SOCIAL & DIGITAL STRATEGY

Where brands show up in culture and how they earn the right to be there.

Example delierables: Social and/or digital playbooks, social briefs, influencer strategies, content strategies, channel approaches, best practices

MODELO

When I joined, Modelo was the #2 beer in the country and barely a blip on social. The fanbase was there though— passionate, vocal, proud. We just needed to show up for them the right way.

We built a social strategy rooted in Modelo's Fighting Spirit, tailored content by platform, leaned into UGC, and activated influencers who actually fit the culture. The growth was hard to argue with.

Instagram (2022–2024)
+1859% Fan Growth
+132% Engagements
+45% Reach
+98% Shares

Facebook (2022–2024)
+480% Fan Growth
+425% Engagements
+121% Reach
+509% Shares


Example slides from playbook

HUGO BOSS

The HUGO BOSS Art Prize is one of the most respected honors in contemporary art. The challenge was making it feel that way to an audience that didn't already know that.

To connect with Gen Z's appetite for art that's immersive and accessible, we built the campaign on social and celebrated winner Deana Lawson with an Instagram-native AR hoodie. We also dropped a 16mm announcement film shot around the Guggenheim that felt more like a discovery than an ad.

AR Filter

Short Film

Creatives: Reginald VanNurden and Chris James

GAP

There was a time when a GAP tee was a cultural badge of honor. But over time, the brand traded cultural relevance for clearance racks.

The strategy was to reposition GAP as a cultural pioneer, relevant not just in fashion but in the digital spaces where culture actually gets made now. That meant rethinking who they collaborated with, what stories they told, and how they showed up online.

We built a digital and social North Star: a playbook that gave campaigns, partnerships, and content a common thread to pull from.
 
Example slides from playbook

HYATT

Hyatt is a global leader in hospitality but its social presence was fragmented, inconsistent, and lacked a clear reason to exist.

We built a unified social strategy rooted in Hyatt’s purpose: “to care for people so they can be their best.” It connected the master brand to individual hotels by spotlighting how each one delivers standout hospitality during moments that matter.

The result: a suite of playbooks covering content strategy, platform roles, tone and visuals, UGC and influencer approach, hashtag strategy, and measurement  — giving every property the tools to show up with purpose online.

Example slides from playbook

Other brands I’ve created playbooks for: Robinhood, MasterClass, Hugo Boss, Adidas Originals, BNY Mellon