Strategic Social Content & Design
Driving Engagement and Revenue for Global Brands and Critical Nonprofits.
Product Design | Localization
Social media as a discipline rather than a channel: strategy, design, and paid execution across corporate, entertainment, and nonprofit work. I've led creative direction and built the content systems that let distributed teams produce on brand without a designer in the loop — for Sunoco, ARRIS, and FedEx, across NASCAR and PGA tours, and for celebrity-partnered nonprofit initiatives including #100DaysofReading.
1. Paid social that converts. Creative built against performance data rather than brand instinct — most recently a UK year-end campaign delivering 6,262 acquisitions and £441K in revenue at a 56% new-donor rate across Meta, Google PPC, Performance Max, YouTube, and Bing.
2. Systems over one-offs. Adobe and Canva template libraries plus staff training, so geographically dispersed teams produce consistent work at volume without a bottleneck.
3. Built for emergencies. Pre-approved frameworks that let global teams respond to breaking crises in hours while staying on brand.
We established a scalable framework for social content creation by developing and training staff on new Adobe/Canva templates, enabling quick, consistent, and on-brand production across geographically dispersed teams. I spearheaded creative direction and template development while personally designing high-impact campaigns, significantly boosting engagement and revenue generation.
Scalable content frameworks now in use across global teams, campaign creative measured on acquisition and revenue rather than impressions, and a template system that removed design as a bottleneck for non-designers.
