Michelle Phalsaphie

CLIENT: NETFLIX

• Developed, pitched, and executed $10M paid social media plans for Netflix to generate awareness and consideration for awards PR campaigns
• Analyzed campaign performance and delivered ad hoc client reports with strategic optimization recommendations, outperforming KPIs by 15% year over year
• Monitored daily platform updates and provided clients and internal teams with educational POVs on implementation best practices
• Built account QA process, team delegation matrix, platform trainings, and client learning agendas to maximize team work quality, task efficiency, and client investment return
• Maximized employee performance for 2 direct reports with hands-on training, consistent feedback, and close mentoring
• Evaluated employee performance and conveyed constructive feedback to improve skills
• Maintained positive customer relations by addressing problems head-on and implementing successful corrective actions
• Partnered with social platform partners to create learning agendas and brand lift studies to generate learnings and optimizations for client campaign

Team Lead, Account Management (Sept 2019 - Nov 2021)

Account Strategy Manager (Sept 2018 - Aug 2019)

CLIENTS: STARBUCKS, HONDA, TOYOTA MULTICULTURAL, AT&T LIVE

• Developed and executed comprehensive social media strategies that promoted product launches, in-store visits, and mobile app downloads for Fortune 500 companies
• Managed $100M annual social media budgets and ensured all campaigns delivered within budgetary constraints
• Mentored 10 direct reports, providing guidance and support ensuring all campaigns were executed to highest standard and employees continuously met personal career growth goals
• Delivered feedback to decision-makers regarding employee performance and training needs
• Onboarded new employees with training and new hire documentation
• Researched and monitored client's competitors, providing reports on competitor activity
• Resolved staff member conflicts, actively listening to concerns and finding appropriate middle ground
• Developed cross-training sessions for existing employees to maximize team agility and performance
• Assisted senior leadership in managing all aspects of operations
• Delivered feedback to executive leadership team regarding employee performance and training needs

CLIENTS: SONY, TOURISM AUSTRALIA

• Led social strategy development for client product launches and film releases to generate awareness and sales from target consumer bases resulting in 20% YOY ticket sales increase
• Analyzed data to optimize ads and improve ROI
• Collaborated with creative team to develop engaging ad content, including ad copy, visuals, and video
• Conducted audience research to identify target demographics and create relevant ad audiences
• Implemented A/B testing and other optimization strategies to improve campaign performance
• Provided regular reporting and analysis to stakeholders to communicate campaign performance, key learnings, and recommendations for future campaigns

CLIENT: FOX HOME ENTERTAINMENT

• Monitored online presence of client entertainment titles to engage with users and strengthen customer relationships
• Managed social media accounts for clients, generating interest for existing and upcoming product or service releases
• Pitched creative organic social media concepts to generate awareness and engagement for entertainment titles, resulting in 30% YOY engagement increase across property pages
• Collaborated with Art Directors to ensure social creative was optimized to spec and based on client feedback
• Reviewed and approved all organic social posts prior to posting, ensuring consistent brand voice used for client satisfaction
• Met multiple deadlines using strong task prioritization skills
• Tracked key performance indicators to measure success of campaigns

Led rebrand initiatives for company owned and operated media properties "The Pet Collective" and "Poke My Heart" including creative ideation, social media community management, and campaign reporting

Planned and executed digital e-commerce marketing strategy, SEO, SEM and social media content for both Found Animals Foundation and Adopt & Shop brands

Generated owned and operated YouTube channel subscribers through organic social media management and paid CPC ads

Created engaging content to keep social media channels updated and on brand for Walmart music