CLICK, BOOM.
Felicia has nearly 15 years of experience when it comes to social media. But really when you think about it, as a millennial who came-of-age alongside the internet, she has been immersed in social media since 2003 when her fifth grade class got Think.com accounts. Professionally, she specializes in content strategy and cultivating joyful, inclusive digital communities.
As social media consultant, Felicia is in high-demand to develop strategies for brands across sectors, creating comprehensive content plans and identifying key opportunities to increase audience engagement. As a content creator, she has worked with brands to create authentic content that speaks to Felicia’s own identity, personality, and interests.
Felicia has collaborated with brands including NBC, Netflix, the Tony Awards, TodayTix, Tony Award-winning Broadway Advocacy Coalition, VORTEX Theatre, Glass House Tavern, numerous Off-Broadway shows, and WNBA’s official wine partner La Crema Wines.
She also created #TonysSpiritWeek, a week-long fashion challenge for Broadway fans. Though she presented it solo in 2019, she collaborated with #DressedForBroadway creator Katherine Oxman and #BroadwayLookBook creator Abby de Phillips in 2022 in honor of the 75th Tony Awards. By providing daily prompts, the creators and fans alike celebrated 75 years of Broadway by dressing up and posting photos of their favorite shows.
PLAYBILL
As Playbill’s first-ever Director of Social Media and Creative Strategy, Felicia is regarded as a pioneer of Broadway social media, revolutionizing Playbill’s social engagement and storytelling strategies during the time Broadway was shaping its own digital landscape.
Her time at Playbill allowed her to combine her theatre passion with her social media skills to make Broadway more accessible to its most loyal fans—its online community. She became an influencer and thought-leader in the industry, with continuous opportunities to share her knowledge on various panels, news outlets, and guest lectures at colleges and universities across the nation.
She developed a cohesive voice and content strategy for Playbill’s entire social media existence. In addition to managing the existing channels, she expanded Playbill’s digital presence with emerging social media platforms. She launched and grew their Instagram Stories, Lives, and IGTV (now Reels); Facebook Lives; Spotify; TikTok; and Snapchat—debuting this specific account with a delivery of a hot slice of cheese pizza to Tony winner Leslie Odom Jr. on National Pizza Day. Under her direction, Playbill was the first Broadway outlet to utilize Instagram Stories, creating a daily news roundup to increase click-throughs to the website. These Instagram stories became a consistent number one driver of traffic to the website. Playbill was also one of a handful of outlets selected to launch Instagram’s IGTV rollout in 2018. She increased Playbill’s Instagram following by 789% during her six years there.
She collaborated with the editorial team on content rollout, designed graphics and animations, and handled coverage for special events such as BroadwayCon and The Tony Awards. She also coordinated social media partnerships with Broadway’s PR and ad agencies, as well as working with the ad sales team on branded content from non-endemic clients. These sponsored social media campaigns included brands such as Cadillac, Subaru, Netflix, and NBC.
DOSOMETHING.ORG
DoSomething.org is the country’s largest not-for-profit for young people and social change. As the Digital Content Associate (and the Social Media Intern from 2012-2014), Felicia was responsible for researching and managing emerging social platforms. This included the Instagram, Google+, Pinterest, Tumblr, Vine (RIP), and YouTube communities. She also wrote for campaign PSAs and appeared on-camera for brand videos.
She strategized and executed social media plans for dozens of national campaigns, working with high-profile brand sponsors like Cocoa-Cola, ESPN, and H&M.
The scope of her job quickly expanded, as she was selected to establish, implement, and lead the organization’s inaugural SEO strategy, developing a deep knowledge of meta tags, keyword optimization, and link-building. She was also chosen to lead the creation of a social media product, working with the UX and product team to increase active member sign ups and convert new members. Then, she worked with the mobile team to strategize and write compelling copy that would increase user engagement and click-throughs, executing A/B testing, establishing best practices, and becoming an expert in millennial social media engagement and language.