Hatch

always-on STRATEGY

Transitioned our Instagram feed into a social-first, trend-forward presence to attract a new adult audience. I evolved Hatch’s social presence from campaign bursts and parent UGC into a cohesive always-on ecosystem rooted in pillar clarity, recurring series, and an approachable luxury grid refresh. A test-and-learn framework enabled rapid creative iteration, allowing high-performing formats to scale and drive stronger shares, saves, and sustained engagement. This shift positioned Hatch as a daily sleep companion while strengthening brand memory and long-term consideration.

community building

I led a community-first strategy that transformed Hatch’s channels into conversation-driven spaces informed by real audience sleep challenges surfaced through comments and DMs. Audience segmentation drove the launch and growth of @hatchforbabysleep while maintaining @hatchforsleep for adult audiences, improving relevance and emotional resonance across life stages. This architecture strengthened engagement quality, trust, and organic advocacy while informing cross-functional storytelling.

social-FIRST partnerships

I developed culture-led partnerships that translated collaborations like The Office and Rare Beauty into platform-native short-form storytelling anchored in sleep routines. Creative prioritized trend alignment and creator-style production, generating shareable assets that extended beyond launch into ongoing programming and amplification. This approach positioned Hatch at the intersection of culture and wellness while expanding reach to new audiences.