Class of 19 Johanna Beierle: Social Media Star

Social Media Star

Few professionals enjoy a career that’s all about fun and games, but Johanna Beierle ’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’s 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.

“Every 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.”

Beierle says she’s 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.

Simpson Internships Set the Stage

Beierle’s 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 Simpson’s 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 Simpson degree, Beierle accepted an internship with Nemer Fieger — a Twin Cities’ 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.

“Always 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.,” she said. “The rest, as they say, is history.”