Led the team responsible for pioneering Red Bull's community development strategy, making sure Red Bull was genuinely successful at creating deeper, more direct relationships with consumers in order to generate brand loyalty and advocacy.Responsible for developing Red Bull’s approach to permissioned use of consumer data, leveraging the segment of one to provide a more relevant and personalized experience online and offline.Oversaw key pillars of community development, which included building and managing communities at scale across action and mass sports, gaming and esports, music, dance, arts, and social innovation; generating opportunities for community participation, content creation, and unique experiences online and IRL; and building and empowering Red Bull’s creator, influencer, and athlete communities to grow our collective social footprint and brand connection.

Led a highly productive team who successfully cultivated an engaged audience around the Red Bull brand and key playgrounds including action sports, eSports, music & culture.Led the social content strategy from development to production to distribution and oversaw Red Bull's Social Content Creator network and program, delivering innovative original formats, premium athlete and creator assets, participatory UGC activations, and smart scalable social campaigns.Grew reach, viewership, and engagement across Red Bull's owned, operated, and earned media network through implementing efficient tools and processes, championing data and insights-driven programming decisions, and amplifying Red Bull’s messaging through influencers, partners, and consumers.Achieved premium partner status with top social platforms including Facebook, Instagram, Snapchat, and Twitter, unlocking business opportunities like brand and product alignment, joint-marketing campaigns and activations, and shared revenue monetization. See less

Developed & led social strategies for US and global brand channels & media properties including Red Bull TV, RedBull.com, The Red Bulletin magazine, Red Bull Media House Films, Red Bull eSports, & Red Bull Sound Select/Music; Established Red Bull's social influencer strategy & FTC compliance policy guidelines; Up-leveled digital competencies companywide by educating & empowering local & specialized teams to effectively integrate social strategies & tactics at scale; Oversaw Red Bull’s community management efforts including on-going engagement, sampling initiatives & Red Bull TV user support

Implemented social training programs to educate Red Bull employees at varying levels of experience; Gained widespread media recognition for numerous campaigns around events, product launches, and pop culture moments; Managed social listening, programming, and reporting processes and tools; Planned and ran the social campaign for the world famous Red Bull Stratos Jump by Felix Baumgartner