Raymond Cassel

Harvard University, John F. Kennedy School of Government

Harvard Law School

Massachusetts Institute of Technology

Harvard Business School

The Fletcher School at Tufts University

Antioch University

Earlham College

RFHRHS

Accomplished marketer with an extensive history of establishing and rolling out paid & organic social media strategy, operations, practices, and inter-agency (IAT) processes in agencies and brands.

Brooklyn, New York, United States

Consultant, Paid Social Lead

- Redefined and refined the organic social media strategy for Dunkin'- Elevated the Dunkin' social content pillars to a long-term vision aligned with brand persona- Identified key metrics for measuring success- Established a model for an evolving conversation calendar and cadence - Recommended social media channels and usage to engage target consumers

Social Strategy Consultant

Social Media Strategist (Consultant)

Clients: Eli Lilly (Baqsimi, Cyramza, Emgality, Humalog, Olumiant, REYVOW, Taltz, Trulicity, Verzenio), Eli Lilly and Boehringer Ingelheim (BI) Alliance (Jardiance), National Football League (NFL)•	Oversee the development and evolution of social media at a portfolio level (in terms of strategy, content, process, and activation)•	Identify emerging opportunities and platforms for Lilly to explore and test to prepare Lilly for the future•	Articulate the vision, framework, and specific solutions required to deliver against identified business goals and patient needs in the social media space.•	Develop the content architecture matrix that informs brand and creative agencies on amount and type of media needed to achieve campaign objectives•	Collaborate with Strategy and Activation teams to ensure social activation ladders up to an overarching strategy and objectives•	Oversee the development of the social media skills for the digital activation team•	Grow social platform adoption across Lilly portfolio•	Consult on strategic development and message alignment for Next Generation Consumer Engagement (NGCE) tests on social platforms•	Develop & ensure social processes are streamlined to improve efficiencies, prevent errors, minimize deviation opportunities•	Counsel on the most effective ways to enhance overall campaign effectiveness (Strategy, tactics, platforms, audiences, and content)•	Oversee relationships with social media platforms (ex: Facebook, Snapchat, Twitter)•	Consult on the social media aspects of other Platform Partnerships and extensions

OMD USA

Group Strategy Director Social & Innovation

Clients: GlaxoSmithKline / GSK (Consumer Brands: Abreva, Alli, Benefiber, Breathe Right, Excedrin, Flonase, Flonase Sensimist, Gas-X, Nicorette & Nicoderm CQ, Pronamel, Sensodyne, TheraFlu, Tums.  Rx Brands: Anoro, Bexsero, Breo, TDAP, Nucala, Triumeq, TDAP, and ViiV.), Volkswagon•	Manage client relationships, social media strategy and budgets across GSK's Rx and Consumer Healthcare portfolios•	Agency-wide consultant for social strategy •	Oversee Facebook Joint Business Plan (JBP) and Twitter Upfront negotiations•	Negotiate and resolve client, agency, and vendor conflicts•	Develop processes for paid social team to improve efficiencies, prevent errors and enhance campaign effectiveness•	Drive industry thought leadership including POVs •	Facilitate communications and coordinate efforts between internal and external agencies and creative teams to drive client results•	Participate in the development, mentoring and retention of internal social media team members

Social Strategy Director

Clients: Microsoft  (Cloud, Microsoft Brand, Surface, Windows, Xbox)Horizontal leadership role inside a bespoke multi-agency solution dedicated to servicing all aspects of Microsoft's business including corporate, brand, product, and performance marketing and spanning 60+ countries across 6 continents.•	Advance a social-by-design mindset throughout the Insights, Strategy, Planning, Activation and Analytics processes for Microsoft’s consumer, B2B, entertainment and performance businesses•	Increase scope of social work across lines of business by delivering compelling and innovative solutions•	Discover, evaluate and recommend social opportunities, platforms and technologies that could make a compelling impact on Microsoft’s business•	Guide tactical execution and mentor team members to ensure delivery of the strategic vision•	Foster positive and productive relationships with internal groups, client stakeholders, partnering agencies and social partners (Facebook, Twitter, LinkedIn, Snapchat, Pinterest)•	Consult with internal and clients on social media needs, such as customer service, real-time marketing, emerging platforms, and target audience behaviors•	Identify and create efficiencies in team and client projects by optimizing operations, infrastructure, and practices across LOBs•	Drive thought leadership, social agenda, and agency POVs to foster BIC social thinking and performance•	Author social protocols that were standardized at a global level across client and agencies

Dentsu Aegis Network

Head of Social, Microsoft

Clients: Akamai, Berkshire Hathaway HomeServices, Church & Dwight (Trojan), Club Monaco, Crayola, CVS, Dow Chemical, eBay, Edgewell Personal Care (Banana Boat, Edge, Hawaiian Tropic, Playtex, Schick), Heineken, Heinz, New York City Football Club (NYCFC), Samsung (Electronics and Mobile), TIDAL, Unilever (AXE, Ben & Jerry’s), Verizon (Verizon Small Business, Verizon Vehicles), and PricewaterhouseCoopers.•	Founded Edelman’s New York Regional Paid Media Practice, with an expertise in paid social, native, video, and digital & online advertising•	Doubled year-over-year revenue for 3 consecutive years •	Provided senior strategic counsel on paid media initiatives across diverse set of clients and industry verticals (Consumer, Corporate, Health, Digital,)•	Partnered with Creative, Community Management, Communications, and Analytics Teams to design and activate objective-driven integrated media strategies, including strategy development, campaign execution, and analytics and reporting•	Acted as a catalyst for traditional PR and social media teams to embrace paid media•	Established in paid media finance processes, tracking systems,& media buying practices that have been replicated across the Edelman network•	Lead proposals and oversaw budgets and timelines for client projects.•	Worked with other Region Practice Leads to establish and hone Edelman Digital’s unique paid media perspective (capabilities decks, case studies, pitch decks,  POVs, etc.)•	Aid in developing partnerships, including buying platforms, financial systems, and outside buying firms•	Cultivated relationships with strategic media partners and organizations that are essential to clients’ success•	Lead development of client scope of work•	Support business development team in winning/transitioning new clients

Edelman

VP, Group Director of Paid Media Services

Clients: British Petroleum (ampm, Arco), Campari Group, Unilever (AXE, Breyers Ice Cream, Dove, Clear, Degree, Hellmann’s, I Can’t Believe It’s Not Butter! (ICBINB!), Lipton, Magnum Ice Cream, Ragu, Simple, Suave, and TRESemmé)•	Drove the overarching social media strategy and campaign architecture for Unilever's brands•	Developed the social media strategy for the North American launch of Simple Skincare and Clear Shampoo & Conditioner’s•	Designed the social architecture for Unilever Hair’s 2012 Gold Launch: Clear Scalp & Hair Beauty Therapy™ Shampoo #BestNightEver multi-platform (television, digital, social) Social TV campaign     •	Championed a Social By Design approach to media planning across Mindshare’s Unilever brand teams•	Grew the TRESemmé fans/follower-base across Facebook and Twitter by more than 1370% in 5 months•	Oversaw Unilever’s partnership between Facebook and Twitter•	Expanded ampm’s social footprint and consumer engagement across Facebook, Twitter, tumblr, foursquare, and Instagram

Mindshare

Director, Social Media Strategy, Unilever and ampm/Arco

Clients: Procter & Gamble / P&G (Aussie, Braun, Cascade, COVERGIRL, Crest, Dawn, Duracell, Febreze, Gain, Mr. Clean, Olay, Oral-B,  Pantene,  Pepto-Bismol, Swiffer, Tide, and Vics NyQuil & DayQuil), Microsoft (Cloud, Office, Windows, Windows Phone, Xbox)•	Drove strategic planning & thought leadership for North American social media initiatives for nearly 50 P&G brands•	Provided strong strategic and tactical direction integrating social media engagement strategies for Microsoft•	Created communication strategies and tactics for Microsoft and P&G brands that aligned to the tenets of Paid, Owned, and Earned•	Championed the establishment social media marketing expertise and Social Media Optimization (SMO) best practices across the Microsoft and P&G brand teams•	Agency-wide consultant for social strategy •	Developed innovative social strategies and tactics that met and exceeded P&G’s business objectives•	Established Microsoft’s social media Learning Agenda for FY 12, and ensured integration into the various Microsoft campaign plans•	Integrated test-and-learn opportunities into brand campaigns to test emerging technologies•	Agency-wide consultant for go-to social strategy development for senior executives, MediaVest USA corporate communications and other SMG clients such as Coke, Kraft, Walmart, Heineken, Comcast and Kellogg’s•	Managed a team of Social Strategy Managers located in New York and Chicago•	Co-Founder and Co-Chair of the Center For Excellence – Social Media

Starcom MediaVest Group

Social Strategy Director, P&G & Microsoft

- Developed social media strategy, cultivated Twitter voice, and grew online following for Cold-EEZE and Spirit of America.

The Lexicomm Group

Social Media Strategist & Content Curation Consultant

- Created and executed a Facebook-based viral marketing campaign targeting parents in order to educate and increase their use of the ESRB’s video game Rating Summaries.•	Defined social media metrics for measuring campaign success.  Primary metrics included tracking increase of: Facebook Fans, essay entries, traffic to <a href="http://ESRB.org/ratingsummaries">ESRB.org/ratingsummaries</a>, and Rating Summary page views.•	Designed, launched and customized ESRB Facebook Page.

Entertainment Software Rating Board

Social Media Strategy Consultant

Clients: Adify, Brainshark, <a href="http://Brand.net">Brand.net</a>, GSX Groupware Solutions, Syncsort, Torex.•	Managed and nurtured relationships and strategies for major clients in the technology, software, online advertising, Web 2.0, B2B, apparel and data storage and protection industries.•	Developed overarching communication and marketing strategies, spearheaded traditional and digital media outreach programs, and fostered relationships with top-tier media and primary client contacts•	Cultivated relationships with top-tier technology, digital and advertising industry bloggers, journalists and analysts.•	Media placements included: New York Times, iMedia Connection, Clickz, MediaPost, Contentinople, Adotas, InformationWeek, Information Management, Advertising Age, BeyeNetwork, DBMS2, ZDnet, Apparel, Forbes and Forbes TV.

Horn Group

Account Supervisor

Clients: Breakthrough Management Group (BMGi), Cold-EEZE, Cybersettle, Gottaplay,  iDNA, <a href="http://MyStudio.net">MyStudio.net</a>, Provision Interactive Technologies, Raptor Analytics, The ROI Institute, Spirit of America, Your Survival, Visionary Vehicles.•	Developed overarching client media, marketing & social media strategies, branded & rebranded clients, produced client websites, defined clients’ consumer bases, established corporate heads as industry thought leaders, guided the launch of new products, books, websites and companies.•	Positioned CEOs and company founders as  “Industry Expert” bloggers.•	Developed grassroots strategy to utilize MySpace to create initial public awareness of MyStudio.net.•	Executed a YouTube-based viral video contest for B.S. Industries’s B.S. Flag. •	Initiated and fostered blogger outreach program to top-tier blogs.•	Served as client relationship manager for major clients in the technology, video game, entertainment, consumer pharmaceutical, non-profit, Web 2.0, legal, insurance, management consulting, e-commerce, consumer, apparel and automotive industries.•	Media placements include: New York Times, Wall Street Journal, Washington Post, New York Post, LA Times, Crain’s New York, Inc.,  BusinessWeek, Entrepreneur, USAToday, Forbes, ESPN, Gothamist, Chicago Sun Times, ZDnet, CNET, Reuters, Bloomberg News, Bloomberg TV, Popular Mechanics, Associated Press, eWeek, CIO, Automotive News, Autoblog, Marketplace, All Things Considered, CNBC, Kotaku, <a href="http://Wired.com">Wired.com</a>, engadget, GameHead, MTV, Attack of the Show, Game Daily, Game Spot, <a href="http://IGN.net">IGN.net</a>, Apparel, WWD.

Account Supervisor, Digital Strategist

- Served as primary client contact for management consulting, technology, Web 2.0, publishing, consumer, e-commerce and automotive industries accounts.•	Crafted targeted pitches and crisis messaging points, developed and oversaw interviews and speaking opportunities, and wrote press releases, marketing materials and articles bylined by clients.•	Developed, maintained and edited the official blog of David Silverstein, CEO of Breakthrough Management Group and author of INsourcing Innovation.•	Clients included: Visionary Vehicles, <a href="http://Kaboose.com">Kaboose.com</a>, Vocel and Breakthrough Management Group.•	Media placements included: New York Times, Wall Street Journal, Washington Post, LA Times, Crain’s New York, Inc.,  BusinessWeek, Entrepreneur, Inc., USAToday, Forbes, Barrons, ESPN, MediaWeek, Chicago Sun Times, Reuters, Bloomberg TV & Radio, Associated Press, Automotive News, Motor Trend, CNBC, Kudlow & Company, and Jalopnik.

Cassel Kroll

Cassel Kroll