Community-first strategy for a specialty coffee roaster
BACKGROUND This project was for a client in the independent specialty coffee space. The goal was the opposite of most social media strategies: not to grow the audience, but to deepen and protect the relationship with a small, intensely loyal existing community. I started with a community health audit analyzing comment patterns, DM response rates, […]
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Product launch social strategy for a D2C homeware brand
BACKGROUND This project was for a client in the direct-to-consumer homeware space. The goal was to build anticipation, convert existing followers into buyers on launch day, and sustain momentum in the weeks following the launch of a premium ceramic kitchen storage range. I built a six-week organic campaign arc across three phases: a two-week pre-launch […]
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LinkedIn strategy for a B2B management consultancy
BACKGROUND This project was for a client in the B2B management consultancy space. The goal was to build a meaningful digital content presence on the one platform where the firm’s decision-maker audience was concentrated, without defaulting to the generic, over-polished content that makes most professional services brands indistinguishable from each other. I defined six content […]
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Startup content strategy
BACKGROUND This project was for an early-stage FinTech startup in the personal finance space targeting people in their 20s and 30s. The goal was to build the brand’s entire content function from scratch, including competitive analysis, editorial identity, channel infrastructure, and a first-quarter editorial calendar, before a single piece of content was published. I started […]
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Lifestyle brand content strategy
BACKGROUND This project was for a client in the wellness and sustainable living space. The goal was to bring structure and strategic intent to a content program that had been largely reactive and heavily skewed toward product promotion, without losing the commercial purpose that hygiene content serves. I built the strategy around the hero, hub […]
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SaaS content strategy
BACKGROUND This project was for a client in the B2B SaaS space entering the mid-market segment after establishing strong name recognition at enterprise level. The goal was to build awareness and credibility with an audience that had no prior relationship with the brand, generate inbound leads through organic search and content-led nurture, and give the […]
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