The following update was announced by Director of Digital Marketing, Khrista Trerotola, on July 29, 2022:
The Digital Marketing team has been focused on developing an approach that is intentional about digital communications. With that, we have identified three key areas of focus that will help us increase engagement and enhance our brand presence:
- Agent Education and Enablement: Enables our Agents to leverage social media and digital marketing as part of their business-building efforts through education, content and tools.
- Corporate Social: Leverages social media platforms to engage and excite our key audience (Agents) and to elevate our brand message and cause story.
- Enterprise Digital Marketing: Encompasses the broader digital marketing tactics leveraged on behalf of the company, including but not limited to websites, digital advertising and search engine optimization (SEO).
As we continue to build the Digital Marketing team, our focus in Q2 was on assessing the organization’s needs, building (and delivering!) our digital marketing strategy and defining roles and responsibilities on the team. As a result, I am pleased to share the following role updates for both Tracey and Daniel.
Daniel McCullum has been promoted to Senior Digital Content Producer. His efforts on social media over the past year have led to major improvement across our social media channels, including a 207% YOY engagement increase on Instagram, a 189% increase in YOY engagement on Facebook, and a 26% YOY engagement increase on LinkedIn. His efforts have also contributed to our #1 competitive ranking in engagement on Instagram, as his content drives significant engagement with our Agent population while infusing our culture into social storytelling. Make sure to check out July’s viral video on Instagram with 60,000 views. Congratulations, Daniel!
Moving forward, Daniel will continue to be responsible for managing our Corporate Social Media presence, which includes creating the content seen on social media and reporting out on key business trends. He will also be focused on helping to bring more structure and organization to our social media requests and processes, as well as activating multi-cultural agents on social media with content and videos they can share.
I am also thrilled to announce Tracey Sealy’s official role as Senior Digital Marketing Strategist. Tracey has been an instrumental addition to the team, bringing organization and strategic insight to our efforts from her previous experience in digital and social marketing.
In this new role, Tracey will be point on our Agent Enablement and Education pillar, leveraging a programmatic approach to equip Agents with the resources and education to effectively use digital marketing and social media as business-building activities. Her key initiatives for the remainder of the year includes implementation of an educational series (complete with trainings, videos and education materials on 3-4 specific focus areas), driving an overhaul of the social media playbooks and working with agents to ensure the content we provide them with aligns with their goals. Tracey will also assist in managing specific digital initiatives including SEO keyword analysis, supporting organization digital marketing requests – including a Retirement Services digital ad buy that is underway – and providing strategic support as needed.
I am really excited about the social and digital experience and expertise these individuals bring to the table and look forward to continuing to build out the team (and our digital footprint!).