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Strategic content and social media leader with 10+ years’ experience building brands across social media, creator partnerships, and editorial content programs. Known for translating brand strategy into platform-specific content ecosystems that grow audiences, deepen engagement, and strengthen positioning. Comfortable owning annual content strategies and briefing creators, with a proven ability to guide creative execution using performance insights—turning audience and category data into scalable frameworks and campaigns that deliver measurable results.…Strategic content and social media leader with 10+ years’ experience building brands across social media, creator partnerships, and editorial content programs. Known for translating brand strategy into platform-specific content ecosystems that grow audiences, deepen engagement, and strengthen positioning. Comfortable owning annual content strategies and briefing creators, with a proven ability to guide creative execution using performance insights—turning audience and category data into scalable frameworks and campaigns that deliver measurable results.

Michelle Nihls

Social Media Manager, Graphic Designer, Content Strategist, +2

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Strategic content and social media leader with 10+ years’ experience building brands across social media, creator partnerships, and editorial content programs. Known for translating brand strategy into platform-specific content ecosystems that grow audiences, deepen engagement, and strengthen positioning. Comfortable owning annual content strategies and briefing creators, with a proven ability to guide creative execution using performance insights—turning audience and category data into scalable frameworks and campaigns that deliver measurable results.…Strategic content and social media leader with 10+ years’ experience building brands across social media, creator partnerships, and editorial content programs. Known for translating brand strategy into platform-specific content ecosystems that grow audiences, deepen engagement, and strengthen positioning. Comfortable owning annual content strategies and briefing creators, with a proven ability to guide creative execution using performance insights—turning audience and category data into scalable frameworks and campaigns that deliver measurable results.

Available to hire

Strategic content and social media leader with 10+ years’ experience building brands across social media, creator partnerships, and editorial content programs. Known for translating brand strategy into platform-specific content ecosystems that grow audiences, deepen engagement, and strengthen positioning.

Comfortable owning annual content strategies and briefing creators, with a proven ability to guide creative execution using performance insights—turning audience and category data into scalable frameworks and campaigns that deliver measurable results.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Work Experience

Senior Social Media Manager & Content Strategies at Level Agency

January 1, 2026 - Present

Developed and owned content strategy and social media programs for national CPG brand clients including Veet, Durex, Enfamil, and Home Hardware. Built channel-specific content strategies across Instagram, TikTok, Facebook, and LinkedIn. Provided creative direction to maintain brand consistency and drive engagement across owned channels. Managed agency and creative partner relationships to ensure deliverables stayed on brief, on brand, and on time. Mentored a junior team member and tracked/report performance metrics, turning data into actionable insights and recommendations.

National Graphic Designer & Digital Lead at Sleeman Breweries

January 1, 2020 - January 1, 2026

Led creative strategy for Social Lite across social, paid, influencer, retail, and digital channels, shaping how the brand shows up across touchpoints. Partnered with brand, media, and cross-functional stakeholders to align strategy and creative direction. Translated audience, category, and performance insights into campaign ideas, content systems, and creative frameworks. Owned scalable content ecosystems to maintain brand consistency while adapting to platform behavior, growing followers from 9K to 38K and significantly increasing engagement. Guided creative execution across internal and external teams and used performance data to refine approach and improve reach and engagement.

Senior Social Media Manager & Content Strategies at Golin

January 1, 2019 - January 1, 2020

Led multi-platform social/content strategy for national lifestyle and consumer brand accounts by translating brand positioning into clear campaign narratives. Managed 2 direct reports, owning execution quality, prioritization, and performance feedback loops. Led influencer partnerships end-to-end (sourcing, briefing, reporting/optimization) and collaborated with PR, creative, and strategy teams to deliver integrated campaigns and post-campaign learning.

Community Manager & Content Strategist at The Mint Agency

January 1, 2018 - January 1, 2019

Built and executed content strategies aligned to brand and campaign KPIs. Produced and directed social-first creative aligned to growth objectives. Mentored interns and junior creatives while overseeing day-to-day content execution. Supported paid initiatives through performance reporting and optimization insights.