Brand & Social Media Strategy Portfolio

Who Am I?

The first thing you should know about me? People are my passion. In every airport I pass through, I’m captivated by the endless flow of travelers—each with their own story, their own path. I wonder about their passions, destinations, and the choices that shaped their journeys. Over the years, I’ve realized that this fascination is more than just curiosity… it’s my superpower.

People make culture. They drive trends, shape narratives, and breathe life into communities. The brands that truly resonate understand this. They don’t just market to people; they engage with them, tapping into the cultural currents that matter most. My passion for people has guided me to build strategies that connect brands authentically with culture, creating campaigns that spark meaningful engagement and leave lasting impressions.

My Work

OTT Spot – Visible

Goal: Develop an awareness-level campaign for Visible that connects authentically with football fans.

Tactics: Visible’s previous campaigns overlooked its sports-loving audience. To bridge this gap, I crafted a creative brief centered on emotional resonance and brand memorability, drawing from in-depth interviews, extensive research, and a supporting survey. This insight-driven approach shaped a content strategy designed to foster deeper, more meaningful connections with fans.

Result: Media coverage (Media Post, BestAdsonTV). ~1M Views on YouTube. The intent to recommend soared 51 points above the brand’s average, while brand reputation surged to +35, significantly outperforming the norm.

Influencer Campaign – Denon PerL Pros

Goal: Raise awareness and push conversions for PerL Pro products, focused on the Sound Obsessed consumer eager to listen to HiFi audio on the go.

Tactics: To help build awareness, we enlisted the help of influencers with an overlap in the desired audience for the brand. This was the first large-scale influencer campaign for the brand, and I developed a comms plan, influencer brief template and process to successfully execute. In order to create the best possible content, we encouraged influencers to film content that made sense for their feed. We primarily focused on Instagram Reels to build reach and encourage fan engagement.

Result: Increased Reach by 724,000 with an average Engagement Rate of 5.8%.

Paid & Organic Social – Ozium

With over 50 years of brand heritage and a loyal audience but no social presence, I was tasked with engaging fans to establish and grow Ozium’s social media following.

Goal: Test and learn to help increase following and engagements on Ozium’s channels.

Tactics: Through social listening, I learned that Ozium has a huge fan base among cannabis users. However, most were not aware of the brand’s new presence on social media. I used a limited paid media budget to boost content to an audience of cannabis enthusiasts to help add new followers. Additionally, I built organic content that leaned into the audience insight to encourage engagements.

Result: Our audience grew over 305% in just over 1 month, with an average Engagement Rate of 3.6%.

Organic Social – Borghetti

Building a brand’s presence on Instagram from scratch is never easy – especially in the crowded alcohol space. I recently did just that with Borghetti, an Italian espresso liqueur hoping to make a splash in the US market.

Goal: Create an engaging presence on Instagram through unique content displaying how easy Borghetti allows consumers to make an espresso martini and other tasty drinks at home.

Tactics: Creating highly shareable content focused on Instagram Reels to encourage engagement and build reach. We also utilized a brand under the Branca umbrella, Fernet Branca, to help grow the page.

Result: While the page is still gathering momentum, the brand saw +240 followers in one month with no paid support, and an average Engagement Rate of 8.3%.

Social, Long-Form & E-Mail Marketing – Where’s Weed

Throughout my tenure at Where’s Weed, I managed all social media, email and blog content. And as our go-to writer, I was able to fine-tune my copy skills and grow the brand’s following and SEO efforts.

Goal: Increase brand awareness and site traffic in a crowded cannabis space.

Tactics: Utilize trending, cannabis-forward content on social media to grow following, host giveaways with partner brands to build CRM and post long-form blog content using popular keywords to increase search engine optimization (SEO).

Result: SEO strategies through blog content increased site traffic by 422%, while organic social content built our Instagram following by 44% and X following by 60% while maintaining strong engagement. Additionally, giveaways garnered over 6,000 emails for marketing campaigns in just under a year.

Long-Form Content Examples: