Lucid · Viral social campaign
Lucid Explains the Internet
Led the relaunch of a series everyone had written off to 0 to 300K+ TikTok followers — still the brand’s primary content pillar.
I make good work repeatable instead of lucky.
Ten years of storytelling across enterprise B2B and consumer brands — from an award-winning viral series to the owned-media strategy global SaaS companies run on today.
Currently
Global Senior Social Media Manager, Qualtrics — owning organic strategy for a 326K-follower channel.
Owned media strategy·Executive voice·Short-form video·Brand campaigns·Live event production·Community·Measurement·Creator partnerships·
Qualtrics · Customer activation
PGA TOUR Activation
Social lead and primary relationship owner on the PGA TOUR partnership activation, from business case through the CMO’s first executive video.
Qualtrics · Global event
X4 — Global Event Social Strategy
Made the case internally that the flagship conference was the company’s biggest untapped social moment, then built the strategy behind it.
Qualtrics · Experience program
“Dream Team” Experience
Surprise-and-delight live at NBA and NHL games — seat upgrades, courtside seats, gift cards — captured and published while it was still happening.
+273%
Increased LinkedIn engagement rate to 11.7% from 4.3% in one quarter
20.6%
Engagement at Experience Management Summit with zero paid spend
+225%
Increase in employee engagement, raising the total advocacy program to 2,257 users
5.8M
Total views on my own creator channel with 55K+ followers
More of my work
XM Trends Reports+147% reactions · +161% comments
Ungated video in the feed, gated report as the payoff. I shot and edited every asset. A brand-only channel with no year-to-date pipeline started generating leads.
Weave Brand Video CampaignsStrategy · Produce · Direct
Led social strategy from concept through execution, produced and directed the on-site shoot as client-side lead on the film agency, then spun the hero film into a platform-native series — one production day extended into months of content.
Weave “After Hours”200+ MQLs in two weeks
Designed and ran a social contest end to end: mechanics, creative, promotion, community management. The entry mechanic was built around UGC, so the campaign generated assets while it was still running.
Weave Cookie Wars600+ attendees · ~900 MQLs
Concepted the activation and brought on four local cookie companies as partners. Produced it end to end: run of show, vendor coordination, on-site logistics, content capture, and social before, during, and after.
Customer Story SpotlightsOngoing series
Enterprise stories as feed-native video and carousels, built around the people actually using the product — not the logo on the deck.