Cotton Holdings
Overview
At Cotton Holdings, I managed, developed and executed impactful social media strategies for 4 brands that drove audience engagement, community building and business growth. With a focus on real-time coverage, community engagement and analytics-driven insights, I managed the company's digital presence across Instagram, Facebook, LinkedIn and X, delivering a mix of content that aligned with Cotton Holdings' brands: Cotton GDS, Cotton Logistics, Cotton Culinary and Cotton Foundation.
Key Projects
Before
After
Real-Time Event Coverage
I covered high-profile events, sharing live updates and engaging Instagram Stories to capture the energy and impact of Cotton's involvement. Key events included:
Healing After Helene: Philanthropy-focused event where I created story updates highlighting community impact, using visuals and storytelling to connect with our audience on an emotional level.
Texans Jersey Release Party: For this client-focused event, I developed on-brand Instagram Stories in real time, showcasing exclusive moments to engage followers and build excitement around the Cotton Holdings brand.
Lone Star Showdown Press Conference: Provided live social media coverage for our major partnership announcement. My coverage featured key press moments, interviews and visual content that elevated the event's significance and drew engagement from both UT and A&M fans.
Content Strategy & Creation
Content Calendar Management: I led the content planning and development for platforms like Instagram, Facebook, and LinkedIn, creating a calendar that balanced timely event posts with ongoing brand storytelling.
Creative Execution: Worked with Cotton's internal Creative Team and third-party agencies to create a cohesive look and voice across all content. I contributed to storyboarding, copywriting, and content direction, ensuring each post aligned with Cotton's business goals while capturing the brand's dynamic energy.
Social Graphics & Video Content: Developed engaging visual and video content with on-brand messaging that resonated with our audience, increasing follower engagement and brand visibility.
3. Analytics & Reporting
Data-Driven Insights: Leveraged Sprout Social to monitor and analyze key performance indicators (KPIs) across all platforms. My reports tracked engagement metrics and offered in-depth analysis and recommendations.
Strategic Adjustments: Based on analytics, I provided actionable insights that informed future content strategies. This included identifying high-performing content types, optimizing for trends, and improving engagement rates and follower growth.
Achievements
Increased Engagement: Achieved a 148% boost in Instagram engagement for Cotton GDS, with a remarkable increase in Reel interactions by 1,894%.
Community Growth on LinkedIn: Enhanced engagement by over 60% on LinkedIn, contributing to substantial increases in reactions (136.5%), comments (2,300%), and reposts (333.3%).
Improved Content Performance: I maximized reach and visibility through analytics-driven content adjustments, consistently refining content based on metrics.
Social Media Manager
I transformed Cotton GDS's content by creating concepts for bold, eye-catching graphics and engaging copy, making the feed visually dynamic and highly relevant. This refreshed approach combines interactive content types—like bingo, myth-busting reels, checklists, and series such as "The Cotton Difference"—to encourage audience interaction and position Cotton GDS as a trusted resource in disaster recovery. This strategy keeps the feed timely and informative and fosters deeper engagement with our audience.
Stewart & Stevenson
Developed a strategic social media plan focused on customers' pain points and the benefits the customers receive with each product or service. Created engaging and impactful content to attract potential employees and promote services. Utilized tools like an iPhone camera, Canva, and CapCut to create and edit short-form videos, providing a technician's perspective on different service branches and highlighting the benefits of working at the company. Captured key moments from company events to promote the company's values effectively. Stayed updated with the latest trends to seamlessly integrate them into the company's social media presence whenever possible.
Collaborated closely with the video production team to capture thought leadership videos featuring industry leaders for various campaigns. Produced content featuring employees to showcase the company's friendly and personal approach and regular sales content.
Leveraged Sprout Social to conduct keyword and hashtag research relevant to the industry, gaining valuable insights that were transformed into content opportunities to drive conversations within the social community. Continuously monitored social media metrics to track the performance of campaigns, posts, and strategies. This data-driven approach facilitated informed decision-making and monthly refinements of the social media strategies for optimal results.
Overview
Results
These comprehensive efforts resulted in a robust social media presence that deeply connected with our audience. Implemented strategies yielded impressive results across multiple metrics:
The social audience experienced a remarkable growth of 14.5%.
Tailoring social media strategies for each platform, resulting in a 15% boost in customer engagement and increased brand visibility.
Implementing short-form videos resulted in a 47% increase in brand engagement and growing Diesel Dash's Facebook following to 11K.
Social Media Specialist
Stewart & Stevenson aims to achieve several social media goals to strengthen their brand presence and recognition in the market. These goals include enhancing brand awareness to provide greater visibility. Utilize platforms like Facebook and LinkedIn to drive hiring efforts effectively. Expand its social media following across its social platforms. Build a social community that encourages engagement, improving connections with their audience and creating brand advocates.
Objective
Collectively, these achievements highlight the success of my social media strategy in driving audience growth, boosting engagement, and maximizing the impact of our video content.
Expanded their reach and engaged a broader audience through their social media platforms: Instagram and Facebook. I created educational reels that captivate viewers beyond their existing following by incorporating short-form content and trending sounds.
Moreover, I fostered genuine connections by featuring their staff on entertaining reels and integrating interactive graphic content created through Canva. This approach sparked conversations and positive sediment.
Lastly, I created compelling copywriting with call-to-actions to deliver an ECCU message that converted followers into members.
Overview
Results
The content strategy implemented resulted in significant growth in ECCU's social accounts. The education and entertainment reels proved highly engaging, captivating 93% of the audience, while content featuring employees caught the attention of 84% of viewers. The implemented strategies yielded impressive results across multiple metrics:
Engagement soared by an impressive 62.5%.
Website clicks experienced a notable increase of 6.3%.
The social following collectively grew by an impressive 31.3%.
Marketing Support Specialist
Objective
Energy Capital Credit Union social media goals were expanding it's following, increasing engagement, and driving conversions.
Energy Capital Credit Union
These achievements demonstrate the effectiveness of the content strategy in driving engagement, attracting website traffic, and expanding the social media presence of ECCU.
Overview
Conducted thorough market research to identify industry trends and gain insights into the local market and brand. Utilizing targeted keywords and hashtags, I gained valuable insights. Using Sprout Social, I monitored brand sentiment, mentions, and performed competitor analysis to inform decision-making.
I leveraged social media platforms like LinkedIn, Instagram, and Facebook to promote the brand's core values, hotel experience, and events. I optimized content reach and engagement by employing hashtags, keywords and influencer marketing.
On Instagram and Facebook, I created short videos, captured guest experiences through photography for storytelling, and created graphics on Canva to engage the B2C audience. On LinkedIn, I developed newsletters and infographics for B2B engagement. Engaged with potential guests through DM's and comments.
Implemented strategies yielded impressive results across multiple metrics:
15% of the companies targeted through LinkedIn relocated their employees to the hotel.
The overall event growth experienced a significant boost, to a 35% increase in attendance.
85% rise in positive sentiment reviews on Facebook and Google from satisfied guests.
The hotel occupancy consistently soared monthly, witnessing a substantial growth rate of 17.8%.
Results
Castle Hospitality
Marketing Manager
Objective
Castle Hospitality's primary goal is to captivate its target audience with the grand unveiling of their latest addition to the Marriott family, The Element by Westin. I strategically focus on brand awareness, lead generation, sales growth, and fostering guest loyalty and retention.
Social Strategy & Management