Capital Group

Paid and Social Media

Role

Social Media Director

Timeline

2015–2022

Team

Managed agency and vendor partners

Managed paid and organic social media program for one of the world's largest investment firms, serving as primary strategic conduit for C-level stakeholders.

Key Case Study

In June 2015, I was brought on board to help debut Capital Group's social media pages after 85 years. Through paid, influencer, and employee activations, we structured their launch and rollout plan across X, Facebook, LinkedIn, and YouTube.

The Approach

Worked closely with the branding and comms teams to create copy, visuals and an ongoing publishing strategy for each unique page. A large-scale dollar paid campaign was constructed, timing the launch alongside a meaningful anniversary moment and messaging from the CEO.

The Results

Since the ground zero launch, Capital Group has gone on to build a 600k+ social footprint and global paid social campaigns for product launches and key announcements. My role also helped to build out employee advocacy efforts for advisors and profile management for C-suite executives.