Dominic Lattanzi
Walnut Creek
Summary
Dynamic marketing professional with a proven track record at Thizzler on the Roof, driving organic growth through viral content strategies and community engagement. Excels in data analytics and campaign optimization, I successfully increased audience reach and brand visibility, while fostering strong relationships with artists and industry stakeholders.
Overview
6
6
years of professional experience
Work History
Assistant Project Manager
Thizzler on the Roof
03.2021 - Current
- Tracked and analyzed weekly performance data across streaming platforms and social media (Spotify for Artists, YouTube, Instagram) to identify top-performing songs and inform release marketing strategies, increasing campaign focus on high-conversion content
- Monitored real time social media trends, algorithm changes, and platform updates (Instagram, TikTok, YouTube) to adapt posting strategies, optimize content formats, and improve organic reach while reducing risk of shadowbans and distribution suppression
- Sourced and curated daily industry news, cultural moments, and trending topics relevant to the hip-hop market, producing high-engagement social content using Adobe Premiere and Photoshop to maximize audience growth and brand visibility
- Identified emerging viral artists by strategically training platform algorithms (YouTube, Instagram Explore, Reels) to surface new talent discovery content, then pitching qualified prospects to internal teams as potential new clients
- Collaborated with executives in weekly strategy meetings to develop campaign ideas for artist releases, including pitching tracks through Spotify for Artists to secure editorial placements and optimize launch visibility
Owner
Nor Cal Next Up
02.2020 - Current
- Partnered with artists, major-label A&Rs, and artist managers to develop promotional strategies for releases, leveraging platform analytics, cultural timing, and algorithmic trends to maximize reach and discovery.
- Founded and scaled a regional hip-hop media brand focused on Northern California, growing the Instagram community to 52,000+ followers and generating 14M+ views and 430K+ interactions organically across Instagram, TikTok, and YouTube.
- Developed and executed a data driven content strategy centered on trending news posts, interview clips, and event vlogs, producing multiple viral posts with 100K–1M+ views and driving 2,600+ net new followers over the past year.
- Identified and amplified emerging artists ahead of mainstream breakout, contributing early exposure to 18+ artists who later achieved major milestones, including:
Viral TikTok hits, Major label signings,
Sustained local buzz regional dominance and more - Led content production for interviews and on site event coverage for events, including filming, editing, and publishing video content using Final Cut Pro, Adobe Premiere, and Photoshop
- Built and monetized direct relationships with artists, creators, and brands by managing inbound and outbound sales conversations through Instagram DMs and email, converting attention into paid promotions, collaborations, and long term partnerships
- Analyzed and reverse engineered other high performing media platforms to adapt proven content formats, audience hooks, and growth tactics into NorCalNextUp’s editorial and posting strategy
- Attended industry events weekly to expand professional network, source interview opportunities, and generate consistent original content for YouTube and social platforms
Education
Bachelor of Arts - Media And Cultural Studies
University of Riverside, CA
Riverside, CA06-2022
Associate of Arts - Communications
Diablo Valley College
Pleasant Hill, CA05.2019
High School Diploma -
Northgate High School
Walnut Creek, CA05.2016
Skills
Community & Growth Marketing
- Community Building & Engagement Strategy
- Organic Growth Strategy (Instagram, TikTok, YouTube)
- Viral Content Strategy & Trend Forecasting
- Creator Economy & Influencer Marketing
- Audience Development & Retention
- Brand Partnerships & Collaborations
- Cultural Trend Analysis (Hip-Hop & Digital Media)
Content Strategy & Production
- Short-Form Video Strategy (Reels, TikTok, Shorts)
- Interview & Event Content Production
- Editorial Planning & Content Calendars
- Storytelling & Hook Optimization
- Caption Framing & Headline Writing
- Video Editing (Final Cut Pro, Adobe Premiere, CapCut)
- Visual Design (Adobe Photoshop)
Data, Analytics & Optimization
- Social Media Analytics & Performance Tracking
- Algorithm Optimization (Instagram, TikTok, YouTube)
- A/B Testing (Formats, Hooks, Posting Times)
- Engagement Metrics Analysis
- Platform Trend Monitoring
- SEO for YouTube
- Market Research
Operations, Sales & Collaboration
- DM & Email Sales Funnels
- Client Relationship Management
- Lead Qualification & Prospecting
- Campaign Strategy & Reporting
- Cross-Functional Collaboration
- Project Management (Asana, Notion, Slack, Later)
- Workflow Optimization
- Revenue Pipeline Management
Timeline
Assistant Project Manager
Thizzler on the Roof
03.2021 - Current
Owner
Nor Cal Next Up
02.2020 - Current
Bachelor of Arts - Media And Cultural Studies
University of Riverside, CA
Associate of Arts - Communications
Diablo Valley College
High School Diploma -
Northgate High School