Driving Social Strategy

Social isn't just where your content lives, it is where messages get tested, audiences react in real time, and brands either feel relevant or fade into the scroll. My work focuses on shaping social content that is clear, platform-aware, and connected to a larger communications goal, whether that means building a campaign, elevating an executive voice, reacting to a news moment, or turning a complex issue into something people can quickly understand.

What I Do

Platform Strategy

I help teams understand what each platform is actually good for, then shape content around the audience behavior, format, tone, and pace that works there.

Content Systems

I build the formats, calendars, workflows, and creative lanes that help social teams stay consistent without making everything feel repetitive.

Social-First Writing

I write and shape posts, hooks, captions, threads, and short-form concepts that feel native to the platform and easy for real people to engage with.

Rapid Response

I help teams respond to timely moments with speed and judgment, turning news, trends, and public conversation into content with a clear purpose.

What I've Done

Stand With Crypto

I supported social content in a fast-moving fintech advocacy space. My work included drafting social copy, supporting live events, helping manage in-person and online amplification, and working on a recurring video series called This Week in Crypto. This work moved quickly. Some moments were about getting the right post out at the right time. Others were about helping an event or X Space reach the right audience online. Across the work, the goal was to make crypto policy and advocacy feel more accessible, timely, and engaging for supporters.

MLSPA

I supported social strategy and content development for the Major League Soccer Player's Association. Operating at the intersection of sports, labor, and player advocacy. The work focused on helping MLSPA communicate clearly with a professional audience while still keeping the players and their stories at the center. A lot of the strategy was built around LinkedIn, where the audience included executives, leaders in professional sports, stakeholders, and people interested in the business of soccer. That meant shaping content that felt polished and credible, but still human and connected to the players MLSPA represents. I helped develop posts around organizational updates, player support, staff achievements, major soccer moments, and issues impacting players across the league.

Gates Foundation

I worked closely with the Gates Foundation CEO’s office for three years, supporting Mark Suzman’s social presence across strategy, drafting, LinkedIn blogs, and ongoing content planning. I also supported the foundation’s brand channels, helping turn global development issues into social content that felt clear, timely, and easier to understand. A big part of this work was helping the CEO’s office show up consistently and thoughtfully online. That included drafting content, identifying moments to engage, supporting rapid response around international travel and major moments like UNGA, and delivering quarterly social insights reports that tracked progress and recommended adjustments to the strategy.

IBM

For IBM, I supported executive leadership social media management for the Office of the Chief People Officer. My work included drafting social copy, identifying moments where leadership could show up more strategically, and helping shape content that felt polished, relevant, and aligned with IBM’s voice. The challenge with executive social is making it sound human without making it feel casual in the wrong way. For IBM, that meant balancing leadership, credibility, and clarity while still writing for platforms where people are moving quickly.