Rj Lesterio

• Lead community strategy for AI-focused social communities, shaping engagement approaches that strengthen audience connection and improve overall community experience • Act as the go-to expert on community behavior, sentiment, and emerging conversation trends across AI-related audiences • Build and refine engagement frameworks, including tone of voice, response strategy, and new concepts that drive meaningful participation • Guide an external agency partner on moderation and day-to-day engagement, ensuring community management aligns with broader strategic goals • Turn qualitative and quantitative community insights into actionable recommendations for internal stakeholders • Deliver regular reports and readouts on sentiment, trends, and performance to inform cross-functional decision-making • Partner closely with social, creative, production, and product teams to support publishing, campaigns, and audience engagement opportunities • Source and elevate strong UGC and community stories for broader amplification • Help manage sensitive issues by identifying risks early, escalating when needed, and advising on response strategy

A fast-growing performance martech startup that builds advanced data infrastructure for Shopify brands to improve tracking accuracy, signal quality, and campaign performance. • Led full-funnel growth and marketing strategy for a next-generation marketing infrastructure startup, integrating creative storytelling with data-driven execution • Managed all marketing channels, including the blog, LinkedIn newsletter, email campaigns, Reddit, Twitter, and LinkedIn • Collaborated with the founder on product launches and integrations including Aimerce Agents while creating promotional campaigns and limited-time offers to boost acquisition • Produced multimedia assets such as founder photoshoots, LinkedIn Shorts, and a Founder Interview series to translate complex ideas into engaging brand narratives • Created high-quality technical content that educated Shopify brands on data tracking, attribution accuracy, and performance optimization • Managed the founder’s social media presence to strengthen brand authority and expand organic reach across multiple platforms • Produced and launched lead magnets such as the Meta Ads Cheat Sheet and Klaviyo Hacks that generated consistent inbound leads and newsletter subscribers • Developed and maintained Aimerce’s marketing systems, including content calendars, KOL tracking, and campaign documentation to ensure strategic alignment and operational efficiency

A leading digital agency within the Stagwell network, partners with global brands to craft meaningful digital experiences across platforms. Known for its creative innovation and strategic execution, the agency has delivered award-winning work for clients such as Snapchat. • Developed strategic recommendations for Snapchat’s Spectacles and Snap AR Lens Studio, focusing on product storytelling and creator engagement • Shaped messaging frameworks that connected AR innovation to broader cultural and creator trends • Partnered with creative and production teams to ensure alignment between campaign strategy, visual direction, and audience insight • Supported launch planning and content strategy for new Spectacles and Lens Studio features to strengthen product positioning within the AR community

The global entertainment leader behind brands such as MTV, Nickelodeon, and CBS, is renowned for shaping pop culture through film, television, and digital storytelling. • Executed social strategy for School Spirits' season 2 launch, collaborating with an agency to create an engaging campaign that kept fans invested and amplified the show’s mystery. • Led community engagement for Nickelodeon’s NFL Wild Card coverage, driving real-time conversations and increasing fan interaction across social platforms. • Managed social media accounts for Nickelodeon, Nickelodeon Family, and School Spirits, overseeing content planning, publishing, and engagement across Instagram, TikTok, and Facebook. • Developed and briefed content strategies for Nickelodeon Family while supporting cross-team initiatives for other Nickelodeon properties. • Fostered fan communities by engaging with audiences, responding to comments, and leveraging key posts to drive performance. • Collaborated across departments to ensure social content aligned with broader marketing objectives. • Tracked analytics and audience sentiment, using insights to refine content strategies and optimize engagement. • Monitored industry trends to identify emerging opportunities and best practices across social platforms.

The global developer of best-selling titles Genshin Impact and Honkai: Star Rail, is acclaimed for immersive, story-driven experiences, with both games earning Mobile Game of the Year on the Apple App Store and Google Play, as well as The Game Awards. • Formulate platform and regional growth strategies through comprehensive competitive product analysis, project operation status, market potential, and data analysis. • Analyze social media data to gain insights into user preferences and platform performance. • Establish community growth goals and collaborate closely with social media and player operations teams to achieve objectives. • Set periodic goals for social media and player teams, promote cross-regional and cross-functional collaboration, and secure platform resources through effective communication skills. • Generate periodic growth reports, including weekly, monthly, and version reports to track performance and identify areas for improvement. • Analyze data to develop optimization strategies, improve platform conversion rates, and enhance exposure value.

Minecraft – a global entertainment giant! With 238M copies sold and 181M monthly users as of 2023, is one of the biggest video game franchises worldwide. Key projects & accomplishments include: o Increased Minecraft Consumer Products' impressions by 142% and engagement by 119% in the first half of FY23, surpassing FY22 performance. o Launched a groundbreaking luxury campaign with Burberry, delivering record-breaking social performance for Minecraft Consumer Products. o Spearheaded and launched the Pinterest Shop with hosted checkout, driving franchise revenue to new heights! • Led the development, execution, and optimization of partnerships on Minecraft O&O social, driving discovery and engagement for 30M followers. • Collaborated with internal stakeholders and brand partners, such as LEGO, Mattel, and Burberry, to launch revenue-generating campaigns for the Minecraft franchise, utilizing KPIs to prioritize and implement best practices. • Achieved notable successes, including a 142% increase in impressions and a 119% increase in engagement for Minecraft Consumer Products, and spearheaded groundbreaking campaigns, such as the award-winning luxury campaign with Burberry. • Managed and monitored the day-to-day operations of social media handles. • Provided strategic recommendations for creative assets. • Conducted regular reporting and analysis to optimize content performance.

An all-in-one digital marketing tool that helps businesses improve online visibility, analyze competitor websites, and optimize their online presence. Key projects & accomplishments include: o Increased social following by 25% in 6 months. o Successfully launched the TikTok channel and onboarded a talent agency for content production. o Achieved multiple virality on tweets by consistently curating a balanced and engaging content mix, resulting in notable performance such as a single tweet generating 16M impressions and 170.7k engagements. • Developed and published compelling educational content to our online audience exceeding 500,000 subscribers across various social media platforms, including Twitter, Instagram, and LinkedIn. • Implemented and optimized the social media strategy, achieving ambitious targets and seeking unconventional tactics to drive further growth. Additionally, leveraged social media as a public relations tool to enhance brand reputation and visibility. • Collaborated with multiple products within the brand, including toolkits, events, and Semrush Academy, and engaged with the audience consistently to foster marketing discussions and deepen community relationships.

A German audio company known for producing high-quality headphones, microphones, and other audio equipment for personal & professional use. Key projects & accomplishments include: o Increased social following by 97%. o Launched the Sennheiser TikTok channel which led to 10,000 user-generated content in the first 2 months. o Key role in the highly successful $300M revenue-generating Audio for Video (A4V) campaign at Sennheiser, including involvement in brainstorming, scouting, and execution phases. • Established and maintained premium brand presence across various social media platforms • Created and implemented advertising campaigns to achieve target KPIs and managed social media budgets • Monitored and tracked discussion topics, provided feedback on community trends, and proactively researched new trends to improve programs. • Escalated issues as needed and provided feedback on community trends • Managed social media budgets with the respective marketing lead for Professional Audio, Business Communication, and Consumer Audio • Monitored and tracked discussion topics for the management team; prepared weekly reports to update staff on predetermined metrics. Proactively monitored brand and relevant themes/news stories within the blogosphere and provide suggestions for timely content, assets, and conversation within brand communities • Updated editorial calendar and ensure all assets/materials are timely and up to date • Used online listening tools, supplemental research, and daily community learnings to provide insights for improving programs and enhancing program successes • Researched and identified bloggers/key influencers and associated community for blogger/influencer campaigns, as well as social media best practices and relevant brand examples within the space for proposals and online audits • Proactively researched new trends in social media marketing and share findings with internal teams • Managed social media agencies and freelancers

A global adult toy manufacturer known for its diverse product range, with products sold in adult retail stores and online platforms. Key projects & accomplishments include: o Increased Instagram following by 750% in 6 months. o Launched an influencer campaign that featured a diverse cast. • Spearheaded the creation and publication of relevant, original, and high-quality content while implementing an editorial content calendar to manage content and plan specific, timely marketing campaigns. • Innovated the development of brand awareness by recommending and implementing new features such as promotions and competitions, and collaborated effectively with marketing, art, and customer service teams to ensure brand consistency. • Stayed up-to-date with the latest technologies and trends in social media, design tools, and applications to keep the brand competitive and relevant. • Conducted thorough market research to gain insights into current benchmarks, consumer behavior, and audience preferences.

A multi-level marketing company that specializes in online retail and product brokerage. Key projects & accomplishments include: o Developed brand voice and tone and created social media guidelines. o Onsite social media coverage of Market America’s worldwide convention with over 100,000 attendees. • Successfully managed social media presence on various platforms such as Facebook, Twitter, Pinterest, and Instagram by seeding content as needed, creating weekly/monthly editorial calendars, and contributing 4-5 blog posts per week. • Effectively managed the CEO's social media presence to ensure consistency with brand messaging and engagement with stakeholders. • Created and executed weekly content schedules for Market America social media channels, including Facebook, Twitter, Instagram, Google+, LinkedIn, Pinterest, and Snapchat. • Wrote compelling and optimized content to improve organic search engine rankings, drive traffic, increase brand awareness, and boost sales.

A practical and up-to-date online program, with 250+ classes and local communities all around the world, supported by the Founders of YouTube, Airbnb, Tesla, Shazam, and more.

• Awarded Best Thesis in 2015 • Dean’s List (2011-2012; 2013-2014)