Audience engagement
As an engagement manager at The Associated Press, Rachel created specialized engagement plans for her teams, including alternative headlines, push notifications, social post language and graphics. Rachel created enterprise social plans and wrote copy, including captions and headlines for AP's Instagram audience of 1.6M, Facebook audience of 1.7M, X audience of 15.8M and TikTok presence of 1.1M. She also collected data for grant-funded teams, creating monthly and quarterly analysis reports, and tallied journalistic impact. Rachel worked as a digital editor at Bloomberg Industry Group where she managed Bloomberg Law, Bloomberg Government, Bloomberg Tax, and Bloomberg Environment across more than seven platforms, including niche ones like Telegram, Flipboard and Apple News. She most specifically focused on Instagram, TikTok, and Reddit while there.
Rachel also worked as a digital producer and social media intern for The Arizona Republic where she kept up with all things Arizona, from natural disasters like wildfires to the charged political atmosphere. She wrote front-facing headlines, page titles, SEO headlines, and short story descriptions, as well as produced digital content and created assets, photos, galleries, videos, and subscription call-outs. She also worked on the engagement team for The Diamondback, the University of Maryland's independent student newspaper, for four years. There, she had the opportunity to work on posts and social plans for Twitter, Facebook, Instagram, Reddit and TikTok as well as a daily newsletter on Mailchimp. The Diamondback was one of the only college papers in the nation to have their own Snapchat Discover Story.
