Simona Kent
New York
Summary
A senior digital strategist who develops brand growth strategies focused on cultivating communities to drive business results across CPG, entertainment, and healthcare industries. Passionate about connecting digital audiences to brands, collaborating on first-to-market opportunities, and pushing the industry forward with digital innovation. Notable brands include Nickelodeon, Country Crock, I Can't Believe It's Not Butter!, Syfy, HBO, USA Network, and more.
Overview
10
10
years of professional experience
Work History
Senior Digital Marketing Manager
New York Bariatric Group
08.2024 - 11.2024
- Led $5-$10M RFP process with performance marketing media agencies for AOR across all media channels
- Identified audience segmentation opportunities to expand media approach and build a larger addressable audience across media channels
- Managed media planning and spend for digital and traditional campaigns across multiple platforms including Meta, Google, CTV, Programmatic, Broadcast, Billboards and more
- Developed comprehensive reports and presentations for c-suite executives and private equity stakeholders, providing clear and actionable insights for decision-making
- Utilized advanced Salesforce analytics to oversee the development and execution of data-driven marketing strategies
- Provided deep insights into market trends, consumer behavior, and campaign performance
- Collaborated with Meta and Google directly to ensure strategic allocation of spend and bidding strategies to maximize ROI and achieve financial objectives
- Managed company's LinkedIn presence and developed social media content to attract thought leaders in the medical field
- Evaluated and introduce cutting-edge platforms like ZocDoc and Solv to keep the company at the forefront of digital marketing
Brand Lead Manager, Country Crock
Upfield
09.2023 - 08.2024
- Led full brand online & offline marketing mix including in-store, digital media, TV, social media, influencer marketing, CRM, e-commerce, partnerships and more
- Managed a $25 Million dollar budget across the entire brand's communication activities, ensuring a healthy ratio between working and non-working fees
- Partnered with the finance team on P&L management on a monthly and quarterly basis
- Directly managed Associate Brand Manager with empathy and passion focusing on mentorship, career pathing and professional development
- Oversaw media agency from briefing to execution in order to optimize audience targeting, measurement and partnerships
- Formulated the brand's 2024 Summer Media and Shopper Campaign with celebrity food chef Molly Yeh and AllRecipes.com to develop first in class creative assets deployed across owned and earned channels to bring in new consumers to the brand
- Built out shoppable recipes across Walmart and Instacart to easily allow consumers to add our products to their cart
- Established full year influencer marketing strategy for each tentpole campaign and execute contracts, creative and media directly with our influencer agency partners
- Launched 360 degree media and shopper campaigns focused on recruiting new users to the brand and growing volume with current consumers
- Guided shopper marketing and consumer promotional activities to drive sales through new and innovative digital and in-store experiences
- Created strategic framework and annual planning focused on brand awareness goals across retail, e-commerce and media
Brand Lead, I Can't Believe It's Not Butter!
Upfield
04.2022 - 09.2023
- Led and managed an $18 Million dollar budget across full brand online & offline marketing mix including in-store, digital media, social media, influencer marketing, CRM, and more
- Encouraged innovative content and influencer marketing partners to develop out of the box campaigns reaching target audience
- Championed internal efforts in contracting, negotiating, project development and scope outline for all agency partners with procurement and legal teams
- Created strategic communications framework for the brand driving sales and brand awareness goals across retail, e-commerce and media
- Materialized effective paid content that increased brand love and community on digital platforms such as Breaking up with Butter, The Spray Finger campaign, and Pump and Pass
- Cultivated an integrated 360 marketing approach to drive consistent messaging across paid media, social media, influencer marketing and shopper marketing
Head of Social Media & Content
Upfield
04.2020 - 04.2022
- Assembled social media and content capabilities for Upfield's North American portfolio of brands including; Violife, Country Crock, I Can't Believe It's Not Butter!, and Flora
- Oversaw a team of 5 social coordinators (which I hired) and in-house chef, managing their scope and providing strategic guidance on day to day activities
- Led digital brand strategy development, agency briefings and content development for I Can't Believe It's Not Butter
- Selected agency partners, collaborating with agency stakeholders on strategic initiatives regarding social strategy, influencer marketing, shopper marketing, CRM, social listening and content creation
- Partnered directly with media partners at Meta, TikTok, Pinterest and Google to optimize and innovate our media campaigns
- Established high-level social platform POVs to inform portfolio social & content strategies
- Implemented digital tools to ensure efficiencies in social media management, social listening, and influencer management
Head of Digital Audience Marketing
OnePlus
08.2019 - 04.2020
- Built out North America social team to elevate brand's digital presence in order to sustain platform growth and create brand awareness
- Oversaw the social media team; guiding all platform and content strategy for social platforms including Instagram, Twitter, & Facebook
- Identified and sourced agency partners to execute creative social content, social strategy, and events management for specific campaigns
- Led $1.5M RFP process with social media agencies for Agency of Record of OnePlus
- Collaborated with international teams in China, India and UK to develop digital campaigns for product launches
- Partnered with performance marketing to establish paid social plans around follower acquisition during key activations
- Successfully launched and managed 360 social media campaigns for new product releases, pop-up events, carrier announcements and brand partnerships for T-Mobile
- Implemented new processes to maximize efficiencies and quality of social and influencer content calendars, social reporting, and fan engagement
Associate Director, Social Media
Brigade Marketing
09.2018 - 08.2019
- Successfully launched and managed social content campaigns for clients such as CBS Films, Freeform, Warner Brothers, Universal Pictures, STX Films, Sony Pictures Classics, and The Orchard
- Led the 5 person social media team and oversee all social strategy, reporting, copywriting, posting, and fan engagement
- Collaborated with the strategy team to develop social media strategies and content plans for new business pitches
- Assigned relevant social media leads to each project and guides the team on a weekly basis in terms of priorities
- Worked closely with the creative and account teams to ensure content ideas are feasible, innovative, and strategic
- Implemented new processes to maximize efficiencies and quality of social content calendars, social reporting, & fan engagement plans
Social Strategist
Nickelodeon / Viacom
01.2017 - 09.2018
- Oversaw social media strategy, content development, publishing, community management, and live event coverage for tentpoles, live action shows, animation properties and original movies such as Kids' Choice Awards, The Loud House, SpongeBob Squarepants, Teenage Mutant Ninja Turtles and more
- Presented strategies and plans to senior leadership, creative teams, show production and project management
- Led creative brainstorms across multiple teams to inspire original creative and focus on content development rooted in audience insights and platform best practices
- Established content and publishing strategies for talent, providing social media toolkits with the latest best practices
- Utilized social listening and worked closely with the analytics team to optimize social creative
- Built efficiencies in the workflow between developing strategies and briefing creative work across teams
- Cultivated organic partnerships with Giphy & Tenor to increase the awareness of the network's shows
Digital Strategist
GLOW Digital Agency
01.2015 - 12.2016
- Led the strategy, campaign execution, and live Social War Room for Sharknado 4 which trended globally at #3 on Twitter and #1 in the United States ahead of the Teen Choice Awards, earning over 1 Billion Twitter impressions
- Developed the social campaign strategy for Sharknado 3 which generated over 2 billion Twitter impressions, became the top trending topic in the United States on July 22, 2015, and won 'Best Use of Twitter' at the Cablefax Awards
- Crafted and presented unique social media strategies and oversaw community management for multiple clients
- Directed 10 community managers to launch a buzz-worthy San Diego Comic Con stunt
- Communicated social POV's and recommendations on utilizing emerging social features and platforms to clients
Education
Bachelor of Science - Marketing
Adelphi University
Garden City, NY11.2024
Skills
- Team Management & Leadership
- Brand Strategy & Annual Planning
- Organic & Paid Social Strategy
- Digital Content Strategy
- Budgeting Proficient: Ariba, Allocadia
- Research and Copy Testing
- Content Calendar Planning
- Social Media Publishing & Analytics
- Brand Copywriting and Website
- Digital Fan Engagement
- Influencer Strategy & Activation
- Workflow Efficiency & Road-mapping
- Tool Setup & Implementation
- Social Platform Expert: Instagram, Twitter, Facebook, LinkedIn, TikTok, Snapchat, YouTube, Pinterest, Google, and Giphy
- Digital Tools Expert: Neilson, Social Studio, Salesforce, Klear, Meltwater, Later, Canva, ListenFirst, Buffer, Crimson Hexagon, Sysomos, Trello, Slack, Spredfast, & Tweetdeck
Awards
- Cablefax Awards, Winner, Best Use of Twitter, Sharknado 3 - Syfy/GLOW, 03/01/16
- Cablefax Awards, Honorable Mention, Social Media Dream Team, Sharknado 3 - Syfy/GLOW, 03/01/16
- Shorty Awards, Finalist, Best Use of Twitter, Sharknado 3 - Syfy/GLOW, 03/01/16
Pressmentions
- Kids' Choice Awards Giphy Partnership
- Kids' Choice Awards Brings in 7.9M Social Interactions
- Sharknado 3 Twitter #AprilLives vs. #AprilDies Campaign
- Sharknado 4 reaches One Billion Twitter Impressions and trends #1 globally on Premiere Day
- How Twitter Got William Shatner to Live-tweet The Magicians
- Notflix & Chill
Timeline
Senior Digital Marketing Manager
New York Bariatric Group
08.2024 - 11.2024
Brand Lead Manager, Country Crock
Upfield
09.2023 - 08.2024
Brand Lead, I Can't Believe It's Not Butter!
Upfield
04.2022 - 09.2023
Head of Social Media & Content
Upfield
04.2020 - 04.2022
Head of Digital Audience Marketing
OnePlus
08.2019 - 04.2020
Associate Director, Social Media
Brigade Marketing
09.2018 - 08.2019
Social Strategist
Nickelodeon / Viacom
01.2017 - 09.2018
Digital Strategist
GLOW Digital Agency
01.2015 - 12.2016
Bachelor of Science - Marketing
Adelphi University
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