Atlanta Ballet Digital Marketing Strategy
Digital marketing measurement strategy across Google Search Ads, Meta, and programmatic & CTV advertising.
Creating digital experiences that connect and engage
ABOUT
Hey! I’m Sami Peterson, a digital creative with a passion for bringing ideas to life.
I’m graduating in May 2026 from the University of Georgia’s Emerging Media Master’s program, after earning my BBA in Marketing and International Business, with a digital marketing emphasis and a Spanish minor, in May 2025.
I love finding the sweet spot between strategy and creativity, combining design, storytelling, and audience insight to build thoughtful, engaging experiences. My background spans digital design, interactive marketing, project management, social media, and content strategy, allowing me to approach problems from both a creative and analytical perspective.
I’m especially interested in how brands can use digital experiences to connect with their audiences in meaningful ways. Whether developing a campaign, designing an interface, or shaping a concept, I focus on creating work that is intentional, audience-centered, and grounded in clear objectives.
Outside of work and school, you can usually find me exploring somewhere new, spending time outdoors, or at a live show.
PROJECTS
UGA Career Center Social Media
Managed social media for the nation’s most followed Career Center, driving audience growth through consistent, high-performing content.
Trail Tracker App
Built a national parks app that enables users to explore trails, access park details, and navigate routes through integrated map features.
Curiteva Social Media
Launched and managed social media for a medical device company, increasing reach, engagement, and overall brand visibility.
Medical Professional Website
Built a professional website for a spine surgeon, translating complex information into a clear, user-friendly experience.
Mood Matcher App
Developed a music app that personalizes playlist discovery based on user mood through an interactive, intuitive interface.
Personal Portfolio Website
Engineered a custom portfolio website, emphasizing responsive design and clean, scalable front-end code.
Spotify Jam Redesign
Redesigned Spotify Jam to improve remote listening, introducing features that support real-time interaction and shared experiences.
Cafébara Branding
Created a cohesive brand style guide and interface design for Cafébara using Figma, Adobe Illustrator, and Canva.
AdventureGenie Digital Marketing
Led digital and social media marketing for an AI-powered trip-planning platform, strengthening brand presence and reach.
RESUME
Summary
Digital creative with experience in marketing, design, and social media, specializing in strategic, user-centered digital experiences.
Education
M.A. in Journalism and Mass Communication
June 2025 - May 2026Emerging Media Concentration
University of Georgia, Athens, GA
B.B.A. in Marketing & International Business
August 2021 - May 2025Spanish Minor, Digital Marketing Emphasis
University of Georgia, Athens, GA
Community & Campus Involvement
NMIXpert
UGA New Media Institute
January 2025 - May 2025- Provided technical guidance to NMI students during weekly office hours, supporting development and design projects across SwiftUI (Xcode), HTML, CSS, WordPress, and Bootstrap
- Delivered hands-on design and development support, assisting students in building functional applications and visually engaging content using Adobe Illustrator and Photoshop
- Collaborated with students and faculty to troubleshoot challenges, apply best practices, and ensure successful project outcomes across a range of digital media projects
Director of Communications
UGA HEROs
January 2024 - December 2024- Supervised and delegated responsibilities across a 32-member Executive Board, including direct leadership of a 7-member Communications team, ensuring efficient workflows and consistent execution
- Established and maintained communication with families of 350+ children, fostering trust, transparency, and long-term engagement
- Managed social media, website, and biweekly newsletter content, delivering timely, engaging updates to a network of 600+ members and alumni
- Initiated and led the “Hang Out with HEROs” program, coordinating monthly mentorship experiences between 30+ members and children affected by HIV/AIDS
Extra Special People (ESP), Volunteer
January 2024 - May 2025International Business Society, Active Member
August 2022 - May 2025American Marketing Association, Active Member
August 2021 - May 2025Skills
Technical
Adobe Creative Cloud, Figma, HTML / CSS, Xcode Swift UI, Microsoft Office Suite, WordPress, Google Analytics 4, Bootstrap, Canva, Sked Social, Meta Blueprint Media Planning, CTV Advertising, Programmatic Advertising, Google Search Ads
Curriculum
Spanish Minor, Digital Marketing Analytics, Web Development, App Development, New Media Design, International Marketing, Social Media Marketing Strategy, Integrated Marketing & Brand Communication, Emerging Media Storytelling
Relevant Experience
Digital Marketing Social Media Manager
Curiteva, Inc.
May 2025 - August 2025- Launched and managed Curiteva’s Instagram presence from the ground up, maintaining a cohesive visual feed through branded graphics, copy, and short-form video content, driving ~20% average weekly reach growth during early-stage account development
- Designed digital marketing assets using Canva and Adobe Photoshop and managed a content calendar for Instagram and LinkedIn
- Synthesized complex spinal implant information into intuitive, user-centered digital assets through UX strategy and hierarchy
Social Media & Marketing Intern
UGA Career Center
August 2023 - May 2025- Produced and managed digital content for the UGA Career Center’s Instagram, Facebook, and LinkedIn using Canva, Adobe Illustrator, and SkedSocial, increasing Instagram reach to 48,000+ accounts and driving ~45% follower growth
- Grew social media presence to 16.2K+ Instagram followers and 3K+ LinkedIn followers by creating engaging, audience-focused content for students and alumni
- Planned and executed a year-long, multi-platform content calendar in collaboration with a 5-person creative team, ensuring consistent, timely, and strategic posting
- Captured and produced live event photography and content, generating posts that averaged 3.6x higher engagement than typical content
- Researched international career opportunities and independently designed a webpage to present insights, demonstrating initiative and interest in global career pathways
Marketing & Advertising Intern
LeanMail
June 2024 - August 2024- Redesigned the LeanMail website on WordPress using themes, plugins, and custom CSS to improve user experience and site functionality
- Executed B2B marketing campaigns and event promotions through Eventbrite and LinkedIn, engaging 2,000+ potential users
- Utilized Zoho CRM, Apollo, and Google Analytics 4 to support campaign execution, track performance, and improve marketing efficiency
- Collaborated with international clients across multiple countries, effectively pitching LeanMail’s value proposition and contributing to new user acquisition
Marketing Intern
AdventureGenie
September 2022 - October 2023- Developed and executed marketing materials for 5+ campaigns across magazine advertisements, rack cards, and social media, creating cohesive, audience-focused brand messaging
- Created and managed monthly newsletters and email campaigns, driving consistent engagement through strategic content and design
- Expanded user acquisition and brand reach through influencer partnerships, connecting with new and untapped audiences
- Planned and implemented a referral program to increase user growth while strengthening loyalty among existing customers