Julia Roy
Senior Social Media Manager
Creative strategist and storyteller dedicated to shaping communities that think, feel, and grow. Excited to turn science into story — and followers into learners.
Professional Journey
1
2006-2010: Agency Foundation
Cut my teeth in early digital PR and social media, learning how to connect brands and audiences through creative campaigns and earned media. Started as a Social Media Coordinator at Belfort Group and Porter Novelli before joining Undercurrent NYC as their first hire and Senior Social Strategist, leading early influencer and community programs for brands like BMW, Ford, and PepsiCo.
2
2010-2014: Brand Leadership
Led social media for luxury, fintech and consumer apps; Senior Manager at Coach Inc., VP of Social Media & PR at Manilla (Hearst Corporation) and Social Media Strategist for Citrix Online. Developed and managed owned social growth campaigns tied to engagement, revenue and user acquisition.
3
2013-2017: Strategic Consulting
Built a multimedia education platform on science-based productivity and digital tools training, helping professionals work smarter and more intentionally. Through podcasts, online courses, and workshops for organizations like charity: water and Kwik Learning, I taught practical systems for digital wellness and modern workplace efficiency.
4
2018-Present: Freelance Content Designer & Social Media Manager
I blend creative design with digital strategy to help small businesses and local brands grow online. I have developed websites, branding, and social content for restaurants, wellness studios, and service companies across New York. I combine hands-on creative production with data-driven strategy—and an emerging expertise in AI—to build smarter, more human marketing.
Campaign Showcase: Ford Fiesta Movement
The Challenge
Re-introduce the upcoming Ford Fiesta in the U.S. (after a long absence from the sub-compact segment) to a millennial audience with zero traditional advertising budget—building excitement entirely through creator-led storytelling and social engagement.
The Strategy
Recruited 100 influential YouTubers to become “Fiesta Agents,” documenting their six-month journey with the car. Led creator outreach, reviewed 4,100+ applications, secured top-tier talent, and managed monthly themed challenges to fuel authentic, shareable content.
The Results
  • 6.5M+ YouTube views
  • 58% brand awareness lift among millennials
  • 100% organic reach with no paid advertising
  • Over 1,000 challenge videos created
Key Insight
By partnering with real-world creators and entrusting them to tell their own stories, we achieved massive organic reach—even without traditional media-buy.

The campaign shows that when you empower creators and hand over narrative control (instead of scripting every line), you can generate deep engagement and spread across social platforms— at a fraction of the cost of an ad campaign.
Fintech Innovation: Manilla App Launch
When Fintech Was Still Finding Its Passwords
Before “fintech” was a buzzword, I joined Hearst’s startup Manilla to help people finally get their bills under control—and maybe even enjoy it.
The Challenge
Build a bill-management app that made financial organization simple, visual, and mobile-friendly—back when “mobile-friendly” still felt futuristic.
  • Defined Manilla’s brand voice, content strategy, and social calendar
  • Launched the app at DEMO Conference and built early brand momentum
  • Created the “Manilla Makeover” content series to humanize personal finance
  • Led social growth to 20K Facebook fans and 30K Twitter followers in 6 months
  • Partnered with product and design teams to shape onboarding and UX
Award-Winning Results
  • 1M+ registered users achieved and 7 quarters of sustained growth
  • Webby People's Voice Award
  • Editor's Choice from Apple/Google
  • National media coverage across TV, print, and digital
Coach Digital Growth — Social that moved foot traffic and revenue
1.5M
Facebook Growth
Grew following through strategic content and influencer partnerships
$500K
Direct Revenue
Generated from social media efforts and campaigns
10%
Store Traffic
Attributed to Foursquare check-in campaigns
Developed and executed aggressive social media strategy for Coach, including The Poppy Project with 25+ fashion bloggers and innovative location-based marketing campaigns. Positioned Coach as #1 in L2's Digital IQ Index.
Balance Mind and Body Massage – Brand Launch
1
Situation
New massage practice with no brand identity or online presence. Services were complex and hard for clients to understand.
2
Task
Build a professional, credible digital presence that clearly organized offerings and encouraged bookings.
3
Action
Created brand logo, website with conversion-focused service catalog, Google Business Profile, and social media channels to extend reach.
4
Result
Increased bookings occurred immediately. Website visitors and client demand continue to rise, and the business is now booming—expanding to hire employees to handle growth.
Content Creation & Education
How We Work Now Podcast
Interviewed 30 successful writers and creatives, reaching 68,000+ listeners with insights on productivity and creative workflows.
Workshop Leadership
Delivered "How to Improve Your Focus" workshops at mastermind events and conferences, teaching brain-based productivity techniques.
Tool Candy Series
Created 30-day series of daily audio clips showcasing creative tools and productivity hacks for marketing professionals.
These programs sharpened my editorial ops, scripting, and post-production muscles.
Skills & Expertise
Strategic Capabilities
  • Social strategy and audience growth across emerging and established platforms
  • Trendspotting and viral content ideation rooted in storytelling and human behavior
  • Brand voice development and AI powered copywriting
  • End-to-end campaign execution — from insight to iteration
  • Content direction, creative production & short-form storytelling
  • Editorial calendars and agile, data-informed roadmaps
  • Compliance-friendly and cross-functional collaboration
Technical Proficiencies
  • Platform familiarity: Instagram, TikTok, Facebook, Reddit, LinkedIn, YouTube, Apple Podcasts
  • Tools: Hootsuite, Sprout Social (or similar), Brandwatch, Meltwater, Slack
  • Design & creation: Canva, Adobe Creative Suite, Audacity, Sora, OpenAi Art, Firefly
  • Analytics: social performance dashboards, audience insights, and optimization
  • Social listening: Brandwatch/Meltwater (or similar) for trends and sentiment
  • AI integration: ChatGPT, Sora, and automation tools (Zapier) to enhance creativity and speed
  • Lifelong student of psychology, technology, and neuroscience
Industry Recognition
Featured in Vanity Fair's "America's Tweethearts" and recognized for personal branding and innovative social media marketing.
Creative Campaigns That Made Headlines
Google 2025 Super Bowl Ad
50 states. One casting pipeline. I sourced, vetted, and pre-interviewed small businesses for Google’s Workspace story series—work that helped power Google’s Super Bowl 2025 creative and other marquee placements.
CNN Headline T-Shirts
Launched Flickr channel featuring celebrities wearing news headline shirts. Exceeded expectations with thousands of branded shirts sold, positioning CNN as digitally savvy.
Sierra Mist Animation
Partnered with cartoonist for YouTube series targeting younger audiences. Launched and managed 19 episodes with 1M+ views and highly engaged fanbase.
Recent Client Work: Local Business Transformation
Pleasant Lake Inn
Complete visual identity overhaul for historic inn, emphasizing culinary excellence and charm. Created cohesive brand aesthetic and promotional materials for special events.
Caroga Lake View Store
Rebranded local convenience store with digital design and high-engagement video content. Achieved significant follower growth and increased video views through events and community-focused storytelling.
I care deeply about great ideas, good people, and meaningful work.
Phone
(857) 272-2123
Location
Caroga Lake, New York ~under 4 hour drive to NYC and Boston
Thanks for taking the time to see what I’ve built — I’d love to build more, together.