Megan VanDoran

  • Social Marketing Strategist or Content Marketing Strategist
  • Denver, CO, USA
  • Oct 02, 2018
Full time Marketing

Personal Summary

Marketing strategist with 8 years of experience in social marketing, content, paid media, communications and analytics.

Currently leading social marketing brand strategy at Assurant, a Fortune 500 global risk management solutions company helping protect where people live and the goods they buy. 

Previously led a team of social marketing managers and specialists working across 10 global hotel brands and a loyalty program at InterContinental Hotels Group (IHG). 

Experience working with a variety of B2B and B2C brands and organizations including Assurant, Chick-fil-A, Holiday Inn Hotels & Resorts, Holiday Inn Express, InterContinental Hotels & Resorts, Hotel Indigo, EVEN Hotels, Crowne Plaza Hotels & Resorts, Staybridge Suites & Candlewood Suites, IHG Rewards Club and Oglethorpe University. 

Expertise includes strengthening brands, creating communities, cultivating loyalty, and generating leads and revenue on digital and social media platforms through strategic omni-channel campaigns, partnerships and influencer activation, compelling and timely content, paid advertising, data and customer insights and customer engagement and care.

Passionate about creating a work environment centered on trust, teamwork, using each individual's unique strengths, encouraging professional growth and having fun whenever possible.

Visit my site to learn more about me (www.MeganVanDoran.com) or reach out to say hello!

Work Experience

Social Marketing Brand Strategist
Mar 2017 - Assurant

Building the global social marketing program at Assurant from the ground up by collaborating with internal enterprise strategy and planning, digital, content, communications, insights, lines of business and other teams to create strategy, content, campaigns, and communities that drive the business forward.

• Driving social presence and community strategy for the enterprise and establishing a consistent, branded presence across relevant social platforms.
• Partnering with key stakeholders globally to develop and deliver social strategies and plans that produce business results.
• Leading strategy, development, and production of social content and campaigns (paid and organic) in close collaboration with internal stakeholders and external vendors/agencies.
• Creating social paid media plans as a part of larger integrated media plans and executing paid social advertising.
• Leading social marketing measurement and creating reporting with insights for always-on and campaign activities.
• Overseeing social editorial calendars across the enterprise, ensuring content is on strategy and adheres to best practices and brand standards.
• Leveraging social listening and community insights to inform content sourcing and production.
• Providing strategic oversight, governance, and tools to assist global teams with local campaigns and activation.
• Overseeing daily community management, proactive engagement and outreach.
• Developing and maintaining social governance including guidelines, policies, processes, playbooks and training.
• Leading one direct report focused on content planning/production and governance.

Social Marketing Strategist and Content Creator
Jan 2017 - Mar 2018 Kelly Voelker & Associates

Part-time role.

• Partnered with Chick-fil-A brand corporate Employer Branding, Talent Marketing, and University Relations teams to create social media strategy and content calendar for Chick-fil-A's LinkedIn company page.
• Authored original content for Chick-fil-A brand, including written social updates for LinkedIn, 20+ long-form thought leadership articles & employee and intern interviews/profiles, refreshed job descriptions across functions, and refreshed employee LinkedIn profiles for IT employees.
• Curated relevant industry and media content for Chick-fil-A brand LinkedIn company page.

Manager, Social Marketing Community & Brand
Mar 2016 - Dec 2016 InterContinental Hotels Group (IHG)

Promoted to newly formed role leading our Global Social Marketing Community Management + Brand team. Team of 7 was responsible for global governance and strategy as well as Americas regional tactical execution of social marketing efforts across 10 brands and loyalty program. 

• Worked with brand teams on omnichannel marketing initiatives at the global and regional level.
• Consulted and collaborated with communications and operations teams on appropriate crisis responses.
• Coordinated and calendarized global social posts across regions with internal content teams, agencies, and others.
• Collaborated with global and regional content teams on developing channel-appropriate evergreen social content and distribution plan for promoting with paid in conjunction with campaign spend.
• Conversed with customers across social channels, including engagement tactics like surprise and delight initiatives. 
• Identified and engaged with influencers as defined by brands, loyalty, and corporate communications.
• Created content for and activating real-time marketing opportunities.
• Delivered social analysis/insights back to internal stakeholders.
• Worked with social paid media team and external agencies to plan and execute advertising spends.
• Worked with customer care and reservations teams on social customer care triage and process optimization. 
• Partnered with a social innovations + operations team on social thought leadership, IHG Guest Reviews, UGC curation, hotel and regional best practices, social listening and research, as well as reporting projects.
• Stayed up to date with and implemented latest social media best practices. 

Across our brands: Holiday Inn Hotels & Resorts, Holiday Inn Express, Holiday Inn Club Vacations, Holiday Inn Resorts, InterContinental Hotels and Resorts, Crowne Plaza, Hotel Indigo, EVEN Hotels, Staybridge Suites, Candlewood Suites, and our loyalty program IHG Rewards Club. 

Social Marketing Manager, Holiday Inn Brand Family and Hotel Indigo Brand
Mar 2014 - Mar 2016 InterContinental Hotels Group (IHG)

Began at IHG as a Social Marketing Specialist for the Holiday Inn Brand Family (Holiday Inn, Holiday Inn Express, Holiday Inn Resorts, and Holiday Inn Club Vacations) and then was promoted to a newly formed role as a Social Marketing Manager for Holiday Inn Brand Family and Hotel Indigo brand. 

Global social media presences managed included Facebook, Twitter, Pinterest, YouTube, Tumblr, Instagram, Foursquare, and more.

Notable integrated campaign work included Holiday Inn global brand relaunch and Hotel Indigo Color of Discovery.

• Managed owned social media channels by seeding conversation, engaging with consumers, moderating content, and liaising with customer care team. 
• Created original content for social channels and worked across functions to plan placements of marketing, brand, and other messages in social.
• Worked with the Holiday Inn Brand Family team and Hotel Indigo brand team to develop social strategy for the brands and define our role and identity in the space.
• Collaborated with agency partners and internal teams to help bring marketing campaigns to life (including concept, creative design, advertising, communications, and execution).
• Developed best practices and policies/procedures for IHG global and regional community management team.
• Coordinated with regional partners as well as hotel properties to identify the best ways to participate in social in order to meet their goals.
• Delivered social insights and metrics to internal and external stakeholders.
• Managed one direct report and intern focused on content development, reporting, and other projects.

Social Marketing Specialist, Holiday Inn Brand Family
Aug 2011 - Mar 2014 InterContinental Hotels Group (IHG)

Served as first brand social community manager at IHG, focusing on the Holiday Inn Brand Family (Holiday Inn, Holiday Inn Express, Holiday Inn Resorts, and Holiday Inn Club Vacations).

Global social media presences managed included Facebook, Twitter, Pinterest, YouTube, Tumblr, Instagram, Foursquare, and more.

Notable integrated campaign work included Holiday Inn brand's 60th anniversary and reimagining of classic Holiday Inn Express Stay Smart campaign.

• Managed owned social media channels by seeding conversation, engaging with consumers, moderating content, and liaising with customer care team. 
• Created original content for social channels and worked across functions to plan placements of marketing, brand, and other messages in social.
• Worked with the Holiday Inn Brand Family team to develop social strategy for the brands and define our role and identity in the space.
• Led development of social channel strategy and channel creation for Holiday Inn Express brand as brand sought to differentiate itself from Holiday Inn and be marketed separately. 
• Worked with regional counterparts to establish processes and procedures for global/local content and community management structure.
• Helped establish metrics for success and created reports with social insights for internal and external stakeholders.
• Assisted with talent selection, onboarding, and training new community managers as the team expanded. 
• Managed one direct report and intern focused on content development, reporting, and other projects.

Admission Counselor and Social Marketing Specialist for the Office of Admission
Aug 2010 - Aug 2011 Oglethorpe University

• Crafted social strategy and policies & procedures, and implemented based on current research/best practices in college admissions.
• Aided in developing and maintaining the university’s social media presences, giving students opportunities to engage with staff and each other.
• Created dynamic social content like videos, photos, blog posts and contests to engage prospective students and their families. 
• Educated and counseled families on curriculum, application process, financial
aid, scholarships, student life, and other facets of the college experience.
• Planned, executed, and/or participated in a wide range of admissions-related events, from college fairs and high school visits across the southern USA to on-campus admitted student days, scholarship weekend, and more.

Education

MAT, Secondary English Education
May 2009 - Jul 2010 Kennesaw State University
BA, Communications & Rhetoric Studies, English
Aug 2005 - May 2009 Oglethorpe University