Sarah Heilbronner
Social Media Specialist Ii @American Medical Association
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WORK HISTORY
Social Media Specialist Ii @American Medical Association
New York, NY, US
Directed end-to-end execution of four social media digital series, driving record-breaking organic engagement, accounting for 51% of engagements across all channels• Created high-quality social copy, carousels and short-form videos, with YTD 150% engagement rate increase• Strategic lead for social video strategy, increasing total impressions by 106% YOY, post shares by 245% YOY• Planned and executed high-visibility digital campaigns and audience-aware storytelling tied to national public health campaigns; central coordinator for TikTok & Instagram launches, driving 10.6% increase in organic engagement YOY• Owned cross-platform strategy & execution across 8 social channels, adapting tone for physician vs patient audiences, utilizing AI-driven tools to expedite workflow, manage editorial calendars, timelines and approvals; drove 727% Instagram audience growth and 18.6M impressions on all visual content since 2020• Built AMA Creator Community, increasing executive-level participation and brand credibility• Initiated Influencer strategy and marketing partnerships to create on-trend, culturally relevant content• Presented weekly social analytics reports, using insights to refine strategy• Trained Community Coordinator contractor, spearheading rapid-response during public health emergencies• Monitored social listening to flag reputational risk, built internal toolkits to standardize workflows & improve performanceCareer highlights:• Achieved over 4.2 million organic engagements across all social channels, with over 3.6 million solely from video content in 2023• Increased social engagement rate by 143.7% YOY in 2023 by restructuring video strategy• Created AMA’s first viral video with over 1.7 million views and 1,895,034 engagements, leading to the launch of our TikTok• Collaborated with \"The Pitt\" consultant, Dr. Wendy Ross to create a video raising awareness for increasing quality of care for patients with autism. Just under 1M views in a week
EDUCATION
Bradley University
Bachelor’s Degree, Advertising & Theatre Arts
The Latin School of Chicago
High School, high school
Richmond American University London
Study Abroad, Communications
SKILLS
ABOUT SARAH HEILBRONNER
As a Social Media Specialist II at the American Medical Association with over 11 years of experience, I specialize in video production and engagement strategies across Instagram, TikTok, Facebook, and X (formerly Twitter). In 2023, our restructured video strategy drove more than 4.2 million organic engagements—a 143.7% year-over-year increase. By partnering closely with creative teams, I’ve contributed to significant audience growth, including growing AMA’s Instagram following from under 10k over 133K and establishing TikTok as a key channel.Passionate about inclusive, accessible content, I led AMA’s shift to short-form video, culminating in our first viral video in 2023 with over 1.7 million views. My collaborative, audience-first approach ensures that content remains both timely and aligned with strategic goals. I regularly leverage tools like Sprinklr to manage high-volume content workflows with agility and precision.In addition to my full-time role, I’m the Founder & Lead Photographer of Sarah Aviva Photography, an NYC-based company specializing in weddings, elopements, and engagements. I’ve led over 300 photo sessions worldwide, growing revenue by 60% year over year while delivering top-notch client experiences. My responsibilities span the full creative and operational spectrum, from location scouting and timeline planning to social media marketing, photography, editing, and gallery delivery. Capturing couples stepping into their next chapter has been one of the most meaningful aspects of my career.
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