By listening to local experts about their needs, experiences and country-specific nuances to inform my regional strategy, I was able to build the foundation of what is now the EMEA Google and YouTube standards and best practices for social and content production, scale programs globally that increased efficiency and awareness, and lead the strategies for tentpole moments that often exceeded global benchmarks. 


The greatest impact I had in this role was empowering an under-resourced region of brilliant experts on sound creative strategies, ensure EMEA was a prioritised market for global and tentpole moments and set the tone for showcasing the impact truly global activations can have when the approach is both timely and geographically relevant in order to resonate with key audiences. Several achievements are below:

  • Global Communications and Public Affairs Headliner Award - 02/2021
  • Global Communications and Public Affairs All Star Award - 12/2020
  • Global JLo, Versace and Google Assistant Viral Moment - 09/2019: Earned 1.18M organic impressions and exceeded Google’s 3-month Instagram story view benchmark reach by +53% and retention rate of 82% by building the social media strategy to support our involvement with Milan Fashion Week
  • Mallorca Gulliver Influencer + Press Trip - 10/2019: Achieved 239K organic engagements and 100% positive social media sentiment by co-leading an influencer press trip of 13 tech, lifestyle and travel influencers discovering the magic of 13 of Google’s products & features.
  • Transcend Global Women of Color Speaker - 02/2021: Featured speaker at internal conference alongside 13 women of color and keynote speaker, Former First Lady Michelle Obama. My lightning talk about "Finding Your Fit and Pivoting" attended by 20K Googlers
  • YouTube x Google x Formula 1 German Grand Prix - 10/2020: Led the first-ever YouTube, F1 and Google digital and social media launch for the Eifel Grand Prix resulting in 26K organic engagements, 472K impressions and a reach of 5.6M, amplifying the race across DE, NL, IT, PL, UK, RU, FR, CH and DK.
  • Global 2020 Year in Search Campaign - 12/2020: Achieved new global benchmarks of 244M organic video views (+48% over 2019 YiS), 92M impressions (+40% over 2019 YiS) and 610.8K engagements (+38% over 2019 YiS) by leading the cohesive EMEA social launch strategy across 7 EMEA country teams, launched 28 assets.


244M
Organic video views

Tiara C.

Mayple Vetted

expert

The Challenge

In my previous role as Head of EMEA Social Media & Content at Google, my mission was to create a high-functioning content and social media capability within the region and to equip PR and marketing leads from around the world to create winning holistic campaigns with confidence. My focus was to apply region-wide and country specific social media strategies to tentpole moments and create and scale resources for over 35 country teams.


The Process

My process for leading teams and building successful holistic digital campaigns has been to collaborate closely with local leads, let data guide the strategy and always aim to inform and delight to increase engagement.


  • Partnering locally and across-functionally: With the end goal front and centre, I align with teams on local nuances and begin outlining potential routes to achieve the goal whether a short term campaign or longterm initiative.
  • Leading with data: Whether it's a human insight, trending cultural matters or applying learnings from past campaigns, data is my secret weapon to make informed decisions about the approach, key audience and their interests to ensure relevance.
  • Go big on creativity: Thinking outside the box is one of the best parts of what I do and from experience, the best campaigns are relevant and fill a need (information, a laugh, nostalgia, togetherness, action, etc.).

The Solution

By listening to local experts about their needs, experiences and country-specific nuances to inform my regional strategy, I was able to build the foundation of what is now the EMEA Google and YouTube standards and best practices for social and content production, scale programs globally that increased efficiency and awareness, and lead the strategies for tentpole moments that often exceeded global benchmarks. 


The greatest impact I had in this role was empowering an under-resourced region of brilliant experts on sound creative strategies, ensure EMEA was a prioritised market for global and tentpole moments and set the tone for showcasing the impact truly global activations can have when the approach is both timely and geographically relevant in order to resonate with key audiences. Several achievements are below:

  • Global Communications and Public Affairs Headliner Award - 02/2021
  • Global Communications and Public Affairs All Star Award - 12/2020
  • Global JLo, Versace and Google Assistant Viral Moment - 09/2019: Earned 1.18M organic impressions and exceeded Google’s 3-month Instagram story view benchmark reach by +53% and retention rate of 82% by building the social media strategy to support our involvement with Milan Fashion Week
  • Mallorca Gulliver Influencer + Press Trip - 10/2019: Achieved 239K organic engagements and 100% positive social media sentiment by co-leading an influencer press trip of 13 tech, lifestyle and travel influencers discovering the magic of 13 of Google’s products & features.
  • Transcend Global Women of Color Speaker - 02/2021: Featured speaker at internal conference alongside 13 women of color and keynote speaker, Former First Lady Michelle Obama. My lightning talk about "Finding Your Fit and Pivoting" attended by 20K Googlers
  • YouTube x Google x Formula 1 German Grand Prix - 10/2020: Led the first-ever YouTube, F1 and Google digital and social media launch for the Eifel Grand Prix resulting in 26K organic engagements, 472K impressions and a reach of 5.6M, amplifying the race across DE, NL, IT, PL, UK, RU, FR, CH and DK.
  • Global 2020 Year in Search Campaign - 12/2020: Achieved new global benchmarks of 244M organic video views (+48% over 2019 YiS), 92M impressions (+40% over 2019 YiS) and 610.8K engagements (+38% over 2019 YiS) by leading the cohesive EMEA social launch strategy across 7 EMEA country teams, launched 28 assets.


Skills Used

Public Relations,Branding,Social Media Management,Marketing Strategy,Marketing Strategy,Content Marketing,Other,Branding,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Email Marketing

Industry

Technology

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