Liz MacDonald

About Liz MacDonald

A caring leader well-versed in narrative strategy, omni-channel content development…

Experience

1. Director of Content Strategy

   Monterey Bay Aquarium

   Jul 2021 — Present

   Responsible for developing and implementing a cross-platform content strategy and unified editorial vision for content on owned channels to engage audiences in support of Aquarium and Marketing divisions goals. Led, inspired and mentored a team of content strategists, editors and creators who executed creative concepts and campaigns for our social, email, web, SMS and print products and advertising campaigns. Assured editorial quality across channels while encouraging experimentation and innovation in digital storytelling. As part of the Marketing leadership team spanning Comms, Design, and Performance Marketing, planned and prioritized projects, refined operational practices and project management, set divisional goals, measured effectiveness and used data to make decisions.Accomplishments- Developed “big ideas” to align content, comms and advertising efforts in support of the Aquarium’s strategic priorities around brand awareness, ocean conservation, DEIA and revenue goals- Created a video strategy emphasizing YouTube, Instagram and Twitch to grow audiences and deepen engagement, with early indicators showing increased growth and engagement- Supported the launch of the new Into the Deep exhibit, including the ad campaign and influencer event, and creation of a comprehensive, bilingual online exhibition that received more than 900K pageviews in the first 8 months- Developed creative concepts and copy for annual brand advertising and visitation campaigns- Developed and managed cross-channel content-based audience engagement campaigns around Shrimp Week, Cephalopod Week and Sea Otter Awareness week that averaged 8-10 percent engagement rates on social and converted social followers to email and SMS subscribers- Responsible for thought leadership content strategy for Aquarium executive and senior leaders- Oversaw the rollout of pandemic reopening messaging across owned channels

Education

• San José State University

  M.F.A., Creative Writing, Nonfiction, Fiction

  2006 — 2011

• Antioch College

  B.A., Language, Literature & Culture: Creative Writing

  1999 — 2003

Skills

• Publications
• Event Planning
• Facebook
• Newsletters
• Advertising
• Nonprofits
• Microsoft Office
• Customer Service
• Media Relations
• Marketing Communications
• Brochures
• Higher Education
• Social Media Marketing
• Community Outreach
• Word
• Research
• Proofreading
• Social Media Outreach
• Social Media
• Customer Relations
• Web Content Management
• Nonprofit Organizations
• Event Management
• Photography
• Teaching
• Blogging
• Strategic Communications
• Non-Profits
• Microsoft Word
• Content Strategy
• Creative Writing
• Writing
• Fundraising
• Grant Writing
• Copywriting
• Online Marketing
• Social Networking
• Press Releases
• Strategic Planning