A little about me.

I'm Carly, a data-driven social media marketing leader with nearly five years of experience in enhancing brand visibility, building brand love, and fostering authentic online communities through successful social strategies and digital-first storytelling for high-profit household brands in the lifestyle, retail, and travel and hospitality verticals.

Throughout my career, I've refined my expertise in social media marketing, content creation, and community management. I've consistently delivered impactful campaigns across social platforms such as Facebook, Instagram, Twitter, TikTok, Pinterest, and LinkedIn, effectively connecting brands with their audiences and driving measurable business success.

Drawing on my deep understanding of internet culture, social trends, and strategic analytics, I offer a wealth of knowledge. I have a proven ability to build social media channels from scratch, employing a holistic approach to ensure a cohesive brand experience for customers and optimize performance across all marketing channels.

Read more about my experience below.


Pens.com | December 2023 – Present | Social Media Strategist

In my current role, I lead the development and execution of Pens.com's global organic social media strategy, aligning it with our brand identity, marketing initiatives, and customer-centric approach to enhance our brand's visibility, engagement, and conversion rates. I collaborate closely with internal Creative Teams to develop compelling brand and product content, including resonant video materials. Additionally, I manage the brand’s influencer marketing program, partnering with micro-influencers to amplify content reach and cultivate brand affinity.

Hilton | October 2023 – December 2023 | Social Media Analyst

I coordinated and published social media content for @HiltonHotels and @DoubleTree, ensuring alignment with brand strategies and maintaining consistency. Collaborating closely with the Social Media Manager and Global Brand Marketing teams, I managed engagement across multiple Hilton channels to uphold brand voice, provide exemplary customer service, and foster community interaction. Additionally, I created real-time social content from concept to execution, monitored channels for strategic engagement opportunities, and contributed to analyzing campaign and content performance to optimize future strategies.

Dotdash Meredith | August 2022 – March 2024 | Social Media Coordinator

I oversaw and executed the Pinterest strategy and copywriting for Southern Living, tailoring editorial content for social media audiences to enhance traffic, engagement, and growth. For The Spruce and MyDomaine, I managed and executed daily posting of Instagram Stories and planned and executed daily TikTok posting through UGC outreach and collaboration with the video production team.

NBA | October 2022 – Present | Social & Digital Partner Integration - Commerce Platforms

Overseeing social media for the @NBAStore, I launched a strategy from the ground up, shaping their brand voice, managing content calendars, and capturing strategic content around merchandise at the flagship store and live NBA events. This role extended to developing a commerce strategy on the NBA App, driving merchandising revenue for licensed products and partners such as Nike, Under Armour, Fanatics, Lids, New Era Cap, and Crocs.

• Garnered 60k Instagram followers in 9 months (+6% YoY)
• Contributed to 25% YoY increase in Fanatics sales during Black Friday weekend with social
and digital campaigns
• Launched the Nike City Edition social campaign, resulting in a 21% YoY increase in sales
• Planned social content for the most-viewed NBA Draft on social media: 330M Video Views
(+41% YoY)

Birdy Grey | September 2022 – February 2023 | Influencer Relations Coordinator, Freelance

Managed all aspects of influencer campaigns, including outreach, contract negotiation, campaign tracking, and relationship management. Additionally, I collaborated with the creative team to develop branded content for distribution on social media.

QVC | May 2022 – August 2022 | Organic Social Media Intern

I brought the QVC brand to life across social platforms to engage and connect with a diverse community of shoppers. My responsibilities consisted of assisting Social Strategists in curating content and writing social media posts with original copy for Facebook, Instagram, Twitter, and TikTok.

Style Me Pretty | April 2021 – Present | Social Media Marketing Assistant

Style Me Pretty is a leading wedding publication and product line with a combined social audience of over ten million. My responsibilities included owning the social content calendar, strengthening community engagement, writing social media copy and editorials, building digital campaigns, analyzing social media metrics, producing organic and paid content to all social channels, and developing competitor analyses.

Marketing Partnership Sample: David’s Bridal, BHLDN, Cuisinart, Joy App, Sareh Nouri, Brilliant Earth, Glossier, Grace Loves Lace

Style Me Pretty | December 2020 – April 2021 | Social Media Marketing Intern

I directly supported the Social Media Manager and marketing team in creating editorial and social media content, drafting campaign and promotional messages, tracking key metrics, and engaging with the brand's social community.

Hemsworth Communications | October 2020 – March 2021 | Public Relations Intern

Hemsworth Communications is an award-winning public relations firm, specializing in the travel/tourism sector. In this role, I supported the franchising, food and beverage, and hospitality and travel accounts in securing media coverage, reaching out to influencers, and building media lists.

Client Sample: HomeToGo, Massanutten Resort, Margaritaville Resort Hollywood Beach, Brasswood Valley Resort, Waipapa Bay Winery, Kenefick Ranch Winery, PuroClean

The Bridal Council | March 2021 – April 2021 | New York Luxury Bridal Fashion Week Social Intern

The Bridal Council is a 501c3 non-profit organization whose membership consists of fashion designers, retailers, media and industry experts in the bridal industry.

I worked as a social media intern on The Bridal Council's Instagram (@nylbfw) to promote the Spring 2021 bridal fashion shows.


University of Florida, 2022-2026

Master of Arts in Mass Communication, Concentration in Digital Strategy            

East Stroudsburg University of Pennsylvania, 2018-2022

Bachelor of Science in Hospitality & Tourism Management                                       

Minor: Marketing                                                                       

© Carly Zumar 2021