Brooke Leonard Resume

DOWNLOAD MY RESUME HERE!

I've spent the last decade telling stories for a living, first in front of a camera as a sports reporter, and more recently behind the scenes building out social strategy and analytics for a multi-location automotive group. What ties it together is that I genuinely like people: I'm the one who'll walk up to a stranger at an event, ask good questions, and actually remember the answers. I love creating content, shooting it, writing it, editing it - but I'm just as happy digging into a performance dashboard to figure out what's actually working. I've managed a team member, coordinated with outside partners, and I know how to push a campaign or a vendor relationship to get real results, not just busywork.

WORK EXPERIENCE:

Haley Automotive Group: Senior Digital Marketing Analyst

Richmond, VA 2025-Present

Drive brand messaging and communications strategy for one of Virginia's largest privately owned automotive groups, supporting 11 locations and 10 vehicle brands.

Analyze website traffic, campaign performance, and lead generation using Google Analytics 4, Meta Business Suite, and CRM reporting to to guide strategy, budget allocation, and cross-brand growth opportunities.
Own the social and content calendar across Facebook, Instagram, YouTube and TikTok for 13 accounts - comparable in scope to coordinating content across multiple clinic markets
Evaluate the reach and effectiveness of communication efforts - traffic sources, user journeys, ROI, conversion data - to inform reporting and strategic recommendations to leadership.
Supervise a digital marketing coordinator & paid-social execution, setting strategy, reviewing creative, and directing day-to-day work
Coordinate and manage third-party vendors to evaluate campaign and lead- generation performance, then translate findings into budget and strategy recommendations for leadership
Grew public engagement with the brand significantly year-over-year: Facebook interactions up 41%, with even sharper gains in Reels, including 845% growth in interactions and 1,148% growth in watch time.
Write and produce original content spanning social video, campaigns, website updates, and email marketing to build brand awareness and tell the Haley story organically.

WSLS-TV : Sports Reporter & Weekend Anchor

Roanoke, VA 2019 - 2025

Developed and executed strategic communication plans that positioned the station as a trusted leader in sports coverage and strengthened its local reputation.
Served as an on-air spokesperson and recognizable local voice, conducting live interviews and building lasting relationships with coaches, athletes, community organizations, and sources to secure access and content under tight deadlines.

Launched the network’s first podcast, achieving 1,000+ downloads within the first year through strategic promotion, guest outreach, and consistent content planning.

Created, shot, wrote, and edited original multimedia content across TV, web, and social channels, tailoring stories to maximize audience reach and engagement.
Tracked content and audience performance using analytics tools to refine distribution strategy and inform editorial and programming decisions.
Recruited, trained, and mentored annual intern cohorts in reporting, writing, and public-facing communication, with 100% advancing into successful post-graduate careers.

Education:

UNIVERSITY

Virginia Polytechnic Institute

Expected Degree: Bachelor’s degree, May 2018

Major: Media Journalism

Minor: Business Leadership

SKILLS:

Content & Social Media:

Multi-Channel Content Calendars, Short-Form Video, On-Camera Presence, Scriptwriting, Photography, Brand Storytelling

Community, PR, & Partnerships:
Media Relations and Pitching, Community and Referral Partnership Development, Event Planning and Execution, Reputation Management, Public Speaking

Marketing Operations & Analytics:
GA4, Meta, Google Business, CRM & Lead Source Reporting, Paid-Social, Agency/Contractor Supervision, ROI Tracking

Technical & Creative Tools:

Adobe Creative Cloud (Premiere, Photoshop, Audition) , Orbee CDP, Edius, ENPS, DJI, AI, Canva, Squarespace, DDC Composer, Social News Desk, Microsoft Teams