Repositioning a national wellness brand on social and building the team, creator program, and reporting behind it.
ClientBioProtein Technology
RoleHead of Social Media
Year2025–2026
LocationTampa, FL
The brief
A national health and wellness brand with a proven product and social that read like performance ads. I was brought in to own brand and social strategy: reposition the brand, raise the creative standard, build a creator program that could carry it, and give leadership a read on performance they could trust.
What I did
I repositioned the brand across Instagram, TikTok, and Facebook toward a premium, editorially consistent standard, then authored the 2026 brand guidelines so the whole org could hold it. I built and led a 65-creator ambassador program end to end (recruiting, briefing, whitelisting, collaboration posts, rotation calendars), including a 40-brief video library that keeps 13 ambassadors publishing on schedule. I directed delivery across in-house editors, designers, agency partners, and creators, rebuilt creator briefing around Foreplay and competitor ad-library data, and put every asset through an Airtable calendar and claim-review system before it published. On the reporting side, I automated daily through quarterly performance reporting with AI and Make.com and trained senior leadership on the AI tools we used.
Why it matters
Leadership got same-day visibility into brand performance instead of a monthly deck. The team spent its time on creative decisions instead of manual updates. And the brand finally looked like the premium product it sells.
The result
A premium brand standard the whole team could hold, a 65-creator program supporting roughly $400K in annualized revenue, and 12 hours of manual reporting a month handed to automation.
