Patty Raz

I'm a strategic, intuitive, and results-driven leader possessing over 13 years of relevant experience driving brand awareness, brand visibility, engagement, and customer affinity through out-of-the-box social media strategies. I've been successful in re-designing brand social strategy, getting executive buy in and investment and driving it to live with a team of professionals I was lucky enough to build and grow with.

In addition establishing and maintaining the C-Suite voice for a Fortune 100 organization in it's building years and beyond, I have extensive experience in the influencer and creator space.

I love to elevate brand presence, foster community engagement, and contribute to revenue growth in dynamic, visible, and competitive industries - I thrive in re-building, gaining trust and driving a shared vision with a team of experts.

Drive brand impact through creation, implementation and management of a cohesive brand strategy and persona via effective creative, company-priority campaigns, community management, influencers, platform strategy, paid social media, operations, and employee social media program. Develop and foster creative social media approaches to achieve business goals, including day-to-day strategy and large-scale campaigns across numerous social platforms and channels. Established and lead Center of Excellence for Social Media operations enterprise-wide, building and maintaining cross-divisional relationships, standards and consistency across media, field marketing, PR, care, retail, HR, recruitment, creative and external partners. Use expertise and data to inform and develop strategic and impactful customer journey for multiple lines of business. Partner with platforms and internal analytics / research teams to develop and showcase ROI via brand studies, test and learn creative, etc. Highlights include:

- After the exit of current CEO and the loss of the company’s humanized voice, rebuilt the entire social strategy, including securing an additional $MM for a “best-in-class” Creator Program. 
- Built-up and took leadership of 4 previously siloed teams (i.e., employee social, paid social, organic social and community engagement). Merged teams into one voice and shared vision and designed the organizational structure.
- Engagement Rate increase of 57% on organic content and 86% follower increase.
- Community management strategy led to a 32% lift in Engagement Rate. 
- Secured multi-million investment in creator social media program, a 1900% increase since program inception in 2021. 
- Employee Social participation increased 117% YoY, leading to 20%+ increase in messaging reach. 
- Identified and adjusted $3M+ in budget efficiencies, including shifting “area of work” in-house, new affordable and value driven agencies, and eliminating low ROI campaigns based on data analytics.

Bachelors Degree; Majoring in Journalism (emphasis on Public Relations) and Minors in Business and Communications