strategy
This section highlights my work as a social media strategist across entertainment, tech, consumer, nonprofit, and small business clients.
The work reflected here spans social media audits, strategy proposal decks, content pillar development, creative concepting, competitor and market research, cultural moment identification, influencer research and pitching, analytics reporting, and full retainer strategy execution.
Meta Employment Brand | 2025 to 2026
Via Wasserman
Part of the Wasserman team managing social strategy for Meta Employment Brand, with the overarching goal of positioning Meta as an employer of choice to senior tech talent in the AI space.
Partnered with the internal strategy team to develop a Social Strategy Refresh deck for the Life at Meta accounts on Threads, Facebook, and Instagram, and the official Meta LinkedIn page
Conducted an audit of current channels identifying strengths, areas for improvement, and opportunities to extend reach such as YouTube Shorts and Substack
One idea that was adopted by the team was a LinkedIn newsletter distributed via employee advocacy in Sprout, designed to surface missed posts directly in the inboxes of Meta's current employees and encourage them to share with their networks, increasing the likelihood of reaching senior tech professionals and potential future hires organically
Presented the strategy refresh deck directly to the client
Co-developed a Moderation Refresh deck based on six months of active moderation experience, outlining observed tone patterns, opportunities for more personable responses, sentiment breakdowns by account, percentage of on-topic versus off-topic conversations, percentage of incoming comments addressed, spam volume and type by platform, and recommendations for triage
TurboTax | Dec 2024 – Fall 2025
Via Wasserman
Delivered weekly trend reports to the client identifying relevant social trends and providing creative concept write-ups detailing how TurboTax could buy in
Held biweekly syncs with strategy to surface cultural moments for the upcoming calendar, review quarterly strategy proposals, and provide feedback from a social-first perspective
Participated in creative concepting and sat on creative reviews critiquing concept execution from a platform expertise standpoint
Took the client's quarterly brief and translated it into a monthly content calendar, identifying where trends, cultural moments, and evergreen content would perform best across each platform
Conducted ongoing research to identify creators and influencers aligned with the TurboTax brand and wrote weekly pitches to the client proposing partnership opportunities
Developed and executed content strategy for peak tax season, identifying key moments and cadence to maximize relevance during the brand's highest-stakes period of the year
Ideated and executed reactive posting and live-tweeting strategy during major cultural events including the 2025 Super Bowl
Contributed to the concepting and ideation for TurboTax's Capybara Takeover campaign, a social campaign developed to close out tax season, and participated in creative reviews providing platform-informed feedback on execution
Android | 2025
Via Wasserman
Contributed to creative concepting for the launch of Android's Circle to Search feature, developing creator-led concepts that were later executed with Paris Hilton as talent
Contributed to creative concepting for the launch of Android's Remix feature for Google Messages utilizing Google's Nano Banana AI image generation and editing models
Concepting process included research, ideation, group brainstorms, creative concept write-ups, and pitching to the creative director with revisions across feedback rounds
Travelers Championship | 2025
Via Wasserman
Contributed to creative concepting for the 2026 Travelers Championship campaign, beginning with research into prior strategic creative campaigns to establish a baseline
Participated in ongoing group brainstorms with the creative team to develop campaign concepts
Contributed to a creative concept pitch deck presented to the team
Continued refining concepts across multiple rounds of feedback
M3 Creative | Dec 2025 – Present
Conducted an initial social media audit of M3's Instagram presence, identifying areas of strength and opportunity
Developed a comprehensive social media strategy and presented it directly to the company president, covering content pillars, competitor analysis, creative concepts, posting cadence, optimal posting times, and follower data
Signed retainer contract and began executing the strategy, building monthly content calendars and managing full account strategy
Conducted deep ongoing research into the entertainment marketing industry, identifying cultural moments in film, television, and music that could be tied back to spots in M3's archive
Took a playful, experimental approach to content including A/B testing, noting what was and was not working and adjusting strategy accordingly
Strategically broke longer-form spots into episodic content released on a deliberate schedule, timed to awards season, film and music releases, and ongoing social conversations
Delivered monthly analytics reports and a monthly write-up of upcoming cultural moments for the client to plan around
analytics At 1 month: total views reached 20.4K (+109% month over month), accounts reached 4.8K (+173%), engagements 696 (+179%), 43 new followers, profile visits up 309%
analytics At 3 months: total views reached 91K (+332% month over month), accounts reached 25.9K (+150%), content interactions 3.6K (+194%), 84 new followers (+200%), profile visits up 101%, with the top post reaching 8,295 views, 780 likes, 144 shares, and 109 saves
analytics At 6 months: 171,710 total views, 468 new followers, 16,960 content interactions, with the top post reaching 144K views, 9.5K likes, 76 comments, 350 reposts, 4.3K shares, 1.5K saves, 124,935 accounts reached, and generating 445 follows from a single post
social media strategy deck
example analytics report
grid before & after
The Loose Leaf Tea | 2022 – 2024
Conducted an initial social media audit and delivered a strategy recommendations deck to the client before coming on as a retainer partner
Developed content pillars, posting cadence, and a full content strategy for Instagram, Facebook, and TikTok
Conducted ongoing trend research, market research, and competitor analysis throughout the engagement
Self-concepted creative content directions including drink recipe tutorials, snack recipes, herbal beauty products, aromatherapy, mocktails, health challenges, and monthly seasonal themes
Identified and executed cultural moment tie-ins connecting the brand to film releases, music releases, and seasonal events
Ideated the "tea of the week" rotating sale concept, selecting one blend to feature at a reduced price each week to drive repeat engagement and conversions
Developed and executed a unified cross-channel marketing strategy integrating social, email, and SMS marketing
Initiated text marketing for the brand, designed QR codes for farmers market booths to drive newsletter signups, and ideated discount codes for new subscribers to increase list conversion
Managed high-volume seasonal moments including Black Friday and Memorial Day, increasing posting cadence and blast frequency across text, email, and social during peak periods
Results: Instagram followers grew from 6k to 70k, reach expanded from 6,000 to 750,000 accounts, email campaign conversions increased from 6% to 9.5%, website SEO score improved by 65%, site sales conversion rate grew from 1.5% to 4.5%
grid before & after
grid before & after
Bilingual Kids Immersion School | 2023
Conducted an initial social media audit and delivered a proposed strategy deck before coming on as a retainer partner
Developed content pillars, posting cadence, and full account strategy for Instagram and Facebook
First month results on Facebook: engagement +186%, views +174%, reach +442%, page likes +4%, 3-second video views +22,900%.
first month results On Instagram: reach +77%, content interactions +92%, profile activity +78%, business address taps +80%, external link taps +52%, followers +8%
Bed Death Valley film | Aug – Dec 2025
Developed the overall content strategy for the campaign's Instagram and TikTok accounts, including content pillars and posting cadence aligned with the film's crowdfunding timeline
Ideated a range of creative concepts for the campaign's social presence, spanning trend-based content, comedy skits, and interview formats tailored to each platform
Strategically planned and executed a dedicated shoot day with the film's core team to produce content aligned with the campaign's creative direction
Strategically timed the launch of the TikTok account to align with key moments in the crowdfunding campaign to maximize early visibility and follower acquisition
Wild Harvest & Restoration Fund | Fall 2023
delivered a strategy recommendations deck before coming on as a launch partner
Developed content pillars, posting cadence, and platform strategy for Instagram, Facebook, and TikTok ahead of account launch
casamigos | 2026
Via Wasserman
Part of the Wasserman team tasked with developing the social media strategy and campaign for marketing Casamigos as the official margarita of the 2026 FIFA World Cup.
Conducted a sentiment audit of the Casamigos RTS margarita and the broader Casamigos brand on social, assessing how the product and brand were being received organically by audiences
Audited Casamigos' current social channels, analyzing comment sentiment, content performance, areas of strength, and gaps
Performed deep research into fan behavior around the FIFA World Cup and global soccer culture, identifying active online communities, recurring content concepts, and creative opportunities for the brand to buy into
Delivered a curated list of accounts and creators to draw inspiration from for the campaign
Conducted a deep dive into how the US Open built cultural traction around the Honey Deuce, analyzing the social concepts and trends that drove its viral moment, and delivered a strategic write-up outlining how Casamigos could replicate that playbook at the World Cup
Contributed creative concepts to the strategy proposal deck and sat on strategy and creative kickoff meetings
One concept that landed in the deck was a gamification idea providing fans from each competing team with disposable cameras at World Cup matches, giving Casamigos authentic access to how fans come together at these games
Additionally concepted a UGC submission mechanic using QR codes where fans could submit photos or videos for a chance to be featured on Casamigos' page