01 · Global Digital Communication Strategy
01 · Global Digital Communication Strategy
Making Complex Information Accessible at Scale
Unifying a fragmented national network under a single, scalable creative operating system.
The Challenge
International Trade Association represents a complex industry with thousands of members, requiring communications that could educate, inform, and engage diverse audiences across digital channels.
The Strategy
I developed and executed social media strategies that translated industry insights, events, advocacy efforts, research, and organizational initiatives into accessible content designed for engagement across platforms.
The Execution / My Role
I led digital communications efforts across social platforms, developing strategies that translated industry insights, organizational priorities, and member stories into engaging content for diverse audiences. My role included shaping editorial direction, creating content frameworks, executing campaigns, and collaborating with internal teams and subject matter experts to ensure messaging aligned with broader organizational goals.
Thought Leadership Through Short-Form Video
Produced and directed short-form educational videos featuring industry experts to translate complex topics into accessible, engaging social content.
Editorial Storytelling
Identifying cultural trends and translating them into educational content that helps audiences understand the bigger story.
Key Areas of Ownership
Key areas of ownership included: • Social Media Strategy: Developing platform strategies and content approaches designed to increase awareness, engagement, and audience connection. • Editorial Planning & Content Development: Creating content calendars, identifying storytelling opportunities, and transforming complex topics into accessible digital content. • Campaign Execution: Supporting major initiatives, events, research launches, and organizational priorities through coordinated social campaigns. • Cross-Functional Collaboration: Partnering with leadership, marketing, events, and industry experts to bring ideas from concept through execution. • Analytics & Performance Reporting: Monitoring content performance, identifying trends, and using insights to refine future strategy. • Digital Storytelling: Creating narratives that helped audiences understand the importance and impact behind industry news, initiatives, and resources.
The Results / Impact
Streamlined network publishing, eliminated brand fragmentation, and significantly increased cross-channel distribution.
Competencies:
- ☑ Short-form Video Production
- ☑ Production Direction
- ☑ Thought Leadership
- ☑ Executive Interviews
- ☑ Educational Storytelling
Competencies:
- ☑ Editorial Strategy
- ☑ Trend Analysis
- ☑ Narrative Storytelling
- ☑ Cultural Commentary
- ☑ Copywriting
