NIKE
Social Media Specialist & Community Manager
As part of the Nike Los Angeles team, I supported social media initiatives across multiple sports verticals, contributing to campaign planning, reporting, and execution in collaboration with cross-functional teams. I played a key role in shaping the digital journey across these activations—especially social—through strategic input, content planning support, and performance analysis. In Spring 2024 alone, Nike LA achieved a 181% season-over-season engagement rate increase, with Instagram Stories averaging a 3.28% click-through rate.
TOPLINE IMPACT:
Spring 2024 Nike LA Instagram Performance Overview:
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In-Feed: 19.14% engagement rate (+7.57 pts above benchmark)
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Reels: Views +33.25% above benchmark, Reach +16.40% above benchmark, 3.14% ER
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Stories: 4.2% engagement rate, 3.28% average CTR
Running
BRS Anniversary &
LA Marathon
Nike’s roots are in running—and in Spring 2024, our goal was to bring that legacy to life across Los Angeles. Anchored around the LA Marathon and the anniversary of Blue Ribbon Sports, we built a months-long digital journey that celebrated the city’s run community, from race prep to the finish line.
I played a central role in shaping the campaign’s digital strategy — contributing reporting insights, informing content decisions, and helping define how Nike LA told this story across social. I championed a community-first approach, spotlighting local runners and run clubs and aligning digital tactics to registration and membership goals.
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We generated over 44,000 link clicks throughout the campaign, driving 3,352 marathon-season signups — 45% of which were new or reactivated Nike members. Instagram Stories drove CTRs as high as 10.67%, and influencer activations like @iluvsarahii’s LA event helped one run completely fill in just 13 minutes. That event alone brought in Nike’s highest Gen Z participation rate of the season—80% of attendees were new to the brand.
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Our LA Marathon storytelling consistently overperformed benchmarks, with posts driving engagement rates 2.5–9 points above average. The content strategy, grounded in performance data and community visibility, proved that when we center LA's running community — that community shows up.
Lifestyle
AirMax Dn Launch
When Air Max Day arrived, Nike LA set out to localize the global "Feel the Unreal" campaign into something that felt distinctly rooted in LA. Alongside the BAIT pop-up — which featured exclusive product access — we extended the campaign across digital with a strategy designed to convert social engagement into membership growth.
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I partnered with the brand team to shape the launch’s digital journey—leveraging channel insights, aligning asset timing with app acquisition goals, and ensuring content carried both cultural relevance and performance intent. From pre-drop buzz to event-day amplification, every post was designed to drive momentum.
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The collaboration with local brand Kids of Immigrants became a centerpiece. Our in-feed event carousel featuring the partnership drove engagement 4 points above benchmark, and a corresponding reel that aligned Air Max DN's philosophy with KOI's community-first mission performed 80% above reach benchmark. On Stories, we rolled out a series of retail driver flyers for store activations around LA. These drove click-through rates ranging from 2% to nearly 6%, averaging 3.42% overall — solidly above platform averages for promo content.
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And it paid off: Los Angeles became the best-selling region for the Air Max DN drop in the entire U.S. The combination of exclusive access, community partnership, and content strategy turned the launch into a local success story with national impact.
Basketball
Chosen-1s Invitational & Legacy Moments
Few things say LA basketball like a LeBron James-backed invitational. In December 2023, Nike LA hosted the Chosen-1s Invitational—a showcase of top high school talent that celebrated the present and future of the sport.
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I helped support and execute the digital strategy around the event, surfacing performance insights and amplifying the campaign’s visibility on social. Our content didn't just resonate—it surged. The Chosen-1s Invitational feed post reached 163.27% above its benchmark and delivered an engagement rate 3.78 points over average. Campaign reels averaged +42.85% in views and +52.58% in reach versus benchmark, with one breakout post hitting +114% in views and +212% in reach.
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In addition to the Invitational, I contributed to key Nike LA moments celebrating LeBron's 40K scoring milestone and the unveiling of the Kobe Bryant statue at Crypto.com Arena. Both activations tapped into LA's deep basketball legacy and brought Nike LA's voice into major cultural conversations.
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From legacy storytelling to performance-driven content, Nike LA's basketball presence continues to be both community-rooted and data-informed—and I helped ensure our digital strategy lived up to that standard.
Fitness
Thee Hot Girl Walk w/ Megan Thee Stallion
We knew a secret, student-only fitness event with Megan Thee Stallion would be a hit—but the way it played out on social surpassed every expectation.
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Thee Hot Girl Walk wasn’t just an event; it was a cultural moment and part of the broader launch of Megan's Hot Girl Systems line—a Nike collaboration focused on women's athletic wear and expression. It also aligned with a wider company initiative to engage more meaningfully with Gen Z women through wellness, style, and movement.
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I helped bring the event to life across the digital journey—supporting on-site production, shaping the post-event content rollout, and translating impact into measurable success. From pre-event buzz to recap content, our work delivered standout results.
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Attendance topped 800+ and social content generated strong results —with recap reels and carousels tailored to the USC and greater LA community driving above-average engagement and visibility. The results: 1,482 Nike App signups, 90% of which were new or reactivated members. 78% of attendees were women, 82% Gen Z—proof that the campaign reached its intended audience with precision and cultural resonance.
Across running, fitness, basketball, and lifestyle, I helped Nike Los Angeles bring culturally connected brand moments to life—on social and beyond. Whether through strategic planning, performance reporting, or campaign alignment, my role helped translate brand vision into digital storytelling that delivered.