DANIELA COVELLO
Frisco
Summary
Strategic Employer Brand and Talent Attraction Leader with over 10 years of experience in developing global recruitment marketing strategies that enhance business growth and attract top talent. Expertise in collaborating with executive leadership, Talent Acquisition, Marketing, and Communications to implement impactful employer branding initiatives and data-driven campaigns across North America. Skilled in leading cross-functional teams and driving measurable hiring outcomes through innovative storytelling and digital marketing.
Overview
14
14
years of professional experience
Work History
Talent Attraction Manager
PENN Entertainment
10.2024 - Current
- Drove national employer branding campaigns targeting leadership development, military hiring, internships, campus recruiting, and employee engagement, fostering a diverse talent pipeline.
- Oversaw employer brand strategy for 43 casino and entertainment properties across North America, enhancing brand visibility and attraction.
- Led enterprise content governance to maintain brand consistency across all recruitment marketing initiatives, reinforcing organizational identity.
- Partnered with senior leadership across Talent Acquisition, Marketing, Communications, and HR to influence employer brand strategy.
- Built strategic content calendars and social strategies supporting Corporate, Careers, and PENN Play brands.
Global Manager Recruitment Marketing & Employer Brand
theScore | PENN Entertainment | PENN Interactive
01.2022 - 10.2024
- Developing strategy for the overall department that supports the overall TA and business goals.
- Develop, build and execute the activation of theScore's Employee Value Proposition (EVP) including overall pillars and assets.
- Developed and expanded the brand advocacy program & curate recruitment-related content to help others in the company tell theScore experience story.
- Enhanced visibility of theScore's employment brand through creative means and unique distribution channels -communicating our one-of-a-kind culture, mission, and values.
- Directing a team of creatives to produce and distribute social content that generates interest of prospective talent.
- Build out career journey within the Employer Brand & Recruitment Marketing space.
- Created Instagram & YouTube channels to showcase company events, news, opportunities.
- Collaborated with marketing, communications, and legal to ensure all collateral and material represented the brand.
- Collaborate with theScore employees across the globe to build chapters in our story.
- Searched for innovative ways to share content through various media channels.
- Developed playbook for employer brand to enhance internal understanding of its importance.
- Within two years the the source of 80% of hires came from marketing material.
- [US, Canada, Gibraltar]
Global Employer Brand Manager | Talent Acquisition
TD Bank
12.2019 - 01.2022
- Developed global talent brand strategies leveraging social media and recruitment marketing channels to enhance employer visibility.
- Developed a plan to grow LinkedIn followers from 280K to 800K organically.
- Launched Instagram handle to highlight company culture, effectively attracting talent to TD.
- Collaborated with teams across US, Canada, Ireland, and Singapore to unify and strengthen global hiring strategies.
- Supporting all clients' hiring needs from a global lens.
- Designing internal campaigns i.e.: referral program, email marketing.
- Creating storyboards to share overall vision of videos we are producing
- Managing my team's workflow to ensure deliverables are met on time
- Collecting data and analyzing performance.
Manager Employer Branding | Talent Acquisition
TD Bank
04.2019 - 12.2019
- Designed, developed, implemented, and managed talent brand strategies to attract and identify talent for open roles across the organization.
- Managed planning and execution of talent brand and recruitment content marketing efforts, directly supporting hiring initiatives.
- Execute talent brand content and candidate attraction and engagement campaigns to support current and future strategic hiring goals of the company.
- Coached and mentored high-performing employer brand team, ensuring achievement of service level agreements, scorecards, and measurement targets.
- Collaborated with cross-functional creative design, production, video, and content teams to develop and amplify enterprise employer brand.
- Manage vendors and associated spend including LinkedIn paid media, Glassdoor, Indeed campaigns, and other platforms and tools.
- Research the latest talent branding trends, technologies, and tactics; create opportunities to leverage them in pursuit of talent acquisition goals.
- [US, Canada]
Social Media Analyst | Talent Acquisition
TD Bank
12.2016 - 04.2019
- Spearhead the delivery of our industry-leading enterprise recruitment marketing strategy.
- Developed relationships with partners across Talent Acquisition and business to understand needs and create targeted digital campaigns.
- Develop unique and targeted recruitment marketing digital strategies to help the business achieve their recruitment goals.
- Collaborated with internal stakeholders (i.e. Employee Experience and Diversity & Inclusion) to create engaging social media content, directing visuals and copy.
- Strategy and execution of Career Site page content updates. Including concept, creation & testing (work with business, designer Maintain content on the Talent Acquisition intranet site with a special focus on educating recruiters on social media for recruiting.
- Created and managed recruitment marketing print and digital ads, fulfilling business and recruitment team requests while aligning with employment brand.
- Collaborated with partners and vendors to drive recruitment marketing plans.
- [Supported recruitment efforts across the US and Canada]
Social Media Analyst
Tag Agency
01.2016 - 01.2015
- Managed and responded on Social Media communities on behalf of agency clients during and beyond business hours.
- Executed social media plans and calendars for agency accounts, ensuring timely and relevant content delivery.
- Execute Social Media reporting for tag's clients, uncovering insights and making recommendations with the help of managers and strategists.
- Collaborate with creative teams to develop content calendars and content for a variety of brands
- Developed playbooks and provided research and insights to support broader social media strategies for clients.
- Monitored trends and competitive activity to identify opportunities and threats, driving continuous improvements.
- Be the face of tag's Social Media team to clients and internal teams, educating everyone on the latest trends, regulations, and best practices.
- Ensure consistency between client contractual agreements and deliverables.
- Work closely with planning, account services, media, digital, and creative teams to build and foster a cohesive, respectful, client-focused environment.
Social Media Coordinator
Real Interactive
01.2014 - 01.2015
- Managed multiple content calendars, coordinating content creation, approval, and scheduling to ensure timely publication.
- Oversaw various content streams, ensuring timely delivery and coherence across platforms while maintaining accuracy and attention to detail.
- Moderated social communities daily, engaging with users, resolving issues, tracking trends, and analyzing community metrics.
- Analyzed clients' social platform performance and developed optimization plans.
- Project Managed multiple initiatives that included planning, scheduling, coordinating multiple teams and delivering customer results.
Associate, Social Media & Events
MDC Partners
01.2013 - 01.2014
- Developed and implemented targeted social media strategies for specific campaigns to engage audience effectively.
- Coordinated online social presence across LinkedIn, Twitter, and YouTube to enhance brand visibility.
- Monitored social media channels to track engagement and trends.
- Tracked social media influence analytics using Hootsuite to assess campaign performance.
- Work with the Communication team to develop corporate online presence and messaging.
Education
Social Media Marketing Certificate -
George Brown College
Toronto, Ontario01-2015
Bachelor of Arts (BA) - Communication
Baylor University
Waco, Texas01-2006
Skills
- Employer brand strategy
- Recruitment marketing
- Recruitment content creation
- Social media strategy
- Content strategy
- Content governance
- Data analysis
- Talent acquisition
HOBBIES
Exploring the world, Listening to music & leadership podcast, Tennis enthusiast
VOLUNTEER
- Baylor University Women's Tennis Educator, 2010, Present
- Interactive Group | Women's Steering Committee, 2022, Present
- Interactive Group | DEIB Steering Committee, 2022, Present
- Providence Health Care Foundation, Social Media Brand Strategist, 2017-01, 2020-05
- TD Bank, Culture Committee Member, 2018-01, 2020-01
CORE COMPENTENCIES
- Leadership
- Market Trends
- Data Collection
- Competitor Analysis
- Developing Strategy
Accomplishments
- Legend Award - Baylor University Athletics
Timeline
Talent Attraction Manager
PENN Entertainment
10.2024 - Current
Global Manager Recruitment Marketing & Employer Brand
theScore | PENN Entertainment | PENN Interactive
01.2022 - 10.2024
Global Employer Brand Manager | Talent Acquisition
TD Bank
12.2019 - 01.2022
Manager Employer Branding | Talent Acquisition
TD Bank
04.2019 - 12.2019
Social Media Analyst | Talent Acquisition
TD Bank
12.2016 - 04.2019
Social Media Analyst
Tag Agency
01.2016 - 01.2015
Social Media Coordinator
Real Interactive
01.2014 - 01.2015
Associate, Social Media & Events
MDC Partners
01.2013 - 01.2014
Social Media Marketing Certificate -
George Brown College
Bachelor of Arts (BA) - Communication
Baylor University