Social Media Strategy

hatch

• 2× lift in engagement and +33% increase in saves/shares after developing a sleep-first, trend-forward social strategy that reframed Hatch as a lifestyle leader in rest.

• Directed daily content production across Instagram, TikTok, and YouTube Shorts, launching trend-driven series, brand partnerships (KFC, Dunkin, Rare Beauty), and Hatch+ tentpoles that deepened community connection.

lyft

• Led social strategy for Lyft and seven bikeshare markets, blending real-time culture with evergreen storytelling to drive consistent growth and boost cultural resonance.

• Produced and appeared in the brand’s first YouTube-first series, Lucky Lyft (hosted by Bob the Drag Queen), expanding Lyft’s reach and redefining its entertainment presence.

shea moisture

• Guided a year-long multicultural beauty campaign that increased brand equity and digital engagement through social-first storytelling and influencer integration.

• Built frameworks to unify voice and visual identity across platforms, producing platform-native content that celebrated Black beauty and community at scale.