Ana E. Reynal
Union,NJ
Summary
Strategic, bilingual social media executive with 12+ years leading enterprise social strategy, executive communications, and digital transformation in regulated industries. Proven record of budget ownership ($400K–$500K), people leadership, vendor management, and analytics-driven paid/organic programs that protect reputation and deliver measurable results. Recognized for developing talent, optimizing workflows, and providing strategic insights that influence executive decisions and elevate organizational storytelling.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Social Media Marketing Manager, Corporate Affairs
Con Edison
New York, NY
02.2020 - Current
- Lead enterprise-wide social media strategy, driving integrated paid (boosted) and organic campaigns aligned with corporate objectives.
- Manage a $400K–$500K annual budget; oversee vendor contracts and relationships for Sprinklr and SocialMedia.org, ensuring contract performance and ROI.
- Mentor and develop team members; create workflows and growth opportunities that enhance creativity and professional development.
- Partner with executives and cross-functional leaders to ensure paid amplification supports organic reach, using data-driven targeting and attribution models.
- Direct executive communications, crisis response, and issues management, serving as bilingual spokesperson and aligning with Media Relations and Legal.
- Oversee analytics, reporting, and governance, transforming data into executive-ready dashboards that guide strategy and decision-making.
- Expanded multimedia presence with YouTube SEO optimization and boosted video campaigns, increasing visibility and watch time.
Social Media Manager, Media Relations & Corporate Affairs
Con Edison
New York, NY
04.2018 - 02.2020
- Built and launched the company’s first social media strategy within Media Relations to enhance visibility and engagement.
- Defined social governance, voice, and workflows to align media and digital communications.
- Partnered with Media Relations to translate press updates into timely, audience-focused social content.
- Supported crisis response with real-time messaging that aligned with public statements.
- Monitored media sentiment and delivered insights to inform communications strategy.
Freelance Social Media Consultant
01.2012 - 01.2019
- Delivered bilingual campaigns and social audits for clients including Hallmark, KIPP NJ Schools, and SMBs.
Social Media Marketing Manager
Lincoln Technical Institute
NJ
01.2013 - 03.2018
- Directed multi-campus social media operations across 28 campuses; delivered 20+ enrollment campaigns per month.
- Launched Instagram & Snapchat, achieving +142% engagement and modernizing brand presence.
- Implemented Sysomos for listening, analytics, and publishing, improving performance tracking and reporting.
- Trained national leaders on LinkedIn strategies to elevate placement and alumni outcomes.
Marketing Coordinator
Lincoln Technical Institute
NJ
01.2012 - 01.2013
- Supported multi-campus marketing campaigns through content creation, email marketing, and lead-generation initiatives.
- Designed and scheduled targeted email campaigns to increase enrollment inquiries and event attendance.
- Collaborated with Admissions and Creative teams to align messaging across print, digital, and social platforms.
- Managed vendor relationships and creative requests to ensure brand consistency and timely delivery.
- Tracked campaign performance and engagement metrics to optimize content and improve conversion rates.
- Assisted in the launch of new social channels and developed content calendars that improved student engagement.
Corporate Financial Aid Advisor
Lincoln Tech
01.2009 - 01.2012
- Oversaw financial aid operations across 10 campuses, reconciling $3M+ monthly cash flow and implementing reporting systems.
Programming & Production Intern
01.2008 - 12.2008
- Supported broadcast operations and production logistics.
Education
MBA - Marketing
Saint Peter’s University
Jersey City, NJ05.2012
BA - Communications
Rutgers University
New Brunswick, NJ05.2006
Associate Of Arts - Film Studies
Rutgers University
New Brunswick, NJ05.2006
Skills
- Strategic Social Media Management, Governance, and Digital Transformation
- Executive Communications and Cross-Functional Leadership
- Budget Oversight, ROI Optimization, and Vendor/Contract Management (Sprinklr, SocialMediaorg)
- Workflow Design, Process Optimization, and Team Collaboration
- Crisis Communications, Reputation, and Risk Management
- Diversity, Equity & Inclusion (DEI) and Sustainability Storytelling
- Data-Driven Decision-Making, KPI Tracking, and Performance Analytics
- Paid and Organic Campaign Integration, Optimization, and Attribution
- Content Strategy, Editorial Planning, and Brand Voice Development
- Multimedia Storytelling (Video, Photo, Podcast) and YouTube SEO
- Platform Expertise: Facebook, Instagram, LinkedIn, X/Twitter, TikTok, YouTube, Pinterest
- Tools & Creative Software: Sprinklr, Sprout Social, Sysomos, Radian6, Salesforce, Hootsuite, Canva, CapCut, Adobe Premiere, Google Analytics, WordPres
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Professional Highlights
- Directed integrated paid and organic campaigns, achieving 168% follower growth and +3.9% engagement lift across corporate channels.
- Owned $400K–$500K annual budget; optimized allocation across organic growth, boosted campaigns, and vendor partnerships (Sprinklr, SocialMedia.org) to maximize ROI.
- Conducted Con Edison’s first YouTube SEO audit, paired with paid promotion strategies, boosting discoverability and video performance.
- Directed storm/emergency communications with organic real-time updates and boosted paid campaigns to extend urgent messaging to millions.
- Mentored team talent, built scalable workflows, and managed vendor relationships to strengthen collaboration and deliver high-impact content.
Certification
- Advanced Social Media Strategy (Syracuse/Hootsuite)
- Online Reputation Management (CPD)
Leadership Affiliations
- Board Chair, SocialMedia.org, 01/19, Present
- National Officer Roles, Lambda Psi Delta Sorority, Inc.
Websites
Timeline
Social Media Marketing Manager, Corporate Affairs
Con Edison
02.2020 - Current
Social Media Manager, Media Relations & Corporate Affairs
Con Edison
04.2018 - 02.2020
Social Media Marketing Manager
Lincoln Technical Institute
01.2013 - 03.2018
Freelance Social Media Consultant
01.2012 - 01.2019
Marketing Coordinator
Lincoln Technical Institute
01.2012 - 01.2013
Corporate Financial Aid Advisor
Lincoln Tech
01.2009 - 01.2012
Programming & Production Intern
01.2008 - 12.2008
BA - Communications
Rutgers University
Associate Of Arts - Film Studies
Rutgers University
MBA - Marketing
Saint Peter’s University