Social media is about stories. Here’s mine.

I first fell in love with social as a photojournalist obsessed with getting more eyes on my work. It quickly felt like coming home. I loved how hungry people were for quality visuals and storytelling.

What drives me now is something I've come to see as the holy grail of social strategy: finding that perfect intersection of what performs well—content that actually connects—with what authentically represents a brand's values.

WHY HIRE ME?

My creator -> strategist journey gives me something most marketing managers don't have: the ability to develop strategy that actually works in practice, not just in theory. I’m also these things…

award

winning

data

obsessed

creative

AF

story

teller

strategy

nerd

SOCIAL IS THE INDUSTRY.

Yours is secondary.

Everyone's audience is the same: bored humans scrolling for dopamine.

Understanding that audience—knowing what makes them stop scrolling—that's platform instinct. Years of f-ing around and finding out.

If you don’t understand how to compete with cats for attention, your industry expertise won't save you.

Being the outsider can actually be a huge advantage. I don't know your acronyms. Sometimes you need a person who has to ask, "Wait, what does that actually mean?" in meetings. Who forces you to explain your product like you would to your friends, not your coworkers.

I can study your competitors and know your industry in a sprint—and I’ll only get better with time. But knowing why content lives or dies? That took me ten years to build.

Oh, plus: PROFESSIONAL

CAT HERDER

A Field Guide to Managing Creatives

  • Creative teams need systems, not chaos. (Nothing kills creativity faster than broken workflows and bureaucratic approval processes—good structure allows people to be more creative, not less.)

  • Disagreeing leads to better work. (When you don't let it get personal! Build on ideas instead of shooting them down.)

  • Know your stuff or they'll tune you out. (Learn enough about their craft to give technical feedback they actually respect.)

  • Give them problems, not solutions. (Creative people want to solve things, not execute your ideas.)

  • Make it safe to fail. (You'll never get innovative ideas if people are terrified to flop.)

Based on 10+ years of sweet-talking grumpy reporters, simultaneously managing 10+ student creators who had exams, relationships, and existential crises, and helping junior team members flourish.