LatinX in Animation (LXiA): Growing a Career Community on Social
LatinX in Animation (Freelance) | Jan 2020 to Jan 2024 (campaign year covered: Jan 2023 to Jan 2024)
My Role: Social Media Manager

 

Overview
LatinX in Animation (LXiA) connects artists and professionals across animation, VFX, and gaming through networking and career development. During a volatile industry job market, I led the social media strategy across Facebook, Instagram, and LinkedIn, sharing career resources, studio opportunities, and event coverage. In 2023, followers grew 97% on Facebook, 22% on Instagram, and 31% on LinkedIn. Over my four years, organic Instagram grew from 2,000 to 12,000+ followers (+500%).

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The Challenge
Keep a community encouraged and give members practical career paths in a competitive, unstable job market, with limited in-house multimedia production resources.

 

What I Owned

• Led the social media strategy across Facebook, Instagram, and LinkedIn

• Led creative development for campaigns and virtual events, managing a team of five copywriters and five graphic designers

• Wrote creative briefs and pitch decks for prospective nonprofit partners, with the design team

• Coordinated with producers, animation studios, and volunteers on 10 to 15 partner events a year

 

Strategy

• Education and career access: Explained how studio applications work, announced opportunities like the SparkAnimation Sparks Grant, and spotlighted the creative teams behind shows like Marvel's Moon Girl and Devil Dinosaur.

• Event coverage: Covered the LALIFF Animation Portfolio Reviews, studio panels with Nickelodeon and Disney Television Animation, and the community's presence at Annecy.