Social Media & Content | Strategy | Data-Driven Growth | Audience Engagement

I am a seasoned social media leader with 10 years of experience, most recently leading NowThis’ social strategy and reaching 200M+ people across platforms monthly. Under my leadership, NowThis became the #1 most-engaged-with video publisher on Instagram and YouTube, and the #1 U.S. publisher on TikTok, with 15M+ followers and 622M total views on the platform in 2023. I’ve overseen campaigns that garnered 1B+ views, driving engagement and visibility. I excel in managing cross-functional teams, optimizing social media strategies, and leveraging data to inform high-level decisions. My expertise spans platform management, paid media, and content strategy, all aligned with business growth and brand development goals.

Campaign Overview

Project: A one-hour recorded forum at the White House wherein President Biden sat down with a NowThis correspondent and six change-makers ahead of the 2022 midterms

Objective: Develop content and distribution strategies for the forum. Create maximum impact across all platforms before, during, and after the premiere. Mimic the type of news moment created during town halls on linear TV while utilizing our large following and reach across social to drive views and engagements.

Goal: 20M organic video views and 5M engagements across platforms, with a focus on TikTok

Content Strategy

Platforms Used: TikTok, Instagram, YouTube, X, Facebook, Snapchat

Content Types: Raw clips, teasers, pre-produced livestream, contextualized videos

Distribution: Our strategy had six stages, each with its own goals and accompanying assets that allowed us to take advantage of our social media reach and our change-makers’ influence. We created content geared toward each platform and with precise results in mind. For example, for the premiere stage, we cut 25+ raw clips of key moments that we felt had viral potential and distributed them on X in real time with a specific hashtag. The six stages:

  1. Announce (morning after shoot): Announce news

  2. Engage (between shoot and premiere): Create buzz and build anticipation

  3. Premiere (during premiere): Create news moment

  4. Recap (week after premiere): Catch up audiences who missed premiere

  5. Reflect (two weeks after premiere): Drive deeper discussions around topics

  6. Refloat (until midterms): Recirculate content to keep conversation going

Results

Deliverables: 200+

Total Video Views: 41M (21M more than goal)

Total Engagements: 6.5M (1.5M more than goal)

TikTok Video Views: 25M

TikTok Engagements: 5.5M

Campaign Overview

Project: NowThis’ issue-focused 2024 election coverage strategy

Objective: Develop content and organic distribution strategies leading up to the election. Grow Impact channel on TikTok and Instagram. Educate voters on key issues. Drive voter registration.

Goal: 923k domestic organic views across platforms and 2,769 deliverables from January to Election Day

Content Strategy

Platforms Used: TikTok, Instagram, YouTube, X, Facebook, Snapchat

Content Types: Raw clips, contextualized videos, explainers, stills, carousels, infographics

Distribution: Our strategy focused on identifying resonant storytelling formats, tailoring content to each platform (for example, creating swipeable carousels and shareable stills for Instagram and contextualized videos for TikTok), and collaborating with similar brands to boost reach and meet viewership goals. We prioritized community management to drive engagement and uncover content gaps, while leveraging search trends and SEO for better visibility. 

Results (from January to September, 2 months before campaign ended)

Deliverables: 2,869 (already higher than goal)

Total Domestic Views: 1.1B (already 1M higher than goal)

Total Engagements: 131M

TikTok Domestic Views: 490M

Instagram Domestic Views: 440M

2024 Presidential Election Strategy

PRESIDENTIAL FORUM WITH JOE BIDEN

20 questions for 2020

Campaign Overview

Project: A new series ahead of the 2020 presidential election

Objective: Partner with the editorial team to develop a social-first show that would educate voters on each candidate. Craft a distribution strategy for Facebook, X, and YouTube with organic views as the main KPI.

Goal: At least 4M views across the three platforms

Content Strategy

Platforms Used: Facebook, X, YouTube

Content Types: Midform interviews, cutdowns, compilations

Distribution: We tailored content to suit each platform based on audience insights. We used a hashtag to create virality, and stitched the viral moments together for compilations. We leveraged SEO for visibility and strategically utilized platform features, like the “premiere” function and IG Stories, to boost viewership.

Results

Total Video Views: 7.7M (3.7M more than goal)

Engagements: +45% engagement increase on X during the campaign

Follower Growth: +12,000 new followers/subscribers across Facebook, X, and YouTube