Sonni Carr
Los Angeles
Summary
Social media specialist with robust experience in developing and executing strategic campaigns. Skilled in content creation, analytics, and audience engagement. Strong focus on team collaboration and adaptability to changing needs. Known for driving measurable results and fostering positive online presence.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Social Media Director
Mindshare
03.2022 - Current
- Lead all Unilever CPG brands (SheaMoisture, Dove, Degree, Axe, etc.) in annual go-to-market strategies, JBPs, and transitioning to ROI models for awareness-based campaigns.
- Manage a team of 18+ while implementing measurement frameworks and negotiating major media deals.
Media and Brand Strategy VP, Consultant - eComm
Good American Jeans, Poosh.com, and SKIMS
03.2018 - 12.2022
- Negotiated upfronts and advised on media investment strategies.
- Developed high-visibility campaigns and improved ROI on performance media tactics.
Freelance Director Media Strategy & Activation
OMD
09.2021 - 03.2022
- Directed media strategies for Principal Financial, Red Baron Pizza, Rams, and SOFI Stadium.
- Managed a team of 14 across digital, programmatic, and social channels.
Freelance Director Paid Social Strategy – eComm
Hawthorne Advertising
07.2021 - 09.2021
- Directed social strategies for Walmart and Sam’s Club.
- Managed a team of 11 to deliver performance-driven results.
Freelance VP, Director Activation - eComm
Quigley Simpson
11.2020 - 07.2021
- Led activation efforts for P&G CPG brands, ProMedica Healthcare, Earthjustice, and more.
- Oversaw a team of 12 and developed growth strategies for business and audiences.
Freelance Group Social Media Director - eComm
Mediacom
01.2019 - 01.2020
- Co-led adidas teams to develop test-and-learn roadmaps across all social platforms that increased ROI performance over 33%.
- Developed strategic go-to-market plans for new product launches that successfully drove product sell-out within one day.
- Collaborated with analytics team to develop a creative fatigue benchmark and campaign cost identifier that offset diminishing returns.
Associate Director (Digital, Social, Programmatic)
Canvas Worldwide
11.2016 - 01.2018
- Oversaw Hyundai and Genesis Motors accounts, including the launch of Hyundai’s Amazon Dealership Assurance Program.
- Co-led programmatic evolution and new business efforts.
VP, Director (Digital & Social) Consultant
Creative Publik
03.2009 - 10.2017
- Negotiated high-profile campaigns for Beatz by Dre, McDonald’s, and Cube Vision’s “Straight Outta Compton.”
Digital + Social Media Lead
Ignited Media
06.2015 - 11.2016
- Managed digital campaigns for Trion Worlds Gaming, Turtle Beach, and Sanuk.
- Directed influencer campaigns and digital strategy across multiple accounts.
- Led a team of 7 to optimize cross-channel performance.
Freelance Associate Media Director (Digital)
Starcom (Mediavest, Publicis)
08.2014 - 12.2014
- Oversaw planning and negotiation for Mattel/Fisher Price campaigns. Focused on mom-targeted and boys’ campaigns across Q4 2014 and Q1 2015.
- Managed a team of 15.
Education
Bachelor of Science - Marketing
University of Southern California
Los Angeles, CA05-2004
Skills
- Social media content writing
- Content scheduling
- Visual storytelling
- Community engagement
- Social media strategy
- Content development
- Influencer collaboration
- Campaign management
- Platform expertise
- Trend monitoring
- Audience segmentation
- Strategic planning
- Competitor analysis
Certification
- TIkTok Certification - 2025
- Meta Blueprint - 2024
- reddit certification - 2025
- Google Analytics - 2024
Timeline
Social Media Director
Mindshare
03.2022 - Current
Freelance Director Media Strategy & Activation
OMD
09.2021 - 03.2022
Freelance Director Paid Social Strategy – eComm
Hawthorne Advertising
07.2021 - 09.2021
Freelance VP, Director Activation - eComm
Quigley Simpson
11.2020 - 07.2021
Freelance Group Social Media Director - eComm
Mediacom
01.2019 - 01.2020
Media and Brand Strategy VP, Consultant - eComm
Good American Jeans, Poosh.com, and SKIMS
03.2018 - 12.2022
Associate Director (Digital, Social, Programmatic)
Canvas Worldwide
11.2016 - 01.2018
Digital + Social Media Lead
Ignited Media
06.2015 - 11.2016
Freelance Associate Media Director (Digital)
Starcom (Mediavest, Publicis)
08.2014 - 12.2014
VP, Director (Digital & Social) Consultant
Creative Publik
03.2009 - 10.2017
Bachelor of Science - Marketing
University of Southern California