Sarah M. Heffern

Washington, D.C. | smheffern@gmail.com

Marketing Leader ● Strategic Thinker ● Web-centric Problem Solver
Content Manager ● Writer ● Editor



KEY ACCOMPLISHMENTS

  • Created and expanded the content strategy and social media presence of a national nonprofit, and was an integral team member through two website redevelopment/rebranding efforts, which amplified the digital presence of the organization.

  • Activated social media in support of high-profile partnerships. Examples include Partners in Preservation, with American Express and National Geographic, which directed more than $25 million in funding, and Heineken Cities, which raised more than $500 thousand for projects in 11 cities.

  • Directed advocacy-focused social media marketing and advertising campaigns with budgets in excess of $100,000. Examples include Preserve Route 66, with State Farm, AirStream, and other partners, which activated 60,000 petition signers, and the campaign to save the Historic Tax Credit (HTC), which engaged more than 3.5 million people, generated 40,000 letters to Congress, and succeeded in the HTC surviving federal tax reform.

  • Presented and wrote about social media strategy, tactics, and best practices for organizations including the National Council on Public History, National Park Service, American Association for State and Local History, National Association of Preservation Commissions, Advisory Council on Historic Preservation, Folio: Association Media Summit, Social Driver, and PastForward: the National Preservation Conference.


PROFESSIONAL PROFILE

NATIONAL TRUST FOR HISTORIC PRESERVATION
Director, Social Media | September 2016 - July 2019

  • Directed the National Trust’s work to grow and engage its audience via social media channels, engaging an average of more than 37,000 users per month across Facebook, Twitter, and Instagram since 2016.

  • Managed departmental and campaign budgets in excess of $300,000.

  • Collaborated with peers on the Marketing Leadership Team to integrate social media as a fundamental driver of marketing, outreach, and fundraising.

  • Oversaw the creation, build-out, and implementation of multi-channel organic and paid social experiences and campaigns that engaged the established preservation community and hundreds of thousands of new constituents to support the Trust through donations and/or advocacy.

  • Supervised a team of three, and a matrixed network of colleagues across the organization, to develop and implement a unified social media strategy and grow the Trust’s base of support.

  • Conceived, developed, directed, and managed specific campaigns by assessing needs, identifying tools, and collaborating with internal/external stakeholders.

  • Developed content (including video, images, and copy) for social media storytelling.

  • Defined key performance indicators and implemented tracking, analytics, and reporting methods.

  • Trained and mentored colleagues at all levels (including the C-suite) in the use of social media.

  • Managed consultant relationships to ensure appropriate execution of campaigns.

  • Researched and tested new social outlets to determine their viability for campaigns, programs, and initiatives.

Associate Director, Social Media Strategy | January 2012 - September 2016

  • Expanded the organization's social media program, including strategy development, program conception and implementation, measurement of social programs, and analysis of outcomes.

  • Increased Facebook engagement by 218% in 2014 through expanded content marketing and community engagement efforts.

  • Collaborated on cross-organizational teams to integrate social media into both on- and offline outreach.

  • Managed online community, serving as online spokesperson during media opportunities and crises.

  • Researched celebrity and influencer outreach programs to provide strategic counsel to internal stakeholders on engaging high-profile individuals on social networks.

  • Developed and managed social media training for headquarters, field, and historic sites staff through one on one, classroom and webinars.

  • Served on a cross-organizational task force to select a new Constituent Management System, NetForum.

  • Collaborated with American Express and Foursquare to launch a limited-edition PreservationNation Foursquare badge, including reviewing design and vetting nearly 500 sites nationwide.

Content Manager | January 2007 - January 2012

  • Collaborated on content strategy, information architecture, and change management to launch a new organizational website; provided planning and development consultation to content creators; and established an online style guide.

  • Conceived, launched, managed, and edited the PreservationNation blog.

  • Created a multi-channel organizational social media strategy.

  • Hired and supervised assistant editor for the website; managed performance and workflow.

Website and E-Communications Manager, Historic Hotels of America | March 1999 - January 2007

  • Managed website redevelopment process, implemented a content management system, and added e-commerce, including access to online reservation booking.

  • Wrote press releases and round-ups focused on creative storytelling; pitched reporters and news outlets.

  • Hired and oversaw designers, developers, writers, and other contract workers/consultants, from developing RFPs/reviewing proposals, to reviewing/approving work product.

  • Coordinated electronic communications efforts, including member, consumer, and media outreach to ensure a unified brand message across channels.


ADDITIONAL EXPERIENCE

NATIONAL TRUST FOR HISTORIC PRESERVATION

  • Communications Manager, Historic Hotels of America

  • Program Associate, Historic Hotels of America

  • Program Coordinator, Historic Hotels of America

U.S. HOLOCAUST MEMORIAL MUSUEM

  • Visitor Services Representative


EDUCATION

GOUCHER COLLEGE | Towson, Maryland | Certificate in Historic Preservation

SIENA COLLEGE | Loudonville, New York | Bachelor of Arts in American Studies, cum laude | Certificate in Theater Arts


VOLUNTEER EXPERIENCE

GREAT CAMP SANTANONI | NEWCOMB, N.Y. | 2018-19

  • Hands-on preservation work for a 125-year-old Adirondack great camp, including window restoration.

  • Creating a new, visitor-focused website for the camp.

  • Assisting with social media content development and management.

CAMPAIGN TO RE-ELECT CHARLES ALLEN | Washington, D.C. | 2017-18
CAMPAIGN TO ELECT CHARLES ALLEN | Washington, D.C. | 2013-14

  • Provided strategic insight into developing and maintaining a digital presence, including website, email, and social media for Charles Allen’s successful campaign (and re-election) to the Ward 6 seat on the D.C. Council.

  • Developed and presented a day-long training session to Councilmember Allen and his staff on using social media for constituent service and outreach.


ONLINE PROFICIENCIES

Social Media: Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn, Sprout Social, AgoraPulse, Hootsuite
Website/Content Management Systems: Squarespace, WordPress, custom CMS tools, basic HTML
Image Tools: PhotoShop, AdobeSpark, Pixlr, Canva, Widen Image Management System
Project Management: Asana, Slack, Toggl, Trello, Smartsheet
Other: Microsoft Office, Adobe Acrobat, Google Docs/Sheets, Go to Meeting, Phone2Action