ANALYTICS & REPORTING
Texas Humane Legislation Network
Role: Lead Social Media Strategist & Creator
Managed analytics and reporting across digital platforms by leveraging Sprout Social for social media performance analysis and Google Analytics to monitor website traffic, user behavior, and engagement metrics.
Collected, analyzed, and interpreted key performance data to identify trends and measure campaign effectiveness.
Designed and developed executive-level reports and visually compelling dashboards for the Board of Directors, translating complex data into clear, actionable insights that supported strategic planning, performance evaluation, and data-driven decision-making.
Quarterly Board Reports
Included brand updates, strategic marketing initiatives, and performance summaries while educating stakeholders through "Social Media 101" overviews, simplifying digital marketing concepts, platform algorithms, audience behavior, and industry best practices to support informed decision-making and strengthen digital literacy.
Website & Email Analytics Tracking
Managed and analyzed website and email performance using NationBuilder and Google Analytics to evaluate user engagement, campaign effectiveness, and audience behavior.
Tracked key metrics such as website traffic, conversion rates, email open rates, click-through rates, and subscriber growth to assess the success of digital outreach efforts.
Translated raw data into clear, actionable insights and reports to support marketing strategy, optimize content performance, and improve overall audience engagement.
Developed regular performance summaries to guide decision-making and enhance the effectiveness of both website and email communications.
Paid Digital Ads
Planned, managed, and optimized a paid advertising campaign of $3.2K across Meta platforms (Facebook and Instagram) to support organizational goals, including event promotion, action alerts, and follower growth.
Developed targeted audience strategies to increase reach, engagement, and conversions while ensuring efficient budget allocation.
Monitored campaign performance using key metrics such as impressions, click-through rates, cost per result, and conversions, making data-driven adjustments to improve outcomes.
Managed a $3.2K paid social campaign that generated 911K+ impressions, 150K engagements, 46.8K clicks, and 112K video views, while reducing CPM by 43.7%, CPC by 29.3%, and CPV by 65.6%, resulting in a 120% increase in web conversions.
↓43.7%
CPM
911,642
Impressions
150,614
Engagement