Social Media Strategy

My work blends storytelling, data, and an instinct for what people actually want to engage with. I specialize in translating brand goals into social ecosystems that drive emotional connection and measurable results across Instagram, TikTok, YouTube, and emerging platforms. Every strategy I build is rooted in culture, crafted for community, and designed to move the business forward. I love helping brands show up in ways that feel relevant, repeatable, and impossible to scroll past.

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 for both Baby and Adult.

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

lyft

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

• Developed social strategy for ‘Lyft Launch Party’ which debuted with the launch of Young Thug’s PUNK album, 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.