Social Media Manager

Richard Marc Wachtel

Vienna, Virginia • adjzbi@r.postjobfree.com • C: 516-***-**** • H: 703-***-****

Profile

Accomplished developer and manager of paid and unpaid social media and online content with successful experience in managing campaigns on behalf of a wide variety of industries, government agencies, and nonprofit organizations.

Skilled in the use of all standard web-development and analytics tools.

Earned reputation for significantly increasing campaign performance measured against standards for each industry and benchmarks for previous campaigns.

Very strong analytical, problem solving, interpersonal communication, and presentation skills.

Hands on experience in managing reputational and crisis response campaigns.

Professional Experience

Siemens USA October 2017–present

Increasing responsibility in managing the paid and unpaid social media presence of a highly diversified, global conglomerate based in Germany. Its primary divisions are Industry (industrial automation), Energy, Healthcare (especially diagnostics), and Infrastructure & Cities.

Paid Social Media Manager, October 2020–present

Social Media Manager, October 2017–October 2020

Joined the company to manage social media strategy and campaigns that utilize all social media channels such as Twitter, Facebook, Pinterest, LinkedIn, YouTube, Flickr, and Instagram, and have managed more than 20 full campaigns to date. Receive requests from the corporate organization and business units for campaigns to promote both the broader corporate image and specific products and services. Manage the day-to-day content development for the different platforms and, as Social Media Manager, served as the global contact for USA content and member of the US Crisis Response Team while contributing to global crisis responses. Presently manage a budget of more than $500,000 for paid social media. Work with the Siemens USA CEO and senior executive staff to ensure consistency of messaging across all traditional and social media channels. As SMM, supervised the work of summer interns. Work with Siemens employees worldwide to amplify the company brand and stories aligned with strategic goals.

As the company began to evaluate bringing outsourced management of paid social media inhouse, led an increasing volume of paid media campaigns, assuming the position of Paid Social Media Manager with finalization of that decision in late 2020.

Develop the business case and present to stakeholders, execute campaigns, and generate performance reports on such metrics as impressions, engagements, and number of followers.

In 2020, created and managed four paid and one always-on, corporate reputational campaign that boosted organic content to be seen by more people, increasing all metrics an average of 60%.

Earned a reputation for creating campaigns that consistently exceed campaign targets on such measures as video completion rate by industry and benchmarks against previous campaigns. Ensure placements are tracking to achieve agreed purchased goals for such metrics as impressions (IMPs), clicks, downloads, video view, and shares.

In partnership with platforms, manage the budgets for each campaign.

Collaborate with Siemens Business Unit Media Relations leads, and social media leads from around the globe to develop organic and paid social media content for Siemens USA social channels.

Develop and execute Siemens USA organic paid social strategy, working with businesses, global Siemens employees, and channel operations to provide best practices and execution of paid social media campaigns across all social media channels.

Manage the strategy and development of the Siemens USA Blog, including structure, blog stories, and landing page on the Siemens website.

Develop and execute social media content for major events including but not limited to: CERA Week (global energy conference); Siemens USA Innovation Day, Infrastructure Week, Manufacturing Day, National Society of Black Engineers Conference and other high-level external events.

Developed and implemented social media copy and strategy for campaigns including the "Proud to be Digital," Siemens Motorsports program.

Richard Marc Wachtel Page 2

Washington Convention & Sports Authority t/a Events DC June 2016–September 2017

A semi-public company in Washington, D.C. that owns and manages the Walter E. Washington Convention Center, RFK Stadium, and Nationals Park among other DC venues.

Online Digital Manager

Planned and executed the social media strategy for the convention, sports, and entertainment lines of business, developing and executing social media campaigns to promote all events hosted by the Authority. Managed relationships with and guided the work of external technology and creative vendors and social influencers. Supported content writing across digital channels that included the company website, social media, and email marketing campaigns. Monitored all social media platforms and reported on findings and brand best practices. Edited content in content management systems (CMS).

Oversaw the development of the new corporate website.

Developed campaigns that typically achieved attendance targets for events.

Support communications and marketing team on all communications and marketing initiatives

Managed digital marketing analytics, which could include Google analytics, email marketing campaigns, and CRM platforms to deliver insight and recommendations to optimize campaigns.

Federal Motor Carrier Safety Administration February–June 2016

A contract assignment with a federal agency that is part of the Department of Transportation.

Social Media Content Manager

Created, managed, and grew the agency presence across all social media channels, leveraging measurement tools to provide progress reports, mine insights, and recommend ways to improve key performance metrics through testing and new initiatives. Created content for feeds that promoted discussion on various social networking sites and researched and identified new and emerging digital and social media trends, including new platforms, social media functionality, and content trends.

Worked with other Department of Transportation agencies to help promote the overall Department of Transportation mission through social media channels.

Created and a weekly social media report presented to the Department of Communications and created a social media calendar that provided content to fellow program offices within the agency.

Produced and delivered Daily News Clips to the whole FMCSA agency.

Fose+McKay November 2014–July 2015

A boutique advertising agency based in Washington, DC.

Account Manager

Worked with executives and the account and creative teams in Virginia and Arizona offices to plan and executive online marketing campaigns for clients. Collaborated with client and technical teams to develop content for email, online, and social medial campaigns for a wide variety of government, political, nonprofit, and trade association clients.

Assisted with client relations and business development, including development of pitch materials.

AARP April 2013–April 2014

The nation’s leading advocacy and support organization for seniors. A contract project.

Web Producer, Project Coordinator

Managed search-engine optimization for the organization’s website to improve ranking, increasing the value of digital users to AARP by increasing page consumption, ad revenue, and other important metrics. Developed recommendations for senior executives based on key findings in areas of improvement using Omniutre Analytics software. Evaluated web analytics and developed creative ideas for presentation to the Audience Engagement Director.

After being hired to take over a troubled project to develop content and launch a major addition to the AARP website, a project that was two months behind, brought the project in two months ahead.

Project Coordinator for the launch of the New Travel Experience website.

The Middle East Media Research Institute (MEMRI) February 2005–June 2013

A nonprofit organization that bridges the language gap between the West and the Middle East, providing timely translations of Arabic, Persian, Urdu-Pashtu, and Turkish media, as well as original analysis of political, ideological, intellectual, social, cultural, and religious trends in the Middle East.

Director of Media Relations, December 2008–June 2013

Associate Director of Media Relations, February 2005–December 2008

richard Marc Wachtel Page 2

MEMRI (continued)

Supervised and mentored the Assistant Director of Publishing and Special Projects and the Assistant Director of Special Project in creating effective social media strategies and publishing content on multiple external websites. Developed and implemented the organization’s content market strategy and presented findings and recommendations to MEMRI executives.

Developed and implemented a marketing plan, working with US and international media to secure high-level placement of content, overseeing design, upgrades, usability best practices, analytics, and SEO for eight websites and social media.

Achieved outstanding success in earned media coverage of MEMRI’s content in high-level media outlets nationwide and in international markets.

Grilling with Rich, LLC 2010–present

A blog and website promoting bar-b-que and grilling. Based on a hobby, it generated a modest profit during a period of peak activity.

Owner

Developed and managed the entire online presence of the blog and website, including social media. Created the SEO strategy using web tools such as Google Analytics, Google Webmaster, Meta Tagging, and Photo Tagging. Coordinated social media ad buys and strategies. While site is still active, other obligations prevent much active participation at present.

Presented "SEO & Social Media for the BBQ Industry" to more than 100 participants at the 2013 National BBQ Association conference.

Education

Georgetown University Digital Media Professional Certificate, 2015

State University of New York at Albany Bachelor of Arts, 2012

Contact this candidate