Cory Williams
About Cory Williams
Cory Williams serves as the Senior Manager of Social & Influencer Marketing at Handshake, where he leads a team of three and has significantly increased content virality and TikTok growth since 2022. With a diverse background in social media and brand marketing, he has held various roles at notable companies including The Scotts Miracle-Gro Company and VaynerMedia.
Work at Handshake
Cory Williams serves as the Senior Manager of Social & Influencer Marketing at Handshake, a role he has held since 2022. Based in Denver, Colorado, he leads a team of three social strategists and community managers. Under his leadership, Handshake has seen significant growth in its social media presence, including a 68% increase in average content virality rate through real-time trending content. Additionally, he implemented a strategy that achieved a 55% average month-over-month growth for Handshake's TikTok channel and executed over 120 influencer partnerships, driving 10 million impressions for the brand.
Previous Experience
Before joining Handshake, Cory Williams held various positions in marketing and social media. He worked at The Scotts Miracle-Gro Company as Social Media Lead from 2021 to 2022 and briefly as Connections and Consumer Engagement Manager in 2022. He also served as Integrated Brand Marketing Manager at No Cow from 2017 to 2019. His experience includes roles at Motive: A Project WorldWide Agency, where he worked as Account Director and Account Supervisor, and at VaynerMedia in multiple capacities, including Account Director and Community Manager, spanning from 2011 to 2020.
Education and Expertise
Cory Williams earned a Bachelor's Degree in Communication from Virginia Tech, where he studied from 2007 to 2011. His educational background supports his expertise in social media and influencer marketing. He has developed strategies focused on Gen-Z audiences across platforms such as Instagram, TikTok, and YouTube. His ability to source and vet agency and freelance partners for content production and influencer campaigns further enhances his professional skill set.
Achievements in Marketing
Cory Williams has achieved notable results in his marketing career. At Handshake, he was instrumental in increasing the average content virality rate by 68%. He also implemented a new strategy that led to a 55% month-over-month growth for the company's TikTok channel. His strategic execution of over 120 influencer partnerships significantly extended Handshake's reach, resulting in 10 million impressions. These achievements demonstrate his capability in driving engagement and brand visibility through effective social media strategies.
Collaborative Efforts
In his current role at Handshake, Cory Williams collaborates with various teams to enhance marketing efforts. He partners with corporate communications and public relations to support executive communications and publishing across platforms like Twitter and LinkedIn. Additionally, he builds relationships with cross-functional partners in lifecycle marketing, product marketing, brand design, and corporate communications, ensuring a cohesive approach to brand messaging and outreach.