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Work History

INTERNAL COMMUNICATIONS SENIOR ANALYST

TOYOTA MOTOR NORTH AMERICA
Sept. 2021PRESENT

Assigning, curating and editing content for multiple Toyota platforms with the goal of streamlining efforts and reaching and engaging Toyota/Lexus team members in creative ways.

I work to grow readership and engagement through:

  • Research
  • Development of story/engagement ideas
  • Editing
  • Writing
  • Creating graphics
  • Analyzing metrics
  • Soliciting feedback and engaging with team members
  • Setting up and managing the content calendar (Airtable)
  • Management of writers and photographers
  • Leading and attending brainstorming/content sessions with coworkers and other departments
  • Engagement with other departments
  • Managing deadlines

INTERNAL COMMUNICATIONS ANALYST

TOYOTA MOTOR NORTH AMERICA
JAN. 6, 2021SEPT. 2021

Creating and editing content for multiple Toyota platforms with the goal of keeping Toyota/Lexus employees and dealers informed and motivated. 

I curated and create content for One Toyota and the Toyota Today magazine and work and strategize to grow viewership and engagement on both sites through:

  • Research
  • Writing
  • Creating graphics
  • Development of story ideas
  • Management of writers and photographers
  • Editing
  • Direction of the production and design process
  • Administration of the Toyota Today editorial calendar
  • Engagement with other departments
  • Refining and improving content
  • Analyzing metrics

Deputy Senior Editor / Producer

WFAA
May 2011JAN. 2020

A leader of content overseeing operations across mobile and digital platforms in addition to acting as a digital journalist and editor producer. Research, produce and write multi-media pieces covering hard news and local crime. 

This role is combined with social media responsibilities that include posting content and moderating and engaging with the community on Twitter, Facebook, YouTube and Instagram.

In addition to creating original content, I also work with other reporters to build out their long-form projects. This includes working on an overall plan on the story's vision, promotion and how best to reach people through social media strategies.

Sample of daily writing

Digital reporter-producer

WFAA
April 2005May 2011

Report breaking news and long-form reports. Oversee social media sites. 

Co-owner/Graphic Designer

Pour le Corps Records
20102015

Seek out local talent and release music digitally and in limited edition forms, including vinyl and cassette tapes. The national publication Impose Magazine, based out of Brooklyn, named Pour le Corps among the "Best Labels of 2012." 

Create the aesthetic look of the label, including  the design of the website and album covers. 

Entertainment Writer

Fort Worth Weekly
20052006

Started as an intern reporter and transitioned into a writer on the entertainment team, where I covered the entertainment community in the Fort Worth area. 

Education

Journalism Bachelor of Arts: News EdiTorial

The University of North Texas
19972003

Minor in Communication Design

Skills

STORYTELLING
Editing
Graphic Design
SOCIAL MEDIA
PRODUCING
Research and Analysis
Reporting
Digital Journalism
VIDEO EDITING

ONE TOYOTA

ONE TOYOTA

I joined the One Toyota team as a publisher during its first year. In that role, I've worked to streamline priority content and optimize that content through mobile/email pushes. I've also helped create best practices for graphics, headlines and style. 

As a bridge between the content creators and the site, I work to ensure content is presented and distributed to maximize readership and engagement. 

Click images to view content: 

TOYOTA TODAY

TOYOTA TODAY MAGAZINE

As editor of Toyota Today, I shifted the magazine from a quarterly publication to a monthly, all-digital publication — reducing costs and increasing online views in the midst of the COVID-19 pandemic.

During this transition, I led the redesign, which included the creation of an interactive email to encourage online readership and a PDF file of the magazine for dealers to view and download. 

  • Click images below to view issues:

BOTHAM JEAN DEATH / AMBER GUYGER TRIAL (WFAA)

THE NIGHT BOTHAM JEAN DIED

I was a lead reporter on the Botham Jean shooting death. I started coverage the day Jean was shot inside his home through the day Amber Guyger was convicted. It's a story I continue to follow. 

Full coverage: https://www.wfaa.com/bothamjean

  • Click images below for more

Wednesday's Child (WFAA)

WEDNESDAY'S CHILD

I work with a small team, including anchor Cynthia Izaguirre, to package, edit and socialize Wednesday's Child reports. 

Wednesday's Child offers a glimpse into a child's life in foster care and their journey to find a family. Children featured in the segments are in the care of the Texas Department of Family and Protective Services due to abuse and neglect. 

The series began with former WFAA anchor Gloria Campos and has continued with "Izzy." 

  • Click images below for more:

Missing Fort Worth hiker (WFAA)

Family and friends of Joushua McClatchy reached out to me when the Fort Worth native vanished while hiking an Arkansas trail. Concerned there was little coverage, they asked me to put his story out. From there, I took the lead reporting on the search for McClatchy, who was eventually found almost a week later. Despite national attention after his discovery, the McClatchy family gave us an exclusive, crediting our coverage to the resources and volunteers that helped lead to his safe recovery. 

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#SUPPORTTHESCRUBS

THE EBOLA CRISIS

I was a lead reporter as the Ebola crisis landed on Texas soil. I followed the story as it developed from the first case in the state to when Texas was cleared of the infectious disease. Our coverage was geared to sharing facts to curb fear and misinformation. I was also part of the team that created the social media awareness campaign #SupportTheScrubs, which turned into a trending national effort to support the nurses who put their lives on the line during the Ebola crisis. My work was published globally, including in USA TODAY and on PBS.

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REFERENCES

CYNTHIA IZAGUIRRE / ANCHOR, WFAA

MATT GOODMAN / ONLINE EDITORIAL DIRECTOR, D MAGAZINE

SAYEDA NAZANIN FATEMIAN / DIRECTOR OF NATIONAL MARKETING, HOUSE OF BLUES MUSIC FORWARD FOUNDATION