Show, don’t tell

Below are a few high-impact campaigns I’ve led as a social media and content strategist. Each one highlights how I combine audience insight, storytelling, SEO, and platform-specific execution to drive measurable growth—without fluff.

  • For: NowThis | Platforms: TikTok, Instagram, YouTube, X, Facebook

    I led the full content and social strategy for NowThis’ 2024 election coverage, focused on educating Gen Z and Millennial voters. My goal was to scale organic reach and engagement across platforms while launching new content pillars under NowThis Impact.

    Strategy Highlights:

    • Created 2,800+ pieces of platform-specific content

    • Led trend integration, SEO optimization, and cross-brand collabs

    • Built and managed a new content cadence system for TikTok & Instagram

    • Prioritized community management and data-informed pivots

    Results:

    • 1.1B+ organic video views

    • 131M+ total engagements

    • 490M TikTok views, 440M Instagram views (domestic, unpaid)

  • For: NowThis | Platforms: TikTok, YouTube, X, Facebook, Instagram

    I built a 6-phase content distribution system for a historic one-hour forum between President Biden and six Gen Z activists. The goal was to drive social-first viewership, turn key moments into shareable content, and generate national buzz.

    Strategy Highlights:

    • Cut 200+ clips and designed contextual video strategy for each platform

    • Leveraged real-time posting on X and performance sequencing on TikTok

    • Orchestrated pre-launch buzz, premiere engagement, and long-tail recirculation

    • Created teasers, quote graphics, and SEO-optimized content to extend reach

    Results:

    • 41M+ total video views

    • 6.5M engagements across all platforms

    • 25M TikTok views, 5.5M TikTok engagements

    • Surpassed view and engagement goals by 200%+

  • Client: NowThis | Platforms: YouTube, Facebook, X

    This social-first video interview series was designed to help young voters get informed on every 2020 presidential candidate. I partnered with editorial and video teams to build the content format, optimize for each platform, and build an evergreen content cycle.

    Strategy Highlights:

    • Developed share-first titles, hashtags, and cutdowns for virality

    • Leveraged YouTube Premiere and SEO keywords to boost video discoverability

    • Built a cross-platform rollout calendar for consistent engagement

    • Created remixable video assets (GIFs, quotes, carousels) to extend shelf life

    Results:

    • 7.7M total video views

    • +45% engagement increase on X during launch period

    • +12,000 new followers across YouTube, X, and Facebook

    • Doubled original view target without paid distribution