Paula Pena

Experience

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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.
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  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.