Tommia Hayes, CSM
Washington,District of Columbia
Summary
Seasoned communications leader with proven success in devising, passion for storytelling, and executing comprehensive communications strategies. Bring skills in team leadership, campaign management, and stakeholder engagement. Demonstrated ability to enhance brand awareness and improve corporate messaging. Notable impact includes increased audience engagement across multiple platforms in previous roles.
Overview
10
10
years of professional experience
2
2
Certification
Work History
Digital Communications Specialist
Federal Student Aid | Department of Education
Washington, DC, DC
08.2022 - Current
- Led, developed, and executed the communications strategy for multiple digital marketing campaigns (i.e., email and text), including FAFSA and On-Ramp communications, reaching over 100 million federal student aid applicants, parents of dependent students, student loan borrowers, schools, and partners to increase FAFSA submissions and knowledge, and repayment options.
- Researched and implemented industry trends related to SEO optimization, SEM marketing, and email marketing, which led to a year-over-year 30% increase.
- Created content for multiple digital channels, including the StudentAid.gov website, email, webinar content, and SMS.
- Created reports on key metrics, such as website traffic and email open rates, which I presented to senior leadership across the agency.
- Supervised and provided training to contractors, and managed vendors on projects and hours.
Senior Social Media Specialist
National Committee for Quality Assurance (NCQA)
Washington, DC
03.2021 - 08.2022
- Directed social media and digital marketing strategy and initiatives to promote brand building, guest retention, and revenue-focused activities.
- Created and managed paid ads for internal teams on LinkedIn and Twitter, achieving a 55% ROI.
- Measured marketing, advertising, and communications program performance, and developed strategy. Along with getting a Twitter account verified.
- Managed and developed the organization's content calendar for its social media accounts and websites, keeping content exciting and fresh, and increasing engagement by over 30%.
- I wrote and uploaded various blog posts, driving traffic to the NCQA blog site by up to 15%.
Senior Manager, Communications
CHC: Creating Healthier Communities
Alexandria, Virginia
10.2018 - 07.2021
- Started as the Digital Communications Manager, was promoted to Senior Manager of Communications in February 2020, and stayed on as a part-time consultant from April 2021 through December 2021.
- Designed, managed, and maintained the organization's website by writing articles and blog content, along with leading the redesign of the website, which led to an overall increase in engagement of over 70%.
- Developed creative digital content and unique campaigns to drive brand exposure, increase engagement, and followers on social channels, and donations for charity partners, which led to an overall increase of over 102% from previous years.
- Established and deepened partnerships with different groups and businesses to enhance marketing effectiveness.
- Led the conference planning, negotiated contracts for the annual Charities@Work, and managed marketing, which increased registration by over 15% and saved the organization over $30,000.
- Supervised contractors and provided on-the-job training for the Communications Coordinator and seasonal interns.
- Created press releases, media kits, and other promotional materials to support company initiatives. Along with earning media worth over $30,000.
- Ghostwritten articles and quotes for the CEO, which were published in various publications, featured in Medium, Forbes, and more.
Marketing Associate
School Nutrition Association (Contract)
Oxon Hill, MD
04.2018 - 10.2018
- Successfully managed and developed marketing plan, social media posts, e-blasts and blog posts for School Lunch Hero Day campaign; which resulted in over 200,000 organic impressions - highest in campaign history
- Provided marketing support for the organization's Annual National Conference (ANC) such as writing e-blasts encouraging member to register, social media posts, website content and editing promotional video content
- Developed social media plan and managed social media during ANC, which resulted in over 6 million impressions and celebrity engagement
- Collaborate and provide marketing and communications support for different centers across the organization in support of specific campaign goals
Social Media Manager
Pulmonary Hypertension Association (PHA)
Silver Spring, MD
07.2016 - 04.2018
- Managed and developed marketing campaigns for events such as PHA On the Road events, which had the highest registration in the organization's history in 2016 and the highest retention rate in 2017, Awareness Month efforts, and many other awareness campaigns.
- Improved email performance metrics by approximately 25% through analytics, after identifying trends and lead behavior through analysis that drove better performance for e-blasts.
- Increased social media channels by approximately 30% by implementing new strategies and digital campaigns that engaged the PH community, and raised awareness. Created and managed the content calendar and graphics for social media.
- Managed the Google AdWords Grant account to tune and optimize PHA's SEO to increase clicks to the site by over 15%.
- Developed new partnerships with key stakeholders, influencers, and celebrities to increase the organization's brand awareness, events, and programs.
- Supported the Vice President of Marketing and Communications and the Associate Director of Communications with public relations efforts, such as developing press kits, writing press releases, and pitching stories to media outlets and reporters, to gain media coverage for the PH community and the PHA organization, which led to successfully landing media placements worth over $300,000.
- Tracked and analyzed social media channels' key performance indicators (KPIs) to provide feedback on various campaigns, and provided input into follow-up actions to increase engagement by over 33%.
Communications Coordinator
Disabled Veterans National Foundation
Washington, DC
10.2015 - 07.2016
- Secured the organization's first media partnership with DiversityComm magazine publisher, a deal valued just over $37k for the first year with upward potential to grow and continue for several years.
- Created content calendar used by the Communications and Programs department for event planning, outreach to veteran community and online communications.
- Created and managed social media channels for the organization, which resulted in increasing the channels activity by approximately 16%.
- Implemented audience segmentation strategies which helped to improve engagement rate by 10%.
- Co-managed the email marketing strategy for DVNF that includes: planning, email creatives and content, audience segmentation, testing, deployment, delivery and reporting of metrics.
- Analyzed email campaign results including the audience, creative, deliverability, open rates, click though raters and conversion.
Education
Master of Arts - Strategic Communication
American University
2016
Bachelor of Arts - Communication Studies, Minor Writing
North Carolina Central University
2011
Post-Graduate Certificate - Essential Management Skill for Emerging Leaders
Harvard University
Cambridge, MAPost-Graduate Certificate - Digital Marketing
The George Washington University
Washington,DCCertificate - Digital Marketing
Loyola University Maryland
Baltimore, MDSkills
- Annual communication planning
- Web development
- CRM management
- Communications strategy
- Brand management
- Press releases
- Project management
- Marketing strategy
- Internal communications
- Content development
- Social media campaign oversight
- Website maintenance
- Social media content development
- Influencer outreach
- Multimedia content
- Email strategy development
Certification
Certified ScrumMaster (CSM): Scrum Alliance (2024)
Google: The Fundamentals of Digital Marketing
Google Adwords Fundamentals
Google Analytics Individual Qualification
HootSuite Academy: Social Media Marketing
Accomplishments
· Beyond the Call Awardee: Federal Student Aid (2024)
· Association Forum 40 under 40 Awardee (2022)
· 2022 APEX Award of Excellence: Electronic Media – Diversity, Equity & Inclusion (2022)
· Connect Association 40 under 40 Honoree (2020)
Affiliations
Ragan Communications and PR Daily - Advisory Board Member | June 2024 - Present
- Ragan Advisory Board is comprised of seasoned communicators with expertise in internal communications, employee culture, DE&l, strategic communications and change management. Drawn from a wide range of industries and organizations worldwide, as a Board Member, I help shape Ragan's coverage and conference programming in the year ahead and share trends and best practices for communication professionals.
The George Washington University School of Business - Digital Marketing Advisory Council Member | August 2021 - January 2023
- Tommia was invited to join this council alongside members from companies such as Amazon, Coca-Cola, Dyson, Google, Merck, Microsoft, NFL, Pfizer, Salesforce, Tesla, and Home Depot, where she helps guide course work and curriculum for The George Washington University's Digital Marketing Certificate Program. She also mentors students throughout the program and serves as a professional coach.
Timeline
Digital Communications Specialist
Federal Student Aid | Department of Education
08.2022 - Current
Senior Social Media Specialist
National Committee for Quality Assurance (NCQA)
03.2021 - 08.2022
Senior Manager, Communications
CHC: Creating Healthier Communities
10.2018 - 07.2021
Marketing Associate
School Nutrition Association (Contract)
04.2018 - 10.2018
Social Media Manager
Pulmonary Hypertension Association (PHA)
07.2016 - 04.2018
Communications Coordinator
Disabled Veterans National Foundation
10.2015 - 07.2016
Master of Arts - Strategic Communication
American University
Bachelor of Arts - Communication Studies, Minor Writing
North Carolina Central University
Certificate - Digital Marketing
Loyola University Maryland
Certified ScrumMaster (CSM): Scrum Alliance (2024)
Google: The Fundamentals of Digital Marketing
Google Adwords Fundamentals
Google Analytics Individual Qualification
HootSuite Academy: Social Media Marketing
Post-Graduate Certificate - Essential Management Skill for Emerging Leaders
Harvard University
Post-Graduate Certificate - Digital Marketing
The George Washington University
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