Keep on Cruzing
Follow along for Coastal California hikes, DIY Gardening Projects, Roadtrips and Camp Advice.
Follow along for Coastal California hikes, DIY Gardening Projects, Roadtrips and Camp Advice.
480-335-5282
laura@laurafries.com
10+ years of motivating teams from Fortune 30 corporate to DIY volunteers to deliver their best work.
Curious, Sharp, Focused & Super Organized.
MS Digital Media,
Georgia Tech, Atlanta, GA
BA Sociology & History,
Trinity University, San Antonio, TX
⇛ Creative lead for all longform DIY content (blog.homedepot.com). Wrangler of agency production schedules, $1M+ video budgets, and dozens of influencer campaigns. Hired & nurtured in-house editorial blogger team, creating original photography and curation of DIY home improvement projects.
⇛ Social content strategist for multichannel team (Social, CRM, SEM) that crafted hundreds of revenue-positive campaigns delivering 4x ROAS & consistently overshot annual revenue goals (typically $40M+). Specialist at deriving creative approaches from quantitative inputs (social listening, search volume, merchant data, behavorial targeting).
⇛ Co-marketing lead for all first-to-market Pinterest partnerships including Pinterest API integration for eComm. Owner of direct revenue and conversion analysis, via C-suite level presentations. Other partnerships include Facebook on/offline/cross-platform attribution using market exclusion testing.
⇛ Brand-side creative producer, crafting tight campaign briefs complete with hand-drawn UX wireframe sketches. Leveraged THD vendors for everything from custom sample merchandise to content-sharing partnerships.
⇛ 360 Marketing manager, working across cross functional teams to deliver broadcast TV integrations, store signage, digital marketing support, event/field marketing, brand swag & PR long-lead placements. Strong understanding of content rights landscape & multimedia production processes.
⇛ Project Manager, owner of $700k agency-led Wordpress redesign. SME in long-term asset management (DAM) including audit, validation & migration.
⇛ Storytelling advocate whose scalable SEO campaigns are still ongoing.
⇛ Executed social media content strategy for summer TV series "The Closer" including airdate live-tweeting without moderation.
⇛ Drove a 400% increase in organic engagement.
⇛ Creator of growBot project (as featured in WIRED, CNN, Gourmet), a graduate course with National Science Foundation funding. Designed participatory design workshops with organic farmers to design speculative robotic solutions.
⇛ Creator of rogueApron, Atlanta’s original underground pop-up supperclub. Coordinated 30+ Flash-mob style events with 100% volunteers.
⇛ Creator of Lady Rogue Business Network, a 500+ member DIY entrepreneur network in Atlanta.
⇛ Social Media Editor: Launched dozens of blogs and podcasts (Typepad/Wordpress), managed inbound content programs & contests.
⇛ Website Editor/Project Manager: Oversaw digital publishing for 5 newspaper websites. Oversaw 3 new CMS transition/ redesign launches.
Association of Alternative Newsmedia, Washington D.C.
⇛ Web Director, Feb - Aug 2007
Hollabackpack.com, Europe
⇛ Founder/Editor-in-Chief, Aug 2006 - Feb 2007
Creative Loafing, Atlanta, GA
⇛ Web Editor, All Editions, Feb 2005 - Aug 2006
⇛ Food Editor/Staff Writer (Tampa, FL), Sept 2004 - Feb 2005
San Antonio CURRENT, San Antonio, TX
⇛ Staff Writer/Food Editor, ⇛ Jan 2003 - July 2004
