Challenge
Atlanta Public Schools needed to increase awareness, participation, and positive perception of its nutrition program across 72 schools while communicating with students, families, staff, and the broader community.
Digital Marketing Manager | Strategist
strategy
that connects.
I'm Cherie—a digital marketing manager and strategist with more than 15 years of experience developing ideas and carrying them through execution. I build integrated, audience-informed campaigns across social, web, email, video, events, and community touchpoints—then use performance data and audience intelligence to make the work stronger.
Alphaeon Credit ✺AvaDent ✺Clifton & Mauney Pediatrics & Ortho ✺Curve Dental ✺D4 Practice Solutions ✺Dr. Mark Doherty ✺PerfectFitOrtho ✺Smile Wizard ✺Toothapps ✺Netflix Contodo ✺Netflix Lat ✺Netflix Chile ✺Netflix Argentina ✺Che Netflix ✺Blue Horse Personal Development ✺MCG Coaching ✺AKO App ✺You Auti Know ✺Atlanta Public Schools: Nutrition Services ✺N.O.W. Institute ✺Glo Science ✺Office Werks ✺Newstart Denture & Implant Partners ✺Our Thrive Tribe ✺Capital City Mamba Sauce ✺Starbucks ✺Wolters Kluwer ✺
Alphaeon Credit ✺AvaDent ✺Clifton & Mauney Pediatrics & Ortho ✺Curve Dental ✺D4 Practice Solutions ✺Dr. Mark Doherty ✺PerfectFitOrtho ✺Smile Wizard ✺Toothapps ✺Netflix Contodo ✺Netflix Lat ✺Netflix Chile ✺Netflix Argentina ✺Che Netflix ✺Blue Horse Personal Development ✺MCG Coaching ✺AKO App ✺You Auti Know ✺Atlanta Public Schools: Nutrition Services ✺N.O.W. Institute ✺Glo Science ✺Office Werks ✺Newstart Denture & Implant Partners ✺Our Thrive Tribe ✺Capital City Mamba Sauce ✺Starbucks ✺Wolters Kluwer ✺
Featured Strategy Case Study
Integrated Marketing Strategy | Atlanta Public Schools
2024–2025 self-operated launch · District-wide food-service storytelling
72
Schools served
83
Chew Crew focus group
K–12
Student voices centered
See the strategy
Featured Strategy Case Study
Integrated Marketing Strategy | Atlanta Public Schools
2024–2025 self-operated launch · District-wide food-service storytelling
72
Schools served
83
Chew Crew focus group
K–12
Student voices centered
Making better school meals visible—and giving students a voice in what came next.
When Atlanta Public Schools Nutrition Services became self-operated for the 2024–2025 school year, the communication challenge was bigger than announcing a new menu. The district needed students and families to see, taste, and trust a higher standard of school food.
My role
District-wide campaign strategy, weekly school visits, content creation, photography, event creative, student storytelling, menu promotion, community engagement, and performance reporting.
Strategy
Built an integrated marketing approach centered on student voice, participation, storytelling, digital communication, social media, events, family engagement, seasonal campaigns, earned media, and real-time feedback.
Impact
Helped support approximately 9–13% monthly participation growth by school while creating stronger student engagement, increased program visibility, and a repeatable district-wide communication system.
Insight
Strategy
Execution
Measurement
Impact
In the press
APS Today articles I wrote or was featured in.
01. The Strategic Challenge
A new operating model needed a new story
Move perception from “school lunch” to food students helped choose.
The strategy connected operational change to experiences students could recognize: better-looking meals, stronger flavor, meaningful choice, and public celebration of their ideas.
Insight · Make the change visible
Show students and families that the newly self-operated program meant fresher-looking, healthier, and more appealing choices—not simply a change behind the scenes.
Strategy · Put students at the center
Turn student taste tests, cookoffs, interviews, and everyday cafeteria experiences into proof that student preference helped shape the menu.
Execution · Build trust through access
Visit schools weekly, document real meals, and explain breakfast, lunch, and eligible afterschool options across the district.
Integration · Create district-wide moments
Connect individual school stories to larger campaigns, from National School Lunch Week to the Chew Crew Student Menu Focus Group at Mercedes-Benz Stadium.
Launch announcement
Introducing the new program before day one.
The Back to School Bash introduced families to the self-operated transition—“Feeding the Future”—with a clear promise of higher-quality ingredients, more student taste-testing events, and interactive MealViewer menus, celebrated live on stage with students.
Launch campaign
Back to School Bash
Launch announcement
What families could expect
Live event
Back to School Bash on stage
02. Integrated Strategy in Action
From cafeterias to citywide moments
One strategy, expressed across every student and family touchpoint.
Student chef competitions, Chew Crew, MealViewer feedback, cafeteria activations, seasonal campaigns, family communications, social storytelling, events, and earned media worked together as one system: invite participation, listen, show the response, and build trust in the program.
01
Weekly school storytelling
I traveled across the district each week to photograph and highlight new menu options that were healthier, tastier, and more visually appealing than previous offerings.
02
Student Chef Cookoff
Elementary, middle, and high school students competed with original recipes. Students then taste-tested the finalists and selected the top three dishes for rotation during the school year.
03
School Lunch Week takeover
During National School Lunch Week in September, I visited schools across the district and created a custom MealViewer campaign that highlighted students and school communities where families already checked menus.
04
Student recognition
I helped turn student participation into a public story, supporting moments covered by WSB-TV, FOX 5 Atlanta, and 11Alive and photographed with the superintendent.
05
Chew Crew Student Menu Focus Group
At the Chew Crew Student Menu Focus Group held at Mercedes-Benz Stadium, I created custom photo props that gave 83 students from 10 schools a memorable, shareable way to participate.
06
Seasonal campaigns
I developed timely creative around the school calendar—Hispanic Heritage Month menu pairings, spooky Halloween-themed cafeteria competitions, Fall Holiday Meal visits, and nutrition education—to keep the program visible and festive throughout the year.
Inside the cafeterias
The new standard showed up in the everyday student experience.
Original photography documented the meals, student reactions, and direct feedback moments that made the self-operated model tangible across the district.
District video story
A look inside the new school meal experience
Sept
National School Lunch Week
School visits across the district, paired with a custom MealViewer campaign where families already checked menus.
Oct
Spooky cafeteria competitions
Halloween-themed cafeteria competitions turned lunch into a celebration students talked about.
Nov
Fall Holiday Meals
On-site school visits captured the seasonal holiday meals families look forward to each year.
Year-round
Heritage menu moments
Hispanic Heritage Month and other cultural celebrations were paired with matching menu options.
Seasonal campaign system
One calendar, multiple audiences and participation points.
The creative adapted by school level, language, location, and campaign goal—from weekly participation incentives and cafeteria judging tools to family-facing holiday menus and community meal invitations.
Student participation
Spooktacular Giveaway
School activation
Giveaway campaign variation
District engagement
Cafeteria judging rubric
Team recognition
Winning cafeteria recognition
Accessible family outreach
Elementary meal — Spanish
Menu promotion
Middle & high school meal
Community outreach
Community meal invitation
Spookteria at Centennial Academy
The Halloween cafeteria competitions came alive on video, too
03. Student Voice & Menu Innovation
Participation became product input
Students were not just the audience. They influenced the menu.
The annual Student Chef Cookoff created a clear feedback loop: student chefs developed dishes, peers evaluated finalists at a taste-testing event, and the top three selections were added to the meal schedule throughout the year. Beyond the cookoff, MealViewer survey machines in every cafeteria gave students a direct, ongoing way to rate meals and share what they wanted to see next.
- 1Student chefs compete across elementary, middle, and high school levels
- 2Final recipes advance to a student taste-testing event
- 3Students select the top three dishes
- 4Winning dishes enter the district meal rotation
Student voice in practice
Recruit, listen, and turn feedback into menu decisions.
Chew Crew created a focused student advisory moment, while Talk Back Thursdays extended feedback into everyday cafeteria visits through the MealViewer kiosks.
Winning dishes announced
Student Chef Competition winners
Participation campaign
Chew Crew recruitment
December 10, 2024
Focus group event brief
Always-on feedback
Talk Back Thursdays
Chew Crew at Mercedes-Benz Stadium
A student focus group designed to listen—and feel worth remembering.
The event paired live menu sampling with digital feedback, branded information, and custom photo moments. These images show how 83 students from 10 schools experienced the program firsthand.
04. Campaign Creative
Designed for information and appetite appeal
Creative gave every initiative a reason to stop, look, and participate.
Campaign identity
Hispanic Heritage Month
Ingredient storytelling
Menu education
Menu promotion
Fall Holiday Meal
Social proof
Community response
Community action
Giving Tuesday
Program & partner communications
Materials that carried the program to families, sponsors, and the community.
The evergreen district banner explained every meal program offered, while the donation-request packet invited community partners to sponsor the student wellness events behind the campaign.
Evergreen overview
District program banner
Community partnerships
Sponsor & donation outreach
05. Measurement & Impact
How success was measured
The goal: stronger visibility, participation, trust, and meal consumption.
Program success was evaluated across district reach, student involvement, campaign visibility, earned media, and participation trends.
72
Schools served
41,000 students district-wide, with breakfast, lunch, and eligible afterschool meal options
15K
Students on day one
About 15,000 students consistently choosing school breakfast and lunch from the first day of school
9–13%
Monthly growth per school
Participation increased across each school on a monthly basis
83
Chew Crew focus group students
From 10 schools, equipped with custom photo props at the Mercedes-Benz Stadium focus group
3
Local news outlets
WSB-TV, FOX 5 Atlanta, and 11Alive recognition
Every
Cafeteria equipped
MealViewer survey machines in each cafeteria collected direct student feedback
Meal communications covered breakfast and lunch service across the district, plus afterschool meals where schools qualified through FEA and CEP programs.
Leading indicators
Student participation, MealViewer campaign visibility, survey feedback from cafeterias district-wide, school coverage, event involvement, content engagement, and earned-media attention.
Outcome indicator
Participation grew 9–13% across each school on a monthly basis, building from about 15,000 students consistently choosing school breakfast and lunch on day one—clear signs of growing trust in the new self-operated program.
Participation figures are based on internal program reporting provided for this case study.
06. The Takeaway
The campaign made an operational shift feel personal. Instead of marketing “school lunch,” I built an integrated system around food students helped choose and experiences they could join—connecting insight, execution, feedback, and measurable participation growth across the district.
Multi-Market Social Campaign Execution & Audience Intelligence | Netflix
Netflix | The Adam Project
Multi-market social execution · Latin America · 2022 film launch
25 days
Campaign window
5.5M
Video views
321K+
Visible engagement
See my work
Multi-Market Social Campaign Execution & Audience Intelligence | Netflix
Netflix | The Adam Project
Multi-market social execution · Latin America · 2022 film launch
25 days
Campaign window
5.5M
Video views
321K+
Visible engagement
My work behind a multi-market Netflix launch.
While working with Netflix from July 2021 through January 2023, I supported The Adam Project's Latin American social rollout through publishing and scheduling, asset coordination, community management, social listening, and reporting.
Netflix’s global campaign and creative strategy were developed by Netflix and its campaign partners. My role focused on multi-market social execution, publishing operations, community engagement, social listening, brand monitoring, sentiment analysis, and audience intelligence across the channels I supported.
Channels supported
- Che Netflix
- Netflix Con Todo
- Netflix Argentina
- Netflix Chile
- Netflix Latinoamérica
01. Campaign Story
25-day documented public window
One coordinated launch. Four connected phases.
The public examples show how approved campaign materials moved through a connected operating sequence: build awareness, create launch conversation, localize participation, then extend the moment through talent and culture.
MAR 1
Build awareness
Introduce the movie, cast, creative, trailers, and key campaign messaging before release.
MAR 11
Create launch conversation
Use release-day content, community engagement, reactive publishing, and audience interaction to turn awareness into conversation.
MAR 15
Localize participation
Adapt and distribute campaign content across Latin American and multicultural channels so different markets could join the global release conversation.
MAR 25
Extend through talent & culture
Use cast moments, entertainment references, nostalgia, memes, and culturally relevant content to extend conversation beyond the initial announcement.
02. My Role in Execution
Publishing & scheduling
Prepared and published Instagram and Twitter/X content, working from market calendars and approved campaign assets.
Asset coordination
Used Airtable to organize creative, review schedules, and maintain visibility across multiple Netflix channels.
Community management
Supported audience conversation around the launch through active community engagement across market accounts.
Listening & reporting
Used Sprinklr for brand monitoring, social listening, sentiment analysis, and reporting on audience response.
This work demonstrates execution inside a large enterprise marketing ecosystem: translating approved global materials into coordinated market publishing, maintaining audience conversation, and carrying what audiences said back into listening and reporting.
03. Posts, Creative & Results
The content that moved through the campaign.
These public examples show the mix of regional campaign assets, localized graphics, talent video, and launch conversation I supported across Netflix channels. Dates reflect the original posts or contemporary coverage.
Netflix Latinoamérica
March 1, 2022
Pre-launchTrailer · X
Trailer and key art
KPI objective: Awareness
A Spanish-language trailer and release-date post introduced the title, cast, premise, and March 11 launch date to the regional audience.
View archived post ↗
Che Netflix
March 11, 2022
Launch dayGraphic · X
Launch-day conversation
KPI objective: Launch + engagement
The launch post used the movie's time-travel premise as a conversational prompt rather than relying on a standard “now streaming” announcement.
View original post ↗
Netflix Chile
Documented March 15, 2022
Market activationCarousel · Instagram
“Adam, si viajas…”
KPI objective: Localization + participation
Market-specific graphics connected time travel to recognizable Chilean moments, then invited followers to add the changes they would make to the past.
Public success signal
56K+ likes
reported on the Instagram activation
Che Netflix / Netflix Argentina
Documented March 25, 2022
Post-launchTalent video · Facebook
Zoe Saldaña and mate
KPI objective: Talent + cultural relevance
A global cast member became the entry point to a distinctly local conversation as Zoe shared how her relationship with mate began and demonstrated her preparation ritual.
Public success signal
5.5M views · 265K reactions
public Facebook counters observed October 2026
Visuals are preserved from official Netflix posts or contemporary editorial coverage. Public engagement is shown only where a source or the live post exposes a verifiable count; internal reach, impressions, and sentiment reporting remain confidential.
Verified Netflix campaign context
Nostalgia made the new story instantly familiar.
Jennifer Garner and Mark Ruffalo’s reunion created a natural connection to 13 Going on 30. Netflix used their shared history—and the recognizable Razzles reference—to make The Adam Project more culturally familiar, shareable, and conversation-friendly.
This is verified Netflix-owned campaign context, not presented as a post from one of the Latin American channels I supported.
View Netflix Tudum source ↗04. KPIs & Campaign Success
Results at a glance
Success showed up in reach, response, and cultural relevance.
Public counters are available for two preserved posts. They demonstrate strong video consumption and active response; broader channel performance was monitored internally in Sprinklr.
25 days
Documented campaign window
March 1–25, 2022, inclusive
5.5M
Video views
Netflix Argentina Facebook talent video
321K+
Visible reactions + likes
265K Facebook reactions + 56K Instagram likes
5
Netflix channels supported
Regional and market-specific accounts
What the public results demonstrate
The campaign sustained visible activity across pre-launch, premiere, and post-launch moments. Localized and talent-led creative generated the strongest preserved public response.
KPIs tracked internally
Reach, impressions, engagement rate, audience sentiment, response themes, and community activity were monitored and reported through Sprinklr; confidential figures are not presented here.
The 321K+ figure combines 265K public Facebook reactions and 56K+ reported Instagram likes across two different posts. It is a visible-response total, not an engagement rate or unique-audience count.
05. How the Work Moved
My work connected approved creative and calendars to live market execution, then carried audience response back into monitoring and insights.
- Approved assets
- Airtable calendars
- Market scheduling
- Publishing
- Community
- Listening
- Insights
Airtable
Campaign coordination
Airtable kept approved campaign assets, global materials, market calendars, publishing schedules, and channel responsibilities visible in one place—making coordinated execution across markets easier to manage.
Sprinklr
Publishing + audience intelligence
Sprinklr connected Instagram and Twitter/X publishing with community engagement, brand monitoring, social listening, sentiment analysis, and reporting—turning audience response into information teams could use.
06. The Takeaway
A major entertainment launch depends on more than creative concepts. My role helped move approved work into market calendars, live publishing, community conversation, and audience insight—across five Netflix channels.
The public posts above demonstrate the campaign content and visible audience response. They do not claim that I personally created every asset or that social activity alone drove the film's overall viewing performance.
client
work.
Netflix Contodo · Netflix Lat · Netflix Chile · Netflix Argentina · Che Netflix
Coordinated multi-market social execution across five Latin American Netflix channels reaching 7M+ followers, adapting approved campaign materials, maintaining brand consistency, engaging communities, and translating audience response into insight.
01
Alphaeon Credit
I translated financing information into clear, consumer-friendly marketing that supported brand awareness and made service options easier for audiences to understand.
02
Atlanta Public Schools: Nutrition Services
I built an integrated district-wide strategy that connected student voice, menu promotion, events, family communication, earned media, and performance reporting.
03
AvaDent
I developed digital messaging that positioned AvaDent’s dental solutions clearly, balancing professional brand communication with approachable audience education.
04
Clifton & Mauney Pediatrics & Ortho
I positioned the practice through warm, patient-centered marketing that built trust and made pediatric and orthodontic services feel approachable for families.
05
Curve Dental
I translated technical dental software capabilities into clear, audience-focused digital marketing that communicated the platform’s value in a more human way.
06
MCG Coaching
I positioned the coach as an expert by translating leadership insights into a LinkedIn strategy that supported thought leadership, brand visibility, and audience connection.
07
You Auti Know
I developed the brand’s social media content—carousel graphics, guides, and video—that turns real-life sensory-friendly planning into resources families can use right away.
08
Glo Science
I developed polished digital marketing that communicated product benefits, supported consumer education, and aligned with the brand’s modern beauty and wellness positioning.
09
Office Werks
I strengthened brand communication and service visibility by positioning Office Werks’ offerings clearly and professionally for its target audience.
10
Newstart Denture & Implant Partners
I developed patient education and service messaging that made denture and implant options feel more accessible, trustworthy, and easier to understand.
11
Our Thrive Tribe
I developed audience-centered messaging that supported the brand’s community, wellness, and personal-growth positioning while strengthening connection to its mission.
12
video
work.
AvaDent · N.O.W. Institute (formerly N.O.W. Athletics)
AvaDent
8 videos
I developed digital messaging that positioned AvaDent’s dental solutions clearly, balancing professional brand communication with approachable audience education across video and social touchpoints.
N.O.W. Institute
7 videos
N.O.W. Institute is a current client I support through social media marketing, content creation, event promotion, and brand storytelling. My work helps strengthen the organization’s online presence, highlight youth athletics, promote community impact, and create consistent visuals that reflect the mission behind the program.
more
work.
Email campaigns, ebooks, mini courses & capstone projects.
Email Marketing
5 campaigns
Digital Downloads
Ebook
4 Steps to Get Your 1st 1000 Email Subscribers
Ebook
13 Digital Products You Can Create Today and Sell!
Mini Course
How to Convert Social Media Followers into Email Subscribers & Customers
Landing Pages
Live pages
APS Nutrition — Landing Page
Giving Tuesday Donation
Capstone & Client Projects
Client Project
Wolters Kluwer
Nutrition Services Dept.
Atlanta Public Schools
About
I'm a digital marketing manager and strategist with more than 15 years of experience creating, publishing, and optimizing campaigns that connect people to brands, communities, and ideas.
My career spans integrated campaign ownership, multi-market execution for Netflix, audience research, digital platforms, community engagement, and team leadership across entertainment, education, SaaS, fintech, healthcare, and entrepreneurship.
I connect brand strategy, audience insight, content, email, web, social, events, and analytics to build campaigns and digital experiences that educate, engage, and inspire action.
Whether I'm planning a campaign, managing a community, optimizing content performance, or guiding a publishing workflow, I approach every project with curiosity, creativity, and a commitment to meaningful results.
Download résumé ↓let's talk.
Let's build marketing that connects. Whether you need integrated campaign leadership, brand strategy, digital marketing, or audience-centered execution, I'd love to connect.