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Southern Illinois University Carbondale
Date
November 2019 – July 2021
Location
Carbondale, IL
Social Media Strategist and Graphic Designer
At SIU, I led high-impact social strategy and creative content production across Instagram, TikTok, YouTube, and Facebook — driving platform growth, brand voice development, and student-first storytelling at scale. I partnered with our team to launch SIU’s first TikTok presence, increased Instagram followers by 5,000+ organically, and built campaign frameworks that turned everyday moments into meaningful engagement.
From concept to execution, I owned the creative direction for campus-wide social campaigns, storyboarding and producing video content, motion graphics, animations, and digital assets that aligned with institutional priorities and student culture. I managed interns, directed on-campus shoots, collaborated with cross-functional departments, and developed content calendars that balanced trend-driven agility with strategic planning. Whether building campaign architecture, designing visuals, or mentoring junior creators, I brought clarity, consistency, and creativity to every channel.
SIUC
Southern Illinois University is a public research university known for its diverse student body, vibrant campus life, and strong commitment to academic and community engagement.
Key Wins
Drove 250K+ TikTok views and 50K+ likes in 6 months through platform-native, trend-driven content
Grew Instagram by 5K+ followers in one year, increasing total engagement by 45%
Launched a tradition-based campaign that earned 5K+ shares, deepening prospective student engagement
Led full multi-channel content strategy and real-time storytelling across all university platforms
Managed a student creator team, developing scalable systems for content production and ideation
Partnered with PR and leadership on live coverage and timely digital response
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