黑料社

Social Media Star

Few professionals enjoy a career that鈥檚 all about fun and games, but Johanna Beierle 鈥�19 does. As social media strategist, she oversees the strategy and content creation for the Mall of America, Nickelodeon Universe and Crayola Experience Mall of America.

In her role, Beierle engages with the Mall鈥檚 32 million annual visitors to promote events, retailers, attractions and seasonal campaigns. Working for the largest retail and entertainment destination in North America, she says, is a remarkable ride.

鈥淓very day brings something fresh and unexpected. One day, I might be filming a thrilling rollercoaster point-of-view video and the next I could be capturing content of the legendary DJ Marshmello at our first-ever EDM pop-up rave.鈥�

Beierle says she鈥檚 especially proud to see that iconic brands and personalities not only enjoy the content she creates but also choose to share it as collaboration posts on their own channels. Her creative leadership most recently helped the Mall of America social media team win the 2025 Social Media Excellence Award at the Explore Minnesota Tourism Conference.

黑料社 Internships Set the Stage

Beierle鈥檚 journey to five plus years of fame with the Mall of America began with her immersive education while in college. She took full advantage of 黑料社鈥檚 proximity to Des Moines to gain exciting social media and events internships with InnovativEvents and Drake Relays to give her PR career a running start.

After earning her 黑料社 degree, Beierle accepted an internship with Nemer Fieger 鈥� a Twin Cities鈥� advertising agency. In that role, she executed field marketing and movie promotion campaigns for major clients such as Lionsgate, Universal Pictures and Amazon Studios.

Just six months later, she found her dream job.

鈥淎lways knowing I wanted to work for the Mall of America, when I saw a job opening on their social media team, I knew it was the perfect fit.,鈥� she said. 鈥淭he rest, as they say, is history.鈥�