Summary
Social strategy leader with 15+ years of experience helping brands transform audience insights into integrated social marketing programs. Known for connecting strategy, creative, paid media, creator marketing, and cross-functional teams to build social campaigns that are strategically sound, operationally scalable, and designed to solve the business problem, not just fill a content calendar.
Work Experience
Razorfish, Atlanta, Georgia
May 2018 - Present
Associate Director, Social Content & Engagement Strategy
Promoted through four progressive roles over seven years, from Social Content Analyst to Associate Director.
Strategic & Cross-Functional Leadership
Serve as the primary social strategist on up to two client relationships at a time, owning the editorial calendar process, paid content strategy, and influencer content, while coordinating five internal and partner-agency teams around a single social approach.
Build executive-ready presentations that translate campaign performance, audience insights, and market trends into strategic recommendations for social directors, VPs, and marketing leadership.
Partner with brand strategists to translate overarching brand strategy into quarterly and monthly social goals and approaches, ensuring social plans ladder up to broader business objectives.
Paid Social & Creative Strategy
Partner with paid social teams to shape platform-specific creative recommendations across Meta, TikTok, Reddit, and Snapchat, advising on how messaging, pacing, and asset variation should shift by platform and paid objective.
Contribute to the social strategy sections of celebrity-partnership pitch decks, recommending social-first content concepts, relevant trends, and platform mechanics, with recommendations approved in the first round of review.
Serve as client point of contact for always-on paid campaign messaging, tracking multiple creative worktracks simultaneously to keep launch timing and messaging aligned to the monthly framework.
Creator & Influencer Strategy
Own Whataburger's influencer program as Razorfish's day-to-day contact, identifying creators, writing creative briefs and cadence plans, and directing channel distribution and messaging across four $100K campaigns in 2026.
Launched and scaled Mercedes-Benz Vans' influencer program from the ground up, growing from 4 creators posting monthly across van life, entrepreneur, and tradesperson audiences to 6 creators with increased posting cadence once the model proved out.
Team Leadership & Mentorship
Manage 3 direct reports on a monthly cadence, onboarding them into Razorfish's culture, coaching them through conflict with teammates, and identifying growth opportunities in their roles.
Extend that mentorship informally to junior strategists on immediate client teams, delegating and reviewing their strategy work and teaching them how to operate as strategists within a team, not just execute tasks.
Freelance, Atlanta, Georgia
June 2017 - May 2018
Social Media Manager
Owned social strategy and creative direction for a beauty retail business as the sole strategist on the account, setting content cadence, managing production, and stretching a limited asset library into varied, trend-driven content.
Supported new-business pitches to local architecture firms, retail stores, and food-delivery companies, shaping positioning strategy around community and local presence, which led to incremental engagements with a food-delivery client.
Kelly's Kids Inc., Austin, Texas
February 2015 - August 2015
Social Media Manager
Introduced reporting cadence, content calendars, and community management guidelines to Kelly's Kids' social program, building structure where none existed, across two brand accounts simultaneously.
9 Rooftops, Hilton Head, South Carolina
December 2011 – October 2014
Content Manager
Owned copywriting, editorial calendars, and audience engagement for multiple CPG brands, including Snyder's-Lance and Coca-Cola, adapting voice and tone for each while partnering with creative and production teams to deliver 30+ pieces of branded content per month.
Led weekly content department meetings and owned monthly and annual performance reporting, translating results into thought leadership publications distributed to agency leadership.
Alcatraz Media, Atlanta, Georgia
July 2011 - December 2011
Social Media Coordinator
Ran day-to-day social media presence and community management, engaging directly with users across social platforms and travel forums to represent the brand's voice.
Owned blog content strategy, publishing twice weekly under a branded travel-expert persona that tied editorial content back to the company's products and services.
Sourced and coordinated travel blogger partnerships end-to-end, matching bloggers to cities where the company operated tours, managing outreach and trip logistics, and contracting each partner to publish a post about their experience.
PushPush Arts, Atlanta, Georgia
July 2011 - December 2011
Marketing Assistant
Created social media content to promote the theater's programming and events.
Researched prospective guest speakers and coordinated logistics for panels and workshops.
Drafted press releases and promotional emails to build awareness for upcoming workshops.
Core Expertise
Integrated Social Strategy • Paid Social Strategy • Influencer & Creator Marketing • Audience Insights & Social Listening • Content & Platform Strategy • Creative Strategy & Optimization • Social Operations and Workflow Design • Social Analytics & Performance Measurement
Tools: Sprout Social, Later, Sprinklr, Quid, Rival IQ, Audiense, Dash Social, Hootsuite, Native Platform Analytics, Meta Business Suite
Education
Oglethorpe University, Atlanta, Georgia
Bachelor of Arts in Communications and Rhetoric, Art History Minor
New College, Oxford University, Oxford, United Kingdom
Associate Member, Art History