Hi I'm Becca,
a digital strategist passionate about building community across our growing number
of online platforms. I am creative, mission-focused
Since 2016, I have helped foster, grow and diversify Cornell University's social media presence. I manage the university's most visible platforms and strategize new types of content. I collaborate with colleagues in video, design, web and other units to produce compelling communication pieces that showcase Cornell's breadth and depth in research, public engagement, education and other priorities.
I offer a variety of digital consulting packages.
View my services here.
A forward-thinking and creative content marketer who adapts
to industry trends
An analytical thinker who
values data to measure success and influence strategy
A skilled communicator
with years of experience in project and relationship management
Video collaboration. Website optimization. Strategic features. Innovative approaches to content.
Multimedia Series: A Cornell Story
Student storytelling is a high priority for our division. I developed a collaborative project with Strategic Communications, the Brand team, and individual colleges. The multimedia features showcase unique aspects of the Cornell student experience through the lens of individual voices. I co-wrote the creative brief, managed stakeholder outreach and internal approvals, worked with the creative team on the design parameters, and oversaw promotion.
Expert Video: Apollo 50th Anniversary
On the 50th anniversary of the Apollo moon landing, I worked with videographers and Media Relations to showcase Cornell thought leadership in a short social media video. We featured two professors from the College of Engineering during a timely and trending conversation online.
Multimedia Series: Cornell Moments
Responding to the rise of short-form vertical content, I developed a series specifically for Instagram Reels. "Cornell Moments" showcases the unique sites and sounds that make up Cornell, targeted to prospective students, current students and alumni. I wrote the creative brief and pitched it to our team of multimedia producers. I oversaw promotion across digital platforms. I curated the videos into a landing page on Medium for use as a recruitment tool.
Public Health Video: COVID-19 Peer Ambassadors
In collaboration with campus partners, I developed the strategy behind a short, student-facing video featuring Peer Ambassadors sending encouragement and reflecting on how they are living smarter this semester. I developed the concept, worked with videographers and health communicators, and managed promotion on social and web platforms.
Video: Touchdown's Holiday
One social media strategy I developed was giving our mascot more personality through creative content. I pitched a holiday video, crafted a storyboard and developed the narrative with our Brand team of videographers. The video resonated with the Cornell community - including students, faculty, staff and alumni.
Feature: Cornell women through
For International Women's Day, I developed a feature on inspiring Cornell women. I wrote the concept, worked with a team of writers to identify the subjects, set deadlines, reviewed drafts and managed the social media promotion. This was Cornell's top Facebook post from 2019 - and is still promoted every year by partners around the univeristy.
Feature: Class of 2022 looks toward the future
Ahead of Commencement and Senior Week, I conceptualized a Medium series to showcase where graduates are headed after Cornell. I collaborated with colleges to curate existing content, worked with a writer and designer, set deadlines, reviewed designs, and managed promotion. Individual spotlights were curated onto a Medium landing page, as well as promoted via Twitter, Facebook, LinkedIn and Instagram, optimizing content for each platform.
Site: Salamida Sauces and Marinades
I worked with a client to identify a new web hosting platform, developed a new site outline and creative branded content. I obtained new domains, redirected previous domains, built the site from scratch, oversaw edits, approvals, site optimization and established a blog to share new recipes using the products.
Site: Cornell social media directory
As the Senior New Media Specialist in University Relations, I help manage the large network of Brand Ambassadors who run Cornell social media accounts. I developed the social media directory, oversaw the website outline, wrote content and worked with our web team to get the new site launched.
Campus scenics. Student life. Product marketing.