MY APPROACH

My process is rooted in engagement. Starting with a competitive audit and perceptual map, I seek out opportunities and trends in the marketplace. Working within brand marketing objectives from the team, I develop content pillars, themes and topics to help guide the path-to-purchase conversation, along with channel specific content goals, objectives, strategies and tactics (GOST). I practice the “Hero, Hub, Hygiene” framework used by many in the industry to designate content that is evergreen, seasonal or more immediate. Exploring new tactics and trends within this landscape makes it all the more exciting.

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As audiences are developed, I study user behaviors to inform future campaigns and tactics. The ability to measure and analyze these interactions is something I find endlessly fascinating. To further understand the user, I immerse myself in the brands I represent, living the lifestyle and speaking the language of the communities I manage. 

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I have been fortunate to work with lifestyle brands I respect morally and ethically. Acting on their behalf is something I do not take lightly. I am fluent in social media compliance, notably in the language of highly regulated industries such as food and drug. 

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Some of favorite types of content include motion graphics (GIFs), seasonal campaigns, pet related contests, fashion themed flat-lays, food photography and recipe videos. 

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Of course, there's so much more to it than that. If you have specific questions or wish to connect, I would love to hear from you. My email address and social channels are listed below. Thank you!