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⚡️ Award-winning social strategy director driven by business challenges. ⚡️
Hi! I tell culturally relevant stories and foster social innovation for iconic brands. Take a peek at my favorite milestones over the last 10 years.
Spoiler – I drive business results. 😉
My superpower = simplifying the complex through social-first frameworks.
✅ Agency + Department Leadership
✅ Social + Creative Strategy
✅ Emerging Platforms
✅ Content Planning
✅ Community Management Strategy
✅ Social Listening + Analytics
🧠 From campaign tentpoles, always on programs, reactive content, to multicultural – social and cultural listening are at the core of lasting impact. 🧠
The approach? It starts with deciphering people and culture.
This methodology unlocks strategic opportunities, innovation, and solutions.
🎯 Spotlight: I nourished the Target business into a 4 year social program that organized complex needs + set the standard on cultural relevance.
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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 steered brands toward their version of social innovation.
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Motto by Hilton introduced itself to Gen Z with side quest culture, sparking over 56.2M views and 1.2M engagements.
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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 views for e.l.f., rooted in "you stole my makeup" insight.
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Driven by comedy + "your soap is a joke" insight,
"Soap Box Series" garnered 109M views for Dr. Squatch.
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Kaiser Permanente became the 1st healthcare brand to launch a TikTok UGC campaign during COVID, with 8B 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 drove a 5.6% lift in brand awareness, 13K+ followers, and 12M views for Vista.
Guest Quest campaign for Motto by Hilton is celebrated for social first approach.
(Agency: Movers+Shakers)
Motto by Hilton's is praised for pushing the needle within hospitality.
(Agency: Movers+Shakers)
POV: Gen Z is embracing a new wave of recreation.
(Agency: Movers+Shakers)
Target leans into entertainment and community during TikTok ban uncertainty.
(Agency: Crispin)
Reality TV inspired “The Pets of Tarjay” series promotes limited Target collection.
(Agency: Crispin)
#TargetDrop "Narnia-like" approach transported influencers to "Fall Town."
(Agency: Movers+Shakers)
e.l.f. premieres a multi platform parody, which earned Clio and other awards.
(Agency: Movers+Shakers)
Cover FX pushes boundaries with "foundation for hickeys" insight.
(Agency: Movers+Shakers)
Associate Strategy Director, Jose Serra, recognized for social strategy efforts.
(Agency: Movers+Shakers)
Associate Strategy Director, Jose Serra, recognized as a "Strategist of the Year."
(Agency: Movers+Shakers)
Fast Company praises Target's growth and experimentation on TikTok.
Earning 27M earned media impressions, e.l.f. met Gen Z where they were - in BeReal.
(Agency: Movers+Shakers)
POV: to build trust, brands need consistent efforts beyond Pride.
(Agency: Movers+Shakers)
Arm & Hammer stands out from competitors during crowded holiday season.
(Agency: Movers+Shakers)
Vista builds awarness as a "one stop shop" for small business owners.
(Agency: Movers+Shakers)
Kaiser Permanente ignited mass awareness during health crisis via TikTok.
(Agency: Campbell Ewald)
This social disruption + strategic thought leadership has earned press + awards.
curious for more??? 🤓 lets yap
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