The strategy centered on shifting from isolated posts to a more structured storytelling system. Content was developed around repeatable narrative frameworks tied to product, athlete, and cultural moments - allowing campaigns to scale across multiple formats and platforms. A strong emphasis was placed on social-first video, optimizing for both short-form engagement and longer-form storytelling. Collaboration across product, marketing, and athlete teams ensured that social content was integrated into broader brand initiatives rather than operating in isolation.

Led and produced a wide range of social-first content across multiple channels, including:
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- Short-form video optimized for Instagram and emerging platforms
- Long-form video content for YouTube and campaign storytelling
- Product launch content tied to global releases
- Athlete-driven storytelling and campaign content
- Ongoing content systems for key vertical accounts

Managed production workflows and budget allocation to support consistent, high-quality output across global campaigns.

- Co-led global social strategy across a 5M+ audience ecosystem
- Developed and implemented scalable content systems across multiple brand verticals
- Managed monthly production budget and global content execution
- Led social-first video production across campaign, product, and athlete storytelling
- Integrated social into broader brand and product marketing initiatives
- Delivered consistent content output across multiple global channels