Sami Naffziger

With an enthusiastic lens I drive projects forward through clear communication and consistent follow-through. I maintain momentum during challenges, approach complex problems strategically, and balance attention to detail with focus on measurable outcomes. When I take on something new, I always strive to balance the finer details with the bigger picture - making sure the work moves toward what actually matters.

Digital Marketing Specialist at McDonald Textiles (2024-10 – 2026-09)

• I oversaw the marketing and e-commerce activity for four brands: Standard Issue, McDonald, Royal Merino, and Ecowool
• Ownership of content calendar development and execution for all brands
• Creation of engaging content for website, EDMs, and social channels
• Ensured execution of content is aligned with creative direction, brand personality and values
• Managed email marketing calendar execution and optimization to deliver sales
• Working in Klaviyo, Mailchimp, and Active Campaign
• Shopify e-commerce site management for each brand, ensuring all aspects were updated for new season collections, new launches, key brand initiatives and sales events
• Assisted the Customer Service Manager with inquiries and support responses
• Launched a newly refreshed and redesigned website for Ecowool after migrating from WordPress
• Oversaw SEO + SEM, working alongside digital agencies
• Management and maintenance of all aspects of social media accounts, ensuring seamless flow across digital / e-commerce and marketing touch-points for each brand
• Worked alongside Sales Manager to deliver brand assets for seasonal launches
• Performed digital reporting, ensuring relevant metrics were tracked for regular monthly updates

Digital Content Creator at Brittain Wynyard (2018-12 – 2024-03)

• I was the first hire in Brittain Wynyard’s Shared Digital Team, working across multiple brands in the business to create local content
• Brands included ASICS, Birkenstock, Timberland, Coleman along with Pat Menzies, and SOLECT shoe stores
• Managed the ASICS blog, telling brand stories by crafting articles featuring strong keywording
• Oversaw the creation of the ASICS Knowledge Base featuring a series of articles of expert advice on running and finding the right footwear
• Tracked the performance of these pages and looked for opportunities to improve SEO metrics
• Helped with the creation of product landing pages
• Managed the @asicsnz social channels on Instagram and Facebook, growing the following count from 12k to 25k
• Oversaw the monthly social content calendar and scheduling
• Ran social advertising using Facebook Business Manager
• Photographed primary seasonal brand campaigns with images running as street posters
• Crafted video content for social channels and digital marketing
• Managed the formation of the Sound Mind Sound Body running crew and weekly community run event

Personal Assistant at Story Clark (2018-05 – 2018-09)

• Assistant to Founder & CEO of TravelStorys, she is also a renowned land conservationist and philanthropist
• Ensured Story could focus on the important work of her day by taking care of the minutiae for her
• Worked to maintain an organized and neat office
• Prepared checks for deposit
• Took care of filing all receipts, invoices, and client documents
• Handled incoming and outgoing mail including bill payments
• Completed projects around the home
• Created spreadsheets to track various tasks
• Reviewed pitch decks for design and content improvements

Digital Content Technician at Thomson Cruises (2017-04 – 2017-07)

• Oversaw the operation of the Digital Signage and Wayfinder systems
• Utilized CMS and Scala platforms to input and publish the daily advertisements, promotions, entertainment and schedule
• Worked directly with the Marketing Team at the Head Office to create new media for concessionaires
• Ensured the 40+ screens across the TUI Discovery were functioning, performed troubleshooting and technical maintenance when needed
• Attended weekly Cruise Operations Meetings where preparations were made for the next itinerary and strategy for meeting revenue goals was discussed
• Assisted with the launch of Thomson Cruises’ Navigate phone app, ensured the app content was up-to-date, and uploaded the schedule each day to the management system
• Facilitated the setup of a new children’s Virtual Reality Experience

Content Manager at ASKfm (2015-05 – 2016-04)

• Collaborated with team members on relaunch of iOS app, Android app, and website
• Worked with social media influencers on relaunch campaign
• Managed all social media platforms by writing and scheduling daily posts
• Maintained brand voice across the company profiles
• Selected and programmed the Question of the Day which is prominently presented to users daily
• Created marketing decks
• Strategized on features to build in order to boost activity levels
• Interfaced with colleagues overseas in Riga and Dublin
• Boosted numbers on Instagram from 14k to 60k followers

Content Editor at FOODILY (2010-10 – 2015-05)

• Managed the quality of recipe content on the site & ingested in the system; including overseeing any manual entry of content into the Foodily system
• Worked directly with tastemakers to promote and build out their social recipe profile
• Created editorial content for the Foodily homepage and in-product promotions
• Lead and directed the grocer content integration, matching and display via Foodily applications directly with partners including Amazon Fresh, Sainsbury’s, and FreshDirect
• Handled all customer service inquiries, account questions and customer service content
• Assisted in testing and QA of all platforms, bug ticketing and tracking
• Management of offshore data corrections team via oDesk
• Creation and oversight of stock photography database
• Handled numerous Executive Assistant tasks

Editorial and Copy Intern at Thrasher Magazine (2011-06 – 2011-09)

• Worked alongside the Art Director to compile all captions for the Maximum Rad book
• Transcribed recorded interviews for publication

Youth Hockey Director at Yerba Buena Ice Skating Center (2006-06 – 2010-08)

• Oversaw all elements of youth hockey in San Francisco
• Built strong community and business partnerships to increase youth hockey awareness and enrollment
• Generated and recruited prospective students for enrollment in Skating School and In-House teams
• Managed coaching staff for Skating School, In-House, and S.F. Sabercats Travel Hockey programs
• Facilitated all phases of a player’s participation from introduction, evaluation, to enrollment
• Created promotional and educational materials for all programs and events
• Kept track of profit and ensured payment was made by all participants
• Worked to educate parents and children who were new to the sport of ice hockey
• Set monthly schedule in conjunction with other arena programming
• Communicated on a daily basis to parents through email, phone, and in-person discussions
• Large-scale correspondence through e-mails to all participants, coaches, and arena management
• Organized various events to spread community awareness of ice hockey and build program bonds
• Worked directly alongside General Manager and Facility Scheduler as part of the Management Staff
• Built strong connections with facilitators of other Bay Area hockey programs through professional meetings
• Ensured programs adhered to USA Hockey, CAHA, and NORCAL regulations
• Facilitated the launch, regular addition of content, and overall maintenance of sfsabercats.com - the first Sabercats website. The new website can be found at sfsabercats.org
• Resurfaced the ice between skating sessions, driving the Zamboni/Olympia

Bachelor of Fine Arts (BFA) in Editorial/Advertising Photography – Academy of Art University (2008 – 2012)

Diploma – Evergreen High School (2002 – 2005)