Social Media Strategist :: Host of Side Hustle Pro Podcast
Nicaila is obsessed with content—the good, the bad and the ugly. A writer by birth and social media enthusiast by design, she is determined to help organizations find authentic ways to communicate with audiences across digital platforms. When she's not nerding out on social media strategy and analytics, she's immersed in her other passion—shattering the narrative of business ownership and entrepreneurship.
In 2016, Nicaila created the Side Hustle Pro podcast to spotlight bold black women entrepreneurs who have scaled from side hustle to full time entrepreneur. It debuted in the Top 20 in Business category on iTunes and has over 80 five-star reviews.
Nicaila holds a B.A. from the University of Pennsylvania and an M.B.A. from University of Michigan’s Ross School of Business. Her professional experience spans digital marketing, ad sales, and social media strategy for Google, MTV Networks, Ideel.com and Georgetown McDonough. She’s currently the Senior Manager of Social Marketing with National Public Radio (NPR).
Senior Manager of Social Marketing, NPR
Washington, DC (2015-Present)
Lead the development and execution of comprehensive social media strategy for all NPR marketing initiatives. Provide social media metrics and performance reports on the efficacy of campaigns and key learnings for future projects. Curate social media content for NPR Extra Facebook, Twitter and Blog, including integrating social media with website and Facebook live streaming. Execute all NPR paid Facebook campaigns to increase brand awareness and listener acquisition. Led a cross-organization group to develop and execute a unifying campaign focused on creating dialogues about public media, resulting in over 1M impressions and thousands of engagements with @NPRExtra tweets. Nominated by manager to serve in a digital capacity on NPR’s Internal Campaign Coordination Committee, a vital group leading elevated fundraising efforts.
Creator and Host, Side Hustle Pro
Washington, DC (2016-Present)
Weekly host of Side Hustle Pro, a podcast that teaches you how to build and grow a side hustle from passion project to profitable business. Singlehandedly execute all guest and blogger outreach, recording, editing, production and marketing for the podcast. Grew Instagram following by over 600% in a 12-month period and reaches over 21K followers across all social media platforms. Manage a growing audience of women interested in business ownership via an active community on Facebook, Instagram, Twitter and the Side Hustle Corner newsletter.
Large Customer Sales, Google
Mountain View, CA (Summer 2014)
Led a team of 3 sales members to conduct interviews with 10 retailers spanning 9 industries and analyzed over 100 industry reports, launching a $5B market opportunity to convert analog advertisers to online campaigns. Pioneered client marketing strategy by researching client marketing attribution model and identifying pain points, resulting in new business and wide adoption of the model. Collaborated with Brand Activation and cross-functional teams to help Top 10 online retailer develop a targeted YouTube strategy based on the preferences of their leading customer segments.
Asst. Director of Marketing, Georgetown Executive Education
Washington, DC (2012-2013)
Developed and implemented marketing strategy for executive certificate programs, resulting in 22% margin improvement over expectations. Designed and initiated social media marketing campaign, increasing Georgetown Executive Education Facebook fans and Twitter followers by over 100% in first year. Managed concept development and design of Custom Program brochure, which won “Best in Category” from Printing and Graphics Association Mid-Atlantic.
Social Media Specialist, Ideel Inc.
New York, NY (2010-2012)
Conceived and executed strategic marketing initiatives and tailored engagement for global fashion brands across social media platforms, supporting Ideel membership growth of over 5 million customers. Led cross-functional team of editorial, graphic designers and software engineers to create Ideel’s inaugural Facebook photo contest resulting in over 5,000 contest entries and a 150% increase in Ideel website visits, contributing to annual revenue growth of 45%. Measured the ROI of social media engagement using social metric tools such as Sprinklr and Facebook Insights to inform content strategy, leading Ideel to become best in class in social media.
Assistant, Nickelodeon Standards and Nickelodeon Press
New York, NY (2006-2008)
Secured press coverage of Nickelodeon programming to generate awareness of current network initiatives, helping the network exceed viewership targets by +38%. Analyzed multiplatform industry trends and presented findings which informed Viacom's strategy within the competitive children's programming landscape.
University of Michigan - Stephen M. Ross School of Business
MBA, Marketing Concentration
ESADE Business School
Master of Business Administration (MBA) Exchange Program
Jan - March 2015
University of Pennsylvania
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