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DIGITAL MARKETING

My digital marketing experience combines both academic learning and hands-on work. As a Digital Media Engagement minor at Temple University, I’ve developed skills in strategy, content creation, and audience engagement. I expanded these through my role as Social Media and Content Manager for the Temple University Diamond Marching Band, and had the opportunity to create a Google Search Ad campaign for Workshop 13 through a class in partnership with the Google Ad Grant program. My first internship was as a Social Media Assistant at REC Philly, where I worked on SMS and email campaigns. This page highlights projects that reflect my ability to combine creativity with data-driven marketing.

PROJECTS

  TEMPLE UNIVERISTY  
  DIAMOND MARCHING BAND  

Social Media

I managed social media for the band, creating video, photo, and graphic content for an audience of 35K+ across Instagram, Facebook, TikTok, and YouTube. I built and kept up a weekly content calendar to plan posts ahead of time and used Meta Business Suite insights to see what was working and adjust content accordingly. I shifted strategy based on engagement, trends, and reach, and repurposed performance footage into short-form videos for different platforms. I also edited videos in Adobe Premiere Pro, which helped generate 264K+ views and grow subscribers by 375+ through trend-based content and recurring series.

Beyond content creation, this role let me combine my interest in music and performance with my focus on social media. I gained experience shaping a consistent brand voice, connecting with different audiences, and creating content that feels both engaging and intentional. I also collaborated with graphic designers, video editors, and photographers to help maintain a cohesive brand image across all platforms.

From directing visual content to supporting larger campaigns, I learned how to think more strategically about what is posted and why. I also gained experience working across fast-paced projects, balancing multiple roles, and making creative decisions that align with both audience engagement and overall brand goals.

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  WORKSHOP 13  

Google Search Ad Campaign

For the pre‑campaign phase, my team and I researched Workshop13’s mission, audiences, and marketing to build a Google Search strategy using a $10,000 Google Ad Grant. We identified key audiences, set KPIs, and created a keyword‑focused account structure to support awareness, class enrollment, and donations. I learned how to turn a nonprofit’s goals into a clear search strategy and how to plan a campaign from the ground up.

During the four‑week campaign, I helped manage and optimize Workshop13’s live Google Search ads. We expanded keywords, refined ad groups, and adjusted bidding to improve performance. Pottery and fine arts ads drove the strongest engagement, and Week 4 reached a 7.19% CTR. I learned how to monitor performance in real time, make data‑based adjustments, and present results and recommendations to our client.

  REC PHILLY  

SMS & Email Marketing

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When I was a Social Media Assistant at REC Philly, I managed email and SMS campaigns through HubSpot, where I was responsible for writing copy, scheduling sends, and analyzing performance data to optimize engagement and better connect with target audiences. I paid close attention to metrics like click-through rates and audience behavior to refine messaging and improve results over time. For example, I created an email campaign for the “Donye Taylor Spotlight Session” that achieved a 1.54% click rate, along with SMS copy for “Philly P(F)inancial Literacy Week,” which resulted in a 10.86% click rate. These results reflect strong audience engagement and effective messaging across both channels. Through this experience, I learned how to tailor content based on platform, audience behavior, and performance insights, while also gaining a deeper understanding of how data-driven decisions can lead to more impactful and strategic communication.

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