Vicente Lugo

Lending a hand on all things social at McCann NY for a FinServ client. Short-term project!

Deliver influencer-led, social media strategies to meet diverse client briefs · Ideate innovative, social-first ideas, campaigns and content · Lead smaller deck creation and craft winning presentations for pitches · Support senior Strategists with large-scale briefs and RFPs by conducting research to shape creative, social approach · Stay ahead of emerging trends, influencers and platform updates to collaborate with account and paid teams for tailored content recommendations · Build 1 – 2 page case studies through post-campaign analysis · Engage diverse audiences, including Hispanic, Gen-Z, Millennial and other diverse audiences through culturally relevant strategies

Own day-to-day content calendar publishing for 5+ clients from ideation to overseeing creative teams on execution, collaborate with account teams and project managers: CPG, auto, finance, B2B, health, exec viz ∙ Conduct in-depth audits of client's social and web platforms to provide insights on areas to optimize and identify opportunities in their respective industry ∙ Conduct competitive audits to track a brand's strengths, weaknesses and unique features ∙ Use social listening tools to identify trends and conversation opportunities ∙ Build social playbooks and social strategy ∙ Train and supervise two Associate Strategists on community management ∙ Liaise with reporting team to ensure quality insights and recommendations that drive digital strategy ∙ Contribute to weekly Ketchum Digital Trends newsletter to proactively provide client with best practice recommendations and thought leadership ∙ Counsel clients on social media crises and digital, social platform updates (POV) ∙ Provide Paid teams with content recommendations

Develop strategic recommendations and manage content, community management, and copy across social channels ∙ Own scheduling, posting, and reporting ∙ Work with cross-functional teams and external agencies / vendors on campaigns, projects and ad-hoc opportunities end-to-end, from conception to measuring impact ∙ Proactively track trends for business units and social ∙ Manage influencer outreach program by vetting and contacting relevant brand ambassadors ∙ Review social analytics and establish KPIs for growth objectives ∙ Support sales by providing B2B social media training

Commit to growing brand's social presence on 18+ company social media channels through 1:1 responses and content publishing ∙ Develop tone of voice and branding for H&M Group business units within social ∙ Mine the community for insights that could have an impact on social strategy ∙ Outline creative briefs and provides internal tool trainings to up-skill colleagues for weekly in-house and co-branding campaigns ∙ Assist Analytics team by providing qualitative inputs for regular social reporting and owning the overall community data ∙ Assist the Marketing team in executing content for the brand that aligns with social strategy ∙ Follow SOP's for social crises, works closely with Global Crisis team to craft and execute messaging ∙ Write copy for US and CA customer loyalty program and its reward activities

Execute written responses across 5+ SM channels for H&M Group business units ∙ Engage with French speaking fans, acting as direct customer service ∙ Facilitate French language tone of voice workshop for French speaking colleagues to unify brand ∙ Execute crisis messaging when required ∙ Work with Online team to make website updates regularly ∙ Use conversation surveys to shape social strategy