Variety has officially promoted Rachel Theo to the role of social media editor. This is a strategic move that recognizes her significant contribution to the brand's social media presence and editorial expansion. She joined the team in July 2022. She reaches a staggering 12 million followers across platforms including TikTok, X, Instagram, Facebook, and LinkedIn. Her Variety Social Media contributed to the follow-up.
Strategic leadership in social media
Under Seo's leadership, Variety has seen impressive increases in engagement and followers thanks to editorial growth strategies and a deep understanding of audience engagement. Editor William Earl praised Seo for his positive attitude and innovative approach to social media marketing. Her efforts have not only expanded Variety's digital footprint, but also increased the brand's visibility at major industry events such as the Oscars and Grammy Awards.
From coordinator to editor
Prior to my promotion, I excelled as a Social Media Coordinator, managing up to 50 posts daily across a variety of content types including digital, print, and live events. Her strategic planning of her cover stories and social media campaigns around major industry events played a pivotal role in her Variety success. Ms. Seo's background as a freelance writer and her education in literature and writing at the University of California, San Diego have further equipped her with the skills necessary for this leadership position.
Looking ahead and celebrating
With Seo at the helm of social media, Variety looks forward to continuing to grow and reach new creative heights. Her promotion comes alongside the announcement of Variety's first-ever Grammy cover party celebrating cover star Victoria Mone, demonstrating the brand's commitment to celebrating achievements in the entertainment industry. Ms. Seo's promotion marks an important milestone in Variety's continued strategy to enhance her editorial content and engage with audiences around the world through social media.