I'm Sam, a Head of Social with ten years of brand-side and agency experience. I set the strategy, the creative standard, and the systems, then lead the editors, designers, agency partners, and creators who bring it to life. AI handles the production load so my team can spend its time on judgment.
Every marketing team got the same AI tools at the same time, so the feed is fuller than ever and most of it sounds the same. Volume isn't the edge anymore. Judgment is.
My job is to own that judgment: the strategy, the voice, the standard every asset has to clear, and the system that lets a team hit it without me in every edit. I'm not the person cranking out 40 posts a week. I'm the person who decides which 10 are worth making, briefs the people who make them, and reports back in numbers leadership can act on.
I grew up in Wisconsin and got my start in a Los Angeles content house, producing alongside some of the biggest creators on the internet. Since then I've led social and creator strategy in-house, at an agency, and as a consultant, for brands in beauty, wellness, footwear, entertainment, and tech. Most recently I was Head of Social Media at BioProtein Technology, where I owned brand voice, creative standards, the creator program, and executive reporting.
I've worked inside AI tools since before most of them were products, and I've built them into real workflows on real teams: research, creator briefing, production, and reporting. I don't use them to replace taste. I use them to make room for it.
If you're building a social function that needs a leader, not just another pair of hands, I'd like to hear about it. Email is fastest, and I reply the same day.
