AMBER GEORGE
Growth Marketing Professional
SOCIAL MEDIA EXPERIENCE OVERVIEW
I’m a results-driven social media strategist with expertise in growing brand presence, driving engagement, and delivering measurable outcomes. My work combines creative storytelling with data-informed decision-making to craft impactful campaigns. I began my journey in 2016, balancing full-time studies while managing campaigns for a small soap company called Co-Pur, and have been hooked ever since. I've had a variety of industry experience, such as retail, non-profit, healthcare, higher education, and the hospitality industry. I have proven track record such as growing an account from 7,000 to 24,000 followers, and know how to teach others to replicate my success for the same results.
My experience below reflects a deep understanding of audience connection, trend integration, and results-driven strategy.
REELS & TIKTOKS
= VIRAL
For a reel or TikTok to be considered viral, it must hit over 100K views.
SHAREABLE CONTENT
Based off previous experience, my team knew if we created content relevant to the University student experience about end of semester exams, followers and nonfollowers alike would be more likely to share, increasing our overall exposure across the state and nation (information gathered anecdotally).
CAPTURING A NEW TARGET AUDIENCE
Data showed students were most likely to follow our account during their Summer orientation session, so we intentionally created a funny, high-energy, shareable reel that captured their experience.
197,000
Total Reach
6,025
Total Likes
5,005
Total Shares
186
New Follows
ANTICIPATING & ADAPTING TRENDS
While this video is highly creative, my team and I understood the numbers at play. Based on data, I knew the audio had our target number of reels made, it was trending, we kept the video under 6 seconds, and included 9 video cuts to make this video feel addictive to watch. It not only solved our specific issue of engaging our target audience during our slow season, but grew our followership.
106,922
Total Reach
3,417
Total Likes
1,018
Total Shares
47
New Follows
STORYTELLING IN 8 SECONDS
Good marketing knows how to tell the consumer's story. In all of my marketing copy, I consistently implement the use of 2nd person "you" to put the focus back on the individual consuming the media. As a result, we created a narrative that the masses connected with.
376,000
Total Reach
27,193
Total Likes
6,544
Total Shares
36
New Follows
TAYLOR SWIFT'S ERAS TOUR
We launched this video June 23, 2023 at the beginning of Taylor Swift's Era Tour targeting a female audience of 18-24 year olds with University of Georgia specific branding.
WELCOME BACK PARTY
Faced with the challenge of promoting a large-scale event to students who hadn’t yet returned to campus, we launched a targeted social media campaign featuring high-energy content. The strategy resulted in record-breaking attendance, with thousands participating.
PROVIDING VALUE = FOLLOWS
We found ways to provide value to our audience by finding the most hidden, aesthetic secret study spots on campus. Each reel consistently resulted in growth of followers, which speaks to the importance of understanding what your audience values and cares about.
81,930
Total Reach
2,935
Total Likes
1,478
Total Shares
118
New Follows
LAUNCHING A NEW EVENT
The University of Georgia was launching its first ever Family Weekend. Since there was no awareness, we knew we had to make a big splash and drum up excitement. This campaign resulted in over 1,500 webpage visits, and 600 conversions to sign-up.
101,147
Total Reach
3,396
Total Likes
508
Total Shares
132
New Follows
GROWING A START-UP | RELAXED RETREAT
Starting this account at zero followers, it's been even more critical to create funny, relatable content for a niche audience of outdoorsmen for this outdoor cabin retreat.
3,866
Total Reach
12
Total Likes
3
Total Shares
1
New Follows
2,516
Total Reach
32
Total Likes
4
Total Shares
0
New Follows
2,437
Total Reach
19
Total Likes
1
Total Shares
0
New Follows
2,163
Total Reach
81
Total Likes
2
Total Shares
0
New Follows
HOLDING ATTENTION THROUGH CAROUSELS
Video content is king, but carousels have proven to be equally as effective. With a max of 20 photos, and the potential to tag 20 accounts, my approach was to incorporate as many high quality images as possible that tell a compelling visual story and engage our audience through fun "shout outs" via tags. Here are some of my successful series I developed with my team.
GRAD GUY WITH A SIGN
96,129
Total Reach
6,140
Likes
949
Shares
42
Follows
PASS THE PHONE
53,867
Total Reach
4,151
Likes
106
Shares
11
Follows
CAUGHT ON FILM
41,532
Total Reach
2,984
Likes
74
Shares
4
Follows
LAUNCHING LINKEDIN
I successfully launched a new LinkedIn page from scratch, driving 430 followers in just six months through strategic content, engagement, and organic growth tactics. By leveraging audience insights and compelling storytelling, I built a strong foundation for brand visibility and community interaction.
10,019
Total Reach
340
Likes
1,604
Clicks
2,250
Total Reach
75
Likes
413
Clicks
3,344
Total Reach
51
Likes
93
Clicks
PAID ADVERTISING
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GEOTARGETING ON SNAPCHAT
At the Pregnancy Resource Center, we faced challenges with community awareness about our free pregnancy testing services. To increase exposure, I launched a 10-second video ad of two young women discussing our free testing services on Snapchat. Our target audience for the ad was 18-24 year old women. Located in a college town, I set a 15 mile radius geolocation tag of the University with an ad spend of $200, running for 5 days. I also strategically ran this ad one week after spring break.
The ad generated 180,000 impressions and a 1% click-through rate, which I considered strong given the low statistical likelihood of pregnancy among recipients. Anecdotally, the ad drove increased clinic traffic in the months following. The influx of patients led to the clinic hiring additional staff to accommodate two appointments per hour. Encouraged by these results, we ran the campaign again six months later with similar success.
UGA FANS TO WEDDING CUSTOMERS
The University of Georgia's historic chapel, primarily rented for weddings, struggled with low bookings. To address this, I implemented a two-part strategy:
Data Analysis: Identified points in the sales funnel where consumers lost interest.
Awareness Campaign: Explored opportunities to increase visibility for the chapel’s wedding availability.
Insights revealed the chapel’s website was overly complex, deterring conversions. I redesigned the site with modern graphics, streamlined language, clear value propositions, and reduced friction points like excessive navigation and cumbersome contact forms.
Given the competitive wedding venue market in Athens, I targeted UGA mega-fans as the most qualified audience. During home football games, which draw over 100,000 visitors, I launched an 8-second Facebook and Instagram video ad showcasing the chapel with the question, "Did you fall in love at UGA?" The campaign targeted women aged 24-65+ within a 20-mile radius of the stadium, as data suggested women were more likely to take action.
The ad achieved 60,000 impressions and 100 click-throughs. During that weekend, three high-interest forms were submitted. Over the following weeks, the landing page flagged an additional 19 requests, likely reflecting the deliberation involved in a major purchase decision.
LEADING A SOCIAL MEDIA TEAM
I lead a team of six in managing the University’s social media accounts, driving significant growth and engagement. Starting as a team of one, I expanded the group to six members and grew the account from 7,000 to 23,000 followers. I’ve successfully trained my team to create viral and engaging content by using strategies like the 80/20 rule, analyzing performance data, crafting short videos (8-15 seconds), using trending audio, and blending pop culture, storytelling, branding, and audience value.
As a supervisor, I prioritize fostering creativity and collaboration. I support both internal and external processors by encouraging independent brainstorming and team discussions, ensuring everyone has the tools to contribute their best ideas. Acting as content editor, I develop monthly content calendars, balancing creative pitches with strategic considerations such as the larger division's goals, current political landscapes or past performance analytics.
While I provide constructive feedback and uphold brand guidelines, I also grant my team autonomy in execution, empowering them to grow as content creators. My leadership approach has cultivated trust, two-way dialogue, enthusiasm, and professional growth within the team, that's best reflected in their positive feedback.
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I organized, assigned, and tracked deliverables for a team of creators and collaborators. Using Microsoft Planner (similar to Asana, Trello, or Monday.com) as our central hub, I streamlined our entire workflow — from content brainstorming to final approval — making it easy to stay aligned, hit deadlines, and pivot quickly when needed.
I built out custom task boards, deadline calendars, and category tags that kept everyone focused on the right work at the right time, all while creating space for collaboration and creativity.
My role included:
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Assigning and reviewing weekly content tasks
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Creating timelines for multi-platform campaigns
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Monitoring progress and redistributing workload when needed
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Keeping communication clear and centralized across the team
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Leading weekly check-ins and optimizing process based on feedback
Strategy without data is just guessing — that’s why my team built and maintained a custom analytics tracking system to stay aligned with what’s actually working.
This sheet became our go-to dashboard for evaluating content performance across platforms. It tracked metrics like reach, engagement, saves, shares, watch times, and more — giving us quick insight into trends, top-performing posts, and areas to improve.
We used this data to lead monthly content reviews, adjust our creative direction, and set benchmarks that challenged the team to keep growing. Every post had a purpose, and every report helped us get sharper.