Head of Social Media
As Head of Social Media, I oversee social strategy across 6 brands. I work directly with 3 of those clients, handling communication and day-to-day management, and I also jump into execution across all the accounts as needed. I support a seventh client in more of a consulting capacity, focused on research and strategy. Most of these brands are consumer-facing, with a couple in B2B, so I've built strategy across a pretty wide range of industries and client types.
Provident Jewelry: Spearheaded the social media strategy for a luxury jewelry brand, crafting visually compelling and brand-aligned content across key platforms. Managed content planning and scheduling to ensure a cohesive and high-impact digital presence. Directed and styled product photoshoots, to showcase collections with sophistication and appeal, while managing production timelines. Designed branded graphic content using Canva to support campaigns, promotions, and storytelling. Produced engaging event recaps to extend reach and reinforce the brand’s prestige online.
Managed end-to-end paid social strategy, owning everything from audience architecture to creative direction to ongoing optimization across Meta. Rather than running a single combined ad set, built separate ad sets for Instagram and Facebook to maintain granular control over spend allocation, a decision informed by A/B testing that revealed Instagram consistently outperformed Facebook in engagement and efficiency, allowing budget to be shifted toward the higher-performing placement.
Iterated on copy, CTAs, and visual framing, testing product-led vs. lifestyle-led creative and promotional vs. editorial messaging to identify what resonated across different segments of the target demographic. Optimizations compounded over time, driving a 35% decrease in cost per link click over a 60-day period.
GLDN PNT: Led organic social media strategy and execution for GLDN PNT, a Miami-based padel apparel and lifestyle brand, managing the full content ecosystem across planning, production, and publishing. Created and directed talking head content with the founder, developed short-form video and basic graphic design assets, and shot original photography to build out a cohesive visual identity on Instagram. Managed influencer and coach outreach, coordinating gifting, partnerships, and ongoing relationships with padel clubs across the Miami market. Owned end-to-end communication with club partners to align on content activations, court access, and brand presence within the local padel community.
Finaly GC: Owned the visual direction and graphic design for Finaly GC’s social media, creating polished, on-brand assets that brought the brand’s aesthetic and mission to life. Designed a range of content in Canva, from educational infographics and service spotlights to promotional graphics and UGC features, ensuring consistency and clarity across platforms. Supported broader marketing strategy by sticking to a strategic content plan with defined pillars for each day, while integrating user-generated content to build credibility and community engagement. Helped shape the brand’s online presence through a thoughtful balance of storytelling, design, and strategy.
Cozeezz: Led overall strategy for Cozeez, focused on content planning, promotions, sales initiatives, and giveaways that grew visibility and drove engagement across social media and digital platforms. Built out content calendars and campaign concepts tied to product drops and seasonal moments, then developed the promotional strategy and giveaway mechanics behind them to maximize reach and participation. Partnered with the design and content team to make sure every asset, from product highlights to UGC, supported the broader campaign goals. Oversaw the marketing efforts end to end, shaping the strategy that told the brand story, engaged the community, and drove conversions.
CountryPet Naturals: I came on board to lead overall brand strategy for CountryPet Naturals, with a focus on shifting the content and direction toward something warmer, more wholesome, and more natural, moving away from the harder-edged, masculine tone the brand had leaned on before. That means refreshing the content pillars, shaping short-form video, running influencer outreach, and building out the strategy behind content planning and events. I also manage a team of two, keeping everything aligned and moving in the same direction day to day.