To celebrate the launch of Bitmoji apparel for the 2022 World Cup, I created this mini-thread consisting of an engagement prompt followed by a promotional reply.

I introduced the tactic, lovingly named the “Bend and Snap” after the iconic scene from Legally Blonde, to maximize potential engagement while promoting new features.

See the post here.

ARES was introduced to integrate Snap AR’s technology suite into partners’ own apps, websites, and physical locations. With a more comprehensive offering, I devised a strategy to seamlessly evolve the “Snapchat for Business” pages into “Snap for Business” to effectively incorporate all business functions into the creative output of the channels to reach a business-minded audience without splitting audiences.

As part of Snapchat’s initiative to share out and celebrate the work created across teams, I developed formats that enabled Snapchat to share content from employee speaking engagements and increase thought leadership across channels.

Additionally, I onboarded teams to DSMN8, an employee advocacy program that enables employees to share approved content to their personal networks. By onboarding more 100 people to the platform, Snapchat’s reach expanded exponentially.

Sometimes, simple is simply best. To highlight the joy of using Snapchat, I wrote several copy-only posts in the brand’s fun and friendly tone, proving the power of minimalist creative to achieve maximum engagement.

The post above was Snapchat’s most engaged post of 2022. Other examples include post about ♾ Snaps and a cheeky way to celebrate the Halloween season.

I worked with a small yet efficient team to support marketing initiatives for Snap Inc.’s quarterly earnings. In my role, I created quick-turn yet refined assets to highlight the company’s major quarterly wins.

Due to the highly confidential, ever-evolving information included in Earnings, assets had to be carefully vetted and quickly approved to ensure content went live after being announced during the live call.

An example post can be seen here.

I collaborated directly with partners, as well as with Snapchat comms leads and sales reps, to produce social content highlighting advertisers’ best work on Snapchat — and how it looks out in the wild.

The content also gave our community a look into the latest Snap AR technology, including AR Nail Segmentation with OPI and Landmarker Lenses with Barbie.

Take a look at the Major League Baseball post (featured above) here.

To showcase YouTube’s commitment to sustainability efforts, our team launched the #UnFckItChallenge on YouTube Shorts to encourage creators to share how they’re addressing climate change. I helped lead our efforts to partner with Creators like Hammy and Olivia, Frederic Chen, and TootyMcNooty, who each added their own unique style to the challenge to build buzz and drive participation.

Watch the kickoff video featuring Mark Rober and Mr. Beast here.

RELEASED is YouTube’s weekly music video premiere party. The show features a new artist counting down to the release of their new music video.

One of my personal favorite launches was the Season 2 finale featuring BTS. I worked with the band’s team to create a promotional thread featuring exclusive selfies from each of the members here.

The Streamy Awards honor excellence in online video content — as well as the creators behind it all — in more than 45 categories.

To drive live conversation around the show and reach a Gen Z audience, our team collaborated with the one and only Saint Hoax, a popular Instagram account that often posts about the best of pop culture.

View the carousel of memes here.

To further recognize excellence in online video, I led our team’s efforts to partner with creators to develop short-form content to drive further awareness for the awards show.

Creators like LeendaDong, SeanDoesMagic, and Karl Jacobs were among those who made custom videos for this activation.

To celebrate Pride Month, YouTube Originals developed a five-hour livestream celebration featuring Olly Alexander, Mawaan Rizwan, Elton John, David Furnish, Trixie Mattel, and Demi Lovato. I developed social assets and provided live social coverage of the celebration.

YouTube’s kickoff post can be found here.

Black Renaissance is a journey through Black history to celebrate the creatives and history-makers who shaped the world. I developed social posts for YouTube as well as toolkits for talent included within the special.

YouTube’s premiere post can be found here.

In this fearless documentary series, Demi Lovato and her family and friends candidly open up for the first time about what led to her near-fatal overdose. I developed social posts for YouTube as well as talent toolkits for the documentary subjects.

YouTube’s premiere day post can be found here.

To drive further awareness and conversation around the Demi Lovato: Dancing with the Devil docuseries, I created an influencer gifting package that was sent to Demi’s wide celebrity network.

Khloe Kardashian (above) and Christina Aguilera were among those who posted about receiving a kit.

On Parasite launch day, I replied to a trolling comment regarding the award-winning foreign language film. The viral clapback received a vast amount of earned media and press coverage, putting the Hulu brand in the headlines.

Coverage of the moment can be seen in The LA Times and IndieWire.

I helped develop content featuring top talent that acts as ancillary content for everyone’s favorite shows. The easily repeatable series was created to feel organic to the platform while remaining flexible for any title within Hulu’s diverse content library.

Check out Love, Victor Rapid Fire Questions and Normal People Rapid Fire Questions.

I led the social marketing campaign for the Hulu Original Film Palm Springs, which generated the highest amount of social interest for any Hulu original film to date over its premiere weekend and was the most discussed Hulu original film on Twitter (now X) over its first three days on-channel.

Link to coverage of the film.

To celebrate Hulu’s first large-scale celebration of Hispanic Heritage Month, I produced a video featuring Ariela Barer, Allegra Acosta, and Rhenzy Feliz from Marvel’s Runaways. I interviewed talent, worked with Marvel's in-house video team, and provided notes to video editors within Greenhouse (Hulu’s internal creative team). The completed video was shared across Hulu and Marvel channels and was the most successful tweet out of the campaign.

The video can be viewed here.

I provided social coverage of the virtual Pride event as part of Hulu’s on-going Pride Never Stops campaign. In partnership with YouTube, I was able to secure organic amplification on the platform.

The PrideFest kickoff post can be viewed here.

Talent takeovers offer fans an opportunity to engage directly with their favorite creators. To develop such opportunities, I worked directly with talent and their teams to create a seamless experience that enables creators to access the proper accounts, learn how to use the right platform features for them, and, of course, feel comfortable on camera.

In response to Beyoncé’s Vogue cover shoot, Mindy Kaling recreated the flower crown look. I quickly pulled images from The Mindy Project and Beyoncé’s Instagram to find another matching look.

The Twitter conversation can be viewed here.

This also resulted in Dolce & Gabbana recreating the look for Mindy’s daughter. The outfits can be viewed here.

To announce the Season 2 renewal of Pen15, I created a custom asset based on the show’s themes.

The post can be viewed here.

A Twitter Moment featuring the asset can be viewed here.

To recognize Mother’s Day and BoJack’s tortured relationship with his mother, I ghostwrote this Twitter thread from BoJack’s POV.

The Twitter thread can be viewed here.

A reactionary post in response to actress Keala Settle’s participation in the “If you don’t love me” trending challenge

The tweet can be viewed here.

To celebrate the historic reopening of the iconic landmark at the University at Buffalo (South Campus), the team created several "before and after" GIFs and shared them on Twitter.

The Twitter post can be viewed here.

To add to the UBuffalo Snapchat account's sticker options, personalized stickers were developed and then added to the channel using the scissors tool.

An archive of UBuffalo Snapchat Stories can be found here.

To celebrate the holiday season and the university, I created a branded holiday card featuring Victor E. Bull alongside geese who roam the campus in front of the University at Buffalo’s iconic Baird Point.

The Twitter post can be viewed here.