Reaching for the Cloud
Salesforce Social

2019–Present

Social Media Strategist, Contract Position
I lead social media strategy, creative, and community management for the @Salesforce corporate Instagram channel, working cross-functionally with 10+ teams across the company to drive strategy for campaigns, announcements, and representation for various clouds, products, values, events, and more. I also act as a strategic partner and trusted social media advisor to the Strategic Events organization, serving strategic goals, including demand- and pipe-generation for U.S.-based live and virtual events, including Dreamforce — the world’s largest technology conference, providing support through the execution of social media strategy and content creation on Salesforce Events social channels (@Dreamforce).
Salesforce Instagram Posts
Project Milestones
All About Instagram.

I relaunched Salesforce’s corporate Instagram channel (@Salesforce) in March ’20 with a new strategy and creative refresh, increasing content impressions by 703% and new followers by 63% during the first half of FY21 and maintaining a robust average engagement rate of 5.6% — 4.6 times higher than the benchmark.

Alongside the relaunch, I created a design system and designed a suite of branded templates for Instagram in-feed posts and stories, including highly-engaging memes, 3D and 2D illustrated graphics, videos, audiograms, quote cards, informative text-based carousel posts, and more.

Beyond the design, art direction, and curation of assets for Salesforce’s Instagram, I create social copy and manage the channel’s editorial calendar; curate story highlights dedicated to core products, industries, and values; lead community management; and provide weekly and quarterly content reporting and analysis for executive leadership.

Before/After

Instagram Augmented Reality Filter

“Which Salesforce Character Are You?” AR Instagram filter in action.

As we relaunched our Instagram channel, I developed Salesforce’s first-ever Instagram Playbook, including channel strategy, best practices, creative guidelines, and templates, which rolled out to 25+ owned-and-operated Instagram channels across the company.

Ever wonder how those viral filters on Instagram are created? I designed and developed Salesforce’s “Which Salesforce Character Are You?” augmented reality filter based upon viral “Which Disney Character Are You?” filters. The filter has been used over 28.6k times on Instagram, endlessly amplifying Salesforce’s brand and IP across the network.

TrailheaDX 20 Social Puzzle
My Role
Taking Events Social from IRL to URL.

I joined Salesforce as a Social Media Strategist for Strategic Events two weeks before Dreamforce 2019, the world’s largest technology conference, and just two months before the coronavirus outbreak in Wuhan began to make headlines worldwide. Soon, “within-6-feet” events would move completely online as COVID-19 exploded into a global pandemic.

In this role, I act as a strategic partner and trusted social media advisor to the Strategic Events organization, serving strategic goals, including demand- and lead-generation for U.S.-based live and virtual events, providing support through the execution of social media strategy and content creation on Salesforce Events (@Dreamforce) channels.

As the owner of organic social media strategy for TrailheaDX ’20, Salesforce’s first Tier 1 event to go entirely digital amid the pandemic, I managed all promotional periods, developed innovative social-first campaigns, created and curated content, and executed social across all Tier 1 social channels — @SalesforceDevs, @Salesforce, and @Dreamforce — driving over 19.2 million views

Etcetera
Making Salesforce Look Its Best on Social from All 360°.