Gaonou Lo

About

I am a social media enthusiast and expert who enjoys both spectrums of creating inspiring content and analyzing data to strategize the best techniques to reach and positively impact the targeted community. I understand that social media is more than gaining a huge following and publishing beautiful content, it involves caring for the brands community and how to add value without losing the brand's message. As an advocate for an empowering lifestyle and continuous social media marketing growth and success, I seek an understanding of what consumers require and expect. I use available resources and opportunities in their best interest without compromising brand values.

Experience

• Director of Social Media · Michigan State University06-01-2024

  Develop and implement strategic social media initiatives for high-profile accounts @MSUAlumni and @TheRealSparty across multiple platforms (Instagram, Facebook, X, YouTube, TikTok), aligning with departmental goals that reflect university values, and connecting with over 500,000 alumni and donors. Develop a variety of social campaigns in support of brand partnerships, fundraising and overall brand positioning. Provide leadership and training on social media best practices to staff, empowering team growth and enhancing MSU's social presence, while guiding student interns in mastering brand tone and voice and excelling in social writing and creative concept development. Spearhead creation of user-generated content and influencer programs that increase alumni engagement. Craft an innovative content calendar by innovatively uncovering alumni stories, spearheading concept creation, producing compelling copy, and providing strategic creative direction. Collaborate with the Creative Team to transform ideas into reality while managing the review process to completion, ensuring alignment between creative vision and business objectives. Ideate, visualize, produce, and edit UGC-style vertical video content, utilizing both native tools and platforms like Final Cut Pro and CapCut for the entire process from concept to final cut. Recognize and leverage current cultural and social media trends to create resonant content for target audiences, while skillfully adapting them to fit the brand voice and ensuring compliance with IP/copyright laws and legal requirements. Respond to audience comments across platforms directing inquiries to appropriate teams and elevating relevant topics to enhance the customer experience. Responsible for social media listening for social media channels and optimize opportunities to increase audience. Lead and optimize all processes related to social media (listening, community management, content creation, publishing, and performance reporting).

• Social Media Consultant/Content Creator · The Polka Dot Co08-01-2024

  ● Develop and execute a comprehensive social media strategy to increase brand awareness and drive engagement. ● Create and curate compelling and on-brand content for social media channels, including but not limited to TikTok, Instagram, and Facebook. ● Monitor and analyze social media performance using relevant tools and metrics, and optimize strategies accordingly. ● Stay abreast of industry trends and best practices in social media marketing, and implement innovative approaches to maximize impact for our clients.

• Social Media & Creative Director · @theglamourpursuit08-01-2016

  Lead the development and execution of a content strategy to ensure a unified brand identity across all social media channels, resulting in a 40% increase in follower engagement. Manage daily content creation, copywriting, and community engagement across five prominent social media platforms (Instagram, Facebook, TikTok, YouTube, and Pinterest). Lead a team of two social media assistants to ensure outputs are reflective of company goals. Cultivate strategic partnerships with national brands (thredUP, Mall of America, BearPaw, etc.), expanding brand reach by 30%. Expertly edit photos using Adobe Lightroom and fine-tune videos with Final Cut Pro, ensuring that each piece of content meets the highest creative and quality standards.

• Sr. Social Media Strategist · Madison Area Technical College10-01-2021 – 06-01-2024

  Led enterprise-wide social media strategy aligning with marketing, public relations, student recruitment/enrollment, and Diversity, Equity, and Inclusion goals. Oversaw institutional social platforms (Instagram, Facebook, Twitter, TikTok, SnapChat, YouTube, explore emerging platforms) while managing an annual budget of $30k. Coordinated multiple databases and reports for research and trend analysis; developed and distributed social media analytics, spending/ROI and strategic plan assessments. Hired, managed and mentored student employees; provided direction, strategy, and guidance for social media projects/campaigns. Recruited and managed Student Influencer Program, resulting in a 15% increase in brand awareness. Spearheaded and executed highly targeted social media campaigns across multiple platforms, driving a 50% increase in engagement and a 30% growth in follower base within six months. Developed templates and guidelines to visually demonstrate best practices, including brand guides, Rules of Engagement, and Social Media Policy. Led strategic planning and provided hands-on support for all aspects of social media content creation, including creative concept development, photography, videography, graphic design, video editing, and outreach initiatives. Collaborated with Marketing, Communications, Enrollment, and DEI teams to implement and support cross-functional social media strategies. Provided consultation and thought leadership on social media strategies and best practices to college stakeholders, while training and directing social media page owners and the broader community on best practices and policies.

• Social Media Manager · Brizo and Delta Chicago10-01-2020 – 05-01-2022

  Pioneered company’s first social media strategy, resulting in a 20% increase in audience reach. Creative Director and Producer of content featuring key products and services.

• Social Media/Creative Director · Soapbox Influence10-01-2020 – 08-01-2021

  Managed the social media department and spearheaded the annual strategy, managing a portfolio of four social media management clients per month. Led Soapbox Influence’s Creators Collaborative Program initiative - managing a total of 10 copywriters, photographers and social media assistants assigned to national-level social media projects. Achieved a 100% increase in engagement growth for all four clients' social accounts within the initial three months by implementing current trends and strategic content. Executed monthly paid media campaigns generating over 1 million impressions. Creative Director and Producer of in-house content for clients. Created and delivered client briefings encompassing quarterly performance metrics and forthcoming strategic initiatives.

• Social Media Assistant · Soapbox Influence / Walmart - Adventure Force05-01-2020 – 09-01-2020

  Managed Walmart - Adventure Force's monthly content calendar by developing visual assets that aligned with brand identity, including logo, color scheme, and overall aesthetic. Led monthly promotional campaigns to increase Instagram followers from 1,000 to over 3,000+ within a three-month period. Conducted analysis and executed strategies to remain current with industry trends and maintain a competitive edge in marketing practices.

• Social Media Manager · Spin08-01-2019 – 05-01-2020

  Achieved a 100% increase in engagement growth by implementing current trends and compelling, engaging content. Hired and managed 10 influencers per week for brand campaigns. Managed monthly social media content calendar including metrics. Led content creation, copywriting, and community management across 5 social media accounts (Instagram, Facebook, Twitter, Pinterest, LinkedIn). Collaborated with the Creative Director on design initiatives encompassing email marketing, social media graphics, and website development.

• Social Media/Influencer Marketing Intern · SheSpeaks11-01-2018 – 08-01-2019

  Recruited and onboarded 50+ influencers monthly for national brand campaigns, such as Coca Cola and Pampers. Directed the monthly content calendar for Instagram, Facebook, and Twitter, ensuring consistent delivery of 2 to 4 social media posts per week. Managed online community forums with over 100 active members, seamlessly integrating them with ongoing campaign initiatives.

• Human Resource Assistant · University of Wisconsin - Madison03-01-2017 – 10-01-2018

  Supervised and managed a team of over 200 undergraduate and graduate employees, overseeing hiring processes and compensation. Monitored reports related to terminations, payroll, benefits, and job end dates. Provided consultation and training to student employees regarding human resource, payroll, and benefits inquiries.

• Human Resource Assistant · Target12-01-2016 – 03-01-2017

  Led a new-hire training program resulting in a 95% retention rate.

Education

• Bellevue UniversityMaster's degree, Digital and Social Media Marketing
• University of Wisconsin-Stevens PointBachelor's degree, Business Management & Communication Media Studies
• Birkbeck, University of LondonBusiness Management & Communication Media Studies

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