Social Media

Over 17 years, I’ve led creative for social campaigns across diverse industries—from education and real estate to product marketing—crafting content for platforms like TikTok, SnapChat, Google, Instagram, YouTube, LinkedIn, and Facebook. This collection shows organic & paid work, A/B-tested ads, trend-informed content, and real-time activations.

Every project combines audience insights, creative strategy, and platform best practices. I believe strong social storytelling meets data, is shaped by culture, and scales through thoughtful design systems and workflows.

Education Ads

Objective: Revamp social campaigns for an education brand to increase acquisition and relevance.
Approach: Instituted rigorous A/B testing of creative formats, visuals, and copy aligned with current trends and audience demographics.
Result: Exceeded projected profit margins by 45%, improved engagement metrics & ad relevance scores significantly.

AI & Social Media Innovation

I integrate AI across the social creative process to scale production, boost ideation, and sharpen creative impact. Whether fully generating static visuals, voiceovers, or video assets, or using AI for copywriting, trend research, and creative inspiration—I see it as a powerful tool in service of storytelling. Through AI-enhanced workflows, I shorten turnarounds, test more variants, personalize content efficiently, and ensure work remains fresh, culturally relevant, and aligned with brand and audience needs.

SphereBuilder

Demographic: Real estate professionals, 40s+
Objective: Create social content that communicates product value quickly (in 3-5 seconds of view) and builds trust.
Strategy & Testing: Tested visual elements like color palettes, subject representation (faces vs. generic devices), age representation in talent.
Insights:
• Blue tones + authentic faces drove higher engagement than abstract device-only visuals.
• Talent in the 40+ age range boosted trust & conversion vs younger representations.

Creative Covid Work Arounds

Challenge: Producing regular video and social content during lockdown without access to studios or talent.
Solution: Leveraged stock, in-house resources, family and friends, and minimal production setups to deliver stories.
Outcome: Maintained content cadence, preserved brand consistency, and reinforced audience connection even under constraint.

Random Static Ads

The Education Connection Issue

Education Connection had a couple of ads years ago that were campy and popular, even to this day, people recreate and mention these ads. The problem? Education Connection doesn’t own the rights to the ads.

My solution: subtly referencing those ads, especially in organic posts as much as possible to bring them back to top of mind. Also duplicating the same “campy” feel and colors in other assets.