), driving 31.8M impressions, 8.1M engagements, and 16.2M video views as of November 2024.

• Train and lead a team of Social Media Specialists to produce content, manage calendars, run influencer campaigns, and monitor channels, ensuring alignment with brand goals.

• Serve as Social Media Specialist for one of the Resorts, creating content and executing campaigns while the position is open. As of Nov 2024, increased reach by 15%, increased video volume by 30%, and increased post volume by 25% YoY.

• Act as editor in chief for all social media content to ensure consistent brand voice and audience engagement across channels.

• Conduct social listening to analyze audience behaviors and optimize community management strategies.

• Collaborate cross-functionally with marketing teams at 18 attractions to align social media content with campaigns, events, and key initiatives.

• Lead national influencer campaigns across the attractions. Garnered 2M+ impressions, 150k+ engagements, and a 9% engagement rate across three 2024 campaigns, expanding audience reach and peer validation.

 

Social Media and Content Manager and Influencer Specialist

LEGOLAND® New York Resort (Merlin Entertainments) | Goshen, NY

March 2019 - December 2023

 

• Played a pivotal role in the grand opening of LEGOLAND® New York Resort Theme Park & Hotel, leading social media management, influencer campaigns, and content production initiatives for new Resort openings.

• Designed, executed, and optimized social media strategies (both paid and organic) to engage new audiences, enhance brand awareness, drive web traffic, and boost revenue across the theme park, commerce, and hotel. Achieved a 76% growth in online following, a 58% increase in impressions, and a 50% rise in engagements (2023 vs. 2022).

• Managed and grew the Influencer Program, onboarding content creators, hosting visits, and overseeing partnerships, resulting in ~1.5+ million unpaid, organic impressions from content marketing (June–July 2023).

• Facilitated monthly national social media meetings, aligning teams on Merlin initiatives, providing strategic planning recommendations, implementing brand guidelines, and integrating LEGO Group business priorities.

• Researched and evaluated emerging social media trends, tools, and technologies (e.g., A.I.), curating insights to improve content creation and share best practices with the LLNY Marketing team and North American social media teams.

• Directed production crews, creative teams, agencies, and interns to deliver high-quality, on-brand content aligned with strategic goals.

• Developed creative concepts and detailed briefs for internal and external teams to produce content that met and exceeded KPIs.

• Monitored analytics for social media performance, analyzed audience and competitor insights, and prepared reports with actionable recommendations to optimize content and surpass KPIs.

• Directed agencies to execute paid social media and digital campaigns, driving an 89% increase in impressions and a 3440% surge in web conversions (2022 vs. 2021), supporting marketing, partnerships, lead generation, and sales goals.

• Utilized Adobe Creative Cloud tools to develop visually compelling content, ensuring brand consistency and quality.

• Led campaign briefs, digital storytelling efforts, and content evaluation processes, expanding the content asset library to support future initiatives.

​

Social Media Specialist and Content Creator

Array of Hope Catholic Ministries | Old Tappan, NJ

January 2018 - March 2019

• Designed 40+ monthly promotional and editorial assets across formats using Adobe Creative Cloud, ensuring copyright compliance and consistent brand voice.

• Copywrote digital content, including social media posts, blogs, and CRM campaigns, maintaining tone of voice consistency and optimizing for engagement.

• Strategized and executed social-first campaigns across Facebook, Instagram, YouTube, LinkedIn, and Twitter, boosting engagement by 80% (2018–2019).

• Collaborated cross-functionally to develop bold, trend-driven content that expanded reach and increased engagement.

​

Author, Freelance Digital Marketer, and Content Creator

SF Publishing & Media | Walden, NY

January 2015 - Present

• Design and produce content for social media, print, digital, email, and book layouts, aligning with clients' brand identities and needs.

• Write, edit, and format both fiction and non-fiction publications of varying lengths, ensuring high-quality storytelling.

• Build and update CMS websites, developing campaign landing pages tailored to client specifications.

• Advise clients on best practices for creating impactful, metric-driven social-first content for Facebook, Instagram, Twitter, and TikTok, boosting one client’s consumer database by 80% (June–December 2018).

• Manage and prioritize multiple projects, delivering high-quality content under tight deadlines.

​

Social Media & Content Specialist, Marketing Assistant, & Teacher

St. Therese Classical Academy | Chester, NY

September 2015 - August 2020

• Developed and ensured high standard of visual execution of the school’s brand identity across social media, digital, and print

• Composed, designed, and developed all print, promotional, video, copywriting, social media, and digital content while following all brand guidelines and utilizing all tools within the Adobe Creative Cloud

• Developed social media and marketing copy for C-Suite review, iterating adjustments based on feedback, targets, and data.

• Managed social media channels, maintaining a posting schedule and supporting their marketing objectives

• Managed and executed in-person marketing events, promoting the academy while creating a community of supporters

• Designed and implemented lesson plans for grades 1-12 in various subjects

​

Graphic Designer and Content Creator

Carmelite Friars, Inc. | Middletown, NY

September 2016 - January 2018

• Designed promotional mailing campaign that raised over $100,000 in three months

• Designed and developed social, video, and print collateral. Utilized Photoshop, InDesign, Illustrator, and Premiere from the Adobe Creative Cloud

• Created their online shopping website to drive further revenue to the organization

• Developed and ensured high standard of visual execution of the nonprofit’s brand identity across social media, digital, and print

 

Graphic Designer and Social Media Assistant

Fire of the Spirit Magazine | Remote, USA

January 2012 - August 2018

• Designed the entire magazine layout in addition to all social, video, and print collateral.

• Managed graphic design team to ensure brand consistency

• Wrote and edited social copy, reflecting brand tone of voice

• Utilized Photoshop, InDesign, Illustrator, and Premiere from the Adobe Creative Cloud

• Managed their social media channels, maintaining a posting schedule and supporting their marketing objectives