I contributed to the go-to-market strategy for Metabolic Switch, translating a complex product into accessible, social-first storytelling without turning the feed into a stream of product ads. I balanced educational, entertaining, UGC, and promotional content to build awareness and understanding while navigating a regulated biotech company's rigorous review and approval process.

Additionally, I developed an end-to-end influencer strategy and hero campaign that transformed product education and proof points into audience participation — driving awareness, engagement, and ultimately, revenue.