Summary
Overview
Work History
Education
Skills
Websites
References
Timeline
Generic

Wayne Russell

Seattle,Washington

Summary

Social media strategist with a proven track record at leading brands, enhancing community engagement and brand sentiment through innovative strategies. Expert in social analytics and strategic leadership, known for automating support processes to improve response times and engagement. Consistently drives brand growth through proactive community strategies and cross-functional collaboration.

Overview

17
17
years of professional experience

Work History

Manager, Social Media Community

Upwork
Seattle, USA
08.2024 - Current
  • Directed strategic initiatives for Upwork’s brand social channels, enhancing real-time engagement, social listening, and proactive community strategy across TikTok, LinkedIn, Threads, X, Instagram, and emerging platforms.
  • Managed the launch of Upwork’s AI Social Coordinator to improve efficacy, achieving automation for 86% of support inquiries, and decreasing the average response time to 6 minutes.
  • Orchestrated social execution for major events (e.g. Super Bowl LIX), yielding over 270K impressions and exceeding 3.6K engagements across 50+ posts, with several assets surpassing engagement benchmarks by over 50%
  • Constructed scalable systems to reveal trends, identify advocates, and promote community interactions, boosting brand sentiment and share of voice via Sprinklr and internal AI tools.
  • Transformed social insights into actionable recommendations for key initiatives, shaping campaign planning, and stakeholder alignment.
  • United efforts across Brand, PR, Insights, and Support teams to amplify social storytelling and cultivate community relationships at scale.

Manager, Social Media Community

T-Mobile
10.2021 - 10.2023
  • Led community engagement for T-Mobile’s brand social channels, owning strategy and team operations across major platforms.
  • Developed a distinct, high-energy brand voice aligned with broader marketing initiatives and cultural moments.
  • Transformed negative experiences into brand wins through the 'Magenta Magic' surprise & delight program.
  • Delivered consistent performance reporting to senior leadership, surfacing actionable insights to guide content and engagement strategy.
  • Monitored brand safety, led rapid-response during crises, and protected brand equity through timely community engagement.

Social Media Manager – CSEO

JeffreyM Consulting at Microsoft
01.2020 - 10.2021
  • Managed Microsoft Core Services Engineering & Operations' social presence.
  • Boosted employee advocacy engagement by 149% via revamped content and training.
  • Streamlined content production, optimized paid targeting strategy, and saved $2,000/month through improved asset systems.
  • Strengthened content tone and CTAs to increase audience interaction and organic engagement.

Senior Associate Brand Manager

Talking Rain Beverage Co. (Sparkling Ice)
04.2019 - 08.2019
  • Led global social strategy, managed 6 direct reports and a $4M annual budget.
  • Drove 9-point lift in brand awareness in 5 months via integrated campaigns like 'Own Your Flavor.'
  • Reduced cost-per-engagement by 50% (U.S.) and 84% (Canada) through strategic optimizations.
  • Generated 271%+ over influencer click goals; launched global content and campaign rollouts (Canada, UK, Costa Rica).

Digital Product Coordinator

Disney ABC Television Group
08.2011 - 08.2016
  • Oversaw digital content strategy for Disney Channel and DisneyXD.
  • Managed editorial calendars and produced weekly performance reports.
  • Supported launch of Descendants YouTube page, achieving 6M+ views in 3 months.
  • Created in-app content driving 100M+ annual plays across Disney properties.

Production Assistant

Fontana Distribution – Universal Music Group
10.2008 - 08.2011
  • Managed production workflows for digital, physical, and mobile media releases.
  • Coordinated with vendors and label partners across complex campaign schedules.

Education

Media and Communication Studies -

Leeds Trinity University
UK

A Levels - English Literature, Media Studies, Business Studies, Film Studies

Fakenham College
UK

Skills

  • Social media strategy
  • Analytics and reporting
  • Cross-functional collaboration
  • Community engagement
  • Automation and AI tools



References

References available upon request.

Timeline

Manager, Social Media Community

Upwork
08.2024 - Current

Manager, Social Media Community

T-Mobile
10.2021 - 10.2023

Social Media Manager – CSEO

JeffreyM Consulting at Microsoft
01.2020 - 10.2021

Senior Associate Brand Manager

Talking Rain Beverage Co. (Sparkling Ice)
04.2019 - 08.2019

Digital Product Coordinator

Disney ABC Television Group
08.2011 - 08.2016

Production Assistant

Fontana Distribution – Universal Music Group
10.2008 - 08.2011

Media and Communication Studies -

Leeds Trinity University

A Levels - English Literature, Media Studies, Business Studies, Film Studies

Fakenham College

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