Whitney Magnuson

I lead a team that oversees Zoom’s overall brand marketing strategy, paid media & advertising, brand partnerships/sponsorships, owned and earned social media, and tentpole events.

• Lead and activate the sports marketing and brand partnership strategy, including sponsorships with the Milwaukee Brewers, Milwaukee Bucks, Green Bay Packers, and TED conferences, resulting in 2X return on partnership investment and double-digit gains in key brand health indicators. • Delivered 20%+ year-over-year growth in social engagements for four straight years, exceeding our main team KPIs and industry benchmarks, all with a flat social budget. • Built a highly successful always-on influencer program that has become our most cost efficient traffic-driving media tactic across the enterprise, despite tough industry regulations. • Manager of managers across a distributed, diverse, multi-generational team.

• Drove the creation and execution of multiple award-winning social and influencer campaigns, including campaigns featured in trade publications such as AdAge, Digiday, and SocialMedia.org. • Developed and deployed a comprehensive brand social playbook including defining Northwestern Mutual's social personas, brand voice, channel strategy, content pillars, measurement framework, and more, resulting in 20%+ increases in brand social engagements and 80%+ increases in traffic. • Oversaw the rollout of the Sprinklr distributed platform for our field, which led to industry-leading advances in engagement, platform participation, and content distribution. • In September 2022, launched our brand's TikTok channel, which quickly rose to become the most followed traditional financial services brand on the platform (and still is to this day!)

• Responsible for global social media strategy, execution & leadership across Hilton's entire portfolio, Hilton Honors loyalty program, 18 sub-brands, and more than 6,000 Hilton properties globally; including content development, paid media, & social customer care. • Member of the Crisis Communications Rapid Response team, which helped craft Hilton’s public response to events like COVID-19, BLM, Lebanon explosion, and the Capitol unrest. Our response to COVID, and subsequent marketing pivot to "Hilton at Home", was recognized as the "Best Storytelling Campaign" for 2020 by Ragan PR Daily's 2021 PR Awards. • Led the creation of an overarching channel strategy across owned, earned, and paid marketing channels as part of HIlton’s first-ever full-portfolio Go To Market strategy.

• ​Drove the social strategy and execution of the Effie Award winning "Expect Better, Expect Hilton" campaign featuring celebrity spokesperson Anna Kendrick, including the creation of social-first creative and media targeting that resulted in a 47% improvement in ROAS year-over-year. • ​Oversaw a complete transformation of social media requirements for our brick-and-mortar locations, resulting in the publication of social media brand standards, rollout of Sprinklr social media management tools to more than 5k properties, plus auditing and sunsetting thousands of dormant and non-compliant social channels. • ​Manager of managers, including 4 direct reports, and a total organization of 22 global individuals.

• Responsible for the global B2B social media strategy of the IBM Systems business unit, including overseeing social planning and execution across 6 individual brands and hundreds of product offerings. • Oversaw the most successful social launch of a product in IBM Systems history, the most successful social event in IBM Systems history, and the creation of a first-of-its-kind external influencer outreach program that has since become the model for IBM company-wide. • Recipient of the 2018 Outstanding People Manager Award, as well as hiring, onboarding, & skills development focal across the wider marketing organization. • Scrum master of a Kanban-style Agile framework for all in-house creative production (copy + design) projects across marketing, using a social-first approach to guide content creation and delivery.

• Within one year of hire, increased social visits to IBM Systems web properties by +318% year-over-year and received multiple industry-wide awards for social media campaign execution. • Revamped social analytics and metrics reporting, implementing an approach connecting social activity to revenue and measuring overall awareness, engagement, sentiment, and market influence through monthly C-level reports and on-demand dashboards. • Launched first-ever at IBM employee social advocacy program to get IBMers more active on social media; ensuring an additional 5M in social media impressions each month. • Awarded the IBM Eminence & Excellence Award by our CMO, the highest individual honor that can be given to a marketer at IBM, for contributions to business performance and continuous innovation.

• Responsible for overall digital and content marketing strategy, including managing our corporate website, corporate blog, social media, traditional and digital advertising, long-form thought leadership and video production. • Within first 90 days of hire, increased web users by +18%, social media engagement by +49%, and blog sessions by +118% as compared to the previous 90 day period. • Ran the first ever large-scale advertising campaign for the brand, including managing the creation of assets for out-of-home, digital, and direct mail components as well as tracking and documenting campaign success and best practices. • Implemented complete ROI and metrics tracking, including introducing advanced Google Analytics, Salesforce, and Marketo integration in a marketing-wide dashboard and biweekly metrics report for C-suite executives. • Led a six person team of community managers, social media strategists, digital strategists, and web developers.

• Team and project lead for cross-functional workgroup of more than 25 people; responsible for the creation of overall program strategy, product integration strategy, and localized marketing support. • Expanded the program from eight to 26 markets (six countries) including full localization support. • Developed and launched multi-page marketing microsite with comprehensive Analytics integration, resulting in a substantial increase in program conversions and improved team-wide segmentation strategy. • Managed global team budget, including preparing team quarterly and annual strategy and budget presentations for senior executives.

• Project Lead for the launch of Google City Experts, a pilot program supporting user engagement and loyalty through strategic incentives and gamification, including taking program from concept to highly successful global launch featured in TechCrunch and Endgadget. • Social media lead for global team, with a direct reach of 2.74M followers across 46 unique channels in just 1.5 years. • Email marketing lead for global team, including content planning, segmentation and channel analysis, A/B testing, and cross-functional strategy planning. • Direct manager of remotely managed team of ten community managers.

• As first-ever local community manager at Google, helped to mold the CM program from the ground up, interviewing and training new team members, and documenting best practices. • Consistently exceeded quarterly metrics related to generation of user content; drove Austin to have the largest amount of UGC (as compared to population) of any city in the world. • Grew the Twitter following 900% in just two quarters, adding over 1,000 new followers per month. Also built solid presences on other social media platforms including Facebook and G+. • Produced 3-4 high quality events for a variety of audiences per week, utilizing venues, vendors, and contacts across the state

• Grew startup from idea to acquisition in three years time; took company through two rounds of funding and managed all business development and franchising • Created and executed a growth plan that grew our customer list to more than 25,000 self-subscribed contacts in less than two years using a mix of organic, word of mouth, and paid digital marketing • Managed media inquiries and communications —100% of all press releases written from 2009 - 2011 were picked up by at least one local or regional outlet, driving millions of earned media impressions

• Created and executed marketing and public relations strategy for clients including McDonald’s, Gold’s Gym, and Veterinary Pet Insurance • Planned and executed the largest-ever Earth Day celebration for our client, the State of California, incorporating multiple vendors, audiences, content creation, entertainment, and press and government relations

• Planned and orchestrated fall sorority recruitment for 800+ new students, creating the most successful recruitment event at USC in 20 years • Oversaw a staff of 30 people, planned over 20 different events a year • Created award-winning direct mail campaign sent to over 6,000 incoming students • Supervised six-figure event budget, tracking specific ROI and performance metrics

Honors Graduate

Magna Cum Laude