Social Media Strategy &

Digitial Engagement

My Experience

I’ve led the development and execution of social media strategies for both mission-driven nonprofits and global tech organizations—growing audiences, driving engagement, and aligning content with broader business or fundraising goals.

At Cadence, I served as the project lead for Human Resources content across platforms with a combined audience of 355k+ followers. I collaborated across teams to spotlight employee programs, DEI initiatives, and company culture—creating campaigns that consistently outperformed all other content categories in engagement.

At Pets In Need, I elevated our digital storytelling by crafting multi-channel content that not only increased our social media following by 20%+, but also supported $1.8M+ in fundraising and boosted adoption rates for long-stay shelter animals. I directed creative content across Instagram, Facebook, LinkedIn, and Twitter, integrating performance data to refine messaging and visuals in real time.

My Approach

Social media is more than just posts—it's a living conversation between brand and audience. I believe in using these platforms not just to inform, but to inspire, activate, and build lasting relationships.

Here’s how I approach it:

  • Audience-centered: I tailor strategy and tone to what the audience wants, needs, and values—balancing brand voice with platform norms.

  • Story-driven: I design campaigns that resonate emotionally and visually, whether it’s a quick reel, a carousel story, or a long-form post.

  • Data-informed: I regularly analyze metrics like reach, engagement, and conversion to optimize content, improve targeting, and inform creative direction.

Social platforms evolve quickly—and I stay on top of trends, tools, and best practices to keep content fresh, culturally relevant, and algorithm-savvy. Whether I’m launching a paid campaign, producing organic video content, or developing a content calendar from scratch, I bring both strategy and soul to every post.