I led social media for the Grand Ole Opry, the world’s longest running radio show, from February 2020 - February 2024. In that time, I re-shaped the social media strategy to be centered around fan and artist connection, moments that only happen at the Opry, and elevated the brand across channels, reaching a younger demographic and increasing the brand’s resonance online. Under my leadership, the Opry reached 1 million followers on Instagram, and our audiences grew by X% across social media.

My contributions included overall social media strategy, content creation and live event coverage, community management, analytics and reporting, content editing and management, management of the social media team and overall social media planning. During my time on the team, I created the Opry’s social media library, employed reporting frameworks that gave the marketing team key insights into what was moving the needle, and I created processes and systems to streamline efforts, maximize our time, and generate increased results.

The Inn at the Beach Club, located on Maryland’s Eastern Shore, was in need of a social media strategy for their new restaurant, “Knoxie’s Table”. Their main goals were to increase awareness of the restaurant, highlight their food and beverage offerings, and to anchor their content into their larger sense of place in the Inn.

I created a social media strategy targeting Instagram that consisted of an increased posting cadence, organic photography that highlighted their menu, a refreshed brand voice and tone, and that showed off the design of the restaurant while also increasing content that showed the Inn itself. This resulted in increased engagement and new followers year over year (2017-2018).

Every winter, the Opry returns to its former home, the Ryman for a winter show series. For the 2023 show series, it was my idea to really make the uniqueness of this show the focal point of the marketing. I worked with our graphic designer to develop a new look for the series that is brighter and features iconic parts of both venues, and then developed social graphics featuring the artists on the show series to promote it. The social plan consisted of the announcement, promotion of the shows/artists, show coverage, special moments from the shows in between, and then exclusive signed poster giveaways.

The show series ended up selling out and the social content outperformed our other recent social content. I created the social plan, created the posts and social graphics using the creative our designer developed, and did the show coverage onsite across Opry’s social media channels.

Celebrating Dolly Parton’s birthday with the Opry at the Ryman? This special show is a celebration of Opry member Dolly Parton’s birthday, happening every year during the Opry’s winter return to their former home, Ryman Auditorium. The challenge was to get fans excited about the show, sell tickets, and also create the only kind of Opry magic you can get when you combine the Opry, Ryman and Dolly.

From promotional social posts, to 77 hours of Dolly giveaways on the Opry Instagram, to full show coverage in a way that celebrated Dolly (who was not present) and the artists and fans, this was a project that was a thrill to work on. I crafted the overall social plan, the show support posts, the on-site coverage and video and photo concepts in addition to shooting the live show content myself.

The Inn at the Beach Club, located on Maryland’s Eastern Shore, was in need of a social media strategy for their new restaurant, “Knoxie’s Table”. Their main goals were to increase awareness of the restaurant, highlight their food and beverage offerings, and to anchor their content into their larger sense of place in the Inn.

I created a social media strategy targeting Instagram that consisted of an increased posting cadence, organic photography that highlighted their menu, a refreshed brand voice and tone, and that showed off the design of the restaurant while also increasing content that showed the Inn itself. This resulted in increased engagement and new followers year over year (2017-2018).