I’ve built a dynamic career in digital content strategy and marketing by helping museums, universities, and other cultural institutions tell stories that people actually want to pay attention to. I specialize in creating content that’s both meaningful and memorable, not just more unfettered internet noise.
I’m a firm believer that digital content done right can inspire, educate, and bring people together. My approach blends sharp storytelling with a data-driven mindset.
Below is a smattering of original content I’ve produced throughout the years that showcase my skills in:
Copywriting
Oakland Museum’s 50th
As Digital Content Strategist at the Oakland Museum of California, I wrote, edited, and produced engaging content across social media, websites, blogs, ad campaigns, email communications, and much more.
I also led creative development of the Museum’s 2021 brand refresh, including voice and tone, style guide, and brand standards, which helped to re-establish the museum as a more relatable, approachable, and fun attraction in the Bay Area.
Email Newsletters & Reports
As Digital Content Manager at the University of Southern California, I managed a team of digital content creators to create written and visual content for a broad range of online platforms, including over 40 USC websites, social media channels, and YouTube.
I managed and distributed the weekly USC News newsletter, which included sourcing articles from across campus, writing email copy, and creating email graphics.
As Content Strategist at the University of California, Santa Cruz, I launched Tech Talk the university’s first campuswide Information Technology Services (ITS) newsletter, bringing together tech tools, service updates, and information that helps both students and staff navigate technology at school.
Highlights included stories like Deep underground: the hidden infrastructure keeping UCSC connected and The next generation of cyber defenders. Both were human-centered stories that detailed the real life technical work that goes on behind the scenes to keep the technology around us running.
I also created annual Accomplishments Reports that documented large-scale successes the ITS department has every year. These include reports on the work behind updating campus wifi, major improvements of IT services, cybersecurity enhancements, and other updates that help the campus feel safe online.
Blog Posts & Freelancing
My job as a writer also includes bringing human-centered and community focused stories to the forefront of every institution I worked with. I love delving into the audience of each museum, university, and other cultural and educational institution in order to get a sense of what each audience and community needs. Over the course of my career, I’ve written several blog posts that aim to educate and engage people, using each organization’s unique perspective.
10 Black Queer Musicians To Vibe Out To
June 29, 2021
Celebrate Black History at OMCA
February 8, 2019
Digital Content Strategy
As an experienced digital content creator, I’m skilled in taking projects from start to finish. From email marketing, social media, blog and web posts, editorial calendaring, and more, a particularly special project was the creation of the Dorothea Lange Digital Archive at the Oakland Museum of California.
Bringing this major archival project to life online and ensuring that it reached a large audience took a huge amount of cross-functional work that resulted in an approachable and expansive website with over 10,000 site views on launch day. A strong digital content strategy that prioritized bridging the gap between in-person experiences and online accessibility made it all happen.
I spoke with the Museum’s incredible Digital Archivist Ellis Martin to talk about the digitization process, as well as the importance of making these photographs accessible online.
We shared this video across social media to spark curiosity about the then-upcoming site.
Brand Management
I’ve worked across brand strategy, digital storytelling, and campaign development to build cohesive, audience-first experiences across social, web, paid media, and especially real life moments.
As Digital Content Strategist at the Oakland Museum of California, I managed and implemented the museum’s brand strategy for the Museum’s 50th Anniversary Celebration in September 2019. This project is one perfect example that pulls together a diverse set of my skills: strategy, messaging, visuals, and execution. Most importantly, I believe this project showcases how I think about brand as something people can actually feel, turning a major institutional moment into something people could actually see themselves in.
Results: 11% increase in social media audiences, $48,000 increase in revenue during the anniversary month, and over 100M ad campaign impressions.
I’ve built and managed social media strategy across museums, universities, and other arts and cultural organizations. My focus is turning institutional storytelling into content that feels engaging, accessible, and worth stopping for. My work spans content creation, video editing, ad campaign management, copywriting, editorial planning, and day-to-day platform management, with an emphasis on growing audiences while keeping the voice authentic and human. I’m especially interested in translating complex or “institutional” ideas into social-first narratives that build connection, curiosity, and long-term engagement across platforms.
Across a variety of very cool organizations, I’ve led growth-focused campaigns that increased audience reach and improved engagement through strong and uniquely tailored content strategies often centered on the people and creative work behind the institution itself.
TikTok Videos
As Digital Content Manager at USC, I produced and edited many short-form videos for the campus’s TikTok account. This included managing the social media editorial calendar, conceptualizing video ideas, working with student organizations and other department across the community, filming, editing, writing captions, and posting videos.
Short-form videos
As Digital Content Strategist at the Oakland Museum of California, I created a series of short-form Instagram videos for the Museum’s Friday Nights @ OMCA weekly block party, encouraging our neighbors to party with us every Friday night. I wanted to highlight both the vibrant music and dance scene that garner younger audiences and date nights, but also the rich tapestry of Oakland and California art, history, and science inside the museum walls. These quick videos were fun to produce, and helped explode our visitation!
Podcast Production
As Digital Content Manager at USC, I produced two seasons of the campus podcast series IDEAS IN ACTION, which brought thought-provoking conversations across various disciplines, happening at USC’s University Park and Health Sciences campuses.
Check out this episode, “Reflecting on MLK, Equity, and Inclusion in Today’s America” where USC professors Dr. Shaun R. Harper and Dr. Camille Gear Rich discuss the impact of Dr. Martin Luther King, Jr. and the challenges we still face today.
Not seeing what you need? This page took me like 3 days to put together and I figured this was long enough. But I’ve got much, MUCH more to share! Hit me up @ cheyenne929@gmail.com if you’d like to check it out 🙂
Social Media