Human Storytelling for a Digital World

Social media has become the stage for our most human instincts: our desires to connect, become, and explore. It’s precisely this promise of possibility that made me fall in love with working in social media.

I’m an award-winning Senior Social Media Manager with experience turning even the most technical, regulated, and complex ideas, messages, and goals into scroll-stopping content that connects with audiences as people, not numbers. My work has spanned the world's largest enterprises, local journalism, Formula 1 sponsorships, major brand launches, orchestrated Twitter beefs, and more.

The thread that pulls my successes together is a relentless pursuit of story. Our brains are hardwired for storytelling, and the most impactful social media strategies hinge on the understanding that every post, image, and interaction tells a larger story. A meaningful and engaging brand story ultimately increases brand awareness, generates leads, and builds brand loyalty.

And I look forward to telling you my story.

  • I’ve led six brands’ multi-channel social media strategies across LinkedIn, Instagram, Facebook, Twitter, Bluesky, and Employee Advocacy platforms.

    I have also launched and supported 15+ executives on LinkedIn and Twitter, focusing primarily on CEOs and Founders. My responsibilities included profile optimization, strategic positioning, campaign planning, and copywriting.

  • Putting together and executing campaigns—whether they last years or just a week—is the coolest feeling.

    The longer campaigns I’ve led have included balancing sentiment around one of the largest tech acquisitions in history over the span of two years, a year-long launch of a new sub-brand (and growing it to 30,000 followers on LinkedIn), and increasing awareness through a client’s sponsorship of a Formula One team over the course of a year-and-a-half.

    Smaller campaigns have included a week of developer-focused Valentine’s cards, a Twitter “beef” between rival newspapers, and trade show activations (including on-the-floor surveys, scavenger hunts, and timelapse videos)

  • My work is driven by analytics, exploration, and a test-and-learn approach. I know how to communicate social’s value & impact to stakeholders and the C-suite through regular reporting.

    Strategy is my superpower. I love delving deeper into a brand’s goals and current challenges and finding the most effective ways to connect the two through voice and tone projects, audience research, competitive analyses, Subject Matter Expert interviews, and content and profile audits.

    I also research and advise clients and stakeholders (through proactive advisories and research reports) on emerging and evolving platforms and their appropriate executions. My deep dives have included Mastodon, Substack, Threads, Discord, Bluesky, Glassdoor, and TikTok.

  • Success on social media often requires a willingness to think about the work differently. Regardless of team size and organizational challenges, my experience has shown me that delivering business value is possible with the right strategy—even if it initially feels like uncharted territory.

    I enjoy providing my team, clients, and network with new frameworks for addressing their social challenges. From rethinking event strategies and answering platform questions to challenging best practices and exploring new tools (like AI), I love exploring what’s next in social media.

Campaign & Project Highlights

A Landmark Tech Acquisition

As my client navigated the third-largest tech acquisition in history, I helped them leverage social media as a trusted source of information for employees, customers, and partners over 2.5 years. With the help of executive content, employee advocacy, and social listening, we published 140 posts with a total of 2.2 M impressions and a 5% cross-platform engagement rate. The top posts reached 250K impressions.

Revitalizing a Legacy Brand

I revitalized a dormant cybersecurity audience of 400,000 on LinkedIn through platform-native content (including polls), achieving up to 80,000 impressions per post.

Innovation & Formula One

After competitive analysis, I guided the launch of a client’s executive bench (10+ executives) on Twitter/X and LinkedIn within a year, including executive interviews, profile planning, and campaigns.

Introducing a Brand to the World

I launched a new subsidiary brand on Twitter/X and LinkedIn, organically growing channels to over 30,000 followers and 1.8 million impressions and sustaining a 6% engagement rate (cross-platform) within the first year.

Communicating for the C-Suite

I orchestrated a multi-year Formula One sponsorship campaign across Instagram, Twitter/X, and LinkedIn, resulting in nearly 1.4 million impressions, a 372% increase in new followers, and an 88% rise in engagement rate.

Unmuted a Thought Leader

I helped a brand stand out in its crowded market segment by becoming a thought leader on LinkedIn. Through LinkedIn articles from the CEO, videos featuring company SMEs, LinkedIn polls, and more, their engagement rates increased by 2,125% within a year, outperforming their competitors.

About me

  • As the founding member of Big Valley Marketing’s Digital & Social Marketing practice, I worked with senior leadership to build the foundation of our products, services, and practice philosophy. In my five years at Big Valley, we have grown our team’s annual revenue to $1.3 million.

    My work driving our practice and growing our largest clients earned me a spot in Ragan's Top Women in Communications "Rising Stars" Class of 2025, which is reserved for women under 30.

    When not working on delivering value & impact for my clients, I’ve co-led a monthly internal education series on social media, played a key role in developing Big Valley’s AI policy and toolkit, created a 20-page B2B Social Media report on platforms, voices, and tools, and created proactive advisories for developing situations, like the TikTok temporary shut-down.

    Stanford's rigorous English program laid my analytical and creative foundation. At the same time, my tenure as COO at The Stanford Daily Newspaper – managing a $600K operating budget, a $3 million endowment fund, and a combination of full-time, part-time, and volunteer employees through the COVID-19 pandemic – solidified my operational prowess.

    But I’m most known for my thoughtful and empathetic working style. I deeply believe in ensuring the team’s success, not just my own, and I celebrate the perspectives everyone brings to the table.

  • I’ve been a lifelong bookworm and am drawn to stories with magical realism, mind-bending experimental forms, and life-changing love stories. I’m an “I listen to anything” type of person, but I really love blues, jazz, and indie pop the most. In my spare time, I dabble in landscape photography (which has fed a love for traveling) and pottery.