Establishing change of direction across brands, increasing SOV and brand relevance. Increased culturally relevant brand inclusion resulting in over 200M social impressions across the brand portfolioFoster brand partnerships with organic social as the conduit. Led multiple campaigns partnering QFUS brands with the NHL, Hypebeast, the Chicago Cubs, and morePrimary stakeholder for multiple QFUS brands, maintaining strong agency to client relationships and translating brand client KPI’s into deliverable success in an organic and paid social capacity

Led multi-platform community growth across PepsiCo/Quaker owned brands: Cap’n Crunch, Quaker Chewy, Life Cereal, Pearl Milling Company. Established YOY strategy per brand, determining KPI goalposts & managing multiple $100k+ budget allocations for influencer partnerships + organic social boostingLeveraged metric driven insights to determine brand by platform emphasis, engagement per post across all handles and channels rose by 26%

Developed and managed platform strategy for several Twitter owned and operated handlesWrote, edited, and published content for large-scale product and policy launches across owned handles & help.twitter.com, driving cross-functional alignment among internal stakeholders on GTM comms strategyComposed customer facing language and partnered with stakeholders to ensure all digital assets matched user experience across product and policy launches, using AEM and the DAM to publish and localize all contentStrategized organic content publishing to match the on-platform voice of multiple verticals such as @Twitter / @TwitterSports / @TwitterBlueCoordinated with internal stakeholders to maintain and enhance partner relationships including FIFA, the NBA, NFL, and Roc Nation. Provided on-platform insight to help clients achieve campaign goalsSpearheaded social content strategy for tentpole events; coordinating partner content interaction and drafting + publishing organic content

Led and trained a rapidly scaled team to be the primary source of community management on Twitter, engaging with a customer base of 7.2M usersEnhanced on-platform customer service reply workflows for the @TwitterSupport handle, driving efficiency and growth of Twitter's social customer care programCollaborated with internal stakeholders to identify and resolve platform bugs and outages in real-time, utilizing live platform analyticsWorked with external partners to drive improvements in tooling to better meet Twitter's high-volume needsMonitored and analyzed social media metrics, collecting data and reporting insights for product launches and platform performance

Executed community management for Twitter owned and operated handles, primarily @TwitterSupport, addressing diverse product and technical issues with an average of 1.4K Tweets/month. Implemented effective on-platform reply strategies, fostering positive engagement, and customer surprise & delight.Developed impactful engagement strategies for @verified and @TwitterBlue handles, resulting in a 31% increase in handle engagement rate. Crafted organic copy to engage high-value users, drive engagement for newly verified accounts, and enhance brand awareness.Played a pivotal role in successfully launching Twitter Blue, a subscription service, by driving community awareness, addressing customer inquiries, and providing primary customer service support.Monitored social media metrics using Sprinklr's reporting data to identify and report high-profile bugs for prioritization and resolution. Leveraged data-driven insights to optimize reply strategies and foster positive community engagement.

Contributor to the Oklahoma City Thunder branch of The Lead and run the Twitter handle @ThunderLeadWrote articles analyzing the roster, management, success, and failures of OKCMarch 2021 Contributor of the Month

Utilized digital pre-production workflows to enhance storytelling across sports podcasts and documentaries for Tom Brady’s production companyLogged approximately 100 hours of tape using Descript tooling, identifying key soundbites and eliminating fluff

Managed and helped construct the first high-volume content student production team in UNC AthleticsIntroduced BTS video content to market to larger audiences, producing a 230% increase in video engagementDeveloped social content calendars, producing and coordinating pre- and post-game digital content distributed on Instagram Reels and Twitter, including short & long-form storytelling

About 2 years of experience ranging from live show directing and TD’ing, to camera operation, to graphics building, to replay operation during live UNC broadcasts.

Produced a weekly rundown for the recently Emmy nominated student sportscast, Sports Xtra. Trained my eventual successors on show formatting, the Adobe suite and professional media relations. Through Sports Xtra I have reported on several UNC Men’s basketball games, select ACC Tournaments, the Battle 4Atlantis Tournament in the Bahamas and two NCAA Field Hockey National Championships.

Collaborated with the Associate Dean of the Hussman School to create the first student produced documentary published by the program. This stemmed the development of a new branch of the school called “Hussman All Access.” The branch has since produced several more documentaries highlighting the untold stories within sports programs at UNC Chapel Hill.