DIRECTOR OF SOCIAL MEDIA, BRAND, AND INFLUENCER MARKETING
Influencer Marketing
Influencer marketing sits at the center of brand advocacy and brand awareness. During my work at Forbes, I brought influencer marketing to the forefront of my strategies in order tell more immersive brand stories. This resulted in an increase in fan acquisition and engagement across platforms.
I recruited, hired, and managed two influencer marketing managers, starting the first influencer marketing department at Forbes.
Content Strategy
List launches like The World’s Most Powerful 100 Women, 30 Under 30, and Forbes 400: The Wealthiest in America, were among the most important and transformative content. I led content strategy for all lists, events, and Forbes’ Brand Voice. I I worked cross-functionally to ensure consistent voice, messaging, and branding was represented throughout the consumer journey.
Creative Direction
Throughout my career I have worked closely with in-house creative teams and agencies. At Forbes, we collaborated on every project from a social post to partner pitch decks.
While I’m not a designer I have taken the role of creative director in most of my jobs as I have always sat on the frontlines of consumer engagement and feedback.
PRESS
Digiday: LinkedIn video use is rising among creators, but there’s no monetization product yet
“As our audience began engaging beyond the job search [on LinkedIn], we took that opportunity to highlight our leadership and entrepreneurial content to decision-makers with a direct, visually focused approach. We saw this partnership with LinkedIn as an organic path toward amplifying Forbes content in a new, meaningful way.”
AdWeek: Once a Running Joke, LinkedIn Is Suddenly a Hot Social Network. Here’s What Changed
Mashable: Digital media fell in love with Snapchat, and now Snapchat loves TV
“You have to ask why before moving forward on the platform. Now with Instagram Stories and Facebook Stories, okay, we can have different approaches to different things, but we're being very strategic about that.”
Forbes: 5 Social Media Tips For Your Content Marketing Strategy
“When social was new, marketing or comms teams could easily execute it,” Gleason said. “It hasn’t been that way for years. Investing in an experienced, dedicated social team is crucial for brand awareness, growth and audience development.”
Folio: Dream Job: How to Get a Social Media Strategist Role at Forbes Media
LAUNCHED NEW REVENUE STREAM :
SOCIAL AD PRODUCTS
LAUNCHED FORBES 30 UNDER 30 LIST OFF FORBES.COM
I pitched the Chief Content Officer and CEO a strategy that spoke to millennials first. The strategy included launching one of our tentpole lists, 30 Under 30, off Forbes.com and on Snapchat first. I won the pitch and spearheaded the launch on a Snapchat Discover Special Edition. This involved project management of multiple teams, influencer marketing strategies, and collaboration with production teams. It was a success and increased traffic to the list by 50% YoY.
