RESUME
about me
sydney.umeri@gmail.com
Accomplished, creative, and data-driven Marketing Manager and Social Producer with 6+ years of experience leading teams through product optimization, content creation, consumer listening, and high-level marketing campaigns. Highly energetic and success-driven with a track record of surpassing KPI targets, successfully managing cross-functional teams, and leading the creative process of original content development. Thrive in fast-paced environments, have a natural flair for numbers and synthesizing data, and experience optimizing through A/B testing for the best return.
Women's sports are my passion, and as a former Division I women's basketball player, much of my past journalism work (articles and programmed social content) has been on that topic.
WORK EXPERIENCE
CBS Sports
SENIOR SOCIAL MEDIA PRODUCER
October 2021 - Current
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Devise and execute unique, creative ideas for new content and campaigns.
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Lead team of designers to create original visual content and storytelling from start to finish.
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Plan and execute go-to-market plans/strategies to launch multiple social handles and initiatives.
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Strategized direction and tone of content tailored to target audience.
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Grew social handles by 343% in eight months by balancing breaking news with evergreen content.
SB Nation
SOCIAL PROGRAMMING FELLOW
October 2020 - Current
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Worked with lead designer creating templates to be used on different community platforms.
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Collaborated with talent and content creators collecting data to improve business initiatives.
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Managed various media platforms to grow social engagement through original video content.
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Analyzed media trends and data through A/B testing to optimize digital reach and CTR conversions.
CROFT & Associates
SENIOR MARKETING & COMMUNICATIONS COORDINATOR
December 2018 - October 2020
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Lead original graphic and content creation for all marketing initiatives (i.e. social, email, etc.)
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Grew social engagement over 200% and digital reach by 45% by content calendars.
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Implemented strategic communication plans to maximize publicity using traditional & digital marketing.
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Wrote company SOWs for internal team projects by showcasing department skill sets in RFP submissions.
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Scheduled weekly stand-ups with internal team and stakeholders to maintain project timelines.
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Directed social accounts with a focus on B2B content to market the company's A&E product value.
The Ames Companies
SOCIAL MEDIA & DOTCOM SPECIALIST
July 2017 - July 2018
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Conducted social listening initiative to improve customer satisfaction through faster response times.
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Worked alongside the CMO to plan and execute campaign strategies that drove online engagement.
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Administered e-commerce GTM strategies to optimize SEO and hire third-party vendors.
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Increased brand reach by 36% and engagement by 24% by leading a $100,000 campaign with A/B testing.
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Spearheaded the efficiency of company marketing funnel, evaluating data at each stage for best results.
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Exceeded predetermined KPIs through A/B testing and data analysis to drive informed marketing ad spend.
Education
Google Certificate
FOUNDATIONS OF PROJECT MANAGEMENT
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Credential ID: 3AK8AB6WNF45
University of Kansas
MASTERS OF JOURNALISM, MAJOR IN COMMUNICATION
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Concentration: Digital Content Strategy and Business​
University of Virginia
BACHELORS OF ARTS, MAJOR IN MEDIA STUDIES
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Major: Media Studies​
Relevant Experience
CNN
BROADCAST INTERN
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Learned various anchors' process of delivering news for a live network.
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Helped confirm news data and statistics prior to each show.
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Did run-throughs in front of the camera before and after shows.
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Learned the proper way to compile and prepare for multiple show blocks.
Nike
GLOBAL COMMUNICATIONS INTERN
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Posted two stories on Nike News.
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Worked alongside global communications managers, senior managers, and across functions for the KD9 and Magista 2 boot launches.
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Compiled all user-generated content present in the second Nike Flyease video, as well as gathered contact information from the creators of the UGC for our legal team.
ESPN
PRODUCTION INTERN
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Pulled, edited and packaged video visual content.
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Pitched ideas for the show and put together research packets for host and panelists.
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Produced online content such as “Behind the Horn” and the “Weekend Review”.
Skills
SEO and Google Analytics • Social media strategy • Marketing • Web content development • Copywriting • Corporate blogging • Project management • Layout design •Photo editing • Vido editing • Market research • Adobe Creative Suite • Brand development • SQL