Liana Greenway

✉ lianagreenway7@gmail.com | linkedin.com/in/lianagreenway
Summary
I am a social media and audience development specialist in the digital media industry. I have
over eight years of experience growing digital communities through organic and paid methods,
using data and empathy to inform my strategies.

Experience
The Messenger April 2023 – January 2024
Senior Social/Audience Development Manager
• Launched audience development strategies, news partnerships and distribution tactics
to drive growth as a new media startup
• Grew Facebook traffic by 500% and Twitter traffic by 145% since first month of launch
• Provided training and copyediting support for team of social managers

Patch Media July 2014 – November 2022

Director of Social Media and Engagement New York, NY
• Managed social media content for Patch’s network of local news sites (4M+ followers)
• Launched paid subscriber acquisition program that generated 350,000+ newsletter
subscribers in a 12-month period with 90-day payback via Facebook Lead Ads
• Worked cross-functionally with Analytics, Marketing and Product teams to build out
user acquisition program; generated stakeholder buy-in
• Collaborated with Branded Content to distribute affiliate commerce content
• Restructured Facebook distribution to increase referral traffic
• Refined community engagement methods in collaboration with editors and EIC
• Led training sessions for editors and leaders garnering positive feedback
• Monitored and shared reader feedback to improve editorial content and distribution
Social Media Manager (July 2014 – March 2018)
• Overhauled social publishing tools to create a more efficient, cost-effective workflow
• Presented at industry events, including Facebook, representing the Patch brand
• Leverage UGC to create community-focused and SEO-driven editorial content

Coburn Communication, Inc. July 2013 – June 2014

Public Relations Account Coordinator New York, NY
• Created and planned social media content for top Food/Bev client (StarKist)
• Developed relationships with key members of media to secure press coverage
• Managed and coached agency interns throughout semester programs

Education
State University of New York at New Paltz May 2013
B.A., Public Relations New Paltz, NY

Skills and Tools

Social Media Marketing, Content Strategy, Audience Development, Subscriber Acquisition,
Data Analysis, Community Management, Growth Marketing, Cross-Functional Collaboration

SocialFlow, CrowdTangle, Chartbeat, Newswhip, Sailthru, Jira, Dataminr, Google Analytics,

Canva, Google Docs, Microsoft Office, SEO, CMS