Here's a summary of my work from 2016 to 2020.

1. J O A N N E C U A W O R L E Y
PROFESSIONAL AND PERSONAL PROJECTS
2016-2020
DIGITAL MARKETING
PORTFOLIO

2. LADDER
Developed a framework that helped Ladder reach 11k followers.
Grew the company's Instagram followers by 5x in less than a year.
Boosted LinkedIn engagements from single digit to triple digits.
Spearheaded a social campaign that generated 70 UGCs.
Built a custom social media reporting dashboard from scratch.
Authored a monthly newsletter with 2k readers.
Published blog posts and was a ghostwriter for executives.
DIGITAL LIFE INSURANCE STARTUP
SOCIAL MEDIA SPECIALIST ROLE*
HIGHLIGHTS
* I was a Social Media Specialist at Ladder from 2019-2020. Aside from social media, I also
managed the company's email and SEO efforts.

3. 11.1K
7.7K
SOCIAL STRATEGY
This strategy helped Ladder reach
more than 11,000 followers across
all social channels.
Developed a general framework for Ladder's organic social media strategy as
part of a living document with best practices to educate the company.
Since I joined Ladder in April 2019,
its Instagram followers grew by 5x.300
1.6K
LinkedIn engagements went from
single digit to triple digits.

4. SOCIAL MEDIA REPORTING
Built a social media dashboard from scratch using Google Slides to report
on monthly social KPIs and most successful posts for each platform.

5. IG CAMPAIGNS
70 user-generated posts
17,500 meals donated
"We are #ladderloved" holiday UGC campaign for our customers to raise awareness
about Ladder. We donated $25 (250 meals) to Feeding America for each post.
Created and designed Instagram Story highlights to educate people about Ladder,
promote other campaigns, summarize events, and showcase customer testimonials.

6. EMAIL CAMPAIGNS
Managed and designed a
series of drip campaigns to
keep Ladder top of mind and
get users to convert.
Authored a monthly
newsletter with ~2,000
subscribers as of March 2020.

7. CONTENT + SEO
Published life insurance
and finance blog posts
on Wordpress and was a
ghostwriter for Ladder
executives.
Collaborated with an
SEO contractor to
perform a competitive
analysis and learn Ahrefs
(SEO tool) for reporting.
Improved SEO hygiene
by optimizing meta tags,
H1 tags, alt tags,
redirects, and fixing
404s, etc.

8. GRAPHIC DESIGN
Designed infographics used in press kits.
Produced on-brand graphics for social media in the form of
testimonials, listicles, blog summaries, and trending hashtags.

9. NUMENTA
Boosted social media followers by 8,500 in 7 months.
Launched my own weekly news digest with 400+ readers.
Implemented Google paid ads with above average CTRs.
Produced educational videos with around 4,000 views combined.
Authored blog posts and designed original artwork.
NEUROSCIENCE + AI LAB
MARKETING ASSOCIATE ROLE*
* I was a Marketing Associate at Numenta from 2017-2019.
HIGHLIGHTS

10. ALL SOCIAL MEDIA FOLLOWERS
18K
25K
DATE HIRED
Twitter followers accelerated after I took
over, with occasional spikes.
Facebook followers had a spike after
I was hired and continues to climb up.
DATE HIRED
FOLLOWERS + ENGAGEMENT
Surpassed the company's goal of increasing followers by 5,000 in a year
by increasing their follower base by 8,500 during my first 7 months.

11. TOP SOCIAL POSTS
Social strategy was a mix of promoting papers, blogs,
company updates, and other media.

12. NUMENTA NEWS DIGEST
Curated a weekly news digest with the latest neuroscience and
artificial intelligence news with 495 readers as of March 2019.
Audience grew at an average of 3700%
with an unsubscribe rate of 0.1%.

13. GOOGLE ADWORDS
Implemented paid ads with numerous keywords. Almost all of them had
clickthrough rates higher than the industry average of 3%.
VIDEO PRODUCTION
Produced educational neuroscience videos with
Adobe Premiere Pro to convey our work at a high-level.

14. BLOGS POSTS
REPORTING DASHBOARD
Crafted my own dashboard for reporting stats on digital marketing
initiatives and other content using Microsoft Powerpoint.
(Ghostwritten for an engineer)

15. GRAPHIC ARTWORK
Produced graphics for social cards and cover photos
using Adobe Photoshop.

16. JAMES JACOBSON
CONSTRUCTION
Website development via Wix.
Google paid ad implementation.
Email newsletters.
GENERAL BUILDING CONTRACTOR
DIGITAL MARKETING PROJECT*
* This was a class project done in 2016 with a general contractor in San Jose.
PROJECT ELEMENTS

17. Designed and personalized a website to show the company's background
and services, as well as added a functionality to book appointments.
In a week, the ad garnered 233 impressions and 11 clicks, with a
clickthrough rate of 4.7%. The industry average is 0.35%.
WEBSITE DEVELOPMENT
GOOGLE PAID ADS

18. EMAIL CAMPAIGN #1: GENERAL INFORMATION
EMAIL CAMPAIGN #2: WEBSITE LAUNCH
Both campaigns had significantly higher open rates and
clickthrough rates than the industry average.
EMAIL NEWSLETTERS

19. SANTA CLARA
UNIVERSITY
Showcased campus life through social media.
Wrote blogs for the university on Medium.
Storyboarded and executed Snapchat and Instagram Stories.
SOCIAL MEDIA MARKETING INTERNSHIP*
* I was a Social Media Marketing Intern for Santa Clara University from 2016-2017.
RESPONSIBILITIES

20. My first photo on
Instagram became
the most liked
photo at the time.
942 likes
12 comments
CONTENT SAMPLES
My blog about how to
hack a midterm,
cross-promoted on
Facebook.
Flat lay cover photo
also taken and styled
by me.

21. Online fundraiser for
Santa Clara University
scholarships.
SNAPCHAT+ IG STORIES
Created graphics and content for Snapchat and Instagram
stories to raise awareness about on-campus events.
Cultural fair promoting other cultures
and the SCU Study Abroad program.
Campus exhibit
celebrating Black
engineers in history.

22. ONO POKÉ BOWL
Position Ono Poke Bowl as a premium brand.
Increase brand awareness and visibility.
Address customer inquiries promptly online.
Improve customer perception of the brand.
POKÉ RESTAURANT
TWO-WEEK INSTAGRAM PROJECT*
* This was a class project done in 2017 with a local restaurant.
OBJECTIVES

23. BEAUTY SHOT "HOW TO" VIDEO EMPLOYEE SPOTLIGHT
SAMPLE POSTS
Increased followers by 71%.
Increased number of comments by 80%.
Increased likes by 100%.
In two weeks...
RESULTS

24. OLIVE THE CAT
Started out as a place to showcase my cat's photos and videos.
The account gained traction outside of my friends and family circle.
My cat now has a following of almost 15,000.
PET INSTAGRAM
SIDE INSTAGRAM PROJECT*
* I created an Instagram account for my cat in 2017.
ABOUT

25. POP CULTURE
857 likes
9 comments
MEMES
1,133 likes
33 comments
CURRENT EVENTS
505 likes
12 comments
DAILY LIFE
2,309 likes
26 comments
CONTENT THEMES

26. Host Ask Me Anythings
to engage with followers
IG STORIES STRATEGY
Connect with other
cats and feature each other
Test new tricks against the
algorithm to get more engagement
Create story highlights to
increase a visitor's session duration

27. ENDORSEMENTS
IMPERFECT PRODUCE WELLNESS PET FOOD
TEMPTATIONS CAT TOYS STORE