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Liz Kennedy

Liz Kennedy

E-Commerce Writer

Experienced editor & content strategy director.

Liz Kennedy is a digital media executive with over ten years of experience launching brands through strategic marketing, creative content, and social media solutions. Specializing in e-commerce, she has created content for various large corporations and small startups such as Fisher-Price, Barbie, Indagare, Hint Water, Motherly, NBC/Bravo, Everyday Health, What to Expect, Claritas, ESKO QuickStart, and NJ Family Magazine. As a director of content strategy and social media at FreshDirect, Liz has repositioned its brand to be a part of the cultural food conversation, creating a first-ever brand book and style guide.

Social Media Marketing
Digital Media
E-Commerce Content
Social Media Content Creation
Digital Marketing
Content Marketing
Brand Marketing
Strategic Marketing
Copywriting
Copyediting
Video Production
Photography
Advertising
SEO
Email Marketing
Shopper Behavior
Social & Digital Campaign Management
WordPress
Google Analytics
Basecamp
Liz Kennedy

Liz Kennedy

Experienced editor & content strategy director.

E-Commerce Writer

Liz is Available for Projects

Work with Liz

Employment Highlights

Content, Social Media & Brand Marketing Consultant

Independent

September 2017 - Present (4 years)

Director of Content Strategy & Social Media

FreshDirect

March 2014 - September 2017 (3 years 6 months)

Social Media Manager

iVillage.com/NBCUniversal

August 2012 - March 2014 (1 year 7 months)

Social Media Manager

Martha Stewart Living Omnimedia

February 2012 - August 2012 (6 months)

1 More Entries

Education Highlights

AADP Certified Holistic Health Coach, -

Institute for Integrative Nutrition

March 2012 - April 2012 (1 month)

Master of Arts, Media Studies and Film & Media Management

The New School, New York

January 2005 - December 2007 (2 years 11 months)

Bachelor of Arts, Communication Studies

Hamilton College

January 2001 - December 2005 (4 years 11 months)

Portfolio

www.freshdirect.com

White Girl Rosé

Pinterest

iVillage (ivillage)

www.instagram.com

FreshDirect (@freshdirect) Instagram

FreshDirect

DIY Spring Flower Arrangements for Mother's Day

FreshDirect

Men's Health Recipes

shortyawards

FoodKick - The Shorty Awards

www.freshdirect.com

White Girl Rosé

Pinterest

iVillage (ivillage)

www.instagram.com

FreshDirect (@freshdirect) Instagram

FreshDirect

DIY Spring Flower Arrangements for Mother's Day

FreshDirect

Men's Health Recipes

shortyawards

FoodKick - The Shorty Awards

Resume

Content, Social Media & Brand Marketing Consultant

Independent

September 2017 - Present (4 years)

  • Created strategic digital and social media content solutions for large corporations and small startups.
  • Energized brands through creative brand marketing that stands out and differentiates.
  • Worked as a thought leader and partner in e-commerce content integration. 
  • Clients: Fisher-Price, Barbie, Indagare, Hint Water, Motherly, NBC/Bravo, Everyday Health, What to Expect, Claritas, ESKO QuickStart, and NJ Family Magazine.

Director of Content Strategy & Social Media

FreshDirect

March 2014 - September 2017 (3 years 6 months)

  • Developed content and social media strategy for FreshDirect and FoodKick.
  • Led a team of copywriters, social media manager, and brand manager to inspire customers in real time thorough a strategy based on audience segments, brand positioning, and food trends.
  • Re-imagined the FreshDirect brand to differentiate in a crowded market and oversaw rollout of first-ever brand book and style guide.
  • Established FoodKick brand, including positioning, voice, photography, and social presence from market research and customer co-creation. FoodKick exceeded first-year customer acquisition goals by over 10% and revenue goals by over 26%.
  • Launched and executed blog strategy with original content, photography, editorial franchises, content partnerships, and native advertising.
  • Produced FreshDirect’s first-ever TV commercials and social media video series, resulting in over 12% traffic to site.
  • Grew Instagram by over 7,000% YOY through content planning, custom photography, partnerships, and influencer campaigns.
  • Oversaw partnership with Instagram celebrity to jointly launch White Girl Rosé with co-created content, resulting in over 1,000 new customers, over 500% traffic to site, and over 96% increase in Rosé sales YOY.
  • Collaborated with acquisition marketing on paid social media strategy, digital acquisition, and email to ensure consumers were targeted with key messaging throughout the customer journey.
  • Created custom content activations for shopper marketing, which drove 10 percent of company profit.
  • Executed brand marketing strategy for new territory launch in Washington, D.C., including in-box communication, custom D.C. photography, local influencer campaigns, and brand partnerships. 

Social Media Manager

iVillage.com/NBCUniversal

August 2012 - March 2014 (1 year 7 months)

iVillage, a part of NBCUniversal, is online content-driven community for women, with over 30 million monthly visitors.

  • Directed social media team in strategy and programming.
  • Increased social referrals from Facebook 300% YOY by creating unique content and utilizing sponsored stories.
  • Grew Pinterest followers by 9,100% YOY and became an exclusive launch partner for their API release.
  • Socialized editorial franchises by creating activation programs resulting in a 14% increase in social shares YOY.
  • Launched first-ever social ad campaign for NBC News Digital with target.

Social Media Manager

Martha Stewart Living Omnimedia

February 2012 - August 2012 (6 months)

Martha Stewart Living Omnimedia (MSLO) is a diversified media and merchandising company owned by Marquee Brands LLC.

  • Managed social media strategy and programming across all MSLO brands and Martha Stewart’s personal brand, including the launch of Pinterest and Instagram.
  • Fulfilled editorial, ad sales, and merchandising needs by executing innovative social media campaigns, including Pinterest contests, like-gated Facebook apps, social scavenger hunts, and celebrity Twitter chats.

Senior Online Editor

Reader’s Digest Association

March 2011 - February 2012 (11 months)

  • Maintained core video functions such as producing, filming, editing, and managing video partnerships.
  • Created original and repackaged health and lifestyle content for ReadersDigest.com.
  • Led and implemented social media launch strategy for Facebook and Twitter.

Education

AADP Certified Holistic Health Coach, -

Institute for Integrative Nutrition

March 2012 - April 2012 (1 month)

Master of Arts, Media Studies and Film & Media Management

The New School, New York

January 2005 - December 2007 (2 years 11 months)

Bachelor of Arts, Communication Studies

Hamilton College

January 2001 - December 2005 (4 years 11 months)