Amanda Kim

FUNDRAISING & ENGAGEMENT DIRECTOR

The LPC

2021-2022

Led, organized, and managed outreach, communication, and fundraising activities for the advancement of the LPC’s mission. The goal of the director’s initiatives is to engage and mobilize all current and potential partners in an on-going, fruitful, and growing relationship, working together to accomplish the LPC’s mission, and to promote the LPC’s programs and services to our ever-expanding local community.

• Served on the LPC’s executive team; facilitated a strategy workshop with the leadership team to create a new mission statement that was more inline with the LPC’s operations and services. 

• Created and executed a partner and donor relations communications strategy, including a new monthly newsletter (The Monthly Leaf) to share more stories and keep partners engaged with the ministry taking place at the Center. 

• Designed and implemented an updated LPC branding and website to more accurately portray the LPC and its services, as well as make it more visually relevant for potential clients. 

• Planned and executed the LPC’s first-ever memorial service for reproductive loss - a space for church + LPC partners and the wider community to acknowledge reproductive loss in their lives and provide a place to start their healing process.

COMMUNICATIONS DIRECTOR

Grace Community Church

2019-2021

Led strategy, development, implementation, and budgeting for the Communications department at Grace Community Church. Responsible for the communications strategy for the church, as well as its nine ministries. Led the church through the COVID-19 crisis, which included increasing communication touchpoints & storytelling with the church congregation of 5,000+ with the goal of fostering community, creating deeper connections, increasing engagement during the pandemic, and ultimately a closer relationship with Jesus.

• Established a multi-platform communications strategy and editorial calendar across web, email, app, and social media that provided consistent and dependable communication with the body. Increased social media posting by 115% (YOY) and email communication by 40% (YOY). Saw an increase in 289% engagement overall on social media content and maintained a stable email open rate of 35%.

• Drove storytelling for Grace Community Church by partnering with ministry leads to discover and tell stories of impact and transformation within the body and community. Wrote, created, and distributed stories to the body – included interviewing, creating video + social content, and creating digital assets.

• Redesigned and launched a rebranded website and mobile app within a month. Responsibilities include creating the web and app user strategy, designing the website, creating content, and ongoing maintenance for both platforms. Created an engaging marketing campaign to launch the website and app to the body; increased website traffic by 11% YOY in new visitors and more than 1,000 app downloads within the first week (exceeding our internal goal by 233%) and 4,800+ total downloads to date.

• Created and executed a capital campaign that raised $5.5M in commitments within 2 months of launch. The campaign included a fully holistic communications strategy that incorporated print, digital, and in-person components, including a Virtual Reality experience for the informational booth and a print/digital brochure with content extensions.

• Led the church through the COVID-19 pandemic, providing crisis communications leadership and counsel. Ensured the church community was kept up-to-date with consistent, transparent, and frequent updates. Created and implemented a fully digital online-church experience for the within one week’s time. Played a critical role in helping all departments pivot to completely digital offerings within weeks.

• Advised senior leadership through the racial unrest in the summer of 2020, which included writing and distributing statements, increasing communication touchpoints, facilitating listening sessions, and prepping church leadership for member meetings (similar to town halls).

• Brought collaboration across ministries by creating cross-functional opportunities to tell stories, publish content, and drive engagement around discipleship, spiritual formation, and community outreach.

SR. MANAGER, GLOBAL COMMS

UNDER ARMOUR

2015 - 2018

Developed and oversaw the Public Relations / Communication strategy for Under Armour Corporate & International, as well as Women, Run, Connected Fitness, and GiveBack (Philanthropy) business units, successfully executing high visibility campaigns and securing media placements in top tier global and local media outlets. Established Under Armour’s international communications strategy and brought regional communications offices together into a cohesive strategy. Led the global organization through several brand and corporate crises, managing our internal staff communications, crisis monitoring & reporting, global coordination, and external media response strategy.

• Created Under Armour’s international communications strategy and framework, serving as a liaison for global regional comms leads (across Asia, Europe, Middle East, Central/South America) and providing a direct line into global HQ operations. Established consistent brand messaging and perception around the world by equipping international teams & agencies with robust training, brand guidelines, best practices, tool kits, and ongoing mentorship / communications support.

• Successfully partnered with and led international comms teams & agency partners to launch several global media campaigns for major brand initiatives. Oversaw and initial planning to execution; secured media coverage in top global media outlets including China Daily, Sina.com, Sohu.com (China), TV Tokyo, SBS (South Korea), ABS-CBN (Philippines), El Comercio (Peru), Folha de S. Paulo (Brazil), Esquire Netherlands, Handelsblatt (Germany), New York Times, Today Show, ESPN, USA Today, Business Insider, Washington Post, TIME, NBC Sports, Reuters, Fortune and more.

  • Worldwide Media Summit – Secured 40 international media outlets from 11 countries to attend Under Armour’s first-ever international media press event held at UA’s headquarters. Planned and executed the 2-day media event, resulting in 100 media interviews (with athletes & executives) and in-depth Brand feature pieces from global media that were published throughout the year. Generated 1.5 billion global media impressions on launch day; a Facebook Trending Topic, and other editorial awards. (read about it here)

  • Asia Tour for UA Athletes – worked with UA Comms teams across Asia (South Korea, China, Japan, Philippines) to plan and secure media coverage, story lines, interviews for several Asia-based press trips for UA Athletes (Stephen Curry x Asia Tours; Tom Brady x Asia tour).

  • Global Launch of Run Footwear – Secured 40 international media outlets from 12 countries for the global launch of UA Run footwear in Portland, OR. Designed and executed the 3-day press event, which included keynote presentations, interviews, and product testing. Resulted in several Run Media awards + recognition, and global coverage around the launch of suite of footwear.

• Develop and execute 360 communications strategies for global brand initiatives, product launches, and local campaigns by working collaboratively with cross-functional teams at HQ and globally. Campaign launches include:

  • RULE YOURSELF featuring Michael Phelps (read about it here)

  • Celebrating Team Agar (read about it here)

  • Grand Opening of UA House at Fayette (read about it here)

  • 2017 Tom Brady Asia Tour, powered by Under Armour

  • Curry 3 Launch + Experiential Media Weekend in the Bay with Stephen + UA

  • Misty Copeland Signature Collection Launch in NYC (read about it here)

  • Unlike Any Campaign Internal Launch + NYC Media Event

• Launched and established the UA Newsroom as a go-to news source for internal and external global stakeholders. Created 40+ stories (wrote, edited, and provided creative / story direction for multimedia content – video + photo) for the UA Newsroom in the first four months of launch, managed internal/external distribution of news, and tracked online analytics to gauge performance.

• Ran point on “the year of crisis” (2017) at Under Armour; worked cross-functionally to ensure all stakeholders (global comms teams, media, executives, athletes/sponsors, customer service, retail teammates) were equipped with messaging, talking points, and FAQs. Led monitoring, reporting, and US media relations efforts during these crises, while directing and partnering with our global team as well as PR agency partners to ensure coordinated and consistent media responses worldwide.

• Secured domestic & global media interviews and speaking engagements for Under Armour executives and athletes to establish thought leadership around entrepreneurship, innovation, sports, technology, and leadership. Briefed and prepped spokespeople via messaging documents, talking points, and scripts ahead of speaking engagements.

• Managed and helped launch Under Armour CEO, Kevin Plank’s Instagram and Linkedin pages. Created an initial executive positioning strategy and helped create an editorial calendar and content streams.

• Wrote, copyedited, and distributed press releases, media pitches and press kits for global media outreach around campaign, brand, and product initiatives, as well as ongoing product placements in long- and short-lead outlets.

SOCIAL + DIGITAL ANALYST

UNDER ARMOUR

2013 - 2015

Developed and oversaw the company’s first-ever overarching social media reporting and measurement strategy. Trained and mentored 5+ social media managers and served as lead analyst for the marketing department, measuring, monitoring and effectively handling brand health/awareness, PR crises, and customer service inquiries.

• Created digital marketing scorecards for campaigns, including Under Armour’s viral I WILL WHAT I WANT, tracking the results of the campaign across social/digital, PR, Events, and eComm metrics.

• Analyzed and provided actionable insights on Under Armour’s 40+ social media and digital platforms, advising on platform optimization, content performance, and overall performance against key KPIs.

• Developed and maintained Under Armour’s social listening strategies for key stakeholders across the organization. Measured and monitored for brand health/awareness, PR crises, customer service inquires, etc.

MEDIA RESEARCHER

VOCUS (NOW CISION) 

2006 - 2010

Led the company's first daily reporting service and maintained a database of media contacts with up-to-date contact information and pitching preferences. 

• Organized and conducted a company-wide performance evaluation to gauge employee satisfaction level, motivation, and quality of work.

• Managed and led daily reporting efforts for Kraft Foods. This was one of the first clients for this service for Vocus and included performing under tight deadlines each morning conducting a media scan and producing a report consisting of client, competitor and industry news.

• Maintained a database of traditional media journalists and key influencers, ensuring accurate and most-recent contact information, pitching preferences, and specific beat coverage through thorough research.