BRAND & WEB DESIGN
Social Media Strategy
AWARDS
Shorty Awards
• Winner in Brand Awareness Campaign
• Silver Honor in Brand Partnership
• Silver Honor in Brand Partnership
The Webby Awards
• Honoree Video |
Viral Marketing (Branded) 2024
• Honoree Video | Comedy (Branded) 2024
• People's Voice Winner | Video Short Form (Branded) 2024 Comedy (Branded) 2024
• Honoree Video | Comedy (Branded) 2024
• People's Voice Winner | Video Short Form (Branded) 2024 Comedy (Branded) 2024
SToK Cold Brew Coffee
Partnership with Wrexham AFC
*Work completed as an employee of Danone North America.
I helped SToK break through a crowded category by leading the social media strategy for its boldest campaign yet—a sponsorship of the Wrexham AFC football stadium in Wales, where the product isn’t even sold. I managed the paid and organic social rollout across Meta and TikTok, amplifying unexpected creative that featured players humorously rejecting the product. Through strategic timing, engaging content, and real-time community management, I helped spark conversation, drive awareness, and expand the brand’s reach among cold brew coffee drinkers.
THE OBJECTIVE:
- To increase brand household penetration with cold brew coffee drinkers.
THE CHALLENGE:
- Our core challenge, as a small brand, was to break through to new consumers in a crowded coffee category.
THE SOLUTION:
- The brand’s wildest idea, a sponsorship of the Wrexham AFC football stadium in Wales, a country where the product isn’t distributed. Partnering with an external agency, the brand produced unexpected creative, featuring players spitting out the product and throwing it on the ground. This 360 campaign consisted of paid and organic social media, a SuperBowl ad, and earned PR. We pushed this content out across Meta and TikTok.
KEY ACHIEVEMENTS:
- 13% average engagement rate across social channels
- 2x household penetration within the first 3 months of the partnership
- 5B impressions across social media, PR, and news outlets
- $5M increase in net net sales in 2023
- 92% social media channel growth
SToK Cold Brew Coffee
Social Media Strategy Revamp
*Work completed as an employee of Danone North America.
I helped SToK Cold Brew Coffee grow brand awareness on social by developing a channel-specific strategy with realistic KPIs and audience-driven content pillars. We expanded production partners and shifted to a 100% motion-first approach, creating entertaining, consumer-focused content that boosted consistency and engagement across platforms.
THE OBJECTIVE:
- SToK Cold Brew Coffee wanted to increase brand awareness through organic social media.
THE CHALLENGE:
- The brand’s approach to social was too broad, focused too heavily on the product rather than the consumer, and didn’t entertain their audience. They lacked video content, didn't inlude consumers within content, didn't boost social content with paid media, and shared content inconsistently.
THE SOLUTION:
- I developed a channel-specific approach with intentional, realistic KPIs and content pillars informed by audience input and platform insights. To elevate performance, we expanded our production partners to include an organic social agency, influencer platform, and campaign partner, while shifting to a 100% motion-first content strategy to better capture attention and break through to our audience.
Zealous Travel Co.
Partnership with Wrexham AFC
*Work completed as an employee of Danone North America.
I created a social media strategy for Zealous Travel Co. to attract more male travelers and grow trip bookings for the 2026 season. Through audience and competitor analysis, I identified gaps in storytelling and engagement, then built content pillars to appeal to both male and female professionals seeking hassle-free adventure travel. The plan introduced a consistent posting cadence, diversified content formats, and humor-led creator collaborations. This strategy strengthened Zealous’s brand positioning as an inclusive, adventure-driven community and set the stage for measurable growth in engagement and bookings.
THE OBJECTIVE:
- Attract a more balanced traveler audience by increasing male participation to a 60/40 female-to-male ratio.
- Fill 7–8 group trips for the 2026 season while expanding Zealous Travel Co.’s loyal customer base.
- Grow brand awareness through social storytelling that inspires busy professionals to book meaningful, hassle-free adventure travel.
- Achieve social KPIs including a 25% increase in male followers, 30% increase in male engagement, 100 qualified trip inquiries per quarter, and 1M video views by end of 2026
THE CHALLENGE:
- Current audience was 80% female, limiting trip diversity.
- Social content leaned heavily on single-highlight reels with minimal storytelling or voiceover, making it harder to connect with new audiences.
- Inconsistent posting frequency (<1x/month) and lack of branded storytelling limited engagement and reach.
- Needed to compete with larger adventure brands like Intrepid Travel and Flash Pack, who lead with consistent, creator-driven storytelling and humor.
THE SOLUTION:
- Conducted a full audience and competitive analysis to identify gaps in tone, frequency, and engagement.
- Developed three distinct content pillars designed to attract both men and women while showcasing Zealous’s value proposition.
- Established a content roadmap with optimized posting frequency and format.
- Recommended expansion into YouTube Shorts, Reddit, and LinkedIn Ads to reach male audiences and young professionals.
- Suggested partnering with male creators and infused male humor and storytelling to broaden appeal and relatability.
KEY ACHIEVEMENTS:
- Improved storytelling consistency and stronger emotional resonance with both male and female audiences.
- Clear roadmap for achieving target gender ratio and engagement growth by 2026.
- Expanded content formats and channel strategy positioned Zealous as a relatable, inclusive, and adventure-forward brand.
- Created a repeatable storytelling framework adaptable to future destinations and trip launches.
Ski Resort Conglomerate
Social Media Strategy (White Label)
I developed a social media strategy for the Weddings and Meetings & Events Sector of a major Ski Resort Conglomerate to attract destination weddings and corporate group bookings across 17 resorts. After identifying gaps in competitor storytelling and engagement, I created distinct content pillars for weddings and meetings audiences, blending emotional storytelling, resource-driven content, and adventure-focused experiences. The strategy included optimized posting frameworks for Instagram, Pinterest, and LinkedIn, plus scalable tagging and caption systems. This approach strengthened brand trust, increased engagement, and positioned the brand as a leading resource for event inspiration and planning.
THE OBJECTIVE:
- Attract key audiences (wedding parties, event planners, and corporate groups) to book destination events at brand properties nationwide.
- Strengthen the brands’ organic social presence across Instagram, Pinterest, and LinkedIn to inspire engagement and increase RFP submissions.
- Align organic and paid strategies to boost overall content performance, impressions, and link clicks.
THE CHALLENGE:
- Existing social content focused too narrowly on venues and lacked storytelling that resonated emotionally with target audiences.
- Competitors like Marriott Bonvoy and Rocky Mountain Bride were outperforming with stronger cross-platform storytelling, resource-based content, and diverse visual formats.
- Weddings and Meetings & Events audiences had different motivations and content needs, requiring distinct yet cohesive strategies.
THE SOLUTION:
- Conducted a full competitive analysis to identify content gaps, platform best practices, and creative opportunities.
- Developed a dual social strategy for the brands’ Weddings and Meetings & Conferences, each with distinct pillars and tone of voice.
- Created a content roadmap and posting framework optimized by platform.
KEY ACHIEVEMENTS:
- Increased engagement rates and saved content through more relatable, inspirational storytelling.
- Improved alignment between organic and paid performance, with consistent cross-platform frequency.
- Established the brand as both a trusted resource and aspirational brand for destination events.
- Built scalable social frameworks applicable across 17+ properties.
Influencer Marketing Strategy
Silk
Influencer Marketing for New Product Launch
*Work completed as an employee of Danone North America.
To drive trial and excitement for Silk ULTRA, a new protein beverage for fitness enthusiasts, I helped shift the brand’s influencer strategy from foodies to trusted experts like athletes, Olympians, and trainers—including Michael Phelps, Aly Raisman, and Fit Gurl Mel. We also created branded workout kits to inspire consumers and build quick credibility for the new product.
THE OBJECTIVE:
- Silk launched a new protein beverage,Silk ULTRA, targeting fitness enthusiasts. Our objective was to drive trial and excitement for this new product.
THE CHALLENGE:
- Building consumer credibility very quickly, with a new product. Previously, the brand had partnered strictly with foodie influencers, a strategy that was beginning to lose its efficacy.
THE SOLUTION:
- We enlisted trusted experts including athletes, olympians, and fitness trainers to promote Silk ULTRA across social. These included: Micheal Phelps, Aly Raisman, Fit Gurl Mel (Kim Kardashians' Trainer), and former NFL player, Omar Bolden. To further excite consumers, we crafted branded workout kits to aid them along their fitness journey.
KEY ACHIEVEMENTS:
- 11% (3% above benchmark) Engagement Rate Across Instagram and Facebook
- 550K Organic Impressions Across Instagram and Facebook
Avocado Bliss Retreat
Influencer Marketing Campaign
I developed a robust influencer marketing and identification strategy to reach out to the appropriate partners. From there, I vetted influencer identification tools, began outreach, and consulted with influencers. I wrote an influencer brief, retreat itinerary, drafted an influencer contract and recruited 8 partners to attend the retreat. I ended up contracting 4 influencers with over 100k followers, 1 influencer partner with over 3MM followers on IG & Tik Tok, and the remaining 3 partners in the 10-20k following range. Once the influencers were on the property, it was time to create content. Allowing them to create in their own style, with their own messaging was critical. We ended up with an average of 3x videos across IG & Tik Tok, per partner, shared alongside an affiliate marketing link.
THE OBJECTIVE:
- Avocado Bliss Retreat wanted to drive awareness and monthly bookings for their retreat and wellness property in San Diego, CA. The goal was to fill the retreat to 100% capacity on a monthly basis.
THE CHALLENGE:
- The key challenge was enlisting 8 influencers to attend a weekend retreat and capture content in exchange for stay, rather than for compensation.
THE SOLUTION:
- I developed and executed a comprehensive influencer marketing strategy to identify and recruit credible creators on Instagram and TikTok with followings between 10K–20K. I vetted influencer identification tools, managed outreach and consultations, and crafted key materials including the influencer brief, retreat itinerary, and contracts. Ultimately, I secured eight influencer partners to attend the retreat—four with over 100K followers, one with more than 3 million followers, and three within the target micro-influencer range—creating a balanced mix of reach and authenticity.
KEY ACHIEVEMENTS:
- 11% (3% above benchmark) Engagement Rate Across Instagram and Facebook
- 550K Organic Impressions Across Instagram and Facebook
Community & Social Media Management
Chicken Quick-Service Restaurant
Social Media & Community Management (White Label)
I managed social media and community engagement for a national chicken QSR brand, helping it stay active in trending conversations across TikTok, Instagram, and X. I handled daily posting, real-time engagement with fans, and influencer and UGC interactions to build authenticity and brand visibility. By monitoring sentiment, identifying viral trends, and maintaining a consistent tone of voice, I helped the brand strengthen its cultural relevance, boost engagement, and maintain a strong presence in a highly competitive quick-service landscape.
THE OBJECTIVE:
- My primary objectives while working with the client were to ensure the brand showed up in trending consumer conversations across TikTok, Instagram, and X. I did this by engaging with everyday brand love, user-generated content, and influencer partnerships to build authenticity and visibility. I also managed daily posting across platforms with strategic timing to maximize reach and engagement. In addition, I monitored and reported on consumer sentiment and engagement during product launches, helping the client optimize and boost content performance through paid media. I also supported social contests by surprising and delighting participating consumers through real-time engagement.
THE CHALLENGE:
- One of the key challenges I helped the client navigate was maintaining a dominant share of voice across social platforms in an increasingly competitive quick-service landscape. It was also essential to uphold a distinct and recognizable tone of voice that not only stood out from competitors but also resonated culturally with online audiences. Ensuring consistency across multiple channels while staying agile enough to respond to fast-moving trends required close coordination and a deep understanding of the brand’s personality and community.
THE SOLUTION:
- To address these challenges, I collaborated closely with the client’s cross-functional teams to amplify product launches and social contests while ensuring a unified brand voice across all content. I leveraged social listening insights to identify emerging trends, viral moments, and cultural opportunities for brand participation. By implementing agile community management practices, I helped the brand engage authentically in real time, aligning responses with trending moments to strengthen consumer connections and sustain cultural relevance.
KEY ACHIEVEMENTS:
- Strengthened the brand’s cultural presence through consistent participation in trending conversations and viral moments.
- Drove higher engagement quality and positive sentiment across TikTok, Instagram, and X through timely, authentic community interactions.
Luxury Watch Brand
Social Media & Community Management (White Label)
I managed community engagement and social media for a luxury watch brand on Instagram and TikTok, strategically responding to comments and DMs while supporting the organic content calendar through timely posting, trend monitoring, and user-generated content amplification. I developed a proactive community management framework that balanced cultural relevance with the brand’s elevated tone, curated UGC opportunities, and delivered real-time social storytelling during campaigns and events. Through consistent, thoughtful interactions and aligned collaboration with internal teams, I strengthened audience connections, maintained a cohesive brand presence, and sustained meaningful community engagement over time.
THE OBJECTIVE:
- Strategically engage with audiences on Instagram and TikTok through timely responses to comments and DMs.
- Support the organic social strategy by scheduling content, posting stories per the content calendar, identifying trending cultural moments, and surfacing user-generated content for engagement and amplification.
- Monitor audience sentiment surrounding campaigns, products, and activations to inform content decisions and future reporting.
THE CHALLENGE:
- Drive authentic engagement and community growth within a highly curated luxury space where brand tone, exclusivity, and precision are essential.
- Balance cultural relevance with the brand’s elevated aesthetic while identifying moments for meaningful participation in broader conversations.
THE SOLUTION:
- Developed a proactive community management framework focused on quick, thoughtful interactions that aligned with the brand’s elevated tone of voice.
- Curated UGC opportunities and managed real-time social storytelling across campaigns and events.
- Collaborated with internal teams to align community interactions and story sharing with ongoing brand priorities and content calendar milestones.
KEY ACHIEVEMENTS:
- Delivered consistent, on-brand community management across platforms with timely, strategic posting cadence.
- Enhanced audience connection through UGC engagement, real-time event coverage, and authentic brand interactions.
- Maintained a cohesive and responsive social presence that strengthened brand perception and sustained community engagement over time.