Sr. Digital & Social Manager

Kia America

November 2023 - Current

  • Lead organic social media strategy for Kia USA, evolving the brand's social aesthetic and content voice to strengthen how audiences perceive the brand and vehicle lineup online; the shift is reflected in non-negative sentiment rising from 70% to 81.3% and reach scaling from 1.1M to 148.77M.

  • Lead all social media strategy for Kia's NBA, WNBA, and FIFA World Cup partnerships, translating major sports and live-event moments into culturally relevant, platform-native social content, including Mac McClung's dunk over a Kia vehicle at the AT&T Slam Dunk Contest during NBA All-Star Weekend, driving 28.5M impressions, 8.4M video views, 445K engagements, and a 112% increase in positive sentiment.

  • Built Kia's first-ever influencer and creator ambassador program from the ground up as a pillar of brand perception strategy, intentionally selecting creators whose content style and follower demographics align with each vehicle's target audience, and designed a tiered classification system to measure ROI and business impact by tier.

  • Identify and act on emerging cultural moments and formats ahead of the curve; partnered with creator Ryan Trahan and CSR partner St. Jude on the '50 States in 50 Days' YouTube series ($11M raised, 1.5B impressions, 200M+ views across 56 videos, 240M earned media reach), and conceived Kia's first-ever Reddit video AMA with Chiny Ogwumike in the WNBA subreddit, turning fan questions into charitable donations via an interactive claw-machine format.

  • Lead social-first creative production and content-capture strategy for additional live events and experiential activations, including the EV9 New Years Eve at Time Square activation and the Telluride Launch Creator Events.

  • Manage the Sprinklr partnership and own campaign insight and brand sentiment reporting, building the measurement framework with analytics partners that turns performance data into sharper content strategy.

  • Lead a team of 2 plus 3 supporting agencies; build workback schedules and cross-functional alignment across PR, Legal, Analytics, Media, Advertising, CSR, and Customer Care, and present strategic plans and campaign results to executive leadership and external partners.

  • Serves as lead communicator to executive leadership, selling through social, digital, and creator strategic plans and translating strategy into terms that move budget and buy-in; report directly to the VP of Marketing.

  • Leading Kia’s national digital, social, and creator strategy across paid, organic, and emerging performance channels

  • Grew Kia’s Pinterest partnership to $5.8M in 2025, delivering 834M impressions and a 30% CPA improvement through full Performance+ AI adoption

  • Launched Kia Telluride on Pinterest with a 24% lower CPM and 67% higher video view rate than benchmark
    Turned a trend moment into performance: “Khaki Coded” creative for Telluride drove 2.4x higher engagement at half the cost of standard creative

  • Scaled the K4 Family launch to 42M impressions and 9.7M video views at a $0.01 completion cost, beating Pinterest’s own auto benchmarks

  • Produced on-the-ground social content for Kia’s FIFA World Cup activation across Fan Fest and stadium events

  • Directed creator marketing strategy behind the Telluride Launch Creator Event that generated 7.2M+ views

Sr. Manager, Owner Marketing

Hyundai Motor America

July 2022 - November 2023

  • Promoted to lead the development and execution of multi-tiered marketing strategies for vehicle ownership, connected car telematics, customer education, vehicle quality and safety campaigns to drive business-critical KPIs for the brand and dealerships

  • Led the evolution of social-first content production across YouTube, Instagram, and TikTok, keeping owners emotionally connected to the brand and turning that connection into measurable loyalty 

  • Sold through a first-party-data-informed loyalty strategy across the organization and to senior leadership, translating owner insights into a more memorable, exciting ownership experience and building the internal buy-in needed to launch it

  • Oversaw social content strategy for vehicle ownership and accessory partnerships, partnering with creators and influencers to bring the programs to life.

  • Nominated to chair the Hyundai and Genesis Young Leaders Employee Resource Group, leading a company-wide Earth Day celebration and the 'Executive Speed Talks' series.

  • Lead the planning and development of digital vehicle educational content and assets for new model launches

  • Manage the national digital programs; channels include Google Search, Meta, Display/Programmatic, YouTube, TikTok, Amazon

  • Executed ongoing conquest programmatic campaign leveraging transaction data to personalize the digital experience, resulting in $300K+ incremental revenue from the targeted audience in Q1 2023

  • Direct agency partners to meet business revenue targets, drive dealership traffic and maximize ROI

  • Lead national paid search cross-tier strategy; achieved 75% Conversion Rate in Tier 1 and 106% Conversion Rate in Tier 3

  • Led the development of Hyundai’s new owner marketing strategy including a multi-layered RFP to select the best strategic partners

  • Appointed to be the Chair of the Hyundai and Genesis Young Leaders Employee Resource Group (ERG); Lead several major events for the company including a company-wide Earth Day celebration and the company’s Executive Speed Talks series

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Manager, Rewards & Digital Owner Marketing

Hyundai Motor America

March 2018 - July 2022

  • Launched the company's first digital media marketing program for after-sales, achieving $10.4M in dealer revenue across the US in Q4 2021.

  • Developed and launched Hyundai's first YouTube and Instagram owner series and vehicle-owner resource content, positioning Hyundai as a valuable partner to owners throughout the ownership experience.

  • Implemented a cross-organizational LiveRamp integration for enterprise access to first-party data for paid media targeting..

  • Launched an industry-first Google Customer Match campaign to measure existing owner search behavior, resulting in 41,086 store visits.

  • Led the execution of the company’s first-ever after-sales digital marketing program; achieved 56K+ store visits across the United States 

  • Managed Hyundai’s digital marketing for the After Sales Division; successfully increased program budget during COVID by $150K

  • Championed an enterprise-wide LiveRamp integration proposition which granted Hyundai and Genesis access to use their first-party data for audience segmentation and paid media targeting online

  • Facilitate full cycle, in-market service campaigns which increased owner-service retention and generated at least $25M in repair order (RO) revenue 

  • Acted as subject matter expert, advising executives and management on digital marketing strategies, testing, and optimization to drive business results  

  • Created owner segmentation and target strategies using vehicle ownership status, service requirements, behaviors, and brand experience

  • Collaborated cross-functionally with various marketing groups to streamline brand messaging across Hyundai digital marketing properties 

  • Oversaw mobile and web landing page development and Search Engine Optimization (SEO) implementation on MyHyundai.com 

  • Served as Vice Chair Communications for Women @ Hyundai Employee Resource Group; Collaborated with CEO and President of Hyundai Motor North America on organizing the ERG Town Hall and Women’s Equality Day (500+ in attendance)

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Digital Program Manager

Shift Digital

March 2016 - March 2018

  • Managed national digital and paid social media programs for Toyota and Lexus, a combined program budget of $3M+; led and developed four direct reports and four field consultants across both accounts.

  • Partnered with digital and social partners to develop digital solutions that balanced performance goals with brand development for Toyota and Lexus, translating platform best practices into brand-consistent content standards.

  • Owned content and creative quality across the program, ensuring copy stayed true to each brand's voice at scale while converting qualified leads.

  • Grew revenue by $1M+ by acquiring Lexus as a new client while retaining the existing Toyota contract; trained 200+ dealers on the National Digital Advertising Program across 10 regional offices.

  • Boosted digital marketing program enrollment by 66% over the objective; expanded to manage the Lexus account (while continuing to lead the Toyota account)

  • Executed and managed the national digital marketing programs for clients, Toyota and Lexus (combined program budget of $3M+)

  • Increased Shift Digital revenue by $1M+ as a result of acquiring Lexus as a new client; retained annual contract with both clients 

  • Over delivered Toyota and Lexus enrollment over the target goal through highly effective sales presentations

  • Educated and trained OEM, Region and more than 800 dealerships on the national digital advertising programs throughout the U.S.

  • Managed 9 advertising agencies and created new process standards to ensure campaign maintenance and performance optimization 

  • Collaborated with Google partners to develop digital solutions that optimized both auto companies’ business and brand development

  • Oversaw brand content marketing; ensured copy was relevant and that ads drove consumers to proper landing pages to generate leads

Digital Marketing Manager

Dublin Automotive Group

June 2014 - March 2018

  • Built digital marketing and social media strategy across five dealerships within a $1M annual budget, ranking top-5 among 59 Northern California dealerships in digital presence and increasing qualified leads by 20%+.

  • Led local partnership development with community events, malls, and wineries, building co-branded social campaigns that deepened both organizations’ connection to the local market.

  • Managed all online marketing initiatives across five dealerships within a $1M annual budget; increased qualified leads by 20%+

  • Developed new websites for Volkswagen and Hyundai; improved SEO and organic search (achieved 1st page rankings in Google)

  • Spearheaded marketing campaigns and digital strategy for company’s acquisition of Fiat and Nissan

  • Created digital marketing strategies/campaigns; ranked as top-5 dealership amongst 59 in Northern California in digital presence

  • Managed all online marketing initiatives across five dealerships within a $1M annual budget; increased qualified leads by 20%+

  • Trained store managers on digital marketing (SEM, display, social), enabling them to incorporate strategies throughout the company

  • Slashed advertising expenses through adding incentives and implementing digital advertising tools  

  • Spearheaded marketing campaigns and digital strategy for company’s acquisition of Fiat and Nissan

Social Media Manager

Dublin Toyota

August 2013 - June 2014

  • Created and managed dealer group’s first digital media campaign to boost traffic, brand engagement, and sales/service leads

  • Established and improved social media strategy; increased Facebook likes from 350 to 14K+; increased Twitter following by 500%+.

  • Personally shot, filmed, and edited all social content in-house with no agency support, producing platform-native photo and video content end-to-end from concept through publish.

  • Created company’s presence on Google+, YouTube, Pinterest, Instagram, and Foursquare

  • Established company with major Automotive publishers; Autotrader.com, Kelley Blue Book, Cars.com, Passport Unlimited, and Bay Area News Group

Customer Service

Dublin Toyota/Hyundai

July 2011 - October 2013

Conceived dealership’s first digital marketing initiative; wrote and presented business case to the general manager and began to formulate the strategy while interfacing with customers and gaining experience that enabled more client engagement in later digital media campaigns.