Joshua Hensler is a seasoned professional with over 10 years of experience in social media strategy, management, engagement and analysis. He has worked as the Head of Social for Direct Energy Solar and as the Digital/Social Media Manager and Senior Copywriter for American Airlines/US Airways. His experience includes developing social media strategies, managing multiple social media platforms, analyzing social media data and metrics, content creation and optimization, and email marketing. He has consistently improved key social media metrics for his employers such as engagement, followers, click-through rate and conversions.

1. Joshua Hensler
Manager - Social, Digital & Content
1005 Jeff Drive
South Park, PA 15129
412-352-1222
joshuahensler@gmail.com
www.linkedin.com/in/jhensler
PERSONAL SUMMARY
I’m a seasoned professional in the development & execution of social media
engagement, monitoring, reporting & analysis. I have extensive knowledge of
social & digital media sites, trends, tools & analytics platforms & as a true
professional, have the ability to balance a company’s, editorial & social marketing
objectives, thereby ensuring that a target audience gets the right message at the
right time. I am a resourceful & savvy online specialist who is not only able to
oversee a business’s social & digital media channels, but is also able to contribute
to its daily content offerings. Having a strong pulse on the digital & social
landscape means that I can play a significant role in tracking, monitoring, &
analyzing an organization’s reputation online.
Direct Energy Solar, Baltimore MD— Head of Social
December 2014 - August 2016
Responsibilities include social media strategy, engagement & management both
directly & through Sprout Social; blog strategy, SEO, editing & management including
fluency with WordPress & management of an editorial calendar; creating & sending
newsletters through Marketo; analyzing data & results from all of the above with
Google analytics & adjusting strategy accordingly; & content creation, editing,
re-purposing, curation & management with regard to marketing materials including
blogs, white papers & PDFs for client/customer meetings in accordance with a brand
style guide; organizing, planning & executing blog & social media campaigns centered
on events & more.
Accomplishments
● Enhanced ROI & optimized local SEO, SEM & social marketing - improved
social media performance with targeting, coordination & content, increasing
engagement by 200% & followers by 580%
● Successfully established community engagement through content marketing,
which resulted in accelerated growth with a 35% engagement rate &
Increased sign-up conversion from 7% to 21%
● Decreased CPA of $350+ to below $50 with social paid strategy, which
included high performing campaigns with 5% CTR.
● Introduced scheduled targeted email marketing programs using Marketo
resulting in increased open & conversion rates over previous sporadic email
blasts
● Implemented and oversaw social customer care team, monitoring brand
mentions to ensure positive online presence and resolving potential issues
leading to an A+ ranking from the Better Business Bureau across service
footprint
● Deployed Salesforce Social Studio ​to listen, analyze, publish & engage across
networks while aligning marketing, customer service, & sales efforts on social
— strengthening customer relationships, building brand ambassadors and
collaborating with industry influencers.
● Coordinated regional marketing teams on creative campaigns & programmatic
buying to support digital cross-promotion efforts, including email campaigns,
social promotions, outreach & marketing initiatives for an improved end-user
experience
Skills
Writing, updating and maintaining
content for websites and mobile
sites.
Training staff members in social
media techniques.
Writing reports to senior managers
on the performance of marketing
campaigns.
Building relationships with online
influencers.
Managing online discussions and
responding to genuine user
comments and grievances.
Strong capacity to manage multiple
projects on strict timelines that
adhere to brand identity and
values.
Proficient on Mac and PC with
advanced knowledge of Microsoft
Office Suite (Word, Excel, and
PowerPoint), Adobe Creative Suite
(Photoshop, Illustrator, InDesign)
and a variety of Content
Management Systems, Customer
Relationship Management systems
and email marketing platforms.
Proficient with Adobe Creative Suite,
demand generation, inbound
marketing, & blogging.
Exceptional writing & editing skills, as
well as the ability to adopt the style,
tone, & voice of our business' various
types of content.
Analytically minded & interest in
using data to optimize/scale blog
marketing strategies & tactics.
Excellent organizational skills to work
independently & manage projects
with many moving parts.

2. ​American Airlines/US Airways, Phoenix AZ—
Digital/Social Media Manager & Sr. Copywriter
July 2011 - July 2014
Enhanced ROI & optimized local SEO, SEM & social marketing - improved social media
performance with targeting, coordination & content enhancement, increasing
engagement by 200%, followers by 580% & CTR to 1,750% industry average. Designed
& executed digital marketing campaigns involving multiple coordinated social media
channels, SEO & Web design. Conducted seminars & created comprehensive reporting
system to illustrate the link between social media, customer service marketing.
Accomplishments
● Created & managed US Airways social & digital channels, proactively building
and managing the previously nonexistent social marketing department by
implementing standard operating procedures, introducing new and improved
marketing initiatives and strategies and providing creative solutions to difficult
industry marketing challenges.
● Successfully develop, execute and manage integrated digital marketing plans
to target both B2B and B2C consumers through mediums such as email, SEO,
SEM, social media, & event marketing.
● Created Google AdWords & Click-to-Web ads with an average of 3.5%
click-through-rate & Post Engagement ads with an average of $0.01
● Collaborated with Marketing, PR & Operations teams to spearhead agency’s
internal social media programs & efforts, exceeded internal agency’s social
media campaign goal by 50% while expanding platform traffic by 200%
● Created marketing plans & presentations to present to partners for acquiring
marketing budgets. Major partners included Disney, RIU, NBCUniversal, Sony
Nashville & numerous tourism bureaus
● Responsible for final proofs of customer facing presentation materials,
including newsletters, press releases, digital & print advertisements
● Doubled website traffic from 15,000 average visitors to 31,000.
● Nearly tripled social leads from 410 monthly average referrals to 1,100.
● Oversaw creation of Social Customer Service/Relations response program,
interviewing & training team members, choosing 3​rd​
party analytics &
management platforms & worked with supervisors to manage team’s efforts
● Established new community management infrastructure & process to monitor
& connect with online community through real-time conversation,
continuously cultivating & building relationships with social media users,
industry experts & customers
EDUCATION
Westminster College, New Wilmington, PA
Degree - English & Public Relations (5/12/2007)
REFERENCES
Lindsey Williams - Sr Manager - Direct Energy Solar
lindsey.williams@directenergysolar.com​ - 610-357-3321
Matt Snow - Sr Manager Digital Media - American Airlines
Matt.snow@aa.com​ - 480-693-3770
​Diane Benedetti - Director Customer Exp- Direct Energy Solar
diane.benedetti@directenergysolar.com​ - 301-928-9572
Thorough knowledge of search
ranking & optimization factors & key
algorithm updates.
Experience with data-driven SEO
analysis & optimization.
Excellent understanding of email
marketing concepts & metrics such as
Sender Score, deliverability, & sender
reputation.
Proficiency in email marketing &
marketing automation technology.
Highly ambitious and
performance-driven B2B and B2C
marketing professional with an
unparalleled work ethic.
Conducted regional seminars &
created reporting system to
illustrate the link between social
media marketing & proven lead
generation.
Served as thought leader on
digital trends & emerging social
media technologies
Proved lead generation from
Twitter & Facebook ads &
installed reporting system
coordinating SproutSocial with
Google Analytics
Highly analytical & able to derive
meaning from data through A/B
testing & email optimization.
Experience handling marketing
budgets & forecasting/reporting
results.
Skilled in creating, editing, &
promoting written & visual content.
The ability to work & thrive in a
fast-paced, rapidly changing work
environment.
Developing Search Engine
Optimisation campaigns.
Conducting research to identify
social media best practices and
trends.

3. Portfolio Samples
Direct Energy Solar and Habitat for Humanity Team Up to Power the American Dream
By: Joshua Hensler | 04/26/16
http://www.directenergysolar.com/blog/post/direct-energy-solar-habitat-for-humanity-team-up-to-power-american-drea
m
How the ITC Extension Ensures Future Growth of Solar for Homeowners and Businesses
By: Joshua Hensler | 03/03/16
http://www.directenergysolar.com/blog/post/how-the-itc-extension-ensures-future-growth-of-solar
Energy Conscious Gift Guide 2015
By: Joshua Hensler | 12/18/15
http://www.directenergysolar.com/blog/post/energy-conscious-gift-guide-2015
Direct Energy Solar Treats Patients at Johns Hopkins Children’s Center to Halloween Fun
By: Joshua Hensler | 12/03/15
http://www.directenergysolar.com/blog/post/direct-energy-solar-treats-patients-to-halloween-fun
The Sun Is Shining a Little Brighter in Columbia, Maryland
By: Joshua Hensler and Jen Darrah | 08/31/15
http://www.directenergysolar.com/blog/post/the-sun-is-shining-a-little-brighter-in-columbia-maryland
Fresno’s New Solar Installer!
By: Joshua Hensler | 06/23/15
http://www.directenergysolar.com/blog/post/fresnos-new-solar-installer
A New Name. The Same Mission.
By: Joshua Hensler | 04/01/15
http://www.directenergysolar.com/blog/post/a-new-name-the-same-mission
Debunking 8 Big Solar Energy Myths
Posted February 17, 2016 by Joshua Hensler
http://www.directenergy.com/blog/debunking-8-big-solar-energy-myths/
Four Reasons Why You Should Join the Solar Energy Revolution
Posted October 21, 2015 by Joshua Hensler
http://www.directenergy.com/blog/four-reasons-join-solar-energy-revolution/
What are the First Steps for Going Solar?
Posted July 13, 2016 by Joshua Hensler
http://www.directenergy.com/blog/first-steps-going-solar/