Shani Valencia
SOCIAL MEDIA MANAGER | DIGITAL MARKETING STRATEGIST | BRAND & COMMUNITY ENGAGEMENT
Tampa,Florida
Summary
Social Media Manager and Digital Marketing Strategist with 10+ years of experience developing and executing organic and paid social media strategies, integrated content campaigns, community engagement initiatives, and brand communications across media, healthcare, hospitality, and lifestyle organizations. Proven success managing high-volume social content, growing audience engagement, strengthening brand reputation, analyzing social media performance, and translating audience insights into actionable content and campaign strategies. Experienced in cross-functional collaboration, event coverage, real-time content, visual storytelling, community partnerships, and digital marketing. Bilingual English/Spanish communications professional with strong experience connecting brands with diverse audiences through meaningful, engaging content.
Overview
16
16
years of professional experience
Work History
Social Media Manager | Events & Communications
Hummingbird Gardens
02.2023 - Current
- Lead social media strategy, content development, brand communications, and community engagement across digital channels.
- Manage online communities across Instagram, Facebook, TikTok, Pinterest, Google Business, Yelp, and LinkedIn.
- Develop and maintain social-first content calendars aligned with seasonal campaigns, cultural trends, audience behavior, and organizational priorities.
- Increased organic social engagement by 65% through audience-focused, trend-driven content and consistent community engagement.
- Monitor social conversations, reviews, audience sentiment, and customer feedback to strengthen engagement and protect brand reputation.
- Serve as the primary brand voice across social media, digital platforms, reviews, and client communications.
- Coordinate communications and customer experience for 50+ weddings and events annually, creating opportunities for authentic event and community-based content.
- Increased referrals by 40% through proactive communication, relationship building, and customer engagement.
- Collaborate with creators, photographers, vendors, and local partners to expand brand visibility and strengthen storytelling.
- Develop visual and written social content that supports brand identity, audience engagement, and promotional initiatives.
Social Media Manager
Wenstrom Communications
04.2022 - 02.2023
- Managed $1M+ in annual paid and organic social campaigns across Meta, TikTok, LinkedIn, and YouTube.
- Developed social media strategies for healthcare, lifestyle, entertainment, and regional brands.
- Partnered with creative, media, brand, and communications teams to execute integrated digital campaigns.
- Delivered weekly analytics reports using performance data, audience insights, and campaign results to improve engagement, conversions, and ROI.
- Monitored social trends, audience insights, competitor activity, platform updates, and emerging opportunities to inform content strategy and recommendations.
- Managed community engagement and customer communications across multiple social platforms.
- Optimized campaigns using audience insights, performance data, social trends, and A/B testing.
- Managed time-sensitive communications with a strong focus on brand reputation, accuracy, and audience response.
- Provided social media guidance, best practices, and recommendations to internal teams and partners.
Digital Content Director / Coordinator
Beasley Media Group
03.2011 - 03.2022
- Directed digital content and social media strategy across nine radio station brands, supporting multiple audiences, brands, and content priorities.
- Built engaged digital communities through conversation-driven, timely, and real-time social content.
- Increased audience engagement and customer sentiment by 35% through social media and community management.
- Produced viral content exceeding 100K+ views, generating 3x landing-page traffic.
- Generated 1M+ pageviews through event coverage and entertainment content.
- Earned national media recognition from TMZ for an exclusive interview generating 2M+ organic impressions.
- Covered breaking news, entertainment, lifestyle, and cultural trends for timely digital content across multiple platforms.
- Collaborated with influencers, talent, marketing teams, and external partners to extend brand storytelling and audience reach.
- Provided social media guidance and best practices to internal teams and partners.
- Managed community engagement and customer communications across multiple social platforms.
- Delivered digital content and social communications in fast-paced, deadline-driven environments.
Education
Bachelor of Arts - Mass Communications
University of South Florida
12-2010
Skills
- Social Media Strategy & Management
- Organic & Paid Social Media
- Social Media Campaigns
- Content Strategy & Development
- Content Calendars & Engagement Plans
- Community Engagement & Audience Development
- Brand Awareness & Brand Identity
- Social Media Analytics & Performance Reporting
- Audience Insights & Data-Driven Strategy
- Campaign Optimization & A/B Testing
- Cross-Functional Collaboration
- Community & Partner Engagement
- Social Listening & Brand Monitoring
- Written & Visual Content
- Graphic Design & Digital Assets
- Event & Real-Time Content
- Reputation Management & Crisis Communication
- Creator, Influencer & Talent Engagement
- Emerging Social Media Trends
- Bilingual English/Spanish Communications
Certifications and Skills
Certification: Hootsuite Certified
Social & Digital Platforms: Facebook, Instagram, TikTok, LinkedIn, YouTube, Twitter/X, Pinterest, Google Business Profile, Yelp
Analytics & Advertising: Google Analytics, Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Pinterest Ads, TikTok Ads, KPI Tracking, Performance Reporting, A/B Testing
Content & Creative: Canva, Adobe Creative Suite, Photoshop, Premiere, Final Cut Pro, WordPress, Social News Desk
Additional: Social Listening, Influencer Outreach, SEO, AP Style Writing & Editing, Basic HTML, Microsoft Office Suite, Monitoring News Cycles
Languages: English / Spanish — Bilingual Proficiency
Timeline
Social Media Manager | Events & Communications
Hummingbird Gardens
02.2023 - Current
Social Media Manager
Wenstrom Communications
04.2022 - 02.2023
Digital Content Director / Coordinator
Beasley Media Group
03.2011 - 03.2022
Bachelor of Arts - Mass Communications
University of South Florida