WORK HISTORY
March 2018 – Present
Senior Digital Strategist
AFL-CIO
+ Created training program for state federations and central labor councils
+ Led seven figure ad buys for the federation including a midterm cycle buy
+ Coordinated large scale media buys for the federation and affiliates on core issues related to policy and grassroots advocacy.+ Oversaw and managed complex digital and social media programs and advertising buys, from planning to development to execution to evaluation
+ Manage projects and develop strategic creative solutions for internal teams
+ Recommend and implement new ideas and innovations to improve and manage all digital channels (12 total channels managed)
+ Wrote digital plans for state federations in tier one states including a mix of paid and organic strategies to reach goals set out by leadership.April 2017 – October 2017
Digital / Communications Strategy, Manager
Purpose
+Drove content calendar and content creation.
+Engaged team members to think critically about Theory of Change and concepting participatory campaigns for corporate and non-profit clients +Identified cultural moments and creative ways to seed narratives and led campaign ideationJune 2016 – November 2016
Digital Director
NextGen Climate
+ Led in in-state digital program for the largest non-candidate college campus organizing program in history (300+ campuses) Our purview spanned media planning and buying, email strategy and execution, social media content production and website maintenance.
+ Onboarded and trained all staff members; developed and enforced scope of day to day goals and responsibilities; assisted in recruiting and hiring candidates.
+ Managed a $1.5M media plan that covered persuasion, motivation and awareness, GOTV and cell phone number acquisition across social (Facebook, Twitter, Snapchat), 1:1 audience networks and run-of-site.
+ We grew social audiences from 5K to 20K, primarily through organic tactics; grew our email list by 27%; and produced over 190 unique pieces of video content.
May 2015 – June 2016
Lead Digital Strategist
People for Bernie 2016
+ Lead a team engaging Bernie Sanders supporters to online and offline actions through direct social media contact.
+ Assisted in scaling a Facebook page to over 1,000,000 “Likes” in 12 months.
+ Created content which reached over 90 million people a week on average. Used Adobe Creative Suite to create visual content.
+ Assisted in list building and curating content on multiple platforms, Facebook, Twitter, Snapchat, and Instagram.
June 2014 – June 2016
Genius
Apple, Inc.
+ Delivered optimal customer service through professionalism and product knowledge. Designed and delivered solutions-based sales demos & presentations in a variety of environments. + Assisted customers to help solve iOS, OS, and Mac hardware issues. + Apple Certified Mac Technician (ACMT) – May 2015Dec 2014 – July 2015
Manager, Strategy
Sankofa.org
+ Scaled facebook page from 2,000 to 5,000 likes
+ Built and managed website content.
+ Managed two interns and two copy editors in this role.
+ Wrote and implemented campaign plans for a Music Track release and #SayHerName campaign.
EDUCATION
2014
Communications / Political Science
Unversity of Missouri – Kansas City
2010
High School Diploma
Knob Noster Senior High School
Design Skills
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Premiere Pro
Social Skills
adwords
SnapChat
HootSuite
Facebook Ad Manager
Google Analytics
Additional Skills
Salesforce
Action Network
EveryAction
Salsa
Media Buying
SnapChat
TESTIMONIALS
Jenni Siri
People For Bernie
Caleb-Michael is amazing to work with, creative, energetic and extremely talented. I’m always impressed with his attention to detail.
Renee Miller, Esq.
Associate Director, Social Strategy
The very first thing you will notice about Caleb-Michael is his work ethic. The second is his humility. He jumps in feet first and is unafraid to iterate and pivot as a project evolves. In fact he will offer audience and zeitgeist insights that will often change a project for the better. His passion for digital and social strategy is second only to his passion for his team. He puts people first and prioritizes a well functioning team. Recognizing that a team that works well together produces unstoppable and undeniable deliverables! I was so lucky to work alongside Caleb-Michael. I hope that his passion, dedication and work ethic that I so admire will rub off on me as we build digital content strategy together.