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Professional Summary
Award-winning Social Strategist with 13+ years of experience building digital ecosystems for Fortune 500 brands. Proven track record of turning enterprise business goals into internet culture for Salesforce, T-Mobile, Starbucks, and Cruise. Specialist in data-driven creative direction, cross-functional partnership, campaign strategy and execution, and high-stakes crisis management.
Professional Experience
Senior Manager, Social Media
- Global Strategy: Developed and executed the social strategy for Salesforce Commerce Cloud, aligning organic content with broad B2B revenue goals and product roadmaps.
- Content Operations: Architected the "Cyber Week" insights program, leading a cross-functional team of 10+ (writers, designers, analysts) to turn 1.5 billion shopper data points into 50+ live creative assets across owned social profiles.
- Audience Growth: Reversed a trend of declining reach by overhauling the brand voice from "corporate" to "editorial," creating value-driven video content that resulted in 197% YoY engagement growth.
- Event Strategy: Owned social strategy and content creation for major events like Dreamforce, surpassing engagement benchmarks by 215%.
Senior Social Media Manager
- Go-To-Market (GTM): Led the end-to-end social launch strategy for the first public driverless rides in SF. Pivoted messaging from "technical safety" to "human experience," capturing viral reactions to overcome public skepticism.
- Crisis Management: Served as social lead for the Crisis Response Team. Navigated 50+ real-time incidents, coordinating with Legal and PR to mitigate brand risk during regulatory scrutiny.
- Channel Expansion: Launched Cruise’s presence on TikTok. Grew overall social audiences by 75% in under 12 months while maintaining a 359% increase in engagement.
Senior Social Strategist
- Super Bowl Social Command: Orchestrated the real-time social strategy, securing #1 Most Talked About Brand status and a dominant 80% share-of-voice against competitors. The campaign generated 3.9M engagements.
- 5G Creator Strategy: Launched a high-impact influencer campaign to translate abstract "5G Specs" into tangible consumer benefits, driving higher engagement and recall than traditional product assets.
- Campaign Innovation: Directed "Santa Calling," a digital utility campaign during the 2020 lockdown. Secured a Shorty Award and generated 2M+ impressions.
Social Strategist
- Channel Growth: Developed and implemented a new social strategy for Starbucks Doubleshot, growing the channels to over 300K followers in the first year while successfully launching new product lines.
- Influencer Series: Created a YouTube series featuring top creators (Unbox Therapy, MatPat). The content garnered 1.2 million views and grew the channel following by 7X.
Skills & Recognition
Strategy
Social Strategy, Influencer Strategy, Brand Positioning, Crisis Comms, Creative Briefing, Paid/Organic Models.
Creative
Creative Direction, Video Storytelling, Copywriting, Social Video Production, Graphic Design.
Tools
Sprinklr, Sprout Social, Opal, Figma, CapCut, Adobe Creative Suite, BrandWatch.
Education
Master of Communication, Digital Media — University of Washington
B.A. Journalism & Media Studies — Rutgers University
Awards
Shorty Award Winner (2021) • AdWeek Experiential Campaign of the Year (2021)