Social media leadership portfolio
I build social media as a business system.
I create global programs that generate measurable impact across sales, service adoption, registrations, qualified pipeline, community, and organizational trust.
Global Head of Social Media VP Social Media Director of Social Media
Five case studies. Fourteen years. One operating principle.
Selected work
Programs built to last beyond the moment that created them.
Each case study shows how strategy, governance, creative judgment, and measurement worked together to solve a specific business problem.
Enterprise social operations
Building AWS Social from Scratch
Amazon Web Services Head of AWS Social Media Marketing 2013–2020
Enterprise governanceTeam developmentSprinklr architectureGlobal operationsAttribution modeling
60+Global accounts governed
8Team members, all promoted
7Years of sustained growth
50+Technical voices elevated
Situation
When I joined AWS in 2013, more than 50 social accounts existed without a central function, strategy, governance, brand voice, or accountability. Developers and service teams published independently while Legal, PR, and Marketing saw mounting risk.
Challenge
I needed to build a scalable global operating model while earning trust from teams that viewed governance as a threat. Every new role also required an independent headcount case, without a management chain focused on building the function.
What I built
- Created social policy and training that enabled employee participation within clear guardrails.
- Implemented Sprinklr as the central operating system for access, permissions, automated risk flagging, publishing, and incident response.
- Partnered with data science to connect social activity with email, webinars, events, and service adoption.
- Secured regional headcount through market-specific business cases, then hired and developed an eight-person team.
- Identified and elevated 50+ technical voices, creating infrastructure that later formalized into AWS Heroes.
Business results
- Grew @AWSCloud into the leading cloud-computing account on Twitter, reaching 1.5M+ followers during the program’s first year.
- Replaced fragmented accounts with a governed global function across 60+ managed accounts.
- Made #reInvent trend across the United States through integrated event planning and live coverage.
- Established downstream attribution that shifted investment conversations from awareness to service adoption.
“That does not happen by accident. It happens because the program is healthy enough to move a national metric.”
The moment the program matured
Event growth and advocacy
From Dormant to 408% Registration Growth
Zeta Global Director of Social Media 2021–2023
Event social strategyInfluencer managementEmployee advocacyPaid amplificationPost-IPO reset
408%YoY registration growth
1,200+Employees activated
30+Public figures managed
53.7%Instagram follower growth
Situation
Corporate social relied on borrowed agency resources, with no dedicated workflow or strategy. At the same time, leadership expected immediate organic growth and the organization needed to prepare for its flagship Zeta Live event.
Challenge
I had to build a functioning program, reset executive expectations, replace an expensive agency model, and create a measurable demand engine for Zeta Live.
What I built
- Replaced the external agency with an in-house operating model, defined workflows, and role-specific approvals.
- Designed Zeta Live campaign architecture using prior-event audience data, employee advocacy, and platform-specific paid media.
- Managed creative and approvals for 30+ public figures, adding a personal quality-control step to every asset.
- Activated 1,200+ employees as an internal influencer tier across major campaign windows.
Business results
- Increased event registrations 408% year over year, with social leading non-customer lead generation.
- Grew Instagram 53.7%, Twitter 46.5%, and LinkedIn 17.5% in 2022.
- Reduced costs 20% while improving platform-specific execution.
- Rebuilt corporate social into a governed, in-house operation within one year.
“Getting the motion right was the creative challenge. Getting the approval process around 30+ public figures right was the operational one. Both worked.”
What I am most proud of
Cultural intelligence at scale
The AWS Japan Manga Program
Amazon Web Services Head of AWS Social Media Marketing 2015–2019
Cultural adaptationAttribution modelingLong-form communityExecutive stakeholdersCross-functional build
293Posts across four years
16,241Influenced service adoptions
55.4Adoptions per post
28.7Standard-content baseline
Situation
AWS Japan needed to reach developers who found the platform foreign in language and culture. Standard global content, English case studies, and US-time-zone webinars were not changing adoption behavior.
Challenge
I proposed a serialized manga program to global leaders who saw the format as far outside the AWS brand. The idea needed a low-risk pilot, local credibility, and hard measurement.
What I built
- Developed a pilot structure funded locally, limited to one issue, and measured from launch.
- Led the cross-functional build across a Japanese creative agency, local marketing, product experts, PR, and global approvers.
- Managed product integration, English-language approvals, social publishing, and attribution.
- Hired a Japan-based social media manager to own the growing program and expand local creative capacity.
Business results
- Sustained the program for four years and 293 posts through authentic characters and community-requested topics.
- Generated 55.4 influenced service adoptions per post, nearly double the 28.7 standard-content baseline.
- Drove 16,241 attributed service adoptions across the program’s run.
- Established a repeatable model for culturally adaptive regional content.
“Social media is global. But it is best when it is local.”
What the program proved
Performance marketing at scale
Enterprise Paid Social
Amazon Advertising Head of Social Media 2020–2021
Paid social strategyCampaign architectureCPC optimizationChannel definitionB2B demand generation
21M+Impressions on $100K
$1.33Blended CPC
50–75%CPC reduction
$0.75Facebook cost per visitor
Situation
The social program repurposed email and web copy without an audience strategy, paid infrastructure, or business-outcome measurement. The organization needed a performance channel for enterprise advertisers and new Prime Video and Twitch offerings.
Challenge
I needed to prove social could drive business movement while building the underlying measurement and operating systems in a politically complex organization.
What I built
- Architected a full-funnel Sponsored Products education campaign with awareness, explanation, conversion, and retargeting layers.
- Established disciplined testing across headlines, CTA placement, color, motion, framing, and audience segments.
- Ran weekly pacing reviews, paused low performers, and reallocated spend with transparent decision criteria.
- Launched the organization’s first paid Instagram tests and vertical campaigns across finance, automotive, and consumer goods.
Business results
- Generated 21M+ impressions, roughly 73K clicks, and 11.6K page visitors on a roughly $100K budget.
- Reduced CPC 50–75% across multiple programs.
- Defined Instagram as a high-reach mid-funnel channel and Facebook as the most efficient demand channel.
- Moved reporting from engagement metrics to traffic quality, education, and advertiser intent.
“Every campaign decision was anchored to a downstream question: did the advertiser learn something, go somewhere, or do something?”
The operating principle
Governance and transformation
From Bulletin Board to Business Channel
Fluor Corporation Senior Social Media Manager 2023–2025
Enterprise transformationGovernanceAI workflowsContent strategyExecutive social
133%CTR increase
–52%Post-volume reduction
15%Campaign engagement rate
8On-site job offers
Situation
Social operated as a compliance-first publishing channel with three to six approval layers and an outdated policy that discouraged employee participation. Leadership feared public criticism and lacked confidence in the function.
Challenge
I needed to replace high-volume, reactive publishing with campaign strategy, performance standards, modern governance, and executive trust inside a risk-focused culture.
What I built
- Implemented a campaign-based strategy that reduced volume and redirected low-value requests.
- Rebuilt executive video into a short-form, human-centered series with clear production standards.
- Used social listening to create Beyond Building, addressing perceptions around environmental impact.
- Launched a targeted recruiting campaign from brief to paid and organic activation in one week.
- Defined AI governance and operationalized human-reviewed generative workflows across communications.
Business results
- Cut post volume 52% while increasing CTR 133%, engagement 80%, and clicks per post 112%.
- Increased executive-video CTR 52% and engagement 44% year over year.
- Achieved a 15% engagement rate on Beyond Building, three times the organizational average.
- Generated 275+ valid resumes, 80 qualified event attendees, and eight on-site job offers.
“The conversation that followed became the foundation for one of the highest-performing content programs I built. The pivot was the product.”
The moment I will remember
What I bring
A durable operating model for social.
My strongest work combines systems, evidence, governance, and integrated reach.
Systems over campaigns
I build governance, training, measurement, and team structures that keep creating value after a launch ends.
Data before opinion
I tie recommendations, budget shifts, channel choices, and executive pushback to a clear number and business outcome.
Governance enables creativity
Clear operating rules give leaders enough confidence to approve bold, audience-relevant ideas.
Integrated by design
I connect organic, paid, employee, and influencer programs so each channel extends the others.
Let’s talk
What business problem should social solve next?
I welcome the opportunity to discuss how these experiences apply to your organization.