FRIES, Laura   

Creative Teams Built Strong. 
Now in CA!

480-335-5282      
laura@laurafries.com

PROFILE

Four dimensional thinker specializing in Big Idea content campaigns with that scale effortlessly to deliver year round direct revenue.

10+ years of motivating teams from Fortune 30 corporate to DIY volunteers to deliver their best work.  

Curious, Sharp, Focused & Super Organized.

EDUCATION

MS Digital Media, 
Georgia Tech, Atlanta, GA

BA Sociology & History, 
Trinity University, San Antonio, TX


HomeDepot.com, Smyrna, GA ⇛ SEPT 2011- JAN 2016

Manager, Social Media Content Team  

⇛   Creative lead for all longform DIY content (blog.homedepot.com). Wrangler of agency production schedules, $1M+ video budgets, and dozens of influencer campaigns. Hired & nurtured in-house editorial blogger team, creating original photography and curation of DIY home improvement projects.

⇛   Social content strategist for multichannel team (Social, CRM, SEM) that crafted hundreds of revenue-positive campaigns delivering 4x ROAS & consistently overshot annual revenue goals (typically $40M+). Specialist at deriving creative approaches from quantitative inputs (social listening, search volume, merchant data, behavorial targeting).  

⇛   Co-marketing lead for all first-to-market Pinterest partnerships including Pinterest API integration for eComm. Owner of direct revenue and conversion analysis, via C-suite level presentations. Other partnerships include Facebook on/offline/cross-platform attribution using market exclusion testing.

⇛   Brand-side creative producer, crafting tight campaign briefs complete with hand-drawn UX wireframe sketches. Leveraged THD vendors for everything from custom sample merchandise to content-sharing partnerships.

⇛   360 Marketing manager, working across cross functional teams to deliver broadcast TV integrations, store signage, digital marketing support, event/field marketing, brand swag & PR long-lead placements. Strong understanding of content rights landscape & multimedia production processes.

⇛   Project Manager, owner of $700k agency-led Wordpress redesign. SME in long-term asset management (DAM) including audit, validation & migration.


⇛   Storytelling advocate whose scalable SEO campaigns are still ongoing.

 
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Turner Broadcasting (TNT), Atlanta, GA ⇛ SUMMER 2011

Social Media Writer  

⇛   Executed social media content strategy for summer TV series "The Closer" including airdate live-tweeting without moderation.

⇛ Drove a 400% increase in organic engagement.

 

 
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Georgia Tech, Atlanta, GA ⇛ 2009 - 2011

Research Assistant, Public Design Workshop  

⇛   Creator of growBot project (as featured in WIRED, CNN, Gourmet), a graduate course with National Science Foundation funding. Designed participatory design workshops with organic farmers to design speculative robotic solutions.  

 
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rogueApron, Atlanta, GA ⇛ 2007- 2011

Founder/Chef

⇛   Creator of rogueApron, Atlanta’s original underground pop-up supperclub. Coordinated 30+ Flash-mob style events with 100% volunteers.

⇛   Creator of Lady Rogue Business Network, a 500+ member DIY entrepreneur network in Atlanta.

 
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EARLYJOURNALISM EXPERIENCE ⇛ 2003- 2007

⇛   Social Media Editor: Launched dozens of blogs and podcasts (Typepad/Wordpress), managed inbound content programs & contests. 

⇛   Website Editor/Project Manager: Oversaw digital publishing for 5 newspaper websites. Oversaw 3 new CMS transition/ redesign launches.

 

DATES & PUBLICATIONS

Association of Alternative Newsmedia, Washington D.C.
⇛ Web Director,  Feb - Aug 2007

Hollabackpack.com, Europe
⇛ Founder/Editor-in-Chief, Aug 2006 - Feb 2007

Creative Loafing, Atlanta, GA
⇛ Web Editor, All Editions, Feb 2005 - Aug 2006
⇛ Food Editor/Staff Writer (Tampa, FL), Sept 2004 - Feb 2005

San Antonio CURRENT, San Antonio, TX
⇛ Staff Writer/Food Editor, ⇛ Jan 2003 - July 2004

 
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