Who am I?

I am an award-winning digital and social producer and marketer, with over a decade of experience growing and engaging audiences across broadcast, digital, and social. I have extensive experience in branding and brand strategy, analytics and reporting, and strategic planning. By combining creative skills with analytical prowess, I produce creative solutions to complex issues.

I have a Bachelors of Business Administration in Marketing from the Isenberg School of Management at UMass Amherst, with a secondary focus in Communications and a minor in Sociology. As well, I have a Masters in Digital Marketing and Data Analytics from Emerson College, and graduated with an Exemplary Achievement Award. You can read about how my MA influenced my work at NEPM in a 2021 profile for the Emerson College School of Communications.

What do I do?

As a 13-year veteran of public media, I’ve spent my career focusing on leveraging local, NPR, and PBS content to entertain, engage, and educate the communities of Western Massachusetts.

I use digital and social platforms to augment traditional media experiences (television, radio, print) and engage audiences, with a specific focus on young, diverse, and underserved audiences.

At heart, I’m a storyteller and community builder. I’m passionate about using social media for social good, and connecting communities with the people, issues, and ideas that matter.

WHO AM I?

I am an award-winning digital and social producer and marketer, with over a decade of experience growing and engaging audiences across broadcast, digital, and social. I have extensive experience in branding and brand strategy, analytics and reporting, and strategic planning. By combining creative skills with analytical prowess, I produce creative solutions to complex issues.

I have a Bachelors of Business Administration in Marketing from the Isenberg School of Management at UMass Amherst, with a secondary focus in Communications and a minor in Sociology. As well, I have a Masters in Digital Marketing and Data Analytics from Emerson College, and graduated with an Exemplary Achievement Award. You can read about how my MA influenced my work at NEPM in a 2021 profile for the Emerson College School of Communications.

WHAT DO I DO?

As a 13-year veteran of public media, I’ve spent my career focusing on leveraging local, NPR, and PBS content to entertain, engage, and educate the communities of Western Massachusetts.
I use digital and social platforms to augment traditional media experiences (television, radio, print) and engage audiences, with a specific focus on young, diverse, and underserved audiences.
At heart, I’m a storyteller and community builder. I’m passionate about using social media for social good, and connecting communities with the people, issues, and ideas that matter.

Portfolio

Copywriting

I specialize in creating engaging content for digital and social platforms, reaching out to diverse and underserved audiences as well as young people.

Digital

Coming Soon!

Social

I specialize in designing and implementing innovative social media strategies that engage and captivate audiences, including Twitter, Facebook and Instagram.

Strategy & Analysis

Strategy and Analysis presentations created for NEPM’s Connecting Point and others

Projects

As a skilled digital producer and marketer, I have worked on a range of projects, from creating engaging content to designing effective websites.

Rebranding

Coming Soon!

Bio

Click here to download my resume

Education

Educational Background

University of Massachusetts, Amherst, MA
Bachelor of Business Administration, Marketing
Secondary Major: Communications | Minors: Sociology, Criminal Justice

Emerson College, Boston, MA
Master of Arts, Digital Marketing and Data Analytics
2020 Exemplary Achievement Awardee

Areas of Expertise

✔ Social Media Strategy
✔ Social Listening & Trend Analysis
✔ Content Development & Strategy
✔ Organic & Paid Social Campaigns
✔ Brand Affinity & Brand Voice

✔ Social Media Best Practices
✔ Copywriting & Copyediting
✔ Digital Video Production
✔ Audience Engagement
✔ Data Analysis & Reporting

✔ Project Management
✔ Strategic Planning
✔ Audience Research & Segmentation
✔ Digital Accessibility Best Practices
✔ Team Building & Leadership

Professional Experience

NEW ENGLAND PUBLIC MEDIA (f.k.a WGBY/WGBH Educational Foundation), Springfield, MA | 02/2010 – 03/2023
Senior Multimedia Producer, Connecting Point | 12/2022 – 03/2023

Assumed additional leadership role and led editorial oversight on digital, social, and broadcast for weekly television program celebrating local arts, culture, & community. Headed and motivated team of five hybrid-schedule media professionals to produce engaging and informative content for broadcast and digital platforms.

  • Oversaw editorial process from start to finish, including pitching stories, assigning segments, planning shows, writing scripts, editorial sign-off, and crafting digital and social content to optimize broadcast experience.
    • Implemented audience-centric approach to content, resulting in increased ratings and digital engagement.
    • Identified overlooked areas in coverage of marginalized communities and recommended process improvements to mitigate gaps.
  • Functioned as “voice of the show” by writing copy for broadcast, promotions, social, and digital, ensuring a cohesive brand voice and strategy across all channels.
  • Devised and implemented long and short-term strategic content calendars for broadcast, digital, and social channels.
    • Discovered trends and influencers, and generated story ideas by leveraging social networks and trends.
  •  Leveraged various data sources (Google Analytics, Chartbeat, Social Analytics, YouTube, etc) to generate engaging and dynamic strategic content plans across broadcast, digital, and social media.
    • Implemented a “data-centric” mindset among team members by delivering weekly and monthly, straightforward,
      high-level reporting with actionable insights.
  • Conceptualized, built, and deployed platform-specific strategies to engage and influence audiences on social and digital
    channels.
    • Analyzed trending topics and conversations to inform content planning, resulting in increased ratings on broadcast
      and increased engagement on social and digital.
    • Established and executed a Facebook strategy that grew organic reach by 426% and organic engagement by 615%
      over a 90-day period.

Digital Media Manager, Connecting Point | 02/2020 – 12/2023

Took on leadership role, serving as show’s de facto managing producer, providing guidance and editorial oversight on a regular basis. Developed and implemented digital media strategy on social, web, and video to support nightly local public affairs television show. Established close collaboration with Executive Producer to design digital-first content to improve and extend broadcast experience on digital and social channels.

  • Implemented and oversaw show’s marketing strategy, including native and paid campaigns on social media, email, web,
    and broadcast channels.
    • Analyzed impact of native digital marketing efforts through execution of UTM tracking.
  • Launched and established Connecting Point social channels (Facebook, Instagram, and Twitter), resulting in audience and
    engagement growth on each channel.
    • Led targeted, paid promotion of stories on Facebook that enhanced Connecting Point brand awareness.
    • Established best practices for social media channels in close collaboration with Social Media Manager.\
    • Developed comprehensive digital accessibility best practices for web, YouTube, and social media channels.
  • Collaborated with production assistant to create and implement an engaging Instagram Reels strategy, including storyboarding, filming, scriptwriting, video editing in Adobe Premiere, and providing final editorial approval.
  • Developed digital-first and digital only-content in close collaboration with producers. Created best practices for social and digital video, audio, and graphics.
  • Leveraged Google Analytics and Sprout Social Analytics to enhance site performance and create future digital and social media content strategies.

Senior Online Coordinator | 11/2013 – 01/2022

Developed and executed plan to drive and expand WGBY’s digital footprint, including website, social, video, SEO, and more.
Coordinated with vendors, parent company WGBH, and partners for effective management of individual departmental web needs.

  • Contributed to design and rollout of consolidated NEPM brand and brand awareness campaign.
  • Devised and executed an effective SEO strategy for Connecting Point, leading to 169% growth in organic search traffic within the span of one year.
  • Optimized reach of broadcast and station by coordinating smooth delivery of 2018 US Senate Debate Livestream for local (MassLive, WWLP), state (WGBH, WBZ), and National partners (CNN Newsource, PBS Newshour).
  • Provided remote and on-site production support for live broadcast events, including parades, townhalls, and debates.
  • Conceptualized and pitched innovative ideas to the CP team, resulting in several well-performing digital segments.
  • Directed end-to-end efforts for redesigning multiple station websites, including surveys, customer journey mapping,
    persona creation, and content optimization focused on increasing site engagement, and mobile responsiveness.
    • Maximized show web traffic by 37.24% and pageviews by 116.25% through site redesign emphasizing video,
      mobile-friendliness, and audience engagement.
  • Led integrated efforts to drive and increase Facebook audience organically by over 560% (to 6,000+ members) in 3 years.
  • Launched cost-free captioning method to support digital and social video.

Development Associate | 02/2010 – 11/2013

Maintained confidential donor information databases and coordinated multiple donor communications and fundraising collateral
projects. Consolidated data from member preference polls into a comprehensive marketing research report.

Skills, Certificates & Awards

  • Google Analytics Certified
  • Hootsuite Certified
  • Sprout & Sprinklr SAMs
  • Adobe Creative Suite
  • Google Suite
  • Canva
  • American Sign Language (ASL)
  • ASU Table Stakes Program Alumni
  • 2021 Communicator Award
  • 2021 Bronze Telly Award (2)
  • HubSpot Email Marketing Certification

Testimonials

Heather Brandon

Rachel is a super-sharp digital and social media producer and analyst. She has huge strengths examining and parsing relevant analytical data and understanding what audiences are looking for online. Rachel is highly capable in complex and demanding video and digital production environments.

Geoffrey Oldmixon

I had the privilege of “supervising” and working alongside Rachel in the Marketing Dept. of WGBY-TV. I put “supervising” in quotes because she didn’t require much management at all. She’s a production-oriented person with an attention to detail. She’s a team player, a quick learner, a critical thinker. She regularly implements improvements that are manageable and maintainable. Rachel’s skills span the technical and the creative. I’d very confidently recommend her to any role.

Mike McGuirk

Associate Professor of Practice, Marketing Division at Babson College

I had the pleasure of having Rachel Scott in two of my data analytics courses while teaching at Emerson College in the Digital Marketing and Data Analytics graduate program. Rachel is the type of student every professor hopes to have in his or her classroom. She is fully engaged, inquisitive, possesses a strong work ethic, and is a great collaborator. She was also one of the top students in both courses. Rachel also has tremendous interpersonal skills. It was very evident that she was well-liked and respected by all her classmates and teammates on group projects.

In these courses, students learn how to perform a variety of analytic techniques such as clustering, market basket analysis, customer sentiment analysis, digital audience analysis, brand monitoring, competitor intelligence analysis, and marketing campaign measurement. Rachel demonstrated a very strong aptitude in marketing analytics, quickly learning how to use analytic platforms such as SAS, Brandwatch Consumer Research, Hootsuite, and MS Excel to run many different types of quantitative analyses. Rachel excelled at performing the data analysis and more importantly, using the analytical insights to develop powerful, highly personalized strategic recommendations that address many different types of marketing and customer experience business challenges.

Rachel has such a strong passion for the fields of marketing, analytics, arts, and communications, and how these functions can positively impact both businesses (through profitable growth) and consumers (through better experiences). It is this unique mix of advanced subject matter skills blended with exceptional leadership skills and core values, that I have observed first-hand, and allow me to confidently recommend Rachel for marketing positions, particularly roles that require advanced skills in the art and science of marketing.

Alex Severo

Multimedia, Live Event, & Broadcast Production Freelancer

Rachel was an essential piece to my transition onto the Connecting Point team at NEPM. I was the Multimedia Production Associate for the team and Rachel took me under her wing as a mentor and supervisor. I worked closely with Rachel on digital media content and learned new things daily under her guidance. Rachel always takes the extra time and effort to create detailed training documents and videos to ensure a thorough understanding of assignments and tasks while maintaining open communication should I have questions. She paved the way for new ideas and created an environment that fostered creativity motivating the team to try new things. As a young working professional navigating my first full-time job Rachel was a dream direct report who supported me personally and professionally in any capacity she could. The true definition of going the extra mile, Rachel allowed me creative freedom to explore while offering the proper guidance needed making her a well-balanced leader. She made the coldest field shoots fun, always created a positive work environment for the team, and would be a great benefit to any organization.

Tory Starr

Senior Director, Digital Content at WGBH Educational Foundatio

I work at GBH, NEPM’s sister station, and have watched Rachel become a known quantity over here as she advocated for herself and her station’s best interests. Rachel is a self-starter and she identifies and pursues opportunities that make her more effective in her role – something I’ve always admired about Rachel. She has been a tireless advocate of digital content; I’ve watched her advance in her career from a Web Master all the way up to a Senior Producer through her trademark patient and consistent approach.

Daisy Pereira-Tosado

Director of Affinity Engagement at Smith College

Rachel and I worked together at WGBY which then became New England Public Media. Rachel is a highly skilled producer with great attention to detail. She is a great colleague, always willing to lend a hand towards mission support. She carries herself with confidence and positivity. Rachel works well independently an as part of a team. It was a true pleasure to work Rachel as she is at the top of her game and lovely to engage with. Any organization would benefit from her skills, can do attitude, and positive demeanor