TEDxNORTHEASTERNU
I had the privilege of shaping TEDxNortheasternU’s brand from its official inception in 2017 as a recognised student organisation at Northeastern University. As Director of Marketing, I led the charge on creating meaningful connections both online and in person, driving engagement across social media channels, our website, and email newsletters.
This integrated approach contributed to an average Net Promoter Score (NPS) of +65 across four events, reflecting strong audience satisfaction and brand resonance.
Managing a dedicated team of three marketers, I guided the planning and promotion of our flagship annual events, balancing creativity with strategy to maximise reach and impact. My experience spans omnichannel campaign development and external communications, and I thrived in the dynamic, supportive culture that TEDxNortheasternU cultivated, a place where collaboration and innovation were always encouraged.
Integrated Campaigns
I led the creation of a cohesive brand identity and crafted an integrated marketing plan that spanned both digital platforms and on-campus channels. This approach ensured consistent messaging and visual storytelling across multiple touchpoints, effectively engaging a diverse university audience. By combining strategic paid and organic campaigns with strong stakeholder collaboration, we successfully elevated the TEDxNortheasternU brand presence, driving awareness, participation, and community connection around the events.
Paid Social Media Campaigns
- Developed and executed targeted paid social campaigns promoting TEDxNortheasternU events
- Achieved a 2.71% click-through rate (CTR) and $1.08 cost per click (CPC) — significantly outperforming industry benchmarks
- Scaled event attendance from 100 to 300 guests over two years, contributing to sold-out events
Organic Social & Community Engagement
- Grew Facebook followers by 35% over six months and Instagram followers by 28% through targeted speaker reveals, recaps and throwbacks, and community partnerships
- Built brand awareness and sustained audience interest leading up to and beyond events, resulting in an average engagement rate of 0.3% for Facebook and 2.4% for Instagram
- Strengthened community connection through storytelling and speaker spotlights
Paid Social Media Campaigns
- Developed and executed targeted paid social campaigns promoting TEDxNortheasternU events
- Achieved a 2.71% click-through rate (CTR) and $1.08 cost per click (CPC) — significantly outperforming industry benchmarks
- Scaled event attendance from 100 to 300 guests over two years, contributing to sold-out events
Organic Social & Community Engagement
- Grew Facebook followers by 35% over six months and Instagram followers by 28% through targeted speaker reveals, recaps and throwbacks, and community partnerships
- Built brand awareness and sustained audience interest leading up to and beyond events, resulting in an average engagement rate of 0.3% for Facebook and 2.4% for Instagram
- Strengthened community connection through storytelling and speaker spotlights
Audience Experience
A key priority in designing the TEDxNortheasternU audience experience in 2018 and 2019 was ensuring a seamless, engaging, and memorable journey for attendees. In 2018, we created personalised experience cards and name badges for each of the 100 audience members, tailored from their application responses.
As attendance scaled to 300 in 2019, the approach evolved into a more interactive format. We introduced over 10 experiential “xLabs”, hands-on exhibits hosted by Northeastern clubs and organisations, to encourage exploration, engagement, and deeper connection with event themes.
Media & Stakeholder Relations
To maximise visibility and audience engagement, I developed a targeted outreach strategy that aligned with student interests and university communication rhythms. This included building relationships with on-campus media, faculty champions, and student organisations to co-create and amplify event narratives.
By securing timely placements in university-wide newsletters, student publications, and digital channels, we ensured broad reach and relevance. Check them out below.
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