What I Did
I served as the Chief Digital Officer and Digital Director for Stacey Abrams during her 2022 run for governor, building and scaling the digital operation including fundraising (email, SMS, ads, p2p texting), content, production, web, social media, paid digital, merchandise and digital organizing.
By the Numbers
— Sent 500+ emails and 200+ texts, raising $38M+ in 8 months
— Managed a $12.3M media budget, resulting in 749+ impressions
— Planned and managed Election Night party with 500+ attendees
— Designed and facilitated career development workshops for 200+ staff
Website and Merch Store Launch
Launched staceyabrams.com with information about the candidate, policy proposals, fundraising opportunities and more as well as store.staceyabrams.com with merchandise that people could purchase to support our efforts.
Overturning of Roe vs Wade
When the Dobbs opinion overturning Roe vs Wade was leaked and when it came down, we knew people would look to their leaders. On digital, we released a video direct-to-camera and graphics about the decision's implications and pivoted to raise money for organizations doing reproductive justice work in the south.
Candidate video after the leaked Dobbs decision
We raised over $100,000 for organizations doing reproductive justice work in the south
Fundraising Emails and Texts
Developed the Stacey Abrams and Team Abrams voice on email and text and managed the digital fundraising team, ensuring the highest quality, brand alignment and best practices.
Digital-first Paid Ads
Created advertisements that were both digital-first and tailored to audiences and platforms where they ran.
Sportsbetting contextual ad for sportsbetting sites and sports games
Persuasion ad for the AAPI community in Georgia
TikTok Launch
Launched Stacey Abrams' first Tiktok account as part of the campaign with the candidate and staff involvement and facilitated partnerships with creators.
TikTok launch video (captions in app)
TikTok collaboration with content creator @kimquindlen.
Early Voting, Election Day and Voter Protection Content
Created 100+ pieces of content for paid and organic for early voting, election day and voter protection purposes.
0:15 ad to promote early vote
0:15 direct-to-camera for voter protection
Selfies with Stacey
Started content series as part of an event where Stacey Abrams would take selfie photos and videos with the crowd at different campaign stops around the state.
