Where Have I Worked
Radio Promotions Music Network Production Record Label Marketing Concert Promotions Social Media Managing Artist Management What Can I Do Communication Programs Marketing Programs Project Management Video Editing Graphic editing Social Media Strategy Branding
Global Strategic Communications Masters
Entertainment Business Management Masters Marketing Bachelors Music Production Minor Project Management Certiﬁcate Digital Marketing Certiﬁcate I also constantly attend conferences to stay up-‐to-‐date: Social media conferences, Billboard conferences, project management seminars
36,000 followers. Branded
as the “Jerry Maguire of the Music Business”. Continuous requests from artists to hear demos. Continuous requests for marketing consulting.
Whenever budget allows this is
the structure I put in place Writer/Blogger: Create copy for online outlets. Content Specialist: Find artist-‐created and 3rd party content to maintain balanced presence. Strategist: Maintain communications theme, create branding strategy. Manage analytics. Content Designer: Constant creation of graphics and video assets to spice up presence. Objective: By assigning roles a department can produce content continuously. I am a born strategist, but I can perform all eﬀectively.
I implement a Brand/Artist Content
Gathering System I set up a customized list of content we need from each artist/brand to send to us. I schedule it at diﬀerent high-‐traﬃc times and dates. This creates a constant stream of content. I use Tweetdeck to schedule all communications. Objective: Avoid constantly bothering clients for content. One client “homework” produces enough content for weeks.
I use Tweetdeck as main
tool. Schedule all tweets down to the minute Monitor all online properties Mentions, Direct messages, Trends related to them
Depending on the budget I
prefer to use Next Big Sound, Crowdbooster, or free tools like Social Mention. And if budget allows I would implement Alterian SM2 professional analytics tool.
I use YouTube Analytics extensively
to: Analyze the impact and growth of each video. Find out which websites have posted a speciﬁc video, and which is the one that drove the most traﬃc to it. Discover demographics and location of viewers. Pinpoint the most eﬀective seconds within the videos. Sections people rewind to watch again. Objective: Discover which websites/blogs to create relationships with. Strategize release of future videos.
I create reports with
actionable analytics. Depending on the needs of a speciﬁc campaign I can produce: Sources of traﬃc Time on page Clicks per visit Bounce-‐back Objective: Discover eﬀectiveness of initiatives. Find eﬀective keywords, trends and inﬂuencers.
I maximize the release of
assets through a meticulous combination of consumer facing keywords and back-‐end metadata. Objective: Content gets ranked higher on search results.
Every time any person
types on Google “What is a Lola?”, the video I edited, named, added metadata to, and uploaded shows in the 1st page on Google.
Outasight was to be
featured in a Pepsi commercial during The X Factor. I wrote a post knowing people would be googling about it the next day. Landed the 1st page on Google because “we knew the answer” before everyone else. http://rpmmsc.com/new-‐pepsi-‐commercial-‐song
I produced the sizzle
reel for the company. Speciﬁed scope in the form of script. Picked videos, shots and sequence. Used own editing skills to ﬁnish deliverable according to speciﬁcations. Link to video: http://www.vimeo.com/30151052
A small team and
I maintain the company blog. It features the latest news from our artists. http://RPMMSC.com
Bronx Flavor is a
campaign Pepsi created for the Bronx borough to increase consumption and awareness around its zer0-‐calorie drinks: Pepsi MAX, SoBe Lifewater, and Diet Sierra Mist. Campaign constituted of a series of events celebrating the BX. I managed all online aspects of the campaign.
The following is an excerpt
of the guidelines I created to inform the client that we understood the messaging behind all online communications. Creative Direction To convince Bronx residents to get involved with the BX Flavor movement because it brings positive changes to their community Target Demo: 14-‐28 males & females. African American & Latino. Description: Active young inner city youth minorities living in multiple people households. Proud of their culture and heritage. Secondary Target: Inﬂuencers concerned with the health of their community. Teachers, artists, concerned parents, etc. Tone of Communications Fresh, Conﬁdent, Enthusiastic
A Tumblr was created
to be the the oﬃcial destination. I wrote copy for every post. Included customized social visuals: Foursquare “save” button and Google map. Added back-‐end metadata for improved Google results. http://bxﬂavor.tumblr.com
Designed marketing plan and
creative direction. Created social networks for artist and produced specialized content for each of them. Just a few months later Morgan Zulu was featured on Billboard’s Next Big Sound List.