Hatch Sleep
(June 2023 - Current)
Director, Social and Community
▪ Built the evergreen, always-on strategy that transitioned our social presence into a social-first, trend-forward strategy across Instagram, X, TikTok, YouTube and Pinterest for our Adult and Baby audiences.
▪ Led social strategy for high-profile co-branded partnerships (KFC, Oura, Dunkin, Rare Beauty, NBCUniversal, WarnerBros, Caudalie, AG1, Miranda Kerr’s Kora Organics, Lionsgate, The Outset).
▪ Oversaw Hatch+ content launches including original audio series and cultural tentpoles (Gilmore Girls,
Charlie Brown Christmas, The Office, The Twilight Saga), strengthening product–community connection.
▪ Oversaw the full influencer program for Adult and Baby led by our Influencer Director, leading cross-functional alignment with PR, Creative, and Growth to scale insight-driven creator storytelling and track impact against business KPIs.
▪ Mentored a team of 5 including strategists, creatives, a community manager, and the Influencer Director, fostering cross-functional collaboration, creative excellence, and social-first thinking across the org.
▪ Co-owned TikTok Shop strategy and onboarding of Hatch’s Shop presence, partnering closely with our TikTok Lead and Marketing Tech Lead to develop merchandising, creator pipeline development, and social commerce testing that accelerated revenue and strengthened our position in TikTok’s retail ecosystem.
▪ Served as the lead partner to Toast Media Group across organic social and influencer programs, setting priorities, approving creative, and shaping roadmap direction.
▪ Identified and implemented AI-driven opportunities to streamline workflows, inform creative testing, and strengthen strategic decision-making.
Lyft
(October 2020 - April 2023)
Senior Social Strategist, Culture
▪ Developed and executed social-first strategy across Instagram, Facebook, Twitter, TikTok for Lyft-owned channels including all 7 bikeshare markets, including Citi Bikeand BayWheels
▪ Served as lead contact for social agencies - GUT and Coolr - and external production teams
▪ Leveraged content performance results to create data-driven briefs for social concepting
▪ Concepted, captured, produced, and starred in evergreen social content
▪ Managed influencer and creator partnerships, both directly and via our influencer talent agency
▪ Led social strategy briefing for Lyft’s first YouTube-first trivia game, ‘Lucky Lyft’ hosted by Bob The Drag Queen
▪ Collaborated with paid and growth stakeholders to create 360 campaigns to support business goals
▪ Managed social production budget tracking for social-first campaigns
Cashmere Agency
(Nov 2018 - Sept 2020)
Account Manager, Social
▪ Led and supported social-first campaigns for beauty, tech, and entertainment clients including SheaMoisture, STARZ (Power, PowerBook II: Ghost, P-Valley), Netflix (Rhythm & Flow, Forty-Year Old Version), Universal (Queen and Slim), DoorDash, BET+ (streaming service), Luminary (The Trevor Noah Podcast, Hear To Slay).
▪ Contributed to the social and creative strategic approach that led to steady WOW growth on owned social accounts across platforms - Facebook, Instagram, and Twitter.
▪ Collaborated with creative and influencer teams to create engaging content catered to each platform to optimized engagement and follower growth
▪ Monitor community management and content engagement daily to match against established KPIs and opportunities to pivot
▪ Provided creative direction to internal and external design teams to solidify brand voice & tone and overall campaign strategy
▪ Referred to lead a team of five through the development and execution of a 12-month digital beauty campaign for multicultural Unilever brand.
▪ Captured IRT social footage in support of client activations including SXSW, BeautyCon (NY + LA), The Beauties, EssenceFest
▪ Produced photo and video shoots to support new launches + evergreen content
▪ Balanced managing multiple content calendars, cadence, and daily content creation for various clients