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⚡️ Award-winning social strategy director driven by business challenges. ⚡️
Hi! I help brands tell culturally relevant stories and foster social innovation. Take a peek at my favorite accomplishments over the last 9+ years.
Spoiler – I drive business results. 😉
I have been lucky to service iconic brands via my expertise.
✅ Agency + Department Leadership
✅ Social + Creative Strategy
✅ Emerging Platforms
✅ Content Planning
✅ Community Management Strategy
✅ Social Listening + Analytics
🧠 To keep up with the speed of social evolution, platform + audience insights are key to ignite fandom and execute ambitions. 🧠
Fruitful social + creative strategy requires dissecting social chatter.
This methodology has inspired stories and results I'm proud of.
🎯 Spotlight: Throughout the last three years, I helped significantly grow the agency partnership with Target + co-led a social AOR win. 🎯
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Experimentation drove Target to become the #1 most followed, engaged, and mentioned retailer on TikTok.(Rival IQ, 2023)
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Target's TikTok community grew from 1M to 3M due to ownable reactive, campaign, and comment efforts.
(TikTok, Oct 2021- Dec 2024)
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Driven by entertainment, Target's community on Instagram grew by 6.8% in 2024.
(Instagram, 2024)
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A viral comment fueled a "Target Expose" series that drove over 20M views + highest ER for Q1 22.'
(TrendPop, TikTok 2022)
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#TargetDrop became a content franchise to support seasonal business with 422M+ views and 10 campaigns.
(TrendPop, 2022-2024)
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The relatable "Target effect" insight inspired an original audio that resulted in 237K new followers and 16% ER.
(TrendPop, TikTok 2022)
✨ Spotlight: I helped other clients embrace their version of social innovation. ✨
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e.l.f. became the 1st beauty brand to launch on BeReal powered by an emerging platform strategy.
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Award winning "Cosmetic Criminals" drove 14M organic social views for e.l.f., rooted in "you stole my makeup" insight.
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Driven by comedy and "your soap is a joke" insight,
"Soap Box Series" for Dr. Squatch garnered 109M views.
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“The Great Holiday Stain-Off” series set Arm & Hammer Laundry to earn 2M engagements & +28% increase in TikTok followers.
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B2B #VistaMakeoverTakeover contest drove a 5.6% lift in brand awareness, 13K community increase, and 12M views for Vista.
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Kaiser Permanente became the 1st healthcare brand to launch a TikTok UGC campaign during COVID, with 8B views.
Target leans into entertainment and community during TikTok ban uncertainty.
(Agency: Crispin)
e.l.f. premieres a multi platform parody, which earned Clio and other awards.
(Agency: Movers+Shakers)
Associate Strategy Director, Jose Serra, recognized as a "Strategist of the Year."
(Agency: Movers+Shakers)
Arm & Hammer stands out from competitors during crowded holiday season.
(Agency: Movers+Shakers)
Reality TV inspired “The Pets of Tarjay” series promotes limited Target collection.
(Agency: Crispin)
Cover FX pushes boundaries with "foundation for hickeys" insight.
(Agency: Movers+Shakers)
Earning 27M earned media impressions, e.l.f. met Gen Z where they were - in BeReal.
(Agency: Movers+Shakers)
Vista builds awarness as a "one stop shop" for small business owners.
(Agency: Movers+Shakers)
#TargetDrop "Narnia-like" approach transported influencers to "Fall Town."
(Agency: Movers+Shakers)
Associate Strategy Director, Jose Serra, recognized for social strategy efforts.
(Agency: Movers+Shakers)
POV: to build trust, brands need consistent efforts beyond Pride.
(Agency: Movers+Shakers)
Kaiser Permanente ignited mass awareness during health crisis via TikTok.
(Agency: Campbell Ewald)
This social disruption has also earned press coverage + awards.
curious for more??? 🤓 lets yap
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