Yearlong Instagram campaign to reach and engage UCLA Law students generated 5 million impressions, reached 3.6 million individual accounts, and earned more than 250,000 engagements.

Developed a multi-year vision for UCLA Law's social media efforts across the enterprise that builds brand affinity and establishes thought leadership while driving business objectives – revenue, reputation and recruitment. The law school is now #1 in follower growth and engagement among top law schools on Instagram, and #1 in follower growth on LinkedIn.

Led the communications rollout for UCLA Law's new dean, which included formal announcements, social media & traditional media campaigns, a magazine and a newsletter, generating hundreds of thousands of impressions. The strategy had a ripple effect, leading to a 1,340% increase in LinkedIn followers thereafter.

Conceptualized and led UCLA’s first Reddit “Ask Me Anything” with a professor. Constitutional law scholar Adam Winkler reached over 153,000 individuals; 84% of folks who looked at the page marked it as good content for the site; and the thread has received more than 1,000 questions and comments.

A landing page and explainer video to showcase UCI Humanities' expertise in environmental humanities. Social media & digital campaign yielded 20k organic impressions in its short run. Video ranks #1 in YouTube for "what are the environmental humanities?"

Led a social media & influencer campaign around a climate event at UCI that generated 18 million impressions of the event hashtag #UCIClimate on Twitter. Our concerted PR strategy resulted in coverage from five media outlets, including C-Span who recorded the event’s keynote and first panel.

Crafted a social media campaign around a hip-hop event hosted UCI's Center for Critical Korean Studies and, in just one day, the hashtag #KoreanHipHopUCI reached over 455,000 individual accounts and generated over one million impressions. Media coverage of the event included top publications like the Los Angeles Times, both online and in print, and generated millions of impressions.

Crafted and led content strategy for three web properties. One website (Smart Snacks in School) was a lead-generation site that gained a #1 search-result spot, even outranking the government for six months. While I managed it, the site had a bounce rate of 10%; the average visitor spent 13 minutes there; and the site generated an average of 40 quality leads per month.

A social-media campaign spotlights Humanities double majors. Reached 21k organic impressions during its short run. It later became the focus of an outdoor banner campaign. 

Despite national downward trends, the UCI School of Humanities kept its undergraduate majors steady, eventually increasing significantly during my tenure. Part of the success was due to concerted marketing campaigns. Major-specific campaigns in Literary Journalism and African American Studies increased students: 310% for LitJ and 400% for AfAm studies.

Crafted yearlong campaign to increase language studies at UCI. Italian quintupled its enrollments. 

A rebrand of the UCI School of Humanities focused on the school's contemporary relevance: UCI Humanities: Ideas that Matter. It kicked off an integrated campaign that showcased the power of humanities disciplines in confronting today's greatest and most complex challenges, from climate change to racial and social injustice. 

One prong of the rebrand strategy was using thought leadership to pair humanities scholars with scholars in other disciplines. For example, I paired the school’s dean with a scientist to co-author a piece on why climate science needs the humanities. It published in The Conversation and garnered over 35k reads on the platform itself, generated over a million impressions on social media, and resulted in interviews on several radio stations and podcasts.