Social Media Strategist and Content Creator

I built the content and community strategy of Tanzform, a Berlin-based vinyl distributor and streetwear brand affiliated with the record label Mood Waves. This included a Reels strategy, visual direction, and storytelling approach that grew reach by 173% in six months, with the Walrus Interview driving 3.6x engagement compared to previous content (happy to share further examples). What worked was centring real team members and their genuine stories, rather than the brand itself, and using that to shape how Tanzform was perceived online. People found the content nostalgic, could relate to it, and felt inspired by it, which is what pulled them in to want to be part of the Tanzform community rather than just follow it.