Laura Fries Resume

Now! in CALiFORNIA

laura@laurafries.com

480-335-3282

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Education

M.S. DIGITAL MEDIA

GEorgia Institute of Technology | Atlanta GEORGIA

B.A. History & Sociology

Trinity University | San Antonio Texas

Magna Cum Laude | National Merit Scholar

The Home Depot (Corporate)

Smyrna, Georgia

Manager, Online Social Content team

August 2013 - Jan 2016

Manages creative agencies and production companies to generate revenue-driving awareness to conversion campaigns for The Home Depot’s social platforms. Responsibilities include aligning internal stakeholders & vendor partners to produce creative treatments and driving cost-effective campaigns that produce the highest quality content.
Concepted & managed the launch of the Home Depot’s blog by leveraging agency and internal relationships. Drove the onboarding of hosting vendors and disaster recovery teams through partnership with legal and IT. Launched the company’s only integration of the Pinterest Top Pinned Items API. Shaped the Pinterest-inspired redesign through an extensive whiteboarding and prototyping cycle atypical for brand & agency web development projects.
Owns the Home Depot Style Challenge program (launched in 2011). Makes key decisions working directly with product vendors in China to produce sample merchandise, manage vendor onboarding and POs, facilitate stateside receiving and directing agency partners to package and deliver surprise packages of merchandise to guest bloggers. Manage multichannel content integration across signage, print ads, dotcom & PR events.
Oversees social video content series featuring real home renovations shot on location in blogger’s homes. Manages average 6 month production timelines across all areas of impact, including enterprise liability, agency production budgets, vendor product integrations, and influencer relations.

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HomeDepot.com

SMYRNA GEORGIA

Manager, Online Copywriting

SEPt 2011 - August 2013

I analyze company priorities, marketing calendars, Google Trends, and revenue drivers to generate detailed editorial calendars that power our in-house content creation.
My team creates original content: DIY projects, infographics, videos and other how-to blog posts that pull readers from social platforms into the conversion funnel.
We've launched some truly impressive programs - including the flagship Style Challenge program that pairs DIY bloggers with great products, generating multimillions of impressions that convert to sales.
Along the way, I handle budgets, logistics, design critiques, emergency Wordpress patches, newsletter content creation, YouTube curation, Executive Leadership presentations and the occasional line edit.]
Developing a financial model to illustrate the ROI of content marketing; driving 114% increase in weekly revenue from Pinterest referrals
Launching the "educational pins" series Home Improvement 101; the first Fortune 30 use of Pinterest for education
Creating sustainable operational workflows for creative teams that allow for individual growth and achievement

TNT | Turner Broadcasting Inc.

Atlanta Georgia

Social Media EDITOR

June - August 2011

Contract position created and executed social media strategy for the Summer 2011 TNT Lineup. Our team managed the Twitter and Facebook accounts for Falling Skies, Franklin & Bash, Rizzoli & Isles, The Closer, Leverage, Memphis Beat, Men of a Certain Age and Hawthorne.
I drove a 400 percent increase in engagement during my first 30 days though creative editorial programming that engaged the passionate fans of @leverageTNT and @thecloser.

Georgia Institute of Technology

Atlanta GEORGIA

Graduate Research Assistant / Project CoFounder

June 2010 - May 2011

Pitched growBotGarden.com project, which became the topic of a GT graduate-level design class and several NSF-funded participatory design workshops.Project manager and space designer for workshops at prestigous 01SJ Festival in San Jose, CA. Awarded $5K artist commission through international application process.
Planned speculative agricultural robotics workshops with organic farmers; developing hands-on learning stations and leading rapid protoyping sessions.

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rogueApron & Lady Rogue Enterprises

AtLANTA GEORGIA

Founder

November 2007 - January 2011

Launched rogueApron, Atlanta’s original underground supperclub. Used social media/PR strategy to build a mailing list of 2,500 and sell out events in minutes.
Landed live interviews on CNN, and articles in ReadyMade, Budget Travel, and dozens of magazines, newspaper and radio appearances, including NPR and National Heritage Radio.
Coordinated flash-mob style crowdsourced events, including dinners, movie screenings, farm workdays, protest picnics and “Chef to School” programs.
Launched Lady Rogue Business Network, a DIY entrepreneur network in Atlanta. Recruited 500+ members through word of mouth and strategic partnerships.
Plan and coordinate over 30 LRBN events ranging from social mixers to hands-on marketing, presentation, and social media workshops. Maintain website and write all related copy.

Association of Alternative Newsweeklies

WASHINGTON D.C.

Web Director

Feburary - August 2007

• Project architect, conceptualized redesign of AltWeeklies.com utilizing user-generated tag navigation.

• Community conversations blog editor for 2007 AAN convention, codesigning custom Wordpress plugin that generated a web to print microdistribution newsletter for convention attendeees.

• Social Media Manager.

• Author of web publishing best-practives blog at web.AAN.org. • Represented organization at numerous professional conferences.

Creative Loafing Newspapers

ATLANTA GEORGIA & TAMPA FLORIDA

Web Editor

September 2004 - August 2006

Managed small creative team to produce all CL web content, including 4 newspaper websites and dozens of forums, blogs, podcasts and speciality microsites. Early adopter of social content marketing, utilizing Friendster and MySpace to drive pageviews and participation.
Project manager for two CMS transitions within six months; training satellite production teams.
Additional: Food Editor, Tampa Creative Loafing (Sept 2004 - Feb 2005)

Poynter Institute

College Fellow '04, Guest Faculty '07

Being a Poynter College Fellow was one of the most impactful experiences of my much-enjoyed life.

The biggest luminaries in the world of ethical, contextual, well designed communication taught me that my work was strongest when I considered every angle.

Thank you, always to Poynter.

San Antonio Current

San Antonio Texas

Food Editor

JAN 2003 - July 2004

1st Management role, age 22, overseeing freelance and in-house talent to produce weekly Food section in print (41k circulation)
Project manager of local restaurant database redesign featuring editorial content alongside structured data capable of export to print for inclusion in print.
Additional: Collegiate Intern (Jan - May 2003)