Social Approach

For the past seven years, I've led our creative team with a focus on social, brand, and activations.

I built a team and processes from scratch. Together, we’ve moved quick and constantly evolved to stay relevant.

Here are a couple areas I've focused:

With 76M followers, Starbucks is one of the most followed brands in the world.

Evolving the Look and Feel

With new platforms popping up and younger audiences tuning in we’ve seen content go from raw and unpolished to clean and curated; now video and a focus on being genuine lead the way.

I set the creative vision and drove clarity with internal teams and agencies to stay in sync with the speed of social channels.

Focusing Paid and Organic

I lead the team as we separated our production for paid and organic social.

I oversaw the development of fresh creative approaches that played to the strengths of each area.

Paid

We developed transaction driving moments that hit on crave-ability. But we added a social twist so they don’t feel too much like ads.

Organic

We played the long game – building relationships with our audience and shaping the brand's personality through relatable content.

I also created a nimble, empowered subset of the team. Together we’ve been able to quickly spot trends and jump into the right conversations.