I've spent 14+ years figuring out what makes people stop scrolling, join the conversation, share something with a friend, and, yes, sometimes actually click the link.

I'm a social media strategist and leader who's worked across B2B, B2C, D2C, SaaS, education, biotech, health & wellness, e-commerce, banking, healthcare, sports, and culture. I've built social strategies from the ground up, managed award-winning teams, led organic and paid campaigns, developed creator and influencer programs and partnerships at scale, grown communities, turned live moments into desirable content, and translated complicated products into stories people actually want to consume.

My approach starts with strategy, but it doesn't end in a deck.

I like getting close to the work: finding the insight, shaping the idea, writing the hook, directing the creative (even if it’s just me), spotting the cultural moment, digging into the comments, and figuring out why something worked or why it didn't.

The metric I've always been most interested in is the one behind all the others - did we make someone actually care?

Because the best social doesn't interrupt culture. It understands it. It gives people something useful, entertaining, surprising, or worth talking about, and a reason to come back.

That's the kind of social I like building.