
Social Media
University of Miami
School of Communication
October 2022 - Present | Head of Social Media
Following has increased by 77% across all platforms since October 2022.
Boosted Instagram post frequency by 275% in first year, increasing from an average of 60 posts to 225+ posts annually to enhance engagement and visibility.
Launched UM SoC’s TikTok account in 2022, generating 1.5M video views, 39K profile views, and 41K likes in 2024 alone.
Led paid social campaigns on Instagram, TikTok, and Google, generating 10M+ impressions and 1M+ video views, contributing to a 37% increase in graduate applications.
Created the university’s first social media student team, hiring and mentoring students to create engaging, platform-specific content and setting a model for other schools within the university.
I prioritized student-first content by building a team of students to help lead it.
We were one of the first schools at the University of Miami to have a dedicated student content team actively creating, collaborating, and shaping what we post. Giving students the lead made our content more authentic, relatable, and better aligned with what Gen-Z, our target audience, wants to see.
The post-graduation interview video received over 172.4K views and 5.6K likes across TikTok and Instagram.
My team created a video to promote a new Taylor Swift Branding class. Between our accounts and @univmiami’s, the video received over 305K views across Instagram, TikTok, and YouTube.
This graduation collab post with @univmiami (created by my team) received 97.7K views across Instagram and TikTok.
The Random Acts of Kindness Day video received over 49.3K views and 1.9K likes across Instagram, TikTok, and YouTube.
This #305Day interview video received over 76.2K views and 1.7K likes across Instagram, TikTok, and YouTube.
This welcome back post received 57.5K views and 3.1K likes across Instagram, TikTok, and YouTube.
My idea for "Campus Crawl" brought a fresh, engaging approach to sharing valuable campus insights with our student audience.
While we still post trending content, this series gave us a chance to highlight campus resources, student tips, and hidden gems without losing the energy that makes our account fun to follow. It’s one of our most well-received series and keeps our audience coming back for more.
The Virtual Experience & Simulation Lab tour received over 7.7K views across Instagram and TikTok.
John Luke’s dorm tour received over 21.6K views across Instagram and TikTok.
Quincy’s dorm tour received over 19K views across TikTok and Instagram.
Before it was officially called ‘Campus Crawl’ my team was already creating similar content.
Abby’s guide to find the Stein Family Career Office received over 54.8K views across Instagram and TikTok.
Developing a strategic approach to paid social media advertising was instrumental in attracting a diverse pool of applicants for our graduate programs.
To support the recruitment goals for our 11 graduate programs, I developed and managed comprehensive paid social media campaigns. Leveraging platforms like Instagram, TikTok, LinkedIn, and Hulu, alongside Google Ads and other digital channels, I deployed a mix of compelling static and video advertisements. These strategic campaigns were crucial in reaching prospective students, driving awareness, and encouraging applications for our diverse graduate offerings.
The Interactive Media Center tour video received over 25.1K views across TikTok and Instagram.
To promote UM’s two Cinematic Arts graduate programs, it was crucial that video be leveraged for our recruiting efforts. In just one recruitment cycle, the following ad received 2.6K clicks across Instagram and TikTok. The Motion Pictures, M.F.A. program saw a 71% increase in applicants the same cycle.
For the Communication Studies, M.A. program, we introduced video ads for the first time, leading to a 46% increase in applications. A key to this success was a "day in the life" series where I collaborated closely with a student. I guided her through every step of the video creation process, from storyboarding to ensuring she genuinely captured the program's unique strengths, despite her having no prior video production experience.
Promoting our sole doctoral offering, the Communication, Ph.D. program, required an innovative strategy, especially without many visual assets or eager student participants. Our solution was to underscore the program's versatility and its relevance to numerous fields. By showcasing its wide-ranging applicability, we successfully resonated with a broad audience, demonstrating how a Ph.D. in Communication could be the right path for varied academic and professional aspirations.
To build a truly comprehensive graduate recruitment strategy, I understood the importance of a diversified ad portfolio that included static ads alongside video. My work involved creating program-specific visuals that weren't one-size-fits-all. Instead, each ad highlighted distinct advantages from financial capability after graduation to intimate class environments and cutting-edge facilities ensuring our messages resonated directly with students' unique interests as they explored their advanced degree options. In just two recruitment cycles we saw a 53% increase in total graduate enrollment across all programs.
Our LinkedIn now reflects who we are, a school shaped by the people in it.
When I took over the School of Communication’s LinkedIn in 2022, we had just 638 followers. Less than three years later, we’ve grown to over 2,900, a 359% increase. I focused on celebrating the achievements of our students, alumni, and faculty, crafting content that reflects the heart of our school. That shift in strategy has led to significantly higher engagement and click-throughs. While the education industry’s average LinkedIn engagement rate is 2.8% (Hootsuite), many of our posts far exceed that benchmark.
Students
I collaborate with colleagues to feature students on LinkedIn highlighting everything from graduation to internships. The above post garnered the following metrics:
Reach: 292
Comments:11
Clicks: 7,972
Impressions: 36,933
Engagement Rate: 22.41%
Alumni
I feature alumni to highlight the long-term value of a UMiami education and to connect their stories back to current and future students. The above post garnered the following metrics:
Reach: 231
Comments:15
Clicks: 393
Impressions: 7,428
Engagement Rate: 8.67%
Faculty
From grants to groundbreaking research, I highlight faculty accomplishments that reflect the strength and impact of our academic community. The above post garnered the following metrics:
Reach: 209
Comments:28
Clicks: 221
Impressions: 51,05
Engagement Rate: 8.97%
Social Media Freelance Work
Study Florida | November 2020 - March 2023
Produced reels using member-submitted content to support Study Florida’s paid social media campaigns.
Used #FinancialFridays to deliver bite-sized funding insights students could quickly read.
305 Pink Pack | April - November 2022
Marked Study Florida’s 10-year anniversary with posts the celebrated member achievement and Florida’s global appeal.
Showcased Florida’s draw for students; through engaging graphics featuring natural beauty to entertainment hotspots.
Managed event-day social media coverage, then crafted reels and posts to showcase event highlights.
Produced short, engaging reels that raised awareness about early detection through creative use of popular audio.
Designed illustrated graphics to deliver practical tips for students gearing up for or adjusting to life abroad.
Recognized each awareness month with tailored content that educated, honored, and engaged the 305 Pink Pack community.
Designed simple, question-driven graphics to educate and prompt our followers to evaluate pre-conceived ideas about cancer.
Rotary Youth Exchange Florida | February 2018 - August 2019
Created Q&A posts about exchange student reflecting on their country placements to set realistic expectations for the next cohort.
The alumni series showed prospective students and their parents how exchange fosters confidence, global perspective, and long-term success.
Created #RealTalk to normalized the full exchange experience, from the unforgettable moments to the unexpected challenges.
Miscellaneous
Leveraged a trending sound to spotlight campus resources in a video that received 26.1K views across Instagram and TikTok.
Collaborated with students to capture real campus moments and turn them into shareable social content.
Created a post-conference recap video to extend the buzz of eMerge Americas and keep our audience engaged.
Provided live social media coverage, pairing on-the-spot caption writing with photography of keynote speakers and panelists.
Created a celebratory graduation video featuring MDC’s mascot, Finn, to bring school spirit to the spotlight.
Honored the ADA’s legacy with a video that reflected Easterseal South Florida’s dedication to empowering people with disabilities.
Announced Blue Scholars’ World’s Oceans 2-day celebration with a vibrant save the date to spark early interest and awareness.
Captured the excitement of World’s Ocean Day with live coverage and a recap video that showcased the impact of the Blue Scholars’ event.
Produced a pre-event video that combined past moments with messaging to build momentum ahead of the Renaissance Jax Championships event.
Celebrated Renaissance Jax’s 6-year anniversary with a post highlighting key stats and impact across Northeast Florida.
Designed a digital mockup of the latest eMerge Magazine to preview what’s inside and save time on production.
Showcased Parrot Fish Studio’s creative versatility through a series designed to break the mold and celebrate bold ideas.