Crafting a Global Playbook

I developed a comprehensive Global Social Media Playbook (NA & EU) from the ground up—defining clear objectives, channel tactics, KPIs, and editorial workflows. Leveraging tools like Airtable, I established cohesive content pipelines that aligned diverse teams and markets around a single strategic vision.

 

Building Data-Driven Foundations

To drive accountability and growth, I hand-built the company’s first reporting frameworks and analytics dashboards. By transforming raw social data into actionable insights, I enabled real-time optimization of CTAs, seasonal promotions, and campaign launches. These newly established benchmarks became the backbone for all digital marketing decisions.

 

Influencer & Content Management

Spearheading US influencer relations, I managed two specialized agencies across both evergreen and campaign efforts. From leading briefs and approvals to negotiating contracts, I ensured every content piece aligned with brand guidelines and resonated with target audiences—culminating in top-performing collaborations with audience reach far above benchmarks.

 

Cross-Functional & Global Coordination

In addition to managing two direct reports, I partnered with global teams spanning brand, operations, and sales to execute marketing initiatives and product launches. This collaborative approach streamlined content approvals across time zones and united international stakeholders behind common KPIs.

 

Launching a Flagship Product

For a major global product launch, I orchestrated digital communications, oversaw influencer seeding, and tracked performance metrics to inform cross-functional strategies. By unifying messaging across all channels, we achieved a cohesive, high-impact rollout—ultimately generating a substantial month-over-month revenue spike on North American Instagram.