when LolaVie and Rare Beauty threw their first collab event, i handled all social content: concepted and pitched three videos to jen and selena, shot them at the event, and turned every edit around on site within the hour.
introduced memes as a new content pillar for LolaVie. concepted and developed creative from existing assets to curate a feed that felt internet-forward.
i made the fun ones. wrote 1–2 tweets a week for @Google's Twitter, built to cut through a feed of product posts and give the brand a silly internet voice.
15 short-form videos for Google Search + Lens across reels and TikTok. the brief: make product feature education feel native to the feed– phone-shot, scrappy, quick cuts, not overly polished like Google's usual content.
brought Google Pay's YouTube back from a 3-year hiatus with 8 creator-led videos for a big influencer push. sourced finance + lifestyle creators, ran budget and negotiations, and worked closely with creators to let them pitch how they wanted to integrate the product in a way that felt authentic to their content vs us telling them what to say.
the budget was earmarked for ads to grow our TikTok following. i pitched a house instead; creator houses like Hype House were popping up and no brand had done its own yet. rihanna loved the idea and wanted to throw a party at the house to announce it. five weeks to plan the party, select the creators, and set up the full house. then we partied with rih and moved in: 1.5 months, 5 beauty + lifestyle TikTok creators, and me as the only Fenty Beauty team member (or sorority house mom) living on-site, until COVID hit and we pivoted the whole house virtual.
ariana lives on Twitter, so that's where we went. i made a meme pairing her lyrics with Fenty Beauty products and tweeted it at her when i saw her active and online. it turned into a retweet, an ongoing back-and-forth on Twitter, a PR box video share on her IG stories, and a Fenty Beauty name-drop in the lyrics of "make up" on thank u, next.
the assignment: make financial aid interesting to college students when they want to scroll away. i owned it end to end at @mosdotcom– strategy, scripts, filming, editing, community management. self-produced 100+ TikToks to gain a gen-z following + capture attention fully organically with no paid spend.
selected as one of 16 inaugural members of Adweek's first-ever Social Media Council, alongside social leads from Google, TikTok, Twitter, Amazon, and Disney. contributed thought leadership and spoke on panels at Adweek conferences.
