CREATIVE DIRECTION + SOCIAL STRATEGY
TYPE: ORGANIC SOCIAL + PAID AD CONTENT
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PLATFORMS: META (INSTAGRAM AND FACEBOOK) AND TIKTOK
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MEDIA TYPES: UGC IMAGERY AND VIDEO, STUDIO IMAGERY AND VIDEO, GRAPHIC DESIGN,
AI IMAGE ENHANCEMENT AND GENERATIONÂ
since june of 2025, I have held a creative strategist role at my agency where I lead creative direction and social strategy for a portfolio of about 20 CPG brands at a time. in short, I transform business objectives into culturally relevant, social-first content while leading a team of creatives to deliver over 200 assets a month.
CASE STUDIES
STEP 1: POSITIONING
BRAND OVERVIEW:
Dirty Shirley exists to bring emotion back into drinking. To make every sip feel like something worth remembering. To give grown-ups permission to feel again, boldly, unapologetically, and with flavor that sparks connection. It’s for those who drink loud, post proud, and romanticize their lives.
PARTNERSHIP GOALS:
Reach
Engagement
Brand loyalty
PLATFORM:
TikTok
STEP 2: ESTABLISHING DIRECTION AND STRATEGY
TOUGHT STARTERS:
STEP 3: OUTPUT AND PERFORMANCE ANALYSIS
NOTEABLE PARTNERSHIP ACHIEVEMENTS:
Follower growth: From launching the brand on social to a climbing 47.3k followers
Engagement: breaking virality standards on Instagram with organic feeling content that integrates product seemlessly into occasions that resonate with the target audience
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Overall: 3.5 year long partnership and counting, fostering growth from initial product launch, through product line expansions, to continuing our partnership with Dirty Shirley through the sale of the business to Sazerac. Organic social content production and account management as well as a newer paid ad scope.
CLIENT REQUESTS:
- nostalgia
- girlhood
- occasions
- product
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CONTENT PILLARS:
- 30% lifestyle
- 25% trends
- 25% graphics
- 20% product
TOUGHT STARTERS:
STEP 1: POSITIONING
BRAND OVERVIEW:
Recess calms your nervous system but also fits in everyday life - their products aren't medicinal, its a sparkling water that happens to be a better choice than la croix or spindrift because of the functional benefits (i.e pushing towards the mainstream market)
PARTNERSHIP GOALS:
Build a lifestyle brand. Lead with quality and allow metrics to follow. Generate sales and increase awareness. Push toward the mainstream market
STEP 2: ESTABLISHING DIRECTION AND STRATEGY
PLATFORM:
TikTok
STEP 3: OUTPUT
NOTEABLE PARTNERSHIP ACHIEVEMENTS:
Content: Quality content that has made Recess socials a north star in the CPG space
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Performance: Extremely healthy account, averaging over 1% monthly follower growth and engagement rate, surpassing industry standards
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Overall: in just 6 months, we've increased the brand's content output across social platforms ten fold, pushing the product to the mainstream market. We've supported social through four launches for product innovations including Mini Margarita Mocktails, Pink Lemonade Mood, Appletini and Espresso Martini Mocktails, and Magnesium Drink Powders
CLIENT REQUESTS:
- cool and creative
- output quanitity
- support business initiatives (i.e launches, retailers, etc.)
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CONTENT PILLARS:
- 60% lifestyle
- 25% trends
- 15% product
STEP 1: POSITIONING
BRAND OVERVIEW:
Cocojune makes plant-based, probiotic-rich yogurt dreamily delicious and accessible, blending wellness with indulgence.
PARTNERSHIP GOALS:
Educate and inspire through social-first, playful, human content that celebrates quality ingredients and everyday joy
PLATFORM:
STEP 2: ESTABLISHING DIRECTION AND STRATEGY
CONTENT PILLARS:
- 35% recipes
- 25% trends
- 20% education / sustainability
- 20% lifestyle
STEP 3: OUTPUT
BRAND OVERVIEW:
To provide consumers with a cannabis infused spirit that delivers a buzzy experience without any negative side effects. Cali-cool upper Gen Z / early millenial audience with refined taste, disposable income, and trend-aware.
PARTNERSHIP GOALS:
Follower growth: bring awareness to a breakthrough product in the non-alc space
Engagement: build community, show product in action
PLATFORM:
NOTEABLE PARTNERSHIP ACHIEVEMENTS:
Follower growth: From launching the brand on social to a climbing 78k followers
Engagement rate: 4%
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Overall: Our social strategy has overcome social media advertising restrictions for THC and allowed Nowadays to become one of the fastest growing CPG brands. Success on social has contributed to rapid revenue growth, retail launches, and product line expansions.