Built social media content strategy for Brooks Running's performance apparel line. Reversed low engagement on visual posts, increasing reach by 35%. Managed Instagram and TikTok content calendars, adjusting posting mix after audience drop-offs to lift engagement by 28%. Implemented a storytelling approach to highlight product features such as fit and material, reducing customer confusion in comments. Coordinated with photographers and designers to ensure consistent visuals across campaigns and led influencer campaigns for new product drops, refining messaging after initial traction issues. Engaged with the community by responding to comments and DMs, improving follower retention. Created campaign content for product launches to boost click-through rates from social channels. Tracked performance with analytics tools to identify weak content and steer creative direction.

Social Media at P.E Nation

July 1, 2019 - January 1, 2023

Developed social media strategy for an activewear brand, adjusting content style after low engagement on neutral designs to boost audience interaction. Set up content schedules across Instagram and Facebook to stabilize reach, built visual storytelling campaigns around bold color palettes to differentiate the brand. Managed collaborations with influencers and creatives, ensuring content aligned with brand tone. Produced campaign content for product launches, reducing drop-offs in early stages. Created short-form video content for TikTok, testing formats to identify higher engagement patterns. Diagnosed content performance issues via analytics and refined formats accordingly. Updated brand messaging based on audience feedback for clearer product communication. Coordinated with design teams to ensure visuals remained on-brand across platforms and tracked engagement metrics and follower growth to adjust targeting.