Digital Strategy &
Social Media Management
WICKED
As the lead social strategist for the Wicked film campaign, I crafted a fan-first social voice rooted in authenticity and deep cultural insight. I developed the tone and emoji strategy, mapped out the full social rollout plan, and led the trailer launch from start to finish. I guided the creative team on asset direction, personally wrote copy for each piece of content, and served as the sole community manager, engaging directly with a high volume of fan edits, tweets, and comments while maintaining the campaign’s distinctive voice. Every post, reply, and asset was part of a tightly orchestrated plan designed to celebrate the Wicked fandom and build anticipation in a way that felt personal and real.
CHALLENGERS
Developed the film’s social tone of voice entirely through the lens of Tashi, our complex and compelling lead. Every post was crafted to feel like fans were stepping directly into her world. I managed all social platforms, launched the trailer with a striking 9-panel Instagram grid, and scripted talent-driven assets to deepen fan engagement. My reactive content approach led to viral moments that resonated across platforms—and the campaign was recognized with a Clio Award for excellence in social. From strategy to execution, I shaped a campaign that blurred the lines between character and fan experience.
SALTBURN
I led social strategy and execution for Saltburn, crafting a tone of voice that tapped into early 2000s brat culture before "brat" was even a trend. As the sole social media manager, I spearheaded community management, ideated and produced reactive content, and created quick-turn assets that captured the film’s chaotic, provocative energy. I spotted and helped spark the viral “before and after Saltburn” trend, which hit over 5 million views, and hosted the official Saltburn watch party on Prime Video’s platforms. From tone development to trend-jacking, a campaign that was as unhinged, stylish, and unforgettable as the film itself.
For Daisy Jones & The Six, I approached the campaign not just as a strategist but as a fan of the band. Devloping an in-world tone of voice rooted in the perspective of an archivist, aiming to make every post feel like a found artifact rather than a piece of marketing. From creative direction on thumbnails to the design of the grid itself, every visual element was crafted to feel era-authentic and lived-in. I led TikTok and Instagram clip strategy, dug deep into fan communities to surface the moments they were most invested in, and treated community management as a form of fan-to-fan connection.
The result was a campaign that felt like it came from inside the world of Daisy Jones not outside of it.
DAISY JONES & THE SIX
For The Curse, I was tasked with the unique challenge of balancing the show’s surreal mystery with its dark, offbeat humor and successfully translated that tone across all social platforms. I pulled standout episodic clips tailored for social, led all community management efforts, and served as the sole copywriter for both captions and on-asset text. Providing weekly sentiment reports directly to executive producers Benny Safdie and Nathan Fielder, offering insights into audience reception in real time. Additionally, capturing content at both the red carpet premiere and finale event, ensuring the social presence felt as intimate and strange as the world of the show itself.
THE CURSE
Testimonials