Work examples from New York City based social media marketer Dan Maierle. Includes work experience, skills set, and case studies.

1. DanMaierle
2 0 1 8

2. 1
02
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09 Professional Timeline
About Dan Maierle
Professional Focus
Work Experience
Table of Contents
12
17
Case Study: Influencer Activation
Case Study: Customer Acquisition Campaign
21 Case Study: Product Launch Content Initiative
26 Writing Sample
29 Contact Information
30 Appendices

3. 2
I am currently seeking leadership roles in the greater New York City
area that leverage my skills as a social media generalist -- particularly
content programming, paid social, influencer activations, analytics,
visual storytelling, and omni-channel marketing. I’m also active in
project-based work, and exploring re-location opportunities in
London, UK.
ABOUT
DAN MAIERLE
Dan Maierle is a social media marketing professional
with over 12 years of experience executing strategic
content and social marketing initiatives from both
high-level and hands-on perspectives. Since 2005, he
has worked on behalf of a diverse collection of
organizations including consumer brands, agencies,
startups, record labels, and e-commerce companies.
Career Objective
INSERT
PHOTO
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4. Social Media
Program Leadership
Comprehensive program
management with multi-
channel integration
Content Strategy
& Production
Planning, creation, distribution,
and governance of owned
brand content
Partnerships &
Influencer Activations
Earned media, strategic
partnerships, and lifestyle
content collaborations
Paid Social
Facebook, Instagram, Twitter,
Pinterest, Snapchat, LinkedIn
and blog advertising
Social Analytics
Social listening, program
measurement, and advanced
reporting practices
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• Oversaw concept and execution of all social media content
for Puritan’s Pride, producing and distributing over 5,000
branded content pieces annually.
• Managed a portfolio of brand channels including Facebook,
Twitter, Instagram, Pinterest, and Youtube, defining workflow for
editorial content, maintaining real-time communication with
consumers, and serving as the chief guardian of brand voice.
• Created revenue-driving social media campaigns targeting
current, lapsing, and new-to-file customers, resulting in over
140,000 orders and revenues exceeding $7 million.
• Developed social media reporting structure, communicating
actionable consumer insights to internal and external
stakeholders.
• Collaborated on omni-channel marketing initiatives with cross-
functional teams including Creative, PR, Email, Affiliate, Search,
Display, Brand, Catalog, Web, Merchandising, and
International.
• Spearheaded influencer marketing initiatives including the
creation and supervision of a team of 100+ brand
ambassadors, resulting in a sponsored content reach of over 51
million.
• Managed a team of direct reports, as well as freelance writers,
editors, videographers and agencies.
Senior Manager,
Content & Social Media
J U N E 2 0 1 3 t o J A N U A R Y 2 0 1 8
New York, NY
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• Served as social media lead for a national retailer of
nutritional supplements with a social media footprint
exceeding 2 million followers.
• Created and managed content and editorial
calendars for social media channels, ensuring
alignment with marketing priorities and appropriate
distribution cadence.
• Acted as primary community manager for all social
media channels.
• Formed and maintained strategic partnerships with
100+ vendors and social media influencers, increasing
earned reach and brand awareness.
• Led the brand's video content strategy by overseeing
video projects from conceptualization to completion at
every stage in the creative and production process
including scripting, identifying and coordinating with
3rd party talent, filming, editing, and digital distribution.
Senior Manager,
Content & Social Media
A P R I L 2 0 1 2 t o M A Y 2 0 1 3
Secaucus, NJ
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• Conceived and executed strategic partnership
activations with online influencers, websites, bloggers,
and fan communities on behalf of agency clients
including Chevrolet, Starwood Hotels, Buick, and T-
Mobile.
• Produced digital content including videos, photo series,
blogs, and sweepstakes in conjunction with client
entertainment sponsorships including Country Music
Association (CMA), Billboard, South by Southwest, Glee,
Major League Baseball, NCAA, and Out Magazine.
• Served as the agency’s content specialist for initiatives
focused on music, sports, entertainment, health, fitness,
pets, and LGBT issues.
Manager, Content &
Social Media Partnerships
O C T O B E R 2 0 1 0 t o A P R I L 2 0 1 2
New York, NY
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• Executed social marketing initiatives on behalf of brand
and artist clients including social network development,
fan acquisition, strategic partnerships, content
development, community management, creative
contesting, event activations and influencer outreach.
• Liaised between label representatives, artist managers,
social media companies and creative teams to
execute partnerships and promotions on behalf of an
artist roster that included 50 Cent, Kanye West, Britney
Spears, Lenny Kravitz, Interpol, Trey Songz, P!nk, T Pain,
Jordin Sparks, Justin Timberlake, Pretty Ricky, and Lil’
Mama.
• Supervised a team of 10 coordinators and community
managers.
Director, Brand & Artist
Development
(Social Media)
J A N U A R Y 2 0 0 7 t o O C T O B E R 2 0 1 0
New York, NY
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• Supported lifestyle and digital marketing initiatives on
behalf of label artists including social network profile
management, creation of press pages, email
newsletters, web banners, sweepstakes, and solicitation
of online publicity and partnerships on key websites.
• Designed, managed and populated artist and label
websites and social network profiles, managing editorial
content, interacting with media and engaging with fan
communities.
• Created and managed a lifestyle sales program,
distributing new music releases through independent
boutiques and lifestyle outlets across the United States.
Manager, Lifestyle &
Digital Marketing
M A Y 2 0 0 5 t o D E C E M B E R 2 0 0 6
New York, NY
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10. 2018
The Nature’s Bounty Company
Senior Manager, Content and Social Media
Content and social media lead for Puritan’s Pride – a
direct-to-consumer retailer of health & wellness products
with annual revenues exceeding $300 million.
2013 The Vitamin Shoppe
Senior Manager, Content and Social Media
Content and social media lead for a national retailer of
nutritional supplements with a social media footprint
exceeding 2 million followers.
Here’s a quick look back at where I’ve been and what I’ve learned during my 12-year career.
Professional Timeline
Community Management | Content & Editorial
Management | Video Editing & Production |
Social Media Reporting & Analytics | Facebook
Marketing
Paid Social | Advanced Facebook Marketing |
Social Media Strategy | Omni-Channel
Marketing | Visual Storytelling | Native
Advertising | Budget Management | Blog
Development | Agency Oversight
S K I L L S A C Q U I R E DC O M P A N Y & R O L E
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11. 2012
2005
2010
Big Fuel Communications
Manager, Content and Social Media Partnerships
Content and influencer marketing lead for agency clients
including General Motors, T-Mobile, and Starwood Hotels,
specializing in event sponsorships and lifestyle activations.
Youcast Corp
Director, Brand and Artist Development (Social Media)
Social media and artist development lead for America’s
first pure play social media agency, serving as primary
account manager for a roster of Sony Music artists.
Tommy Boy Entertainment
Manager, Lifestyle and Digital Marketing
Lifestyle and digital marketing assistant for a storied
independent record label, focusing on artist promotions,
social media, and digital asset development.
2007
Bachelor of Music Education
Western Michigan University
Kalamazoo, MI
Social Media Marketing | Digital Marketing |
Online Publicity | Lifestyle Sales | Lifestyle
Marketing | Music Industry
Content Development | Strategic Partnerships |
Audience Development | Fan Engagement |
Creative Contesting | Team Leadership
Content Strategy | Influencer Marketing |
Digital Distribution | Sponsorship Marketing |
Event Marketing | Sports Marketing
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12. 11
Influencer Activation
Customer Acquisition Campaign
Product Launch Content Initiative
CASE STUDIES

13. 12
The Team Myology Brand
Ambassador Network
C a s e S t u d y # 1
Impactful influencer marketing does not
have to be outsourced, costly, or one-
and-done.
Here’s how I shared brand messaging
with over 500,000 consumers per month
with minimal spend for 4 consecutive
years.

14. 13
The Solution
I activated a team of elite influencers in
the exercise and fitness community in
support of the Puritan’s Pride brand with
special emphasis on Myology, increasing
brand awareness among the influencer’s
legions of engaged social media followers.
The Problem
Puritan’s Pride is well known for its brand
portfolio of vitamins and herbal
supplements; however, Puritan’s Myology
line of premium sports nutrition products
began to experience declining
awareness and sales.
Brand ambassadors selected included
bodybuilding, physique competitors, fitness
models and personal trainers.
Fitness content and promotions had
historically failed to resonate with Puritan’s
core customer base of 50+ women.
Traditional marketing channels seldom
included Myology in promotional
messaging, due to low consumer response.
Affordable and high-quality, Myology
products showed enormous potential for
those new to the sports nutrition market.
Participants were required to have a
minimum of 5k Instagram followers, high
engagement, and quality photo shares.
I served as the Team Manager – the
exclusive owner of all athlete
communications from program inception.
See Appendix A for additional program details.

15. 121 Athletes shared at least 1 sponsored post
51,543,242
5,143
1,045,622
PROGRAM RESULTS
13%
Total sponsored posts
Likes and comments on sponsored posts
Sponsored Content Reach
YoY increase in Myology product revenue
14

16. 15
Key Learnings
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02 ADAPTION PUBLIC
Continue recruiting new athletes,
introducing new products, distributing more
apparel, and rewarding creativity.
03 Keep It Fresh
Clearly communicate program
requirements, again and again and again,
with each influencer on an individual level.
01 Over-Communicate
Keep the program’s purpose front and
center at all times. Analyze results and
communicate with key stakeholders.
05 Establish KPIs
Communicate program details with internal
legal advisors and insist upon disclosure
compliance from participating influencers.
06 Keep It Legal
Stay true to program benefits and over-
deliver – especially to athletes who are not
eligible to receive financial compensation.
04 ‘Tis Better to Give
Avoid adding multiple levels of complexity
to program benefits and requirements; you’ll
thank yourself later.
02 Keep It Simple

17. 16
New to File Customer
Acquisition Campaign
C a s e S t u d y # 2
Those who say that ‘social doesn’t sell’ shouldn’t
interruptthosewhoarealreadydoingit.
Here’s how I used Facebook to convert over
5,000leadsintonew-to-filecustomers.

18. 17
The Solution
I leveraged consumer data, Facebook insights,
and advanced audience segmenting
techniques to identify key groups of potential
new-to-file customers and deliver targeted offers
to incentivize purchase.
The Problem
Facebook had shown enormous success
in driving revenue among existing
Puritan’s Pride customers, but the ROI on
customer acquisition campaigns had
traditionally been poor.
Those who had already made contact with
the brand by visiting the site or submitting an
email address were prioritized.
An improved ROAS was necessary to
justify allocating more ad dollars to
social media campaigns.
Social campaigns were successful in
driving traffic to puritan.com, but
conversion remained low.
Mobile usage of Facebook had grown
exponentially, but most customers still
preferred to shop on desktop computers.
A robust plan was created to test a variety
of copy, creative, and offer types over a 2-
month period.
Ad dollars were allotted for the purpose of
testing the potential of Facebook as a
customer acquisition channel.

19. 18
Email Leads
Individuals who had opted into
email messaging but had not yet
made a purchase.
Site Visitors
Individuals who had visited
puritan.com through any source
while logged into Facebook but did
not purchase.
Lookalikes
Facebook users with demographic
info and purchasing habits similar
to Puritan’s top customers.
Native Ads
Consumers determined by
Facebook to be those most likely to
purchase vitamins & supplements
from an online retailer.
AUD I ENC E SEGM ENTS
See Appendix B for additional program details.

20. 5,793 New to File Customer Orders
$35.07
$12.95
2.71
9.24%
Cost per Acquisition
Return on Ad Spend
Average Order Value
Conversion Percentage
PROGRAM RESULTS
19

21. 20
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02 ADAPTION PUBLIC
Potential new customers who have already
indicated interest in the brand, either by
visiting the site or opting into email, are the
most likely to convert.
03 Start Close to Home
Account for consumer browsing and
shopping on both mobile and desktop
devices, and make the transition between
the two as smooth as possible.
01 Make It Seamless
Use all data at your disposal to exclude
existing customers from offers that target
potential new to file customers.
05 Apply Exclusions
A large amount of information is needed to
build, analyze and compare campaign tests.
Keep all data organized in a single
spreadsheet, and update as necessary.
06 Stay Organized
Understand optimal metrics for other
performance marketing channels, like
search and display, and establish a baseline
for comparison.
04 Compare & Contrast
Test every possible variation of creative,
copy, landing page experience, offer type,
ad unit, and target audience…….and then
test it again.
02 Test. A lot.
Key Learnings

22. 21
Product Launch Content
Marketing Initiative
C a s e S t u d y # 3
When traditional marketing channels fail to
deliver,socialcontentpicksuptheslack.
Here’showIusedvideomessagingtoaffordably
and effectively introduce new products to core
consumersatscale.

23. 22
The Solution
Short videos spotlighting new product
innovations were developed and distributed
through social media channels, leveraging the
power of both organic and paid reach on
each channel.
The Problem
While Puritan’s Pride had launched a
steady stream of several new
products each month, the messaging
had failed to resonate with Puritan’s
core consumer base.
As recommended by the Facebook
accounts team, videos were capped at a
maximum length of 15 seconds each.
Allotting substantial web real estate to
product launches was problematic, due to
potentially negative impact on revenue.
Though email open rates were normally
high, customer response to email
campaigns was primarily offer-driven.
Research indicated that core customers,
though fiercely brand loyal, were hesitant to
stray from existing health plans.
Each ‘story’ included 3 carefully edited
bullet points, clearly describing the key
product benefits to the consumer.
Vendor and Facebook marketing partner
VidMob was activated to affordably
create 4 videos per month for 3 months.
See Appendix C for additional program details.

24. 625,434 Video Views
1,963,366
$.02
74.5%
27,914
Cost per Video View
% of Completed Video Views
Total Campaign Reach
Clickthrus to Product Detail Pages
PROGRAM RESULTS
23

25. 24
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02 ADAPTION PUBLIC
Leveraging producer/editors via Vidmob
ensures accountability, low production
costs, rapid turnarounds, and scalable
content output.
03 Work With a Vendor
Attention spans are short! To ensure the
impact of video messaging, keep the total
length of the video as short as possible.
01 Keep Videos Short
Using animations early in the video grabs
eyeballs during newsfeed scroll. Also,
introduce product benefits quickly – within
the first 3 seconds.
05 Use Impactful Creative
Ensure that internal stakeholders, including
creative, marketing, and branding leads,
approve of the look & feel of videos from the
very outset.
06 Stakeholder Buy-In
Creating a reusable video format makes it
easy to work with multiple editors, keeping
costs and production times down.
04 Create a Template
Facebook’s ever-evolving newsfeed
algorithm rewards videos uploaded natively
to their platform with higher reach, both
paid and organic.
02 Upload Videos to Facebook
Key Learnings

26. A y u r v e d i c B r a i n H e a l t h S u p p o r t
September 2017
G i n g e r R o o t E x t r a c t
November 2017
VI D EO EX AMP LES
25

27. W R I T I N G S A M P L E
5 Supplements That
Support a Positive Mood
b y D a n M a i e r l e
Written for Healthy Perspectives by Puritan’s Pride in April of 2017
26

28. W R I T I N G S A M P L E
We lean on nutritional supplements to help us support our
hearts, digestion, joints, bones, immune systems, eyes and skin
without hesitation, but what about that other part of wellness
that’s a bit more complicated but just as important?
C’mon, get happy! Here are the top 5 mood support
supplements that made our list.
5-HTP
You’re probably familiar with serotonin – a neurotransmitter
that contributes to a person’s mood and well-being – but
where does it come from? The amino acid L-tryptophan,
found naturally in animal and plant proteins that we consume,
is converted into serotonin by an intermediary called 5-HTP (5-
hydroxytryptophan). By serving as a precursor to serotonin, 5-
HTP helps promote a relaxed mood and a positive outlook.
Several factors, such as occasional stress, can reduce L-
tryptophan conversion into serotonin in the body, but 5-HTP can
bypass several of these factors. 5-HTP is not found in a typical
diet; in fact, supplemental 5-HTP is often derived from an exotic
West African plant, Griffonia simplicifolia.
SAM-e
From an ancient herb we move on to a modern discovery with
benefits that go well beyond mood support. SAM-e, the term
used to describe the compound S-Adenosylmethionine, is a vital
substance found in most cells that’s essential to many
biochemical reactions in the body. It was discovered in Italy in
1952, and has been used successfully and extensively in Europe
for over 20 years. SAM-e may enhance the sensitivity of specific
nerve receptors in the brain, thereby supporting mood and
27

29. W R I T I N G S A M P L E
emotional well-being. Seniors in particular should consider
supplementing with SAM-e; levels of SAM-e in the body may
decline with age, and it also supports senior health concerns
including joint function, mobility, and liver health.
L-Theanine
Tea lovers, rejoice! Green tea lovers, that is. L-Theanine, a non-
essential amino acid that supports mood centers in the brain,
was discovered to be a constituent of green tea leaves in 1949.
L-Theanine influences alpha brain wave activity and interacts
with the neurotransmitter GABA, which is believed to provide
the beneficial effect of supporting a calm, relaxed mood. If
you don’t have a taste for a soothing cup of green tea, L-
Theanine can be consumed as a nutritional supplement on its
own or in combination with other mood supporting
supplements.
Lemon Balm
If you’re picturing a lemony ointment generously applied to
thirsty lips on a dry winter day, think again – Lemon Balm is
neither lemon nor balm. It’s actually a perennial herbaceous
plant from the mint family with small white flowers that bloom in
the summer throughout southern Europe and even as far away
as central Asia. The leaves, whose mild scent can be
described as a cross between lemon and mint, are used as an
herb that helps promote relaxation and mood. Lemon Balm is
also used in teas, as a culinary flavoring, an essential oil, and
especially to attract bees for honey production.
St. John’s Wort
Here’s one weed that gardeners will love. Probably the most
well-known supplement on our list, St. John’s Wort has been
used for centuries as an herbal tonic. This flowering plant is
native to Europe, but also grows wild in the meadows and
woods of California and Southern Oregon, where it’s actually
considered an invasive weed. Its yellow flowers bloom right
around the time of St. John’s Day – June 24th – when Christians
honor the birth of St. John the Baptist. In ancient times, St.
John’s Wort was smoked in fires and hung in houses to purify
the air of evil spirits. Today, it’s used to nutritionally support a
healthy emotional balance.
28

30. Phone
(646) 436-2136
29
E-mail
dmaierle@gmail.com
Social Media
@DanMaierle
linkedin.com/in/danmaierle
Address
511 W 44th St.
Apt 5C
New York, NY. 10036
Feel free to contact me at any time for further information.
Thank You!
@DanMaierle

31. TEAM MYOLOGY
INFLUENCER PROGRAM
DETAILS
/ / A P P E N D I X A / /
Athlete program requirements, benefits, and photo examples.
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Product Spotlights
An individual Myology product was
selected each month for the team of
athletes to feature on their Instagram
profiles.
Legal Disclosures
All sponsored posts were required to
have the appropriate disclosure
language, clearly associating the
athlete with the brand.
Hashtags
Special hashtags were used to
monitor program KPIs and report on
results via the Curalate platform.
Brand Inclusion
Athlete posts tagged and mentioned
the @PuritansPride Instagram profile,
and directed readers to learn more at
Puritan.com.
ATH LETE P R OGR AM
R EQUI R EM ENTS

33. A T H L E T E P R O G R A M B E N E F I T S
Athletes received a
shipment containing the
products of their choice
every 6-8 weeks.
Custom Myology apparel
was regularly produced and
distributed to participating
athletes.
Athletes were eligible for
features in marketing
materials including print,
web, and social media.
Athletes received exclusive,
customized coupon codes to
share with their friends,
clients and followers.
Select athletes received cash
payments in support of
bodybuilding competition
expenses.
Apparel Features Coupon Codes Sponsorships
ATH LETE P R OGR AM B ENEF I TS
32
Products

34. Photo
Examples
Sponsored photos captured and
distributed by athletes were required
to meet a strict set of quality, legal,
and ethical guidelines.

35. NEW TO FILE
CUSTOMER ACQUISITION
CAMPAIGN
/ / A P P E N D I X B / /
Testing criteria, determinations, and top audience segments.
34

36. Landing Page
35
Messaging
Creative
Offer Types
Tone, sentence structure, character count, sense of
urgency, and clarity of call to action all impact
consumer response to campaign messaging.
Pics get clicks……but which get the most? Should
creative emphasize products, correlating lifestyle
interests, or the offer value?
The total discount allotted, percentage off vs. dollar
off, minimum order threshold, visibility of offer code,
and order restrictions must all be considered.
You’ve got the clickthru. Then what? Should the
customer land on the homepage? Top sellers? A
product detail page? Should the offer messaging be
reinforced?

37. 36
Messaging
Creative
Offer Type
A custom category with top-selling, low-cost, single-
buy trial size products drove the highest conversion.
Site customizations that reinforced the advertised
offer also contributed to conversion.
Determinations
Landing
Page
A short message with a moderate sense of urgency that
clearly explained the offer, emphasized free shipping,
contained a visible coupon code and concluded with a call
to action was the most impactful.
Product imagery out-performed brand and lifestyle imagery across
the board. It was also determined that a total of 3 products
displayed resonated more than a larger product stack, and that a
green/yellow/blue color palette received the highest response.
Percentage off coupons with no minimum order threshold, no
restrictions, a 2-week redemption window, and free shipping
drove the highest conversion at the lowest cost per acquisition.
However, dollar off coupons had higher AOVs and ROAS.

38. 37
Site Visitors
Consumer Actions Speak Louder than Consumer Data
Facebook may know its users better than any other advertising platform, but at the end of the day, consumer actions that indicate interest
and familiarity with the brand are more likely indicative of actual likelihood of purchase. Potential new customers who had visited the site
or opted into email messaging were far more likely to convert than individuals identified by Facebook as potential customers to target.
#1
Email Leads
#2
Lookalikes
#4
Native Ads
#3
Top Audience Segments

39. PRODUCT LAUNCH
CONTENT MARKETING
INITIATIVE
/ / A P P E N D I X C / /
Video development process and distribution tactics.
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40. 39
Production and Approval
The content team oversees the production and
editing process, ensuring that key internal
stakeholders provide approval on the final
delivery of videos.
Production Partner Selection
The creative brief is posted on VidMob and the
appropriate editor is selected based on
previous work examples and bid amounts.
Information Gathering
The Product Innovation team shares information including the
product’s name, benefits, projected release date, and
potential talking points.
Expert Recommendations
The content & social media team liase with industry
experts, in this case Puritan’s Facebook account
representatives, to obtain recommendations that
will aid in the production and distribution
processes.
Asset Development
Internal content and creative teams develop
the written and visual assets necessary to
create the videos.
Step 1
Step 2
Step 3Step 4
Step 5
VI D EO D EVELOP M ENT P R OC ESS

41. PA I D
Facebook, Instagram, and Twitter
advertising with paid media
placements on desktop and mobile
devices, in-platform and via
external audience networks
O W N E D
Organic reach via native posts
targeting existing audiences on
Facebook, Instagram, Youtube and
Twitter channels, as well as placement
on puritan.com product detail pages
E A R N E D
Social amplification of paid and
owned media via customer sharing,
influencer distribution, and
employee advocacy efforts
VI D EO D I STR I B UTI ON TAC TI C S
40