Agency dude with over a decade of experience working on every facet of social and digital that’s really just out here trying to make my Bubbie proud.
I’m a digital content expert who has done a lot of this and a boatload of that during my career because I’m always game to learn something new. Content strategy, account services, copywriting, social channel management, operations, analytics, tools support, running teams - you name it, I’ve done it. And I’ve done an awesome job doing it, too.
Experience
FleishmanHillard
2022 to Current
Vice President
Currently leading integrated content creation for the Army’s expansive and complex recruitment channel ecosystem.
Provide guidance and consult on content creation to resonate with target audiences.
Work closely with data and analytics team to focus on the right metrics to measure performance both from our channel managers and external communities.
Help guide the development and dissemination of educational materials to inform recruiters on best practices and governance.
Serve as the Detroit Office’s DE&I Champion, coordinating events to support cultural heritage moments, leading educational initiatives, and creating and fostering an inclusive environment for all team members.
Airfoil
2021 to 2022
Senior Director
Led Airfoil’s content and digital marketing team that planned, strategized, and created content for our expansive client roster.
Main point of contact for all client needs and ensured that content across all platforms achieved business goals and objectives.
Regularly served as holistic content strategy expert when pitching and winning new business.
Consistently ranked exceptionally high in client and team member satisfaction.
Built the team from the ground up and developed processes and best practices to maximize efficient production and quality output.
Mally A.C.T
2018 to 2021
Co-Owner, Director of Marketing and Business Development
Expanded an already successful academic tutoring and college preparation business with new tactics to increase revenue and awareness.
Utilized my business development skills to create and foster better relationships with clients and counselors to increase word-of-mouth referrals.
Launched a partnership with a local non-profit that helped award over $1,000,000 of scholarship money to students residing in Detroit.
Implemented process improvements in my first year that increased efficiency and led to revenue growth.
Utilized my client-management skills to create and foster better relationships with parents to increase word-of-mouth referrals.
FleishmanHillard
2013 to 2018
Managing Supervisor
Began as a copywriter and later transitioned to social media client services and account lead, content strategist, and content creator for various B2B and B2C clients with a portfolio consisting of retail, automotive, health, utility, government, and local community service organizations.
Served as digital content lead when pitching to prospective clients across the country.
Managed a small team of content writers and strategists to fulfill clients’ needs and objectives.
Was the Detroit office representative on the FleishmanHillard Diversity Council.
Rocket Mortgage (formerly Quicken Loans)
2011 to 2013
Copywriter
Developed client-facing content for QuickenLoans.com, print ads, commercial scripts, direct mail, emails, internal communications, social media, and the Quicken Loans Blog.
Helped conduct various usability studies to learn how clients interact with different forms of web content to maximize lead conversion.
Instrumental in the development of Rocket Mortgage from when it was just an idea to production and launch.
Clients
Participated in multiple onsite activations for real-time content opportunities, including the MLB All-Star Game, Army-Navy football game, SEMA, reveal events, and the North American International Auto Show. Transitioned into a hybrid account-content writer role, which led me down the account services path.
Operated as the content lead for creating and distributing social media content throughout Army’s vast and complex content ecosystem. Successfully developed multiple process optimizations to improve efficiency and save on costs. In the first year of this role, achieved a 123% increase in post publish volume, 669% increase in total engagements, and a 332% increase in organic impressions.
Served as primary social and digital strategist, content writer, and key member of the client services team for Bosch’s North American social presence. Developed influencer strategies and on-site activation plans to help increase global reach and awareness. Spearheaded social channel strategy development and tactics to maximize content performance.
Developed client-facing content for all mediums: print, social, digital, billboards, commercial scripts, and more. Was the head content writer for QuickenLoans.com, and was a member of the original team that developed, produced, and launched RocketMortgage.com.
Successfully turned a one-year trial run into a full-time account through client management, content creation, and relationship building. Managed GM Fleet Vice President Ed Peper’s social channels to position him as a thought leader in the B2B fleet space. Leveraged social media to become a viable B2B lead generation platform. Grew the overall account budget significantly after the first year of services.
Ran on-site activations to promote awareness of all EA Sports titles, as well as to garner feedback from gamers to report back to title mangers. Led a campaign that resulted in Sparty being on the cover of NCAA Football 2009 for Nintendo Wii. Named top college representative for my last year in the role.
Served as digital content lead for Freudenberg’s North American presence and implemented processes that maximized efficiency between media relations teams, German headquarters, and our social content team. Led crisis communications workshop for all key North American stakeholders. Developed channel strategies to help create content that better resonates with targeted audiences.
Led a complete revamp of MSHDA’s social presence including entirely new creative concepts and treatments, targeted messaging, and more efficient paid amplification. Launched MSHDA’s presence on Nextdoor to achieve better ROI on paid digital campaigns. Focused on creating more efficiencies with media relations team, agency partners, and the social content team.
Served as the account lead for all social media, as well as agency partner relationship manager across all verticals. Managed a small team of content writers and creators and improved overall quality of social media content produced on their channels. Saw tremendous growth in all key social media metrics year-over-year. Oversaw budget and was tasked with making sure our work remained within scope.
Functioned as the social media client services lead, content writer, and content strategist for all of the Downtown Detroit Partnership social channels. Developed and implemented an overall awareness campaign to showcase what the Downtown Detroit Partnership is and how impactful it has been for the city’s development.
Main client relationship manager for parents, college counselors, guidance counselors, and heads of non-profits for information regarding ACT®, SAT®, and academic tutoring. Make business pitches to multiple potential clients every day. Oversee all operations, content creation, marketing, and business development. Spearhead partnerships with non-profits to help close the racial educational gap, which led to over $1,000,000 in scholarships awarded to Detroit students in its first year of operation.
Developed organic social content strategy and oversaw content and creative creation for one of the nation’s largest full service general contractors. In the first year of work, strategic content changes led to 74.1% increase in impressions YoY, 56.9% increase in total engagements YoY, and a 212.7% increase in video views YoY.
Awards
#TechnologyAndStuff
2015 Cannes Gold Lion - PR - Rapid Response
2015 Cannes Silver Lion - PR - Crisis
2015 Cannes Bronze Lion - Media - Cars & Automotive
2015 Clio Gold - Integrated Campaign
#ChevyGoesEmoji
PR Daily - 2016 Best Social Media Campaign
Public Relations Society of America - 2016 Award of Excellence
Personal
2016 Annual FleishmanHillard Team Player Award
Selected to Participate in Omnicom Group’s “Difference Makers” Initiative in 2024
Feedback
“There are few people that represent a rare combination of creativity, hustle, and strategy. Eric Mally is one of them. He's full of ideas and knows when to push the limits.”
— Kelly LaVaute, former supervisor at FleishmanHillard
“Eric is attentive, caring, and always makes sure that everyone is 100% happy. He’s a heck of a belly scratcher, too.”
— What I Imagine My Dog Would Say
“Eric has a great ability to remain calm when his back is against the wall. Anytime we had an unexpected challenge come up, we knew that Eric would help lead us out!”
— Matthew Rossana, former teammate at Quicken Loans
Education
James Madison College at Michigan State University
2005-2009
Bachelor’s Degree, Social Relations and Policy
Bachelor’s Degree, Comparative Cultures and Politics
Specialization, Jewish Studies