Andrea Wolinetz
Lead Social Media Strategist, Community Activation, Mediaedge:cia

You might call Andrea Wolinetz a multi-disciplinarian. Prior to joining Mediaedge:cia in a strategic digital and social media capacity about two years ago, Wolinetz honed a range of skills as a music industry insider, a medical school coordinator, a chef, a sixth grade teacher and a PA on television shows.

She began as an online media planner for MEC's retail accounts and quickly moved up the ranks to build more emerging and creative media solutions for its clients. Twelve months ago, Wolinetz shifted into MEC's Community Activation practice, a group dedicated to assisting brands in "multidirectional" conversations with consumers.

Wolinetz's superiors note her uncanny ability to simplify, educate and create dialogue with clients about complex concepts that are becoming a bigger part of consumers' lives every day. "I think Andrea is one of the most creative and dynamic thinkers I've ever worked with," says Adam Shlachter, senior partner and digital practice lead at Mediaedge:cia. "Her background has provided her with a great ability to quickly absorb and harness information, and her ability to manage multiple schedules, project timelines, all while developing an evolving practice ... She helps bridge many gaps, and makes everyone around her work smarter."

At just 30, Wolinetz has worked with numerous clients to break down the social and community space and translates those insights into platforms and programs that authentically integrate brands and products into the fabric of the social Web and helps make a lasting impact on their business.

"Everyday, I work to bridge my passion and knowledge of social media to my clients' goals and objectives," says Wolinetz. "As nerdy as it sounds, I really believe in what I deliver for my clients, and with only three years in media I've gotten my clients to believe in the power of social media the way that I do."

And they would attest to that. "She is able to present the large world of social media in a way that makes it simple and manageable," says Karen Coutu, director of New Media for Macy's. "She can quickly visualize a strategy that meets our business goals and identifies assets that can be used to create an ongoing interaction within the community."

Wolinetz is also emerging as an industry thought-leader before her time. During the recent spike in growth and activity around Twitter, fueled by Ashton Kutcher and CNN's race to one million followers, she penned a thought piece about what marketers and agencies can learn from Larry King, who went from a non-social media user to what seems like, savvy pro almost overnight.

What inspires Wolinetz day-to-day? "When I'm sitting with clients who are new to social media and that moment of recognition visibly appears on their face that says, 'Oh wait, social media isn't just Facebook? And its not just for my teenage daughter?'

"But these days I'm really geeking out over any sort of measurement tools that can help us prove out ROI in social media, and I think that some of the stuff Meteor is doing to track shared content and influencers will be game-changing."

Regarding her long-term goals, Wolinetz likes the ring of "Head of digital strategy. As social networking will no longer be a sideline of digital but one of the touch points of digital communications planning. Or really, any job that allows me to keep innovating and working in emerging media."