Samantha Gorin

As a result of the COVID-19 pandemic, my role was made redundant as part of company-wide layoffs in August 2020.

• Built comprehensive prospecting and remarketing strategies aimed at lowering front-end costs and maximizing ROI. In 2019, CPA dropped by 50%.
• Used my creativity and meticulous attention to detail to write, design, and launch successful paid social campaigns.
• Responsible for the daily maintenance and optimization of all US paid social campaigns, managing monthly budgets of $50-80,000.
• Worked alongside programmatic mail vendor to maintain and optimize campaign performance. Campaign drove an incremental lift of 178% over six months and more than $900,000 in sales.
• Worked with the Head of Marketing and commercial finance team to forecast performance, set goals, and manage the US performance marketing budget.
• Built weekly performance marketing reports that joined together complicated data sets from various sources that then informed our paid campaign strategy.
• Launched the North American Instagram account (@audleytravelna); oversaw strategy, content execution, and daily management.
• Used my graphic design skills to fulfill ad-hoc creative requests from the marketing team, like print ads that ran in Boston Magazine, AFAR, and Condé Nast Traveler.

• Developed and managed social media strategies for clients across a wide range of industries including technology, healthcare, recruitment and CPG.
• Produced comprehensive cross-platform reports that were then analyzed and used to strategically develop future marketing tactics.
• Built social advertising strategies, launched and then optimized campaigns, across Facebook, Twitter, Instagram, Pinterest, LinkedIn and Snapchat.
• Used strong organizational skills to manage the social media team’s internal processes, which included managing monthly hours, directing the hiring and training processes, overseeing client expenses, identifying and vetting social media tools, and maintaining vendor relationships.
• Managed client relationships daily via email; led all client phone calls and in-person meetings.
• Extensive experience in content writing, community management and influencer outreach.
• Worked with Ericsson, AstraZeneca, The Yankee Candle Company, Boston Mutual Life Insurance, Au Bon Pain, Urbini, Dancing Deer Baking Co., HP Hood, Heluva Good! Dips, Foxwoods Resort Casino, PUR and Honeywell Plugged In.

• Awards won:

• • 2017 PR News Social Media Awards Finalist | Best Blog | Ericsson Careers

  • 2016 Bell Ringer Winner | Social Media Campaign | Ericsson Careers

  • 2015 Bell Ringer Winner | Best Social Media Communications Campaign | Dancing Deer

  • 2014 PR Daily Awards Winner | Best Use of Facebook | Yankee Candle

  • 2014 PR News Social Media Awards Winner | Facebook Communications | Yankee Candle

  • 2014 PR News Social Media Awards Winner | Most Engaged Brand | Yankee Candle

Outside the office, I manage my own small business where I sell my artwork and products featuring my original illustrations.

• Launched a growing small business that allows me to fulfill my passion for art and share it with others.
• Designed my logo, brand guidelines, marketing strategy, website, and promotional materials; shoot and edit all product photos; build all email marketing campaigns, and maintain a blog.
• Oversee the daily maintenance and optimization of my website, constantly improving user experience, and working to implement SEO best practices.
• Built a strong social media presence, specifically on Instagram where my following exceeded 60,000 followers within the first 15 months.
• Manage inventory, shipping, finances, and all other tasks associated with running a small business.
• Wrote two marketing-focused eBooks for fellow entrepreneurs: “The Essential Guide to Building a Brand,” which helps readers build their brand's identity, and “The Instagram for Small Business Playbook,” a 70-page crash-course on all things Instagram.
• Wrote a 30-page eBook, “The Ultimate Guide to Alcohol Inks,” which serves as a resource for those looking to learn how to paint with alcohol inks.

• Developed social media strategies & generated content for MK3’s Facebook, Twitter, and LinkedIn.
• Assisted in creative brainstorming for client projects.

• Created graphics for the BIGfish’s website as well as signage for client events.
• Generated content for Iceland Naturally’s Facebook, Twitter, and website.

Activities and Societies

• American Marketing Association, Emerson College

  • VP of Advertising and Promotion, September 2011–May 2012

  •  VP of Communication, December 2010–May 2011

• EmEvents  | A student-run event planning agency

  • VP of Marketing, September 2011–May 2012