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Role Overview

Global Social Media Manager

2017 – 2018

Takeoff for a legacy brand that had been sitting on the runway

10 awards. 1,061% growth. 35,000 feet up.

Career Plot Twist: From Courtside to Cockpit

After a major reorg under then-Suns owner Robert Sarver, my role was eliminated—alongside two senior teammates and my VP—despite record-breaking digital work. It stung. Badly. (An NBA-led investigation later found Sarver had violated workplace standards, resulting in a one-year suspension and a $10 million fine. So—yeah. Gnarly.)

Aerospace wasn’t the dream. But it was the kind of challenge I turn into a launchpad. From filming live with Tom Costello on the TODAY Show at 35,000 feet above New York City, to building never-been-done influencer credibility inside a legacy brand wrapped in red tape, I proved that even when the dream job falls apart, this Digital Angel doesn’t miss a landing.

Case Study Snapshot

Challenge

  • A legacy aerospace brand with established social channels but little meaningful engagement

  • Digital systems, procurement, and platforms scattered across teams with no global process tying them together

  • No influencer strategy in an organization that had never embraced outside voices

Strategy

  • Took full ownership of Aerospace’s social strategy and content across every channel

  • Led the global rollout from Oracle to Spredfast, training 100+ MarCom users on the new platform

  • Launched Aerospace's first influencer takeover, guest blogging, and live broadcast programs

Results

  • Increased engagement 1,061% YoY — setting a new performance benchmark for Aerospace’s social program

  • Generated nearly 2.2B social impressions from the global Connected Aircraft World Tour

  • Generated 47M impressions in one hour during Aerospace’s first-ever Twitter Chat

Impact & Achievements

Influencers Stick the Landing

  • Came in from the Suns with access to pro athletes — essentially influencers in their own right — and spotted another untapped lane at Honeywell Aerospace: a brand still associated with thermostats, but sitting on travel, in-flight Wi-Fi, exclusive pilot weather apps, and highly technical products worth talking about. It was exactly the kind of challenge I wanted — a chance to disrupt expectations and build a name beyond reporting and posting.

  • Pushed through thick internal red tape at an organization that had yet to embrace influencer marketing — building Aerospace’s first five influencer campaigns and industry-collaboration programs, helping turn the brand from a faint corporate whisper into a credible aviation and travel expert — without compromising compliance. Partnered with WE Communications, Aerospace’s agency of record, to thoroughly vet candidates and secure the Twitter Chat and guest-blogging lineup.

  • Influencer radar pinged when @cattapilot, a European commercial pilot, liked a personal Instagram post of mine tagged with an aviation hashtag — I turned that into a cold outreach that became Aerospace’s first influencer takeover and her first-ever influencer deal, kicking off a steady stream of brand campaigns for her afterward.

  • Gave employees and audiences a rare look inside Honeywell’s Weather Information Service — a global Electronic Flight Bag app built exclusively for pilots and flight ops centers, spanning routes from the U.S. to Japan and South Korea — through @cattapilot, who filmed herself using it mid-flight and shared the footage across her channels and Aerospace’s.

  • Created Honeywell Aerospace’s first guest-blogging series with respected industry voices, including Benét J. Wilson (aka the Aviation Queen) and Southwest Airlines Captain Rob Graves — generating 328K social impressions and 2K page views while bringing a more human, trusted voice to aviation content.

  • Benét J. Wilson’s guest post, “In-Flight Entertainment Has Come a Long Way,” traced the format’s evolution into Honeywell’s Connected Aircraft and JetWave Wi-Fi — bringing the perspective of Aviation Queen LLC’s founder, a trade journalist of nearly 30 years with prior corporate comms roles at Delta Air Lines, Mesa Air Group, and Rolls-Royce North America.

  • Captain Rob Graves’ guest post, “How Do Pilots Check the Weather Before Flying?,” named Honeywell’s Weather Information Service a standout among the pilot weather apps he’d used — bringing the perspective of a 25-year airline pilot, retired Air Force officer, and author of This Is Your Captain Speaking. When he shared it on LinkedIn, the post drew 57 likes, 4 comments, and 3 reposts.

  • Developed and hosted Honeywell Aerospace’s first Twitter Chat with @JohnnyJet and Chris McGinnis — generating 47M impressions in one hour, 100% engagement, 1.6K tweets, and 1K+ new followers while driving real-time conversation around connected aircraft and in-flight technology.

  • The Twitter Chat’s success earned Johnny Jet his own guest feature on Honeywell Aerospace’s site — recapping the record-breaking hour for readers who missed it live.

  • Tracked a plethora of technical questions from fans via DM throughout the tour, then pitched the flight crew on Aerospace’s fifth influencer campaign: its first Facebook Live Q&A, filmed inside one of the brand’s aircraft hangars and generating 1.3M impressions and 102K video views. Took overlooked employees from internal brand ambassadors to bona fide brand influencers.

Legacy Brand, Modern Voice

  • Led social media strategy and content execution across Honeywell Aerospace’s digital channels — transforming a legacy brand into a modern, visible, engaging social presence in under a year.

  • Increased engagement by 1,061% YoY, video views by 532%, followers by 46%, impressions by 189%, and interactions by 303% — setting new performance benchmarks across Honeywell Aerospace’s social ecosystem.

  • Drove a social media explosion across Aerospace and sister brand BendixKing — engagement up 349% YoY, Facebook organic activity up 45%, and BendixKing social up 100% — earning the Have a Passion for Winning Award.

  • Exceeded 2018 social goals by 215% — adding 3.8M post impressions, increasing Facebook organic activity 165%, and driving a 770% jump in video views — supporting the work recognized with Honeywell’s Social Creativity Award.

  • Built custom executive dashboards tracking reach, engagement, and brand lift — helping leadership connect digital performance to business visibility and brand momentum.

  • Worked hand-in-hand with Aerospace’s creative director in London and his team in Bucharest — aligned on the same strategy and turning cross-continent collaboration into a smooth, enjoyable process.

Live From 35,000 Feet

  • Supported Honeywell’s global Connected Aircraft World Tour — a #WiFiThatFlies media tour aboard the brand’s B757 test aircraft showcasing JetWave in-flight Wi-Fi, powered by Inmarsat’s GX Aviation network — generating nearly 2.2B social impressions and more than 3.5B interactions and earning Honeywell’s Have a Passion for Winning Award.

  • Launched Honeywell Aerospace’s first-ever live broadcast on the TODAY Show as part of the tour — partnering with NBC’s Tom Costello to demo JetWave in-flight Wi-Fi 35,000 feet above New York City aboard the B757 Connected Aircraft, generating 6M+ social impressions and earning Honeywell’s Think Big ... Then Make It Happen Award. Flew Toronto to NYC with the flight crew for the broadcast.

  • Together, these live activations humanized a highly technical brand — making Honeywell more accessible and engaging to aviation insiders and casual audiences alike, while showing up in real time beyond stuffy corporate messaging.

Static to Scroll-Worthy

  • Improved the connection between Honeywell Aerospace’s website and social ecosystem by revamping “Follow Us” and social-sharing plugins across Aerospace.Honeywell.com — making content easier to discover, share, and engage with across desktop and mobile while driving cross-channel visibility.

  • Pushed for richer, more original product storytelling — GIFs, 3D video, real shoots with a Phoenix-based video producer, and custom graphics that replaced generic stock photography and made even unsexy products like APUs, wheels, and brakes dynamic, not static.

  • Tracked digital UX and performance metrics across web and social touchpoints — ensuring accurate measurement while connecting static site content to stronger social storytelling.

Coast to Coast, Booth to Booth​

  • Corporate travel was a major part of the role — often spanning multiple cities and sometimes keeping me on the road for nearly two weeks at a time.

  • Named a SocialMedia.org Board Member — one of only a couple of corporate HQ representatives selected across all businesses — representing Aerospace among senior social leaders from some of the world’s biggest brands.

  • Joined the SocialMedia.org Practitioner Summit in Orlando as a member — an invite-only, brand-only gathering with no vendors, agencies, photos, or recordings allowed, where heads of social from the world’s largest companies traded confidential strategy and real numbers behind closed doors.

  • Attended Social Media Marketing World in San Diego, capped by a rare night event aboard the USS Midway — walking the flight deck among historic aircraft, a fitting backdrop for an Aerospace social lead.

  • Made regular trips to Austin — for content planning with WE Communications, Aerospace’s agency of record, and for Spredfast’s Smart Social Summit, where I caught Michelle Obama’s keynote on life after the White House — all tied to the platform powering Aerospace’s social program.

  • Made trips to Honeywell Aerospace’s Toronto office for in-person meetings — extending the work beyond U.S. borders as the social program grew globally.

  • Turned the Paris Air Show Roving Reporter into a standout social campaign — earning a Think Big ... Then Make It Happen Award in 2017 and PR News’ Digital Awards Contest Category Finalist recognition in 2018, including an invitation to the awards luncheon at the exclusive, private Yale Club of New York City.

Process, Precision & Governance

  • Mapped content calendars three months out and used editorial meetings to plan curation well ahead of deadlines — becoming the go-to requestor for everything Bucharest’s creative team built.

  • Fixed a broken review cycle that kept causing fire drills — stakeholders skipped content calendar reviews, then asked to delete posts after they went live. Instituted mandatory editorial meetings that made everyone accountable before anything published, saving the fire hose for actual crises.

  • Editorial meetings started weekly, then shifted to biweekly and monthly as the process matured — expanding to include any stakeholder with content in the queue, with WE Communications, Honeywell Aerospace’s agency, joining every call to help craft copy that held up to a technical aviation audience.

  • Technical accuracy mattered — avgeeks could spot the wrong aircraft in a photo by its tail number, making precise imagery and details essential to credibility.

  • Owned the social side of the relationship with WE Communications — MarCom’s agency of record across PR, social, and other departments — steering strategy through the social lens while other teams tapped the same agency for their own needs.

  • Used Spredfast social listening to identify a potentially volatile situation on Honeywell Aerospace’s corporate Facebook page — quickly looping in crisis comms and HR, then coaching the response before it escalated into a public issue. Recognized with Honeywell’s Act with Urgency Award.

Built for Global Scale

  • Social’s role expanded into campaigns worldwide as monthly digital reporting shared across 100+ global MarCom users made the program’s growth visible — with EMEA and APAC wanting in, including APAC’s presence on Weibo. Coordinated across designers, creative teams, and regional stakeholders, taking calls as early as 5 a.m. and as late as 9 p.m. across global time zones.

  • Owned the internal systems that kept Honeywell Aerospace’s digital marketing engine moving — spanning platform rollout, operational and legal compliance, vendor management, invoicing, and procurement.

  • Led the global rollout from Oracle to Spredfast, Honeywell’s new social media management platform — building training materials, hosting enablement sessions for 100+ MarCom users, creating private YouTube resources, and developing a custom infographic to support adoption at scale.

  • Tracked which organic content resonated most, then boosted the top performers before scaling into full paid-social campaign builds across Facebook, LinkedIn, Instagram, and Twitter — moving from a $9,350 total season spend at the Suns to $1K+/day on LinkedIn just to stay competitive enough for ads to serve.

  • Managed digital procurement across global paid media, influencer contracts, tools, and creative vendors — including P-card reconciliation and invoicing, and successfully petitioning to raise the monthly spend limit from $50K to $75K+ as needs grew.

Social Beyond the Feed

  • Supported social for major aerospace and aviation partners — including Boeing, Inmarsat, NASA, and international airlines — spotlighting new fleet announcements, industry milestones, and all-women flight crews across Honeywell Aerospace channels.

  • Used hyper-local Facebook geo-targeting to serve a live ad directly to Honeywell Aerospace executives at corporate HQ — a live demonstration that earned leadership buy-in and a Technical & Functional Excellence Award.

  • Supported planning and promotion for the Honeywell Fiesta Bowl Aerospace Challenge — a STEM event for kids — through a Facebook Live campaign, earning the Inspire Greatness Award.

  • Ran travel surveys on social that fed into a broader MarCom ABC Travel Report — consistently driving reach and engagement while introducing travel enthusiasts and new audiences to a legacy brand.

  • Coached Honeywell executives, analysts, and thought leaders 1:1 to sharpen their LinkedIn presence — extending Aerospace’s modern voice beyond the corporate page.

Awards & Board Member

Think Big … Then Make It Happen Award

  • For executing Aerospace's first live segment with Tom Costello on the TODAY Show, flying 35,000 feet above New York City aboard a B757 Connected Aircraft — generating 6M+ social impressions (2018)

  • For turning the Paris Air Show Roving Reporter into a standout social campaign success (2017)

  • For bringing bold social innovation and endless creativity to the brand (2017)

  • For driving the Connected Aircraft World Tour to nearly 2.2 billion impressions and more than 3.5 billion interactions across social media (2017)

  • For a social media explosion — total engagement up 349% YoY, Facebook organic activity up 45%, and BendixKing social up 100% (2017)

  • For planning and promoting Aerospace's signature Hometown Solutions event, the Honeywell Fiesta Bowl Aerospace Challenge, through a Facebook Live campaign (2018)

  • For the Paris Air Show Roving Reporter campaign success, earning a Contest Category Finalist recognition and an invitation to the PR News Digital Awards Luncheon at the Yale Club in New York City (2018)

  • For raising Aerospace's global social profile through original, audience-first content — a Finalist nod from London's Advocate Marketing Academy Social Media Awards (2018)

  • For using hyper-local Facebook geo-targeting to prove the strategy's value directly to leadership — turning a single campaign into company-wide buy-in (2018)

  • For being smart, responsive, and sensitive with crisis management on social media (2017)

  • Board Membership

    Board member selected to represent the Honeywell Aerospace business (2017 - 2018)

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