Social Intelligence

I built a social intelligence program that produced a series of dynamic landing pages that track social conversations around events using Influencer Marketing and Social Listening data.

These pages empowered social teams to strategize around cultural moments like Coachella, the Super Bowl, and other key industry trends, while also serving as high-impact marketing materials and sales and success enablement tools.

The data and insights featured were included in AdAge, The Wall Street Journal, Forbes and more.

Qualitative Research

To build better solutions for Sprout Social customers (social media teams), I developed and launched a qualitative user research program that leveraged both Sprout customers and Sprout’s own social team to influence the product roadmap and business priorities. I built the program from the ground up by designing the interview process, creating interview guides, and recruiting participants to ensure a strong, ongoing pipeline of user feedback.

I conducted user research interviews and combined those insights with social listening data to document detailed feedback and present findings directly to product teams. This work brought teams closer together, made user insights more accessible, and played a key role in building solutions that solved real customer challenges.

Audience-Led Marketing Program

Based on an audience insight that social professionals consistently felt undervalued, I built the Sprout Spotlight Awards from the ground up.

This awards program was run entirely on social, with nominations and winners decided on by the social media community. It recognized and celebrated the individuals and teams driving social excellence, including creator Jayde Powell, Calum Shanlin (a CBS producer who ran the Schitt’s Creek social accounts), and the social teams at McDonald’s, NBA, Peloton, Jenni’s Ice Creams, Netflix, ESSENCE, Aviation Gin and more.

This wasn’t just an awareness initiative. Sales and success teams were enabled to use this program to create impactful touch-points with key customers and prospects. The program drove 30M+ potential impressions and engaged 20+ target prospect accounts and even a nod from Eugene Levy himself.

Qualitative Research + Business Intelligence

In partnership with Sprout Social’s market research team, I co-led the creation of a recurring internal insights report that combined social listening and user survey data. The report surfaced key concerns and priorities within our audience, serving as a strategic resource to help internal teams align with industry trends and evolving customer needs.

Our findings influenced the direction of Sprout’s brand campaign, the 2025 Sprout Social Index, product development, and more.

Social Production + Creative Strategy

I created and co-produced Unread, a YouTube talk show for Sprout Social, that positioned Sprout as the go-to resource for brands looking to lead with innovative, audience-first strategies.

The series drove 47K+ video views across social channels and was a key driver in growing Sprout Social’s social awareness in 2023 by +49%YoY. It drew affinity from key prospects and customers, including Subaru.

Business Intelligence

When I transitioned into a social intelligence role at Sprout Social, I quickly realized that valuable insights across the organization were stuck in silos. To break down those barriers and make data more accessible, I led a collaborative effort with teams across product UX, market, and competitive research to build a centralized, user-friendly insights hub that anyone at Sprout could tap into.

To amplify its reach, I partnered with Sprout’s internal comms team to launch weekly audience and industry updates in our company-wide newsletter—making it easier for every team to make more data-driven decisions.