Laura Dorado
Social Media Analytics & Research Professional · Paramount
United States, CA
In My Own Words
With over a decade of experience in social media analytics, I've built a career on transforming data into actionable insights that drive business strategy and elevate brand performance. My expertise includes using qualitative research to inform strategic decisions, developing dashboards and visualizations to reveal new opportunities, and leading cross-functional teams to achieve key goals. At Paramount+ as Director of Social Media Analytics and Research, I have spearheaded initiatives that delivered comprehensive social reporting and insights, effectively communicated with stakeholders and executives, and consistently enhanced social media engagement. My commitment to staying ahead of industry trends ensures that my strategies remain relevant and impactful in a rapidly evolving landscape.
Work Experience
Director
Paramount2023 – Present
Director of social media and analytics research team supporting the Paramount+ social team. Responsible for overseeing all reporting for Paramount+ brand and title social accounts + social listening for titles and brand.
Supervised all social reporting delivered to the Paramount+ social team and other key stakeholders, with one direct report and a focus on uncovering new campaign opportunities and optimizations based on data.
Facilitated data ingestion streams from multiple sources and ensured accuracy via QA. Manipulated data for use in various dashboards and visualizations to streamline workflows.
Manager
Paramount2022 – 2023
Manager of Paramount+ social content analytics team within the Data & Insights Group. Responsible for supporting Social, Marketing, Content Strategy, Programming, and Product teams—From online sentiment to campaign performance.
Lead analytics team, with multiple direct reports, with a focus on efficiency and optimization through creating internal social data tools & dashboards that deliver meaningful insights.
Leveraged strategic reporting frameworks to provide actionable takeaways and inform high level business decisions such as social content strategy and Paramount+ title renewals.
Senior Analyst
Paramount2021 – 2022
Acted as lead social analyst within the Data & Insights Group. Reported on organic and paid social activations for Paramount+ originals and exclusives with an emphasis on video performance.
Delivered data driven insights, sentiment analysis, and key learnings to stakeholders across the company. In many cases, collaborating across teams to show the full scope of digital impact from social to streaming consumption & platform acquisition.
Conducted competitive analyses on a regular basis to keep stakeholders abreast of social best practices, trends, and marketing tactics.
Analyst
CBS Interactive2018 – 2021
Responsible for analysis of organic social performance for all primetime drama and reality social accounts. Supporting the social team by measuring success based on core KPIs and providing recommendations on strategy as needed. Delivering data driven insights, sentiment analysis, and key learnings to stakeholders for organic campaigns and major events. In some cases, working across teams to show the full scope of digital impact. Delivering daily, weekly, monthly and quarterly reports.
Program Planning Manager
Fullscreen Media2017 – 2017
Oversaw the curation of in-platform content and managed new show launches. Managed two direct reports. Produced thematic content playlists to increase user engagement and viewership. Optimized content placements within the platform based on performance analysis. Copy edited synopses, episode and feature descriptions.
Content Operations Coordinator
CBS Interactive2016 – 2017
Curated and programmed content across multiple platforms including desktop, mobile web, apps, and OTT. -Managed cbs.com front door on desktop, including strategic marquee and video/editorial placement. -Managed all TV show pages on desktop, including primetime, daytime, specials, and classics. -Coordinated with CBS All Access teams to promote the service and run campaigns on all platforms. -Updated show assets, cast pages and episode recaps as needed.
Editorial Operations Coordinator
CBS Interactive2015 – 2016
Serviced the daytime talkshow, "The Talk." -Coordinated daily video clips, web marquees, web giveaways and kept all components of The Talk website up to date. -Assisted with writing editorial content and social distribution of content.
Associate Social Media & Digital Producer
CBS Interactive2014 – 2015
Worked on multiple TV shows, community management, social listening, facilitated events and developed second screen app content. -Coordinated CBS promotional content and messaging for Facebook and Twitter across all show accounts -Managed events with talent, including live video chats and live tweet events -Monitored social channels and live tweeting throughout broadcast of all new episodes -Analyzed social buzz on a nightly basis to pick on trending topics and episode highlights -Developed and programmed content for Sync, the second screen experience within the CBS app
Social Media Associate
Buzzsmith Marketing2013 – 2014
Responsible for multiple accounts, community management, influencer outreach, social analysis, brand strategy and development. Representative clients: Scarpetta LA, Spa Montage Beverly Hills, and Genetic Denim.
Project Manager
Wantickets2012 – 2013
Drove brand awareness through social efforts and developed digital marketing campaigns for venues and artists to increase ticket sales. Managed two direct reports and the summer internship program.
Marketing Coordinator
Wantickets2011 – 2012
-Webmaster (Website marketing + advertising) -Newsletter distribution (weekly) -Social Media -Contest + Giveaway Promotions
