Resume
Catherine Hancock
404.642.7342 • catherine@catherinehancockdigital.com• LinkedIn
EXPERIENCE
Catherine Hancock Digital, LLC, New York, New York December 2022-Forever
Founding President 🌟
PR Account Director, New York, New York
Strategy & Planning
Key Messaging – Craft key messaging to advance client initiatives and ensure institutional alignment.
Branding – Conduct brand audits, advise on and implement rebranding, conduct persona analysis and development.
Client Relations – Point-person for client management on relevant accounts. Liaise with outside vendors and presenting organizations.
Crisis Management – Manage sensitive / confidential information, work on behalf of client to contain and reverse negative press and public sentiment.
Marketing & Communications
Digital – Identify, optimize, and leverage digital channels and platforms via organic and paid campaign development and execution, including email marketing, SEO, website development and management, retargeting, and Google Ads.
Content Marketing and Creative – Conceive of, execute, and deliver high-quality, platform-specific content, utilizing full Adobe Creative Suite proficiency, photography expertise, and extensive video editing experience.
Social Media – Launch high-profile TikTok accounts for relevant clients. Create and implement organic and paid campaigns for social media. Oversee content calendars, publishing, and reporting. Ensure platform best practices, oversee social listing, and analyze audience sentiment. Conduct staff and board trainings.
Communications – Develop key messaging for communications campaigns and press materials and provide communications support to ensure coordinated messaging.
Public Relations – Develop press releases, distribute to curated list of press contacts, and conduct targeted pitches to outlets and freelancers. Establish liaisons with press, provide on-site client support, ensure institutional messaging alignment.
Resnicow and Associates, New York, New York November 2020–May 2021
Digital Marketing and Social Media Manager
Reported to Vice Presidents as integral part of company. Spearhead company’s marketing strategy. Developed and implemented client digital marketing strategies, including social media, email marketing, and website.
Owned Media – Managed and created organic SEO-optimized social, email marketing, and website content, including copywriting, copyediting, strategy development, branding, publishing, data analysis and reporting, community engagement and management, segmentation, and targeting for R+A and multiple clients.
Paid Media – Managed paid digital ad campaigns. Developed and implemented marketing plans and strategies, budgeting, segmentation, targeted list building, data analysis, and reporting for R+A and multiple clients.
Management – Oversaw internal social media team and junior staff, client-facing account executives, and R+A digital intern. Created and conducted digital training sessions for organization staff and boards.
Consultation – Ensured co-worker and client awareness of industry trends and best practices. Cultivated customized digital marketing plans, and established social and email marketing methodology and services. Advised on digital crisis management, digital policies, SEO, website development, digital asset management, branding, and customer service.
Key Achievements – Increased company email marketing open rates to over 40% (90% performance increase). Social accounts managed saw 302% net follower growth and 3,024% increased link clicks over six months due to strategic organic and paid social campaigns. New services developed: built video content, from ideation and recording to delivery; built fully comprehensive social media employee training programs.
Content Development – Conceived, project-managed, filmed, edited, and delivered platform-specific creative assets for utilization on digital distribution platforms. Captured visual assets with professional video and audio equipment.
Communications – Developed key messaging for communications campaigns and press materials and provided communications support to ensure coordinated messaging.
Public Relations – Engaged members of the media via R+A digital platforms, created content to support press releases and pitching, and communicated with journalists around digital press placement. Covered press previews and events.
Marketing Consultant, New York, New York January 2020–Present
Freelance
Select Clients: Up Until Now Collective, The Morgan Library & Museum’s Music Manuscripts & Printed Music Dept., Talking Beats Podcast, Beth Morrison Projects, 2nd Stage, American Modern Opera Company.
Consulting – Provide digital marketing, branding, and PR support to arts organizations and individual artists as brands quickly pivoted to digital in the wake of Covid.
Services – Develop and execute organic and paid social media, email marketing, content marketing, branding strategies, and audits.
The Metropolitan Opera, New York, New York June 2019–November 2020
Marketing Coordinator
Reported to the Senior Director of Marketing and Sales as part of the marketing team at world’s largest opera house.
Owned Media – Lead department on social media and email-marketing projects and implementation. Participated in all stages of brainstorming, content creation, copywriting, publishing, community management, data analysis and reporting, targeting, segmentation, and Google Analytics. Oversaw website maintenance and Google Analytics.
Artist and Influencer Relations – Coordinated with artists and management teams to curate social-media account takeovers, content creation, and copywriting.
Paid Media – Built CRM list retargeting.
Key Achievements – Net social following increased by nearly a quarter in less than a year, with a 39% increase in Instagram followers alone (53% higher increase than the previous year).
Mahaiwe Performing Arts Center New York, NY January 2018–June 2019
Advancement and Marketing Coordinator
Reported to Director of Advancement and Marketing Manager as part of small-staffed historic theater offering year-round programming.
Development – Managed corporate stewardship, grant writing, and gift entry. Oversaw digital fundraising campaigns and managed membership email marketing.
Marketing and Communications – Assisted with press releases, social media, website, digital, and traditional marketing,
Carnegie Hall, New York, NY August 2017–January 2018
Assistant, Development Services
Communications liaison between Development, Editorial, and Marketing departments.
Oversaw Corporate, Government, Foundation, and Major Gifts crediting and print materials.
SKILLS SUMMARY
Experienced DTC and B2B digital marketing, communications, and creative professional with excellent communication, creative, writing, multitasking, interpersonal, and networking skills. Proven track record of success in traditional marketing, digital marketing, content marketing, branding, communications, PR, copywriting, and development. Expertise in editorial, creative services (Adobe Creative Suite, Final Cut Pro, Logic Pro), content creation (professional photographer and proficient videographer), email marketing services (WordFly, Marketing Cloud, Constant Contact), paid and owned social media (LinkedIn, TikTok, Instagram, Twitter, and Facebook Business Manager and Ads Manager), website maintenance and management (Drupal, WordPress, Episerver), CRM (HubSpot, Salesforce, Tessitura); and digital listening and data analysis (Google Analytics, SEMrush, Sprout Social, Critical Mention).
EDUCATION AND PROFESSIONAL DEVELOPMENT
eCornell, Digital Marketing Certificate 2020
Mannes, The New School for Music, Professional Studies Diploma 2013–2015
The Juilliard School, Master of Music 2009–2011
The Juilliard School, Bachelor of Music 2005–2009
VOLUNTEER AND ENTREPRENEURSHIP EXPERIENCE
Beth Morrison Projects, New York, NY 2021–Present
Marketing Committee Advisory Board Member
Consult on marketing, communications, and branding strategies. Liaise between artistic leadership and board.
NYC Arts Marketing Network, New York, NY 2020–Present
Task Force Member
Member of task force leading events and recruitment for network of arts marketers from NYC-based cultural institutions.
Cultural District Steering Committee and Council, Great Barrington, MA 2018–2019
Clerk and Marketing Sub-committee Co-Chair
Elected position. Oversaw marketing, social media, and print design on committee of cultural leaders supporting MCC.
The Moirae Ensemble, New York, NY 2010–2019
Founder, External Affairs Director, Performer
Founding member of nonprofit contemporary women-focused chamber ensemble. Responsible for external affairs, including website, marketing, PR, and development. Successfully commissioned and presented 10+ new works.
International Rescue Committee, New York, NY 2010–2014
Teaching Artist
Taught weekly class for refugee children (ages 5-10) to come together and explore creative expression.
Co-led Saturday morning arts workshops.
Habitat for Humanity (NOLA) / Artists Striving to End Poverty New York, NY 2012
Volunteer / Teaching Artist
Participated in construction of house to support families who were still suffering the impacts of Hurricane Katrina.
Contributed to week-long residency within NOLA’s public school system to conduct performing arts workshops for