The hits

I build social content that people actually want to be a part of, not something they scroll past. My ideas are rooted in audience insight and culture, designed to turn fleeting social moments into lasting brand impact. Through creative strategy and production, I help brands show up with intention, stand out for the right reasons, and drive real results.

Animations that showcase a YouTube Show

Unread

Insight: Sprout Social needed to grow brand awareness and perception as a strategic partner for enterprise marketer. In a crowded martech landscape, traditional product-led content wasn’t enough to differentiate. Modern social teams were looking for cultural insights, strategic perspectives, and industry leadership.

Strategy: Position Sprout as a thought leader at the intersection of culture and marketing by launching a video series that tapped into timely industry conversations, reinforced audience-first approaches, and elevated the brand beyond product messaging.

Execution:

  • Conceptualized and co-produced Unread, a YouTube series designed to spotlight and discuss forward-thinking marketing strategies, cultural insights and industry news.

  • Built a content strategy that aligned to enterprise audience needs and Sprout’s long-term brand positioning.

  • Developed episode themes rooted in audience-first thinking, social insights, and industry trends.

  • Collaborated cross-functionally with brand, creative, and distribution teams to amplify reach across channels.

  • Positioned the series as a thought leadership platform to attract enterprise prospects and strengthen strategic credibility.

Impact:

  • Drove 47K+ video views across social channels.

  • Contributed to +49% YoY brand awareness growth in 2023.

  • Generated affinity among key enterprise prospects and customers, including Subaru.

  • Strengthened Sprout’s positioning as an industry leader.

Social media awards program reactions featuring Eugene Levy, Jayde Powell and Calum Shanlin from Schitt's Creek.

Sprout Spotlight Awards

Insight: Audience research revealed that social media professionals consistently felt undervalued and under-recognized, especially during 2020, when job security was uncertain and many teams were under high pressure. While brands benefited from social growth, the individuals behind the work rarely received public recognition. This presented an opportunity for Sprout to authentically champion its core audience.

Strategy: Position Sprout Social as the brand that elevates social professionals by launching a community-first awards program designed to drive brand affinity, deepen engagement, and create meaningful touch-points with enterprise prospects.

Execution:

  • Built the Sprout Spotlight Awards program from the ground up.

  • Designed the program as a social-first, community-powered awards experience, with nominations and winners selected by peers and industry leaders on social.

  • Led strategy, positioning, execution and enablement for marketing and sales teams to maximize reach and impact..

  • Engaged influential creators and brand teams, including Jayde Powell, Calum Shanlin (CBS / Schitt’s Creek), and the social teams at McDonald’s, NBA, Peloton, Jeni’s Ice Creams, Netflix, ESSENCE, and Aviation Gin.

  • Activated targeted enterprise accounts through direct engagement and social amplification.

Impact:

  • Generated 30M+ potential social impressions.

  • Engaged 20+ target prospect accounts.

  • Strengthened Sprout’s positioning as a community-led brand.

  • Earned cultural traction, including a nod from Eugene Levy, expanding reach beyond traditional marketing channels.

  • Successfully blended brand awareness, community building, and pipeline impact into a single strategic initiative.

Cultural Intelligence Dashboards

Insight: Through competitive social listening, I identified a clear gap. Major events like NYFW, the Super Bowl, the World Cup, and Coachella generated massive conversation spikes across different verticals, yet no one was translating that activity into live, strategic intelligence. This presented an opportunity for Sprout to demonstrate the real-time power of its platform in a culturally relevant way.

Strategy: Position Sprout Social as the go-to source for live cultural intelligence by transforming major events into real-time, data-driven storytelling moments. The goal was to create a dynamic experience that delivered immediate value to marketers, equipped sales with compelling proof points, and generated media-worthy insights.

Execution

  • Built interactive landing pages that aggregated real-time social listening data, influencer analytics, and predictive social intelligence.

  • Partnered with development teams to create clear, accurate dashboards and visualizations that translated complex data into actionable insights.

  • Developed data distribution packages for sales and marketing teams.

  • Aligned cross-functionally with product, marketing, and sales to ensure the program tied directly to strategic business KPIs.

Impact

  • Boosted Sprout Social’s share of voice by +166% during key cultural moments.

  • Drove national coverage in AdAge, The Wall Street Journal, Forbes, and more.

  • Equipped sales teams with tangible, real-time proof of product value.

  • Positioned Sprout as a thought leader in predictive social intelligence and culturally relevant marketing strategy.