ABIGAIL AURELIA Applied Social Media Anthropologist

Abigail Aurelia Wood 5236 Delor St. St. Louis, MO 63109 314.560.3586 abigailaurelia@gmail.com @abigailaurelia flavors.com/abigailaurelia References available upon request.

I am seeking a strategic digital and social media position within a forward-thinking marketing or advertising organization. I would bring to the organization strategic, brand essence based thinking; an understanding of Social that is native and instinctual; and a strong foundation of Cultural Anthropology and Mass Media Communication. Social Skills and Capabilities Well versed in Social Media monitoring applications, including Social Engage, Crowdbooster, Radian6, Brand Watch and Sysomos; other unpaid online tools include Sprout Social, HootSuite, Tweet Deck, Facebook Insights, Wikipedia editor and PinReach. Familiar social networks include Facebook, Twitter, Vine, YouTube, Vimeo, Pinterest and Instagram. Previous Contributions Creating a Social Voice Based in the Brand Essence: Partnered with a Senior Designer, the Account Planning team of Rodgers Townsend began an exercise to reinvent the agencys online persona. This includes migrating the agencys pre-existing Facebook page to Timeline, writing a social strategy and brand voice for the agency to live by, and the development of new pages on emerging social platforms. The newly created social brief pulled inspiration from Stanislavski and psychological personality profiles while staying within the guardrails of the platform. Brand Content Versus User-Generated Content: Faced with an uphill battle, the Account Planning team at Rodgers Townsend conducted a full-scale deep dive into the social culture of a popular energy brand that is a leader in the digital space. The investigation included using new social tools to discover the role of the brand in content sharing across platforms and how the brand leverages user-generated content to exchange communication between brand and end user. Tools included Brandwatch, Sysomos, SproutSocial and Pinterest. Management and Media Exposure: Dovetailing on the popularity of clean eating trends, Panera Bread launched a campaign centered around the story of sourcing, what the brand views as, a better product. The Hard Road to Antibiotic-Free Chicken campaign came to life with full media support, including social media sponsorship. The campaign began receiving negative attention within farming and agricultural communities. The social media team and PR teams aligned and drafted a strategy to address the negative press and defuse the tension within the guidelines of the brand, and without wavering on values true to the brand. Education Masters of Art in Media Communication, Webster University, St. Louis, MO - Dec 2012 Thesis Topic: The Evolution of Gatekeeping and Social Creation Bachelors of Science in Cultural Anthropology, minors include Native American Studies and Theatre - Ball State University, Muncie, IN - Jul 2010 Experience Social Media Coordinator at Panera Bread ~ July 2013 - Present Account Coordinator at Boxing-Clever ~ Aug 2012 - Feb 2013 Consultant for Kicking Cow and Nestle Purina ~ Feb 2012 Associate Account Planner at DDB/Rodgers Townsend ~ May 2011 - Jul 2012 First 90 days served as departmental Intern (May through August) Community Manager and Asst. Store Manager at Torrid ~ May 2010 - Apr 2011