Thom Berry

Thom Berry

Experience

Senior Manager, Social Media | January 2025 - Present

  • Transformed @onepeloton brand social strategy (Instagram, TikTok, YouTube, X, Facebook, Reddit, Pinterest) within 4 weeks of starting; more than doubling earned organic impression monthly growth (6M to +15M monthly impressions). Boosted quarterly brand sentiment from 75% positive-neutral to 89%.

  • Leads brand social media team, managing two social managers, a coordinator and laterally captaining creative development in order to efficiently create high-performing social-first content. Effectively managed direct reports who were considered underperforming in Jan 2025 to return them to high performance. 

  • Set KPIs and benchmarks for owned social channels. Prior to my start, the team was not tracking or goal-setting any metrics. Developed a social media analysis and reporting structure that increased team accountability and kept the team continually focused on company north stars.

  • Strengthened cross-functional relationships with the Partnerships team in regard to NBA & New York Road Runners. Through collaborative strategy-setting saw YoY social impression (+7M organic impressions during NBA All Star Weekend) and engagement growth (+1% YoY engagement rate growth).

  • Prevented owned social channel crisis by regularly social listening platforms and encouraging direct reports to flag any concerning comments or current events bubbling up that could affect brand health.

  • Initiates relationships with +50 Instagram creators, briefing in collaborative posts between each influencer and the Peloton brand. Regularly works with Peloton talent (instructors) to create short-form videos for both instructor and owned platforms.

Peloton Interactive | New York, NY

Senior Manager, Social Media Strategy (Freelance) | September 2024 - December 2024

  • Trend-spotted daily to ensure Afterpay (client) maintains relevancy in a competitive social landscape. Keeps a pulse on transient cultural trends to swiftly apply to branded content.

  • Analysed qualitative and quantitative data to develop insight-driven strategy reports. Each report, delivered twice weekly, contains +5 branded content or platform-based recommendations for Afterpay’s TikTok and Instagram.

DEPT Agency | New York, NY

Social Media Manager | June 2021 - August 2024

  • Oversaw Reddit's consumer-facing social presence across platforms (TikTok, YouTube, Instagram, X, Facebook, LinkedIn, Threads, Reddit, Twitch) with 5.5M followers, increasing impressions by +21% YoY and follower count by 25% YoY in 2023.

  • Team lead during manager’s extended leave, advancing H2 2023 & H1 2024 strategy and owning all cross-functional relationships with teams ranging from legal to creative. Promoted from Social Media Associate in Jan 2023.

  • Led $RDDT IPO social media strategy (92% positive-neutral sentiment) in collaboration with Reddit's internal creative team and NYSE's marketing team, maintaining Reddit's "brilliantly absurd" nature while adhering to SEC regulations.

  • Launched TikTok presence (+1.1M followers in 2 years) and built Reddit’s social video capabilities from scratch by repurposing high-value on-platform content, acting on-camera for on-the-street interviews, and utilizing trending formats.

  • Established best practices for Reddit’s international social presence in priority markets, such as the UK and India, while advising international channel managers on identifying quality user-generated content and creating engaging social assets.

  • Executed product launch social campaigns in close collaboration with Go-To-Market teams. Notable product launches include Reddit’s Brand Refresh, new AMA tooling, Reddit Recap (2021, 2022, 2023), and two Webby Award-winning campaigns for both r/place 2022 & 2023 activations.

  • Delivered robust social listening reports with data sourced from Brandwatch for key corporate moments, including Reddit’s IPO, public flip, and quarterly earnings. Templatized delivery format for consistent reporting.

  • Collaborated with external business partners like Netflix and the US Olympic Team to create promotional AMA videos for upcoming titles/events while adhering to Reddit's voice and tone.

Reddit, Inc. | New York, NY

GLOW Social & Digital Agency | New York, NY

Social Media Manager | March 2020 - May 2021

  • Designed and implemented cross-platform social media strategies for clients, including Hulu, Showtime, Nickelodeon, and Spotify. Developed social benchmarks to measure success of campaigns. Managed client social media channels (Twitter, Instagram, Facebook, TikTok) by posting daily content, community managing, and conducting weekly performance reports.

  • Awarded 13th Annual Shorty Award - Television in 2021 for work with Showtime on Shameless’ final season. The campaign increased social mentions and engagements by over 2x YoY (+7.5M engagements, +166K Twitter mentions, and 2.6M Twitter Watch Party views).

Associate Producer | December 2017 - March 2020

  • Staffed across Animal Planet, Science Channel, and Discovery Channel social media accounts. Promoted internally from Production Assistant in 2018. Established the digital presence of A-tier shows, such as Puppy Bowl. Grew Animal Planet's Instagram account 3x in 2019 (+2M followers) by implementing IGTV (Reels’ predecessor) strategy.

  • Conceptualized shoots and coordinated with studio operations, public relations, and production teams to execute. Projects often included priority talent, such as the Irwin Family. Produced and edited original, short-form videos from user-generated content according to Animal Planet brand guidelines in Premiere Pro and After Effects.

Discovery, Inc. | New York, NY

The Underwear Expert, Inc. | New York, NY

Influencer Marketing Coordinator | July 2017 - December 2017

  • Aided Instagram influencer outreach and coordinated campaigns with +100 creators monthly. Tripled the number of influencer sponsorships in 6 months, resulting in 2x affiliate code usage. Supported marketing director in key e-commerce moments.

Skills

Industry Knowledge: Creative strategy, trend-spotting, social listening and reporting, social media management, community engagement, content creation (video editing, graphic design, copywriting), project management

Tools & Technologies: Adobe Creative Suite (Premiere Pro, After Effects, Photoshop), Canva, social media management tools (Sprout Social, Spredfast, Later, Social Bakers), social media listening tools (Brandwatch, Sprout Social)

Education

Bachelor's Degree, Journalism and Mass Communication
Minor in English Literature

The George Washington University |Washington, DC