RESUME

I have worked in a variety of communications roles throughout the past decade. I’ve mastered the ability to turn chaos into something productive that gets noticed. I’m a well-rounded communicator with a passion for the written word. I’ve worked at a traditional public relations firm, a non-profit college and a Fortune 150 company.

Skills:

  • Digital advertising

  • Social media advertising

  • Web content strategy

  • Agile writing

  • Editorial planning

  • Story development

  • Media planning and buying

  • Basic HTML and CSS


Work History:

Manager – Digital & Social Media – Union Pacific, Omaha, Nebraska (Oct. 2015 – Feb. 2019)

  • Developed and execute Union Pacific’s digital advertising budget and strategy. Managed a sizable advertising budget and negotiate external contracts with vendors and agencies.

  • Served as Union Pacific’s digital marketing analytics subject matter expert. Established companywide KPIs for digital media performance management, and generate ongoing reports for company executives.

  • Developed and executed strategy for all marketing efforts related to recruiting, including digital, radio and television commercial conceptualizing, production, media buying and placement, and monitoring advertising effectiveness.

  • Spearheaded Union Pacific’s self-publishing strategy, with Inside Track as the centerpiece. Inside Track garnered a readership of 690,000 in 2018, with more than 10,000 subscribers. Day-to-day I plan, assign, edit, write and design long-form stories within a web content management system.  (http://up.com/InsideTrack)

  • Wrote, published and managed all content on Facebook, Twitter, LinkedIn, Instagram, Glassdoor, Indeed, CareerArc and YouTube. Union Pacific’s social media footprint grew by 292,000 followers, a 112% increase since July 2014, when I created and began executing a strategy to grow the company’s social media following.

  • Weathered the company through dozens of crisis communications social media “storms,” including heartbreaking employee fatalities, Elon Musk tweets and unfortunately timed PAC donations.

  • Conducted a competitive analysis for social media and digital advertising publishing, listening and analytics software. Negotiated three-year contract with chosen vendor, SproutSocial.

  • Conducted regular HR Recruiting training for social media use and advertising policies.

  • Regularly collaborated with Employee Communications, Public Affairs and Media teams to identify story concepts, support public safety campaigns, develop messaging and address crisis situations.

  • Edited promotional flyers, collateral, news releases and newsletters for internal and external use – ensuring company messaging and brand standards are upheld.

  • Managed two interns.


Communications Specialist – Union Pacific, Omaha, Nebraska (July 2014 – Oct. 2015)

  • Created and executed a marketing and communications strategy to expand the Union Pacific Museum’s visitor demographics, including managing the museum’s website, establishing an advertising budget and growing the Museum’s social media footprint.

  • Developed a digital strategy to support the Union Pacific Museum’s annual patron drive. 

  • Delivered monthly metrics reports on Museum attendance, advertising effectiveness and social media growth.

  • Wrote all the content for the Union Pacific Museum’s Golden Spike newsletter. The newsletter is distributed to Museum patrons, community supporters and business partners quarterly. 

  • Served as the Museum’s main public relations point of contact, including developing relationships with local media, managing events, writing and distributing press releases.

  • Developed content for Union Pacific’s social media accounts and wrote long-form articles for Union Pacific’s Community Ties online newsletter.


Content Marketing Specialist – Bellevue University, Bellevue, Nebraska (March 2013 – July 2014)

  • Developed and executed complex content marketing strategy to fill the University’s potential student pipeline.

  • Wrote copy for all University advertising, including radio spots, digital banner ads, landing pages, emails, billboards, print advertisements and television commercials.

  • Produced and managed marketing content for Bellevue University’s digital properties, including writing and publishing all content on the University’s Facebook, Twitter, LinkedIn and Instagram accounts.

  • Monitored Bellevue University’s social media accounts 24/7/365 to provide student support.


Social Media Coordinator – Bellevue University, Bellevue, Nebraska (Sept. 2011 – March 2013)

  • Organized and centralized Bellevue University’s social media presence. The University had hundreds of rogue branded pages that needed to be combined and deactivated.

  • Wrote, established and enforced a University-wide social media policy.

  • Developed solid, reliable social media community management processes and policies.

  • Trained University faculty and staff on the University’s social media guidelines and proper online etiquette.

  • Created and executed the University’s first content marketing and digital advertising strategy.

  • Increased social media engagement by 14 percent, and created a community-like environment where prospective students were asking current students for advice – and receiving it.


Account Executive – Lukas Partners, Omaha, Nebraska (May 2011 – Sept. 2011)

  • Social media community management for blanc burgers + bottles, a restaurant, and Behaven Kids, a program for children and adolescents suffering from behavioral health issues.

  • Created Council Bluffs Community School District’s social media policy.

  • Provided traditional public relations services for Loft 610, a restaurant, and U.S. Cellular in Kansas, which included pitching stories, nurturing relationships with media and writing press releases.

  • Assisted in planning Omaha’s annual Memorial Park concert and fireworks show.

  • Wrote social media business advice articles for Midlands Business Journal.


Social Media Specialist – Apex Advertising, Kearney, Nebraska (Nov. 2010 – May 2011)

  • Worked with small business owners throughout central Nebraska, providing social media community management, graphic design and public relations support to businesses like Kearney Yamaha, Macs Creek Winery and Vineyards, Prairie EyeCare Center and Kearney Glass.


Education:

Bachelor of Science in Journalism, emphasis in Advertising and Public Relations

University of Nebraska at Kearney, Graduated May 2011

 

©2019 by Alison Freemyer.