In 2018, Joe got an opportunity to work as a contract worker for H&R Block for three months. At the end of the contract, Joe was offered a full-time role as the Marketing Manager of Social Media.
For the past six years, Joe has served as the marketing voice of H&R Block on social media channels including Facebook, X (formerly known as Twitter), Instagram, LinkedIn, TikTok, Reddit and Twitch. Besides the main consumer tax brand known as H&R Block, Joe has also worked on Block Advisors (small business taxes) and Spruce (mobile banking platform). Across all three lines of business, Joe helps manage over 24 social media accounts.
Joe helps run the social media employee advocacy tool called Block Talkers. In 2024, Joe led a platform relocation that grew membership from 6,000 to over 70,000 and provided enhanced features for Facebook and Google Business pages for 10,000+ H&R Block locations across the United States.
Over the years, Joe has helped engage with clients in different ways including GIFs, conversations and participating in different activations/tentpole moments. Some of these include Taco Tax Day, Reddit AMA’s, Relax Day with Sloth Stream, several Twitch live streams, an award-winning NIL social campaign called “A Fair Shot,” National Pizza Day, Sanctuary x Spruce, Taxchella and more. During Tax Day 2023, organic Twitter impressions exceed 232k (up 270% from 2022) and 3k likes (up 858% from 2022).
Working closely with the Customer Service Organization (CSO), Joe helped develop a brand of voice for the H&R Block social media customer service team, helping clients get help quicker and accurately. This was extremely vital during the three stimulus check distributions by the IRS. During this time, H&R Block saw 17x of normal peak volume for an unprecedented amount of time. Joe helped the CSO by providing social media-digestible FAQs to make sure clients understood when and where they’d be receiving their stimulus checks.
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