Resume

Michelle Forero-Pinilla

Miami, FL | 786-370-2356

michelleforerop@gmail.com

PERSONAL SUMMARY

Social media specialist with 6+ years of experience in content scheduling, community management, social listening, and performance reporting across global consumer brands. Proven ability to manage multi-platform calendars, analyze performance data, and surface actionable insights to optimize content and strengthen brand presence.

EXPERIENCE

DAVID Miami (Ogilvy / WPP Network), Miami — Social Media Content Strategist

February 2025 - Present

Lead the development and execution of multi-platform social media strategies, partnering with creative, design, and production teams to translate campaign ideas into platform-native content informed by audience insights and cultural trends.
Own end-to-end content planning, scheduling, and calendar management across platforms, ensuring accuracy, timely publishing, and alignment with campaign priorities.
Oversee day-to-day social media management, including community engagement and content optimization, to maintain brand voice and maximize performance.
Analyze social performance metrics (engagement, reach, CTR, conversions) and deliver monthly reporting with actionable insights; produce social listening reports via Brandwatch and monitor real-time conversations and trends across platforms to inform ongoing optimization and planning.
Manage influencer and creator partnerships end-to-end, from sourcing and briefing to content direction and post-campaign evaluation, ensuring brand alignment and measurable impact.

Brands: IKEA, Natura U.S., Sour Patch Kids

Kaseya, Miami — Senior Content & Social Media Strategist

November 2024 - January 2025

Developed and managed social content calendars across assigned business lines, executing B2B-focused copywriting, coordinating design, and handling scheduling, publishing, and performance analysis across platforms.
Produced weekly and monthly social performance reports, leveraging audience insights to inform content optimization and drive engagement.
Coordinated social media initiatives across cross-functional teams, ensuring alignment with marketing goals, campaign timelines, and brand priorities.

GIVE Volunteers (Fully Remote) — Social Media Manager

December 2022 - November 2024

Managed end-to-end social media presence for an international travel organization, developing and scheduling content across Instagram, Facebook, TikTok, LinkedIn, and Twitter that drove engagement, brand awareness, and lead generation.
Strategized, created, and maintained social content calendars tied to travel programs, seasonal promotions, upcoming events, and key booking periods, ensuring consistent and timely publishing.
Grew the organization's Instagram by 69K+ followers, directly driving verified applicant volume for travel programs, demonstrating measurable demand generation and community growth.
Led community management across all social channels, proactively responding to inquiries, comments, and DMs to foster engagement and support brand reputation.
Tracked and analyzed social media performance metrics to measure campaign success, surface actionable insights, and support KPI reporting to inform ongoing content and channel strategy.

Chemistry Cultura, Miami — Account Coordinator

November 2021 - December 2022

Cultivated strong client relationships across diverse accounts while leveraging bilingual fluency (English/Spanish) to create and adapt culturally relevant social and marketing content for U.S. Hispanic audiences.
Researched and sourced influencers across key U.S. markets (Miami, LA, New York, Chicago) using Tagger Media; coordinated PR mailer campaigns and managed vendor/partner relationships.
Monitored media and social conversation around client brands using Cision, informing response strategies and surfacing opportunities for earned media and social engagement.

Brands: Heineken, Microsoft, T-Mobile, Coca-Cola, U.S. Century Bank, SAVE Inc.

3AW WorldWide Agency, Miami — Account Executive

March 2021 - November 2021

Developed social media strategies and content for multi-channel campaigns, including web content management using WordPress, and coordinated scheduling via Hootsuite and Later.
Executed and analyzed paid social campaigns, pulling performance data and recommendations to support reporting and planning.
Produced social media calendars, content assets, monthly performance reports, and campaign analyses, including KPIs and ROI tracking with close attention to detail and brand consistency.

Cristo Rey Miami High School, Miami — Marketing & Logistics Coordinator

August 2020 - March 2021

Managed all social media accounts (Instagram, Facebook, LinkedIn), email communications, and marketing projects - including content development, design, community engagement, and scheduling via Hootsuite.
Maintained databases and contact management on Salesforce, coordinating distribution of marketing communications and campaign assets.

TECHNICAL SKILLS

Social Media Management: Sprout Social, Hootsuite, Later.
Social Listening & Monitoring: Brandwatch, Cision.
Platforms: Meta, TikTok, LinkedIn, Pinterest, X.
Analytics & Reporting: Platform analytics & KPI reporting.
CRM & CMS: Salesforce, WordPress.
Project Management: Asana, Monday.com.
Creative & Design: Canva, CapCut.
Productivity: Microsoft Office Suite (Word, Excel, PowerPoint), Google Suite.

CERTIFICATIONS

Social Media Marketing HubSpot Academy, 2024
Introduction to Prompt Engineering for Generative AI, LinkedIn, 2023
SEO: Keyword Strategy, LinkedIn, 2023
Content Creation: Strategy and Tools, LinkedIn, 2022

LANGUAGES

Fluent in English and Spanish

EDUCATION

University of Florida— Master of Arts in Mass Communication | Specialization in Public Interest Communication

December 2022

Florida International University— Bachelor of Science in Public Relations, Advertising, and Applied Communication

Concentration in Social Media and e-Marketing

December 2019

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