Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I’m a social media marketing leader with over 10 years of experience creating impactful social and influencer strategies for global brands. In my recent work, I’ve managed to grow follower bases significantly and collaborated with major brands like Warner Brothers and Nintendo to deliver impressive campaign results. I love working with celebrities and fan communities and have launched influencer programs driving millions of impressions annually. I thrive in fast-paced environments where data-driven decisions, cross-functional collaboration, and creative strategies come together. Leading teams, managing budgets, and negotiating partnerships are all parts of my journey that I enjoy, and I’m always excited by new challenges in the digital marketing space.…I’m a social media marketing leader with over 10 years of experience creating impactful social and influencer strategies for global brands. In my recent work, I’ve managed to grow follower bases significantly and collaborated with major brands like Warner Brothers and Nintendo to deliver impressive campaign results. I love working with celebrities and fan communities and have launched influencer programs driving millions of impressions annually. I thrive in fast-paced environments where data-driven decisions, cross-functional collaboration, and creative strategies come together. Leading teams, managing budgets, and negotiating partnerships are all parts of my journey that I enjoy, and I’m always excited by new challenges in the digital marketing space.

Marianna (Matthews) Varela

Digital Marketer, Social Media Manager, Influencer Marketing Manager, +2





I’m a social media marketing leader with over 10 years of experience creating impactful social and influencer strategies for global brands. In my recent work, I’ve managed to grow follower bases significantly and collaborated with major brands like Warner Brothers and Nintendo to deliver impressive campaign results. I love working with celebrities and fan communities and have launched influencer programs driving millions of impressions annually. I thrive in fast-paced environments where data-driven decisions, cross-functional collaboration, and creative strategies come together. Leading teams, managing budgets, and negotiating partnerships are all parts of my journey that I enjoy, and I’m always excited by new challenges in the digital marketing space.…I’m a social media marketing leader with over 10 years of experience creating impactful social and influencer strategies for global brands. In my recent work, I’ve managed to grow follower bases significantly and collaborated with major brands like Warner Brothers and Nintendo to deliver impressive campaign results. I love working with celebrities and fan communities and have launched influencer programs driving millions of impressions annually. I thrive in fast-paced environments where data-driven decisions, cross-functional collaboration, and creative strategies come together. Leading teams, managing budgets, and negotiating partnerships are all parts of my journey that I enjoy, and I’m always excited by new challenges in the digital marketing space.

Available to hire

I’m a social media marketing leader with over 10 years of experience creating impactful social and influencer strategies for global brands. In my recent work, I’ve managed to grow follower bases significantly and collaborated with major brands like Warner Brothers and Nintendo to deliver impressive campaign results. I love working with celebrities and fan communities and have launched influencer programs driving millions of impressions annually.

I thrive in fast-paced environments where data-driven decisions, cross-functional collaboration, and creative strategies come together. Leading teams, managing budgets, and negotiating partnerships are all parts of my journey that I enjoy, and I’m always excited by new challenges in the digital marketing space.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Work Experience

Social Media Marketing Consultant at Remote

January 1, 2023 - Present

Consulted on social strategy for various clients, consistently exceeding projections.

Head of Social Media at Epson America

January 1, 2023 - July 31, 2025

Led organic, paid social, and influencer strategy for the North American division, generating 600M+ impressions yearly. Developed social strategies that grew fanbase by 87% and increased engagement by 94%. Partnered with a major celebrity for a promotion generating 17M+ impressions and sold out product inventory. Built influencer program with over 100 creators generating 12M+ impressions annually. Optimized paid media strategy to reduce CPM by 38% and increase CTR by 35%. Negotiated high-performing social promotions with Warner Bros and Nintendo. Managed a team of three full-time employees and an annual budget of $5M.

Director, Social Media Marketing at Lionsgate

January 1, 2019 - July 31, 2025

Built social media from a single role to a team managing $3M annually and two full-time employees. Led strategy that achieved 33% follower growth among a fanbase of over 450M. Maintained organic reach twice the industry average through algorithm testing. Re-negotiated vendor contracts to keep costs flat despite a 900% increase in social spend. Adapted strategy to platform changes maintaining the company's market position.

Senior Manager, Social Media Marketing at Lionsgate

January 1, 2017 - July 31, 2025

Managed organic and paid social campaigns for 100-150 films per year across 300+ accounts, including major franchises like The Hunger Games and Twilight. Oversaw community engagement for fan communities totaling 19M+ fans. Launched the department's first influencer marketing program, negotiating talent directly to avoid agency fees and save 10-20%. Produced live event social coverage including livestreaming, red carpet, and interviews.

Marketing Coordinator, WW Television & Digital Distribution at Lionsgate

January 1, 2015 - July 31, 2025

Coordinated marketing activities within worldwide television and digital distribution.

Assistant to the President, Digital Media at Lionsgate

January 1, 2013 - July 31, 2025

Assisted the President of Digital Media with administrative and project-related tasks.

Assistant to the President at Entity FX

January 1, 2010 - July 31, 2025

Provided executive support to the President of Entity FX.

Reception/Assistant at Jon Voice Ent & Crystal Sky Pictures

January 1, 2009 - July 31, 2025

Handled reception and administrative support duties.