SOCIAL MEDIA & COMMUNITY STRATEGIST
I build social, community, and advocacy strategies that move people towards brands, into conversations, through your funnel, and towards your goals.
WHAT I ACTUALLY DO
Social Strategy
Platform and campaign strategy built around audience behavior and business goals.
Creative Direction
Community Strategy
Talent & Advocacy Programs
Performance & Analytics
AI & Workflow Systems
My job is to make sure the right work gets made, for the right audience, for the right reason, and to know whether it worked.
ABOUT
I studied sociology at BYU with a business minor, which turned out to be ideal training for community work: people join groups for belonging, stay for identity, and leave when they feel unseen. I have built and run social, community and advocacy programs, and I work best where strategy meets craft.
THE PORTFOLIO
THE NUMBERS
Instagram growth in under a year
Facebook group engagement rate, up from 0.108% when I started
views from six organic posts I turned into ads, driving 741 link clicks
monthly new followers during the challenge
Created, directed and managed a 15+ member ambassador and affiliate program
MORE RESULTS
THE THINKING
Organic to Paid
Insight: Don’t spend money rescuing weak creative.
Approach: Let organic response pick the winners, then boost only those, each with a clear CTA.
Proof: Six boosted posts: 131K+ views and 741 link clicks.
Content to Action
Insight: The goal wasn’t more content. It was content with somewhere to send people next.
Approach: Moved from repurposed clips to custom posts with a CTA on every video.
Proof: Lead conversion from social rose from 3.2% to 6.7%.
Audience to Community
Insight: I designed participation, not just moderation.
Approach: Recurring prompts, ambassador involvement, prospect and customer Q&A, and member wins.
Proof: Community engagement rate of 28.1%.
Analytics to Decisions
Insight: Reporting should end in a recommendation.
Approach: Six-platform reporting, GA4 lead tracking and an automated organic-vs-paid report.
Proof: Reports that tell the team what to do next.
One idea, three platforms
Insight: One core idea, adapted for each platform.
Approach: Change the hook, caption, audio and length per platform instead of reposting.
Proof: [Add a real example here]
COMMUNITY + TALENT
01
Source
02
Select
03
Onboard
04
Activate
05
Manage
06
Amplify
Spotting strong customers and members who already help others.
Also: I recruited and vetted ambassadors and affiliates, onboarded them and set clear expectations, coordinated their contributions (testimonials, podcast guests, social content), tracked participation and kept the relationships healthy.
CAMPAIGN LAB
Summer Listing Challenge
A summer challenge built to turn passive members of REDX’s Facebook community into active participants: a clear participation mechanic, a promotional system around it, and a reason to join. It became the brand’s highest-engagement campaign to date.
sign-ups
comments (month over month)
posts (month over month)
reactions (month over month)
monthly new followers
Prospector of the Year 2026
Social calendar, email sequence and in-app pop-ups across 7 categories.
Cyber Monday
Phased content built around the sale.
CE Shop partnership
Co-promoted content with a partner brand.
X relaunch
Took a dormant account to an active channel.
Monday Motivation LIVE
Weekly speaker series with a full promo system.
A FEW FAVORITES
FEATURED CASE STUDIES
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Community
From Facebook Group to Active Community
engagement rate (from 0.108%) · 2,138 to 8,545 members
Built a content system, ambassador program and challenges that turned a quiet group into an active community.
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Consulting
Shurbeez Shih Tzu: Organic Strategy to Paid Growth
revenue growth · 85% increase in active customers · 15% greater local search traffic
Organic strategy, Meta advertising and Google Business Profile work for a small business.
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Campaign
Summer Listing Challenge
sign-ups · +51% comments · +19% posts · +19% reactions · 6x monthly new followers · Peak 1,320 daily group visitors vs 842 typical
A participation-led challenge that became the brand’s highest-engagement campaign.
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Live series
Monday Motivation LIVE
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HOW I THINK ABOUT SOCIAL
01
Give every piece of content a job
If I can’t say what it is meant to do, it doesn’t ship.
02
Use organic as research
Let what the audience already responds to decide where to put money.
03
Build systems, not random wins
Repeatable formats and workflows beat one lucky post.
04
Measure behavior, not vanity
Clicks, conversations and leads tell me more than views.