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From Under 1 Million to 14 Million: How We Built a Social Strategy That Actually Worked
The full story behind the <1M → 14M+ reach growth — restructuring presence, training 165+ agencies, shifting culture, and turning social from an afterthought into a strategic growth engine.
Read the full article on LinkedIn →
Social Media Leadership Portfolio
17 years scaling social presence, training agency partners, and building teams that turn strategy into results
From scaling reach 14x at a Fortune 500 to training 165+ independent agency owners on social growth — this portfolio documents the strategy, production, and leadership behind the results.
From Under 1 Million to 14 Million: How We Built a Social Strategy That Actually Worked
The full story behind the <1M → 14M+ reach growth — restructuring presence, training 165+ agencies, shifting culture, and turning social from an afterthought into a strategic growth engine.
Read the full article on LinkedIn →Creative Direction & Team Leadership
Objective: Transform monthly Top-10 recognition from static announcements into shareable, broadcast-quality social content that matched the division’s competitive, sports-passionate culture.
Strategy: Evolved the series through two phases — first producing solo video segments of leaders reading results from their offices (as Social Media Editor), then conceiving and leading a full ESPN SportsCenter-inspired broadcast format with studio desk, scrolling tickers, and side-panel graphics (as Social Media Manager).
Result: The series was shared widely by agencies across the division on their own social channels, dramatically extending organic reach. The production quality elevated the social team’s credibility — especially among agency owners — establishing social as a creative partner, not just a posting function.
Campaign evolution
Phase 1 (Social Media Editor): Tasked with producing the monthly recognition videos, I chose to film divisional leaders in their offices reading results on camera, then edited everything in Premiere — adding subtitles with first names, dollar amounts, and rankings while omitting last names to preserve privacy. Even this first version was a significant upgrade that agencies wanted to share.
Phase 2 (Social Media Manager): When the company invested in a green-screen studio, I conceived the SportsCenter format — leaders at a broadcast desk, scrolling ticker with agent names and performance data, side-panel stats, and broadcast-style opens and lower-thirds. The video team shot the studio segments and my social media team handled all post-production, building the graphics package, ticker animations, and rankings overlays.
Objective: Capitalize on cultural moment to reinforce annual division motto.
Strategy: Fast-turnaround brand-safe trend hijack; pitched concept, led team execution across channels during peak trend relevance.
Result: Shared widely by agencies on their own social channels, reinforcing the division’s page as a go-to source for shareable content among the field.
Campaign context
The idea leveraged a daily habit (Wordle) to reinforce our division’s “ALL IN” motto. We mirrored the look/feel, kept brand safety in mind, and shipped fast so it landed while the trend was hottest. The piece was shared widely by agencies and reinforced the division’s page as a go-to source for content worth resharing.
Objective: Reframe life insurance affordability for social-native audience.
Strategy: Created repeatable campaign framework comparing everyday spending to policy costs; directed team on post variations and rollout cadence.
Execution: Ran for 1+ year with new posts every few months across Facebook and Instagram for American Income Life.
Result: The series consistently performed well and was shared widely by agencies on their own channels. The repeatable format let the team produce new variations without heavy creative lift, keeping the series fresh over its full run.
Example posts
If you can afford your daily coffee, you can afford life insurance. Small swaps add up—protecting your family can cost less than a latte a day.
If you can afford your favorite game/streaming service, you can afford life insurance. Reframe a monthly entertainment spend into lasting peace of mind.
Series concept: repeatable “If you can afford ___” hook + simple breakdown + call to action. Designed for saves/shares and easy team production.
How I Work
Trend Monitoring & Cultural Listening
I actively monitor emerging social trends and viral content, evaluating each for brand-fit and adaptation opportunities. This cultural radar has helped me identify timely moments—like Wordle’s peak—to create resonant campaigns that have driven organic engagement.
Analytics-Driven Optimization
I track top-performing content regularly across channels and platforms—monitoring engagement, clicks, and shares to identify winning formats and themes. This data-driven approach informs content strategy, helping teams double down on what works and iterate away from what doesn’t.
Team Development & Collaboration
When managing a team, I lead regular team meetings to review wins, lessons learned, upcoming projects, and professional development. I hold consistent 1-on-1s with each team member and quarterly goal-setting sessions to align on department, team, and individual objectives. Ongoing communication with stakeholders and cross-functional partners ensures alignment and smooth execution.
▸ Real example: rebuilding a social team from the ground up
When I took over the social media team, it was three people operating in response mode — meeting Mondays to scan for trends and serving as a help desk at events, complete with neon t-shirts and fielding questions like “how do I post a video to Facebook.” My boss and I decided to reposition social media as an equal strategic partner. We replaced the neon tees with professional black button-downs and polos with formal team labels, shifted from sitting in hallways to proactively training the field, and I built the team by hiring specialists — a graphic designer, a videographer, a photographer, field trainers — to get the best talent in each discipline. The team grew from 3 to 9, our output and quality increased dramatically, and we earned real respect across the divisions as a creative and strategic partner rather than a support function.
Content Calendar & Project Management
I manage content calendars to ensure coordinated rollouts across channels and business units. This systematic approach prevents conflicts, maintains consistency, and keeps all stakeholders aligned on timing and deliverables.
Edited & Produced (Video)
Objective: Make the convention look even better than it was to motivate agents to earn their way to the next one — a direct brief from the AIL division president.
Strategy: (officially licensed for corporate use) Tiësto track with beat-matched cuts and escalating energy; designed to be shared by attendees.
My Role: Producer, Editor (footage from event team).
Result: Shared widely across the AIL field and drove real excitement for the following year’s convention — exactly the FOMO effect leadership wanted.
Shot, Edited & Produced (Video)
Objective: Drive attendance to a career fair using the chance to win Texas Rangers tickets as the hook.
Strategy: 15-second video optimized for social feeds — tight 2-3s opening, quick-cut pacing, direct CTA with UTM-tagged links to track performance. Ran alongside paid social ads for the same event.
My Role: Videographer, Editor, Producer (solo shoot in office).
Result: Significantly increased career fair attendance; UTM data confirmed organic video drove measurable traffic.
Objective: Motivate agents to push harder to earn the next cruise qualification by showing the real human impact of the experience.
Strategy: Multi-video testimonial series filmed over several months as agency owners and agents came into town for events. Each piece leaned into the human experience — how the cruise impacted their lives and how earning it grew their businesses. Produced for a consistent look and feel across the full series.
My Role: Videographer, Editor, Producer (on-location, solo).
Result: The testimonial series was among the top-performing campaigns that quarter — shared widely by the field and credited with motivating agents toward cruise qualification.
Short-Form & Reels
Objective: Turn powerful company stats into emotional, shareable social moments — produced on request from the AIL division president, who regularly provided key numbers for social content.
Strategy: Combined stock video with motion text and special effects to create somber, impactful pieces honoring policyholders and positioning AIL’s real-world impact. Posted to Facebook and Instagram feeds and Reels.
My Role: Concept, Editor, Producer (stock footage + online video editor for motion text effects).
Result: The pieces resonated with the field and reinforced the company’s mission-driven identity. Part of a recurring series where leadership would send stats and I’d turn them into social content.
Objective: Produce monthly Top-10 recognition videos and repurpose for Reels to extend reach.
Strategy: Produced full horizontal videos of divisional leaders reading recognition results, then used a cropping template in Adobe Premiere Pro to create vertical Reel versions. This was the original format that later evolved into the ESPN SportsCenter-style production.
My Role: Videographer, Editor, Producer (solo — filming, editing, cropping, and publishing).
Result: Shared by agencies across the division. The format’s success and engagement validated recognition content as a high-performing series, earning the trust and investment that led to the SportsCenter upgrade.
Edited & Produced (Photoshop)
Objective: Motivate agents to earn 6-month contest reward trip through destination education.
Strategy: Weekly editorial series — each post highlighted one port city with “why go + what you’ll see” framing designed to build anticipation and drive contest participation.
My Role: Editor, Producer, Copywriter.
Format: Tourist-ready imagery + history hooks + clear benefits — optimized for saves and shares.
Sample post copy (Rome)
AIL/NILICO is excited to bring to you a series of posts over the next few weeks covering the destination cities for our 6 Month Contest Mediterranean Cruise! The ship will depart from Rome, so let’s dive into this incredibly historic city.
Rome is the capital city of Italy. Vatican City, the smallest country in the world, is located in Rome and features St. Peter’s Basilica and the Sistine Chapel…