Caroline Malcolm
San Diego Humane Society
San Diego,CA
6
years of professional experience
Social media strategist with strong track record in leveraging social media platforms to drive engagement and organization growth. Adept at crafting compelling content, analyzing performance metrics and implementing strategies that align with goals. Highly collaborative team player focused on delivering consistent results and adapting to evolving digital landscapes. Equipped with skills in content creation, community management and data-driven decision-making.
Work History
Digital Communications, Social Media Specialist
3 Years 8 Months- Manages the organization's presence across 11 social media platforms, fostering audience engagement, providing timely community support and maintaining consistent brand messaging.
- Grew Instagram following by 93% and TikTok by 35% through platform-specific content strategies designed to expand reach, increase engagement, and grow the organization's digital community.
- Develops, creates, schedules and publishes high-impact, mission-aligned content tailored to each platform, balancing planned campaigns, organizational priorities and timely opportunities.
- Produces optimized digital content for marketing and fundraising campaigns, including compelling social copy, fundraising elements and campaign-specific creative assets that drive engagement and conversions.
- Leads and mentors a volunteer social media team, coordinating content efforts and aligning execution with broader social and digital strategy.
- Monitors and analyzes social media performance and community conversations to identify trends, inform strategy and optimize content for audience growth and engagement.
- Stewards user-generated fundraisers and community stories, identifying opportunities to amplify mission-driven content and connect audiences with opportunities to support the organization.
Special Events & Social Media Coordinator
1 Year 5 Months- Managed logistics for special events and donor receptions, securing vendors and permits, maintaining inventory, overseeing setup and supplies, and coordinating volunteers to ensure seamless execution.
- Cultivated donor relationships, promptly acknowledging contributions, processing donations, and ensuring accurate documentation and database entry to enhance donor engagement.
- Coordinated the design, content and production of event invitations, overseeing printing, mailing and digital delivery.
- Assisted with the recruitment, coaching, and stewardship of Walk for Animals participants, as well as the creation of marketing content.
Marketing Coordinator
7 Months- Created and executed engaging content for digital channels, including copy, graphics, and layouts for social media and email marketing initiatives, enhancing audience engagement.
- Performed market trend research to inform effective strategies for product promotion and audience targeting, contributing to targeted marketing efforts.
Education
Bachelor of Arts - Public Relations And Advertising
- National Honors Society
- Alpha Phi Member
Skills
Content Strategy
Project Management
Social Copywriting
Short-Form Video
Audience Growth
Social Analytics & Reporting
Trend & Cultural Analysis
Strategic Thinking
Adaptable
Collaborative
Timeline
Digital Communications, Social Media Specialist
San Diego Humane Society
12.2022 - CurrentRead More
Special Events & Social Media Coordinator
San Diego Humane Society
07.2021 - 12.2022Read More
Marketing Coordinator
Saudia Chi'la
12.2020 - 07.2021Read More
Chapman University
Bachelor of Arts from Public Relations And Advertising
Read More
SOFTWARES
- Generative AI & LLM Platforms: Abacus, ChatGPT, Claude
- Microsoft Office Suite
- Luminate Online
- OneCause
- Raisers Edge
- Basecamp
- Canva