Indiana Adams:
Amplifying Brand Voice, Building Community, and Inspiring Action for trashie
NAVIGATION: intro | experience | commendations | case studies | 30x60x90 | project ideas
Creating Connections, Inspiring Change, and Amplifying Your Mission.
Creating Connections, Inspiring Change, and Amplifying Your Mission.
"Small actions add up to big change." I am here to bring that belief to life through creative, community-driven content across social platforms and grassroots initiatives. Below you will find an overview of my experience, case studies, and ideas for how I can help Trashie ignite authentic connections, inspire action, and grow a movement built on hope, impact, and reward. Thank you for considering me.
Indiana Adams
Director of Community, Social & Events
I create content that sparks action, builds loyal communities, and inspires lasting change. Combining creativity with data-driven insights, I have helped brands grow through authentic engagement, grassroots initiatives, and digital storytelling. I am excited to bring my passion for community-building and mission-driven marketing to an organization like Trashie, where making sustainability accessible, rewarding, and community-powered is at the center of everything.
CORE COMPETENCIES
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Developed and executed content strategies for Birds on a Wire, driving 30% more traffic to the website and increasing $41K in ticket sales for key events through targeted content and effective marketing tactics.
Led the creation of editorial calendars and developed content that aligned with strategic objectives, ensuring consistency across channels and driving audience growth.
Managed the end-to-end content creation process, from initial concept to final execution, working cross-functionally to ensure all content met brand guidelines and marketing objectives.
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Increased Patreon subscribers by 34%, generating $14K in monthly revenue for The Popcast Media Group by fostering community engagement and building strong audience relationships through targeted content strategies.
Grew email list by 72%, driving a 10x revenue boost for a major pop culture podcast through strategic email marketing and community-driven content.
Led community-building initiatives for Mom2.0 Summit, using Instagram, Facebook, and TikTok to amplify brand recognition and engagement among key audiences.
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The Colors Personality Quiz for Birds on a Wire has been taken over 500,000 times, driving significant email list growth and podcast engagement while fostering deeper connections with the audience.
Quizzes for The Popcast average 12K signups within the first 7 days, generating valuable user data and contributing to ongoing audience growth and engagement.
Leveraged interactive content like quizzes and surveys to effectively capture audience information, increasing lead conversion and ensuring a steady pipeline for future campaigns.
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Created, Managed, and Optimized Affiliate Program for Mom2.0 Summit
Developed and launched an affiliate program for 114 speakers, generating $10K in additional ticket sales and $2,500+ paid to speakers. Designed an Affiliate Toolkit, handled communications, and created promotional graphics. Managed commission structures and tracking systems to drive sales, enhance brand visibility, and ensure the program’s success for future events.Experience as a Brand Ambassador & Affiliate Partner
Actively participated as both a brand ambassador and affiliate partner, driving sales and engagement through personalized content and strong audience relationships. This dual experience provides me with valuable insights into both managing affiliate programs and being a successful affiliate partner.
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Led campaigns that drove significant engagement for The Popcast and Mom2.0 Summit, including email campaigns, giveaways, and quizzes, resulting in increased audience participation and higher conversion rates.
Regularly analyzed content performance to assess engagement rates and conversion metrics, optimizing strategies to continually improve results and align with key performance indicators.
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Collaborated with teams across departments and with outside contractors to align content strategies with overall marketing goals at Mom2.0 Summit and The Popcast, ensuring consistency and maximum impact.
Built strong relationships with key stakeholders, including executives and partners, ensuring alignment and fostering teamwork to support long-term goals and objectives.
RELEVANT CASE STUDIES
My MarTECH stack
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Google Analytics
Data Studio
Hotjar
Moz
HubSpot
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Hindenburg Pro
Garageband
Riverside.fm
Transistor
Libsyn
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Procreate
Canva
Illustrator
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Amazon Pinpoint
Mailchimp
Flodesk
ConvertKit
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IFTTT
ManyChat
Zapier
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Shopify
Stripe
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Basecamp
Trello
Monday
Slack
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Meta Business Suite
Sprout Social
Sprinklr
Hootsuite
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Substack
Squarespace
WordPress
Relevant Case Studies
Building a Flexible Editorial Calendar to Amplify Brand Content
Client: Birds on a Wire (non-profit)
Project: Editorial Calendar Creation & Execution
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Birds on a Wire is a non-profit dedicated to equipping moms with parenting resources and personal growth. Prior to my involvement, brand management and social media were handled by an outside organization. The challenge was to create and implement a cohesive content strategy and editorial calendar that would engage the community year-round, while also allowing for flexibility to shift content for cultural events or emerging trends. The goal was to establish a consistent editorial presence while keeping the content fresh and aligned with the brand's mission.
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I created a year-long editorial calendar, carefully plotting out key content themes for every month, including regular blog posts, social media updates, and email newsletters. The calendar was designed with flexibility in mind to allow for quick content shifts when cultural events, seasonal trends, or unexpected situations arose. I worked with their team to identify areas for potential collaboration, guest features, and audience-driven content like interactive quizzes or webinars. Additionally, I integrated analytics to ensure we could track performance and adjust content as needed based on audience response and engagement metrics.
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Created and transitioned the content strategy in-house, improving the alignment with the brand’s mission and ensuring consistent communication.
Established a flexible editorial calendar that allowed for adjustments based on emerging cultural events, trends, and audience feedback.
Increased audience engagement through timely content that resonated with parents, particularly around major holidays and seasonal events.
Generated stronger collaboration between content creators and internal stakeholders, streamlining communication and improving content quality.
Utilized data-driven insights to continuously improve content performance and adapt to the evolving needs of the audience.
5x growth on all platforms: Instagram, newsletter, Patreon, and Facebook.
The Editorial Calendar helped bring consistency and structure to Birds on a Wire’s content strategy, ensuring a clear and engaging connection with their audience year-round. It allowed for flexibility in responding to real-time trends and cultural moments, ultimately fostering a deeper sense of community and engagement among their followers and contributing to fundraising and live event attendance.
Building Community & Growing Revenue through Full-Stack Marketing
Client: The Popcast with Knox and Jamie
Project: Community Management & Content Strategy
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As the first community manager at The Popcast Media Group, I was tasked with building a community from the ground up for a podcast with a dedicated and growing audience. As employee number six, I was the first to focus on community engagement, all while managing multiple platforms and ensuring consistent content. The challenge was to build strong relationships with listeners, drive engagement, and create content that would grow the audience and increase revenue.
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I took on a full-stack marketing role that went beyond community management. In addition to overseeing the community across platforms like Instagram, Facebook, and Patreon, I contributed to video editing, graphic design, copywriting, email marketing, and brand partnerships. This multi-faceted approach allowed me to not only engage the community but also create content that was consistent and compelling, from social media posts to email campaigns and sponsorship communications. I worked closely with brand partners, managing the relationship and ensuring the content aligned with both the audience’s interests and the sponsor’s goals.
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38 million downloads to date, positioning the podcast in the top 1% of podcasts globally.
Ranked as a top 25 revenue earner on Patreon, with 13,000 subscribers generating consistent revenue.
Grew Instagram following to 47,000, creating a strong community presence and driving audience engagement across platforms.
Increased audience engagement by creating content that resonated with listeners and promoted active interaction.
Contributed to growing Patreon subscriptions by 34%, generating $14K in monthly revenue and supporting sustainable growth.
Managed content across Instagram, Facebook, and Patreon, ensuring cohesive messaging and seamless communication with the community.
Successfully liaised with brand partners, securing key sponsorships that helped grow revenue while maintaining the integrity of the brand's voice.
Produced video content and graphics that contributed to a more polished and engaging social presence, further boosting audience engagement.
By managing multiple platforms and wearing multiple hats as a full-stack marketer, I helped build a community-driven brand at The Popcast Media Group that continues to resonate with listeners. My strategic approach to content and community engagement drove revenue growth and deepened audience loyalty, while achieving 38 million downloads and becoming a top 25 Patreon earner.
Driving Consistent, Local Engagement and Raising Funds for Bert’s Big Adventure
Client: Avalon
Project: 12-month brand ambassadorship
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Avalon is a premier mixed-use shopping center located in Alpharetta, GA, known for its vibrant community, luxury shopping, world-class dining, and family-friendly events. It's a hub for local culture and serves as a gathering place for residents and visitors alike.
Avalon wanted to increase awareness for key events, drive attendance, and raise funds for charity. With multiple annual events, including the Christmas Tree Lighting, Kentucky Derby, and the Noon to Night Fashion Show benefiting Bert’s Big Adventure, the challenge was creating consistent, engaging content that would resonate with the community and drive participation throughout the year. -
I partnered with Avalon for a 12-month brand ambassadorship, creating monthly content to showcase events and promotions. From attending events to curating social media posts, I highlighted everything from family-friendly activities to high-profile fundraisers. My content strategy ensured we engaged the community on Instagram, Facebook, and via email. A special focus was given to the Noon to Night Fashion Show, where I shared exclusive behind-the-scenes moments, promoted ticket sales, and worked to raise awareness for Bert’s Big Adventure, the charity supported by the event.
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Promoted key events, including the highly successful Noon to Night Fashion Show, which raised $85,891 for Bert’s Big Adventure, funding Disney trips for children with chronic and terminal illnesses.
My Avalon content garnered over 300 interactions per post, significantly outpacing Avalon’s typical post engagement of fewer than 20 interactions.
Created lasting connections within the community, with an increase in event attendance and strong participation in social media campaigns.
Helped Avalon solidify its position as a community leader by consistently showcasing its philanthropic efforts and involvement in local events.
This ongoing collaboration brought Avalon’s brand to life in a way that connected with its local community, encouraged participation in key events, and raised substantial funds for a life-changing cause.
From Concept to Execution: Launching an Innovative Affiliate Program that Boosted Visibility & Sales
Client: Mom 2.0 Summit
Project: Affiliate Program Creation & Management
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Mom 2.0 needed a way to increase event visibility and drive ticket sales for its annual conference while also providing value to speakers. The challenge was to create a scalable affiliate program that incentivized speakers to promote the event, tracked results effectively, and contributed to the overall success of the conference.
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I developed and launched an affiliate program that allowed the 114 speakers at the Mom 2.0 Summit to become the first wave of affiliate marketers. Each speaker received a unique promo code, earning $50 - $100 per ticket sold through their referral. To ensure the program’s success, I created a comprehensive Affiliate Toolkit that included clear guidelines, promotional materials, and sample messaging for social media, email, and blog posts.
I also managed all communications regarding the program, providing ongoing support to speakers and answering any questions they had about the process. Additionally, I designed custom graphics and promotional materials to help speakers effectively promote the event to their audiences. -
$10,000+ in additional ticket sales, directly attributable to the affiliate program, with all sales tracked through individual speaker promo codes.
$2,500+ paid out to speakers, providing them with a new income stream and incentivizing active participation in the promotion.
Increased engagement and excitement among speakers, who appreciated the opportunity to earn while supporting the event.
The affiliate program was so successful that Mom 2.0 plans to continue it for the 2026 Summit.
By empowering the speakers to act as affiliates, I created a program that not only boosted ticket sales and event visibility but also strengthened relationships within the Mom 2.0 community. The comprehensive Affiliate Toolkit, ongoing communication, and creative promotional materials helped ensure the program’s success, and the model will be used for future conferences.
Optimizing Instagram Content for Audience Growth and Conference Promotion and Engagement
Client: Mom 2.0
Project: Social Media Audit
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Mom 2.0 is a leading community for women content creators, entrepreneurs, and moms. The challenge was to align their Instagram presence with their target audience—moms aged 35-54, entrepreneurial and engaged with summit content.
Mom 2.0 had a highly engaged audience, but was seeing slow growth (1.3% per quarter) and content misalignment with their core demographic. The challenge was to optimize the Instagram strategy to increase engagement, drive traffic to the summit, and narrow the focus to attract more entrepreneurial and creator moms.
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I conducted a comprehensive social media audit of Mom 2.0's Instagram to identify areas for improvement. I recommended shifting from generalized content (e.g., recipes) to more targeted posts geared toward creators and entrepreneurial moms. Additionally, I provided actionable content guidelines using 10 content pillars and purposes to ensure the content aligned with Mom 2.0's mission and goals for the summit.
I implemented strategies like ManyChat automation to encourage DM interaction, UGC collaboration with summit speakers, and a more consistent video presence. I also streamlined the posting schedule, recommending carousels and using on-brand graphics, inspired by effective industry examples.
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Increased Instagram engagement rate by focusing on content relevant to entrepreneurial moms.
Established a more direct connection with the core audience, leading to greater participation in event-related content.
Introduced strategies for more effective content curation, including speaker collaborations and more interactive content like carousels and UGC, creating authentic engagement with followers.
Positive feedback from the Mom 2.0 team on the improved Instagram content strategy, with ongoing use of the revised posting structure and content guidelines.
The audit and strategic overhaul of Mom 2.0's Instagram content helped align their social media presence with their target audience, driving more meaningful engagement and boosting summit awareness, all while fostering stronger connections within their community.
From Concept to Execution, Turning an Idea into a Five-Year, Multi-Conference Phenomenon
Client: Texas Style Council
Project: Annual Conference Execution
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As the founder of Texas Style Council, I was tasked with creating a conference that would bring together female content creators, bloggers, and small business owners in a meaningful way. The challenge was not only to design the experience but also to coordinate all aspects of the event, including content creation, sponsorships, and event logistics. With a small budget and minimal support, I was responsible for managing relationships across multiple stakeholders, including vendors, sponsors, and volunteers.
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I led every aspect of the conference, from conceptualization to execution, managing content strategy, marketing, operations, and sponsorships. I collaborated with vendors, sponsors, and volunteers to ensure seamless event execution. This included curating content that was both educational and inspirational, designing workshops and panels that facilitated networking and collaboration, and securing sponsorships from major brands like Squarespace, Airbnb, Macy’s, and PayPal.
I also created and maintained a cohesive branding strategy, managed social media, email campaigns, and community outreach, ensuring consistent messaging and engagement across platforms. My role encompassed venue selection, logistics coordination, and creating a welcoming space where attendees could connect with each other and industry experts.
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Expanded the conference from a small gathering to hosting over 1,000 attendees in its fourth year, with consistent growth each year, and capped at 500 tickets in the final year to maintain a high-quality, intimate experience.
Secured sponsorships from top brands, including Squarespace, Airbnb, Macy’s, PayPal, and Modcloth, elevating the event’s profile.
Created a collaborative environment where entrepreneurs could network, leading to lasting professional relationships and business growth for attendees.
Delivered engaging content and workshops that led to valuable feedback for startups, helping them gain exposure and connect with industry tastemakers.
Fostered a strong community of female entrepreneurs, many of whom returned year after year, continuing to collaborate and support one another even after the conference.
As the founder and director of Texas Style Council, I led the planning and execution of a growing conference, collaborating with sponsors, vendors, and volunteers to create a seamless experience, all through organic reach with no paid placements. This role showcases my ability to coordinate and collaborate effectively with diverse groups, building a vibrant community of creatives and industry professionals.
Here’s how I plan to hit the ground running in my first 30, 60, and 90 days at Trashie:
I will dive in to create bold, community-first content that grows Trashie's reach, energizes ambassadors and new audiences, and makes recycling feel as rewarding, easy, and exciting as it should be.
First 30 days:
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Immerse myself in Trashie’s mission, voice, and current community engagement strategies across TikTok, Instagram, Pinterest, YouTube, Facebook, and LinkedIn.
Connect with the Social, Community, and Creator teams to understand workflows, tools, and creative processes.
Conduct a full content and community audit, identifying what’s resonating and where new opportunities exist to spark even more engagement.
Meet with internal stakeholders, including those leading ambassador programs and grassroots initiatives, to align on goals and gather insight.
Review current UGC, ambassador content, and influencer collaborations to find new ways to celebrate and amplify the community.
Draft an initial 6-month editorial calendar that pairs strategic goals with creative, community-first content ideas.
60 days:
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Launch new community-driven content series to spotlight real user participation and increase visibility.
Develop a wider UGC strategy to deepen ambassador engagement, drive new submissions, and highlight the creativity of Trashie’s community.
Strengthen relationships with current ambassadors and creators, while identifying new potential partnerships to expand reach into fresh audience segments.
Collaborate cross-functionally with Performance Marketing and Creative teams to support organic and paid campaigns with authentic community content.
Begin testing grassroots ideas (like mini campus activations) to build excitement and TrashieCash loyalty around key moments.
90 days:
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Launch and track community initiatives tied to measurable KPIs (engagement rate, UGC growth, ambassador participation, community-driven referrals).
Expand the ambassador program with new creative assets, toolkits, and incentives that make it easy for fans to share and recruit others.
Introduce and refine grassroots marketing activations based on early campus and creator feedback.
Collaborate with the team on a long-term content and community growth strategy, focused on creating movement-level momentum for Trashie’s mission.
Celebrate early wins with the Trashie team and community, turning small successes into catalysts for bigger impact.
Dream Projects for Expanding Reach and Engagement
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Launch a playful, viral-friendly short-form video series called "Trashie Treasures" that spotlights the weirdest, wildest, or most unexpected items people send in each week. This would show off Trashie’s brand voice (fun, positive, community-driven) while subtly educating the audience on what can be recycled.
Why it works: Builds brand visibility, creates shareable content, highlights real user participation, and positions Trashie as both educational and entertaining. -
Partner with Trashie Ambassadors to host Move-Out Day Recycling Stations at key college campuses during spring move-out season. Students can recycle unwanted clothes and tech, earn TrashieCash instantly, and feel good about reducing landfill waste.
Why it works: Captures a Gen Z audience at a high-volume discard moment, deepens grassroots community ties, builds early brand loyalty, and creates killer UGC on campus. -
Create a Trashie-branded audio series designed to help people clean out their closets, junk drawers, and old tech spaces. Each episode acts as a calming, ASMR-adjacent guide with step-by-step prompts for gathering and recycling. Episodes are timed to match real tasks (example: "15 Minutes to a Cleared Closet").
Why it works: Engages auditory learners, makes decluttering less overwhelming, deepens brand connection through intimacy of voice, and ties directly to product use (Take Back Bags, Tech Boxes).
NAVIGATION: intro | experience | commendations | case studies | 30x60x90 | project ideas