People Magazine

- Lead strategy for PEOPLE’s Platforms team, creating an insights-driven social video strategy with a key focus on audience growth + engagement on TikTok and Snapchat, with strategic programming across Instagram and Facebook — resulting in record-breaking performance months for video views:

- Driving 2.2B+ views and 194M+ engagements since May ‘24 on TikTok

- Averaging 161M views per month, with Feb. ‘25 becoming the #1 month of all-time with 262M total views

- Manage a team of producers creating high-impact social video experiences from ideation through post-production to generate viral wins and build brand affinity.

- Maintain an editorial calendar, balancing consistent brand programming with experimental + trending formats to retain and grow our social audiences.

- Serve as the go-to expert in social video content, collaborating with editorial, marketing, PR and sales teams to ensure high-quality, brand-aligned content that elevates tentpole moments and grows social revenue.

- Translate data + engagement metrics into digestible reports for brand leaders.

John Krasinski's SMA announcement!

Introducing the 'Euphoria' Season 3 cast

Travis Kelce at the Super Bowl

The guys of 'New Girl' reunite

Margaret Qualley at the 2025 Golden Globes

Zendaya at the 2025 Met Gala

Ariana Greenblatt plays 'Slay or Nay'

Eric Dane announces ALS diagnosis

Lola Young at 2025 Coachella

Brooke Shields & her daughters play 'One Last Thing'

Lana Condor & her hubby at a 2025 Oscars party

Tyra Banks at the 2024 VS Fashion Show

Associate Director, Social Strategy & Production Highlights So Far …

Working across verticals — from music and sports to TV and true crime — with a focus on reaching a Gen Z audience and using trends to suggest innovative opportunities for the brand on multiple platforms.
Managing a team of four to brainstorm video ideas for brand + tentpole moments including:
- Big breaking news: From Eric Dane’s ALS diagnosis to Tyra Banks returning to the Victoria’s Secret Fashion Show
- People’s Sexiest Man Alive 2024 (hello, John Krasinski!) bonus points: I was on-the-ground executing the social concepts with the SMA himself (!!!)
- Met Gala and awards season 2025 — including Oscars, Golden Globes and everything in between
- Monthly digital covers and weekly print covers
- Entertainment swarms including the Super Bowl and Coachella (with PEOPLE being the #1 publisher on TikTok, NBD!)
- Plus, ideating fresh new franchises to execute with talent and bring to life during buzzy pop culture moments
Collaborating with the rest of the social and video teams to maximize and amplify assets
And all of this together has helped us generate viral wins and harness PEOPLE's loyal audience while attracting new followers (nearly 1M+ new followers to be exact!)