Paula Pena

Charleston, SC, USA

Mission-driven Social & Content Strategist | Data-driven Storyteller — Former Amazon, Bumble, IBM

I’m a mission-driven social and content strategist who designs data-informed programs that elevate brand visibility and build genuine audience connections. I pair storytelling with social analytics to drive awareness, engagement, and measurable ROI across consumer and B2B platforms. My career spans agencies and in-house roles at Warner Bros., IBM, Amazon, and high-growth Bumble—shaping content, community, and creator partnerships for entertainment, tech, and consumer brands. I focus on aligning …
Paula Pena

Experience

  • Prenuvo

    Prenuvo

    Organic Social Strategy Lead

    Sep 2025 - Present

    Prenuvo provides whole-body, radiation-free MRI scans that enable early detection of 500+ conditions and cancers using multiparametric imaging to deliver high-quality preventive health insights.

    • Designed and led Prenuvo’s organic social strategy to educate prospective patients about whole-body MRI benefits and demystify the screening experience.
    • Built content pillars (education, patient stories, clinic experience, clinician partnerships) and an editorial calendar that improved post relevancy and consistency across Instagram, Twitter, and Facebook.
    • Produced patient-centered video and carousel content that increased social engagement and patient inquiries from organic channels.
    • Coordinated cross-functional campaigns with clinical and operations teams to surface appointment availability and preferred pricing offers via social channels.
    • Implemented community-management playbooks and listening workflows to capture patient feedback, reduce barriers to booking, and improve patient experience messaging.
  • Vocal Media

    Vocal Media

    Senior Social Manager

    Jul 2025 - Sep 2025

    Vocal Media is a purpose-driven marketing agency focused on progressive causes and social impact, helping clients leverage social platforms and creator ecosystems to drive change.

    • Owned social strategy and day-to-day management for Vocal’s channels, aligning editorial content with the agency’s mission to “help do good in the world.”
    • Produced topical content and newsletters that amplified climate, civic, and social-justice conversations and positioned the agency as a thought leader for progressive campaigns.
    • Planned and executed social-first events and activations (e.g., Climate Media Happy Hour, SXSW sessions) to expand industry partnerships and recruit creators.
    • Built creator and partner relationships to support client-driven influencer campaigns and community creator initiatives.
    • Tracked campaign KPIs and delivered insights to refine messaging, creative formats, and paid amplification for higher reach and relevance.
  • Amazon

    Senior Social Media Lead

    Oct 2024 - Jul 2025

    Amazon is a global technology and retail company focused on customer obsession, innovation, operational excellence, and long-term thinking across e-commerce, cloud, devices, and services.

    • Developed and scaled cross-channel social programs for high-profile product and corporate campaigns, ensuring consistent voice across global audiences.
    • Collaborated with internal business partners (product, PR, policy, legal) to align social content with launch timing, compliance, and brand guidelines.
    • Established measurement frameworks and weekly dashboards to translate social metrics into business KPIs and inform creative iteration.
    • Led rapid-response and reputation management workflows for high-visibility moments and operational incidents, minimizing risk and preserving trust.
    • Introduced content repurposing and modular creative templates to increase production velocity while maintaining quality and brand consistency.
  • The Climate Pledge

    The Climate Pledge

    Senior Social Media Lead

    Jan 2021 - Jul 2025

    The Climate Pledge is a cross-sector community of companies and partners committed to achieving net-zero carbon by 2040; it brings signatories together to scale decarbonization solutions and joint action.

    • Owned social storytelling and campaign execution to surface Pledge signatory progress, joint-action initiatives, and event programs to a global professional audience.
    • Launched and promoted multi-stakeholder campaigns (e.g., Electrifying Drayage Alliance, Climate Pledge Salon) that drove signatory engagement and industry press coverage.
    • Built content series and long-form storytelling partnerships (including National Geographic collaborations) to amplify on-the-ground climate solutions and human-centered narratives.
    • Coordinated signatory communications, event promotion, and partner amplifications to maximize attendance and cross-organizational collaboration.
    • Developed content playbooks and measurement guidelines to standardize how signatories report impact and share case studies on social channels.
  • Amazon

    Social Media Manager

    Jan 2021 - Sep 2024

    • Managed end-to-end social content production and publishing for business-area channels, including content briefs, asset trafficking, and performance monitoring.
    • Executed customer-facing campaigns that promoted programs like Climate Pledge Friendly and sustainability initiatives, increasing visibility at the point of discovery.
    • Operated social listening and community response processes to surface customer issues to product and support teams and reduce friction.
    • Partnered with paid media and creative teams to A/B test formats and optimize organic-to-paid content funnels.
    • Prepared weekly performance reports and stakeholder updates to guide creative roadmaps and resource allocation.
  • Bumble Inc.

    Bumble Inc.

    Social Media Strategy Manager

    Feb 2018 - Feb 2020

    Bumble empowers people to make the first move in dating, networking, and friendships by creating safe, equitable social experiences across its apps and communities.

    • Built social-first strategy for product and brand initiatives that emphasized safety, empowerment, and authentic user stories.
    • Defined creative and content pillars for TikTok, Instagram, and Twitter to increase community relevance and platform-native growth.
    • Ran creator and influencer partnerships that showcased real-user experiences and drove app installs and matches through culturally resonant content.
    • Collaborated with trust & safety and product teams to surface user education content and strengthen brand trust via social channels.
    • Used performance data and experiments to refine content formats, posting cadence, and CTA strategies for improved retention and engagement.
  • IBM

    IBM

    Digital / Social Media Specialist

    Nov 2015 - Jan 2018

    IBM is a leading provider of hybrid cloud and AI solutions and consulting expertise, helping clients monetize data, streamline processes, and innovate at scale across industries.

    • Supported digital and social programs that positioned IBM’s hybrid cloud and AI offerings through thought leadership and technical storytelling.
    • Produced concise, technical-to-audience translations (e.g., short videos, explainers) to make complex products accessible to buyers and developers.
    • Coordinated with events and field teams to amplify conference moments and executive thought leadership on LinkedIn and Twitter.
    • Implemented social listening to surface industry trends and competitor signals that informed campaign priorities.
    • Delivered regular reporting and insights to sales and product teams to connect social engagement with pipeline influence.
  • DMI Consulting

    DMI Consulting

    Account Coordinator - Warner Bros. Pictures

    Aug 2014 - Aug 2015

    DMI Consulting fuses cultural insight and proprietary intelligence to help brands grow by showing up authentically for diverse audiences and cultural moments.

    • Supported integrated marketing campaigns for Warner Bros. Pictures, coordinating social, influencer, and media partner activity to amplify film releases.
    • Managed asset delivery and trafficking across creative and media teams to ensure timely distribution and platform readiness.
    • Coordinated influencer and grassroots screening events, helping drive earned media and community buzz during opening windows.
    • Compiled post-campaign performance summaries and cultural insights reports to inform creative optimizations for future titles.
    • Worked closely with research and strategy teams to ensure campaign messaging aligned with target audience cultural contexts and behaviors.
  • Warner Bros. Entertainment

    Warner Bros. Entertainment

    Publicity Coordinator - Warner Bros. Pictures

    Nov 2013 - Aug 2014

    • Managed promotions for 13 films, contributing to $9.5 million in media value.
    • Analyzed campaign effectiveness and provided strategic guidance on new media trends.
    • Transitioned promotional work to an agency while continuing to support Warner Bros.
  • Miller PR & Creative

    Miller PR & Creative

    Digital Entertainment Public Relations Intern

    Jun 2013 - Sep 2013

    • Produced media lists, conducted background research, and prepared campaign reports for digital entertainment clients.
    • Developed and executed public relations and marketing campaigns targeting business audiences for clients like Dailymotion and SGN.
    • Created a comprehensive report linking marketing and PR practices, providing valuable insights to senior leadership at Miller PR.
  • Terry Hines & Associates

    Terry Hines & Associates

    Film Industry Promotions and Marketing Intern

    Jun 2013 - Sep 2013

    • Supported experiential marketing events for entertainment industry clients, including street team promotions and mobile tours.
    • Provided valuable insights during campaign brainstorming sessions to understand Millennial consumers for cross-promotional campaigns.
  • Roaming Hunger

    Roaming Hunger

    Digital Content Creator

    Jan 2013 - Oct 2013

    • Authored and designed engaging content for Roaming Hunger's digital media properties, driving traffic and increasing brand visibility.
    • Implemented social media strategies to boost follower engagement and expand the company's media network.
    • Contributed innovative solutions for site and mobile app enhancements during strategic brainstorming sessions.
  • Party Earth

    Party Earth

    Media and Entertainment Intern

    May 2012 - Aug 2012

    Party Earth is a media and entertainment company that curates the best places, events, and experiences in cities around the world to help users discover and share memorable social activities.

    • Researched and curated event listings and local recommendations to keep city pages fresh and relevant.
    • Created short-form social and editorial content promoting nightlife, cultural events, and travel experiences to drive audience discovery.
    • Assisted with community engagement, responding to user questions and surfacing high-value local partners for editorial features.
    • Compiled weekly analytics snapshots to show which event types and formats drove the most audience interest and referral traffic.
    • Supported on-site event coverage and basic content production (photo captions, short write-ups) to capture real-time moments for social channels.
  • University of Southern California

    University of Southern California

    Level II Student Technical Assistant

    Jan 2012 - May 2013

    • Monitored technical equipment and assisted with equipment set-up to ensure smooth operations.
    • Provided on-site technical support for campus computing centers and technology-enhanced classrooms.
    • Assisted faculty staff and students with technical procedures, enhancing customer service skills.
  • University of Southern California

    University of Southern California

    Residential Counselor for USC Summer Seminars Program

    Jun 2010 - Aug 2011

    • Served as residential counselor for USC Summer Seminars, supervising small groups of students and maintaining a safe, inclusive residential environment.
    • Planned and ran residential programming and evening activities to support student social connection and personal development.
    • Acted as primary on-site contact for student welfare, coordinating with medical and campus services as needed.
    • Supported logistics for arrivals/departures, roommate mediation, and parent communications to ensure smooth program operations.
    • Mentored students through academic and social transitions, providing guidance, resources, and clear expectations to foster a positive seminar experience.

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