Brand & Content Marketing Strategist

Problem

SheerID had never established a true organic social media program, meaning there was no structured content strategy, audience engagement plan, or data-backed approach to social growth. Without a clear foundation, the brand lacked visibility and engagement in spaces where competitors were already thriving. The challenge wasn’t just about launching social content—it was about understanding who SheerID’s audience was, what they cared about, and how to engage them in a way that stood out from the competition. With an active competitor set already building strong social communities, SheerID needed a strategy that would not only establish its presence but also differentiate it through storytelling, insights, and a test-and-learn approach.

Solution

To tackle this challenge, I started by conducting a deep-dive analysis into SheerID’s social presence, auditing past content, audience demographics, engagement trends, and competitive benchmarks. This research helped us define who was following us, whether they aligned with our Ideal Customer Profile (ICP), and how we could create content that resonated with them. From there, I built and launched SheerID’s first-ever comprehensive organic social media strategy, prioritizing LinkedIn, X, and Threads as key platforms for engagement.

A key part of this transformation was content experimentation. We introduced a structured A/B testing framework, consistently testing different formats—including data-driven insights, industry trend discussions, customer success highlights, and interactive thought leadership content—to identify what sparked the most engagement. I also built a messaging framework aligned with SheerID’s quarterly OKRs, ensuring that our social content was not only engaging but also directly tied to broader business objectives. By refining our content pillars, continuously analyzing performance metrics, and iterating on what worked, we created a scalable and repeatable strategy that could evolve alongside the brand.

Results

Within just nine months, SheerID’s social engagement increased by 52%, impressions grew by 37%, and follower growth surged by 22%. What started as an unstructured social presence transformed into a data-driven, high-impact content engine that actively engaged the right audience. The structured experimentation process allowed us to continuously optimize performance, ensuring that every post had a purpose and contributed to SheerID’s broader marketing goals. Beyond the numbers, this strategy established SheerID’s voice in the industry, giving it a presence that wasn’t just about participation—but about leadership, conversation, and meaningful audience connection.

Problem

Trupanion’s creative team was managing an overwhelming number of projects across six business units, but inefficiencies in workflow and project management tools like Asana and Box were slowing down output and limiting strategic brand initiatives. The lack of a structured system made it difficult to balance reactive work from other teams with proactive brand-led campaigns. As a result, there was no clear process for executing scalable, high-impact brand campaigns, and the creative team’s time was often consumed by ad-hoc requests rather than strategic storytelling. The challenge was to establish a structured workflow that would allow the team to manage incoming requests efficiently while also executing proactive, brand-building campaigns throughout the year.

Solution

To solve this, I led the development of a structured content workflow that streamlined how projects were managed across the different business units. This involved optimizing project intake, prioritization, and execution within Asana, ensuring that high-impact initiatives received proper attention while maintaining efficiency for cross-team requests. A key part of this transformation was the introduction of a campaign calendar, which allowed us to proactively plan and execute quarterly brand campaigns rather than relying solely on inbound project requests.

By implementing this scalable campaign framework, we were able to define core brand messaging pillars and strategically roll out marketing initiatives that reinforced Trupanion’s positioning. Additionally, I introduced post-campaign analysis discussions to evaluate performance and refine future content strategies. This provided the team with a holistic view of content performance, allowing us to learn from previous campaigns and continuously improve messaging, creative execution, and audience engagement.

Results

With this structured approach in place, the creative team increased project output by 62%, making the content development process significantly more efficient. The introduction of quarterly brand campaigns led to a 15% increase in Trupanion’s brand health score, as measured by customer surveys, demonstrating the impact of a more cohesive and intentional content strategy. Additionally, the post-campaign analysis framework allowed the team to continuously refine content strategies, ensuring that each campaign built upon previous learnings and maximized engagement. By shifting from a reactive project approach to a scalable, strategic content engine, Trupanion’s marketing became more impactful, brand-driven, and results-oriented.

Problem

Nuun Hydration had a loyal customer base that was deeply familiar with the product, but the challenge was to create a social media strategy that kept long-time fans engaged while also welcoming new audiences into the brand’s community. The brand’s existing social presence leaned heavily on inside jokes and niche content, which resonated well with its core followers but risked being too exclusive for new customers discovering Nuun for the first time. The key challenge was striking a balance—maintaining the authenticity and personality of the brand while making it more accessible and engaging to a broader audience.

At the same time, the social media team needed to increase creative output and agility to keep up with trends and maximize engagement across Nuun’s eight social media channels. This required closer collaboration with the creative team to develop new content formats, more dynamic visuals, and a streamlined approach to influencer and UGC content.

Solution

To tackle this challenge, I worked hand-in-hand with the creative director and design team to develop a fresh approach to Nuun’s social content. We introduced new content formats designed to enhance engagement and reach, including short-form videos, user-generated content (UGC) activations, and influencer collaborations. By leveraging both brand-created and community-driven content, we were able to create a mix of inside-joke content for existing fans while also producing more approachable content that introduced Nuun to new audiences.

A major focus was on TikTok growth, where I developed a channel playbook that outlined content pillars, engagement strategies, and a competitive analysis framework. By refining the brand’s tone of voice and aligning content with TikTok’s fast-moving trends, we were able to quickly build a presence on the platform from scratch. Additionally, I streamlined UGC sourcing and influencer partnerships, ensuring that Nuun had a consistent pipeline of engaging, community-driven content.

Beyond content strategy, I also worked with the digital and creative teams to increase agility in trend response. By developing an internal process that allowed the creative team to quickly produce visuals and videos in response to emerging trends, we ensured that Nuun could stay culturally relevant without losing brand authenticity.

Results

The collaborative approach to content development led to a 15% year-over-year increase in followers and a 22% boost in engagement across all social media platforms. On TikTok, where we built a presence from the ground up, Nuun gained 11K followers in under a year, establishing it as a playful, community-driven brand on the platform. The increased focus on UGC and influencer collaborations helped fuel organic engagement and brand advocacy, while the improved content agility allowed the team to consistently respond to social trends in a way that felt natural and engaging.

Most importantly, this approach strengthened the connection between the social media and creative teams, ensuring that content development was not just reactive, but intentional, strategic, and aligned with brand goals. By striking the right balance between inside jokes and accessibility, Nuun was able to keep its existing community engaged while making space for new fans to join in on the fun.

Problem

Microsoft, as one of the largest tech companies in the world, had an established presence on social media, but the challenge was making that presence feel more human, responsive, and culturally relevant. At the time, Microsoft’s social presence was largely corporate and static, lacking the agility needed to engage in real-time conversations. The goal was to activate social listening tools to identify in-the-moment trends, customer interactions, and industry conversations, allowing Microsoft to be perceived as not just a tech giant, but an active, engaged participant in the social sphere.

Additionally, Microsoft needed a more strategic approach to sentiment analysis, particularly around major events such as executive announcements, earnings reports, and product launches. Without a centralized system for tracking real-time social sentiment, it was difficult to gauge public perception and respond proactively. To truly shift the brand’s social media strategy, we needed to implement a system that could capture real-time conversations and enable the brand to react with speed, relevance, and personality.

Solution

To tackle this, I helped implement a Sprinklr dashboard that monitored social conversations in real time, capturing mentions of Microsoft, its products, and key industry topics. This system allowed us to see trending conversations, track brand sentiment, and identify moments for engagement—whether it was a customer asking a fun question, an influencer commenting on Microsoft’s latest innovation, or an industry trend we could jump into.

With this data in hand, I worked directly on crafting social responses and engagement strategies that made Microsoft feel more like a personified brand rather than just a corporate entity. Instead of simply broadcasting messages, we leaned into a more conversational tone, jumping into pop culture discussions, engaging with users in a lighthearted way, and showing that Microsoft was actively listening and responding.

Beyond community engagement, this system also played a crucial role in crisis communication. By tracking social sentiment in real time, we were able to quickly assess public reaction to major announcements, such as executive changes, earnings reports, and product releases, and adjust messaging accordingly. Additionally, we monitored external social trends, identifying key moments in the broader digital landscape where Microsoft could naturally participate and add value.

Results

This shift in strategy dramatically increased Microsoft’s social engagement, with sentiment improving as the brand became more responsive and human in its interactions. By leveraging real-time social listening, we were able to proactively engage in thousands of conversations, turning everyday mentions into opportunities for brand storytelling and connection.

The implementation of Sprinklr also allowed us to streamline crisis response, ensuring that major announcements were monitored in real-time, with insights directly informing internal teams and executives. Microsoft’s presence on social shifted from being reactive to proactive, allowing it to participate in cultural moments and industry conversations with agility.

Most importantly, this transformation reinforced Microsoft’s social media presence as an active, engaged, and humanized brand, proving that even one of the world’s largest tech companies could show up in a way that was personal, responsive, and culturally aware.

Problem

Boeing faced a massive public relations crisis following the 737 MAX-8 aircraft incidents, leading to intense scrutiny across news and social media. Public sentiment toward Boeing had rapidly shifted, with conversations ranging from passenger safety concerns to regulatory and industry-wide implications. The crisis was unfolding in real-time, and Boeing needed a structured, data-driven approach to monitor public perception, manage misinformation, and provide strategic recommendations on how to communicate effectively across digital platforms.

Without a centralized social listening and crisis response system, it was difficult to gauge the full scope of online sentiment and determine the best course of action. The challenge was to filter through the noise, identify key sentiment trends, and provide Boeing’s communications team with real-time insights to ensure their messaging was both transparent and effective in addressing public concerns.

Solution

As part of Edelman’s crisis response team, I led the real-time social listening efforts to monitor global conversations surrounding the 737 MAX-8 crisis. Using advanced social monitoring tools, we set up a live-tracking system to analyze sentiment, track trending narratives, and identify emerging concerns across platforms like Twitter, LinkedIn, and major news sources.

One of the most critical elements of this response was differentiating between public perception, media narratives, and regulatory discussions, ensuring that Boeing had a clear picture of how each stakeholder group was reacting. This allowed us to categorize sentiment into key themes—ranging from safety concerns to corporate accountability and regulatory responses—helping Boeing’s PR and communications teams refine their messaging based on real-time feedback.

Additionally, I helped develop a crisis response framework that outlined when, how, and where Boeing should engage in conversations—whether through direct statements, clarifications, or proactive media outreach. By providing continuous updates and actionable insights, we ensured that Boeing’s executives and PR team had the necessary information to make data-driven decisions at every stage of the crisis.

Results

The real-time social listening and crisis response framework allowed Boeing to monitor sentiment shifts as they happened, giving the communications team critical insights into how their messaging was being received. By identifying key concerns and misinformation early, we helped Boeing respond more effectively, preventing narratives from spiraling out of control.

Additionally, our insights informed internal decision-making at the highest levels, ensuring that Boeing’s public statements were aligned with what the public and industry were most concerned about. This structured approach enabled Boeing to engage strategically, acknowledge concerns transparently, and provide clearer messaging in the wake of the crisis.

While the crisis itself was one of the most significant in aviation history, our work in tracking and analyzing public sentiment helped Boeing refine its communication strategy and maintain credibility with key stakeholders. The ability to turn overwhelming volumes of online conversations into actionable insights proved essential in navigating one of the most challenging reputational moments in the company’s history.