Brands I've helped grow.

Every brand has a voice. My job is to find it, sharpen it, and turn it into content that actually converts without losing what makes the brand worth following.

Business Insider

In-house Social Lead · 5 years

TikTokInstagramFacebookSnapchatReddit

4M+

Followers earned across TikTok accounts

Branded TikTok accounts launched from zero

611%

Increase in site traffic via Instagram in one month

“Turning a legacy media brand into a TikTok-first publisher before anyone else was doing it.”

I joined Business Insider in 2018 and led the brand's launch on TikTok in 2019 as one of the earliest media companies on the platform. I built and launched 10 branded TikTok accounts across Business Insider's portfolio from zero including Food Insider and Insider. I owned short-form video strategy across every major platform, managing direct platform partnerships with TikTok and Meta, generating $1M+ in revenue. Towards the end of my time at the company, I revamped Instagram with a traffic-first content strategy and delivered a 611% increase in site traffic in the first month of implementation.

✦Early TikTok adopter. I launched Business Insider's presence on the platform in 2019 before most media brands had even made an account.
✦Launched 10 branded TikTok accounts across Business Insider's full portfolio, earning over 4M+ followers.
✦Managed direct revenue-generating platform partnerships with TikTok and Meta, earning $1M+.
✦Led live event coverage across platforms bringing real-time social storytelling to Business Insider's biggest moments including: New York Fashion Week, the VMAs, the Tony Awards, and the iHeartRadio Awards.
✦View my author page on Business Insider →

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Ulta Beauty

Agency · Full Account Management · 2 years

TikTok

10%

Follower growth in first 6 months

Major live activations covered

“Building a TikTok identity for one of the biggest beauty retailers in the country.”

I owned Ulta Beauty's TikTok presence end-to-end, from strategy, content production, UGC creator management, sales campaigns, and day-to-day community work. This wasn't just posting content; it was building a recognizable TikTok brand for a retailer that needed to feel native on a platform its customers live on. Highlights include supporting the Rare Beauty brand launch at Ulta and leading two consecutive years of promotion for Ulta Beauty World, one of the brand's most viral recurring moments. I also covered live brand activations at the Super Bowl and Art Basel.

✦Owned TikTok strategy, production, and community for one of the US's biggest beauty retailers.
✦Supported the Rare Beauty launch at Ulta, one of the most anticipated beauty retail drops of the year.
✦Led promotion for Ulta Beauty World two years running, both resulting in viral moments.
✦Managed UGC creator relationships (30+ creators at a time), ensuring content felt authentic to the platform.
✦Covered live brand activations at the Super Bowl and Art Basel.

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Cetaphil

Agency · Full Account Management · 1 year

TikTok

20.5%

Follower growth in first 3 months

3M+

Views on viral videos in 2023 and 2024

“Taking a beloved skincare staple and proving it can go viral, time and time again.”

Upon joining Gallery Media Group, I took over full TikTok management for Cetaphil, a legacy skincare brand with a loyal audience and serious untapped growth potential. I drove aggressive follower growth in the first quarter and produced viral videos in back-to-back years, both 2023 and 2024. Back-to-back isn't luck. It's a repeatable approach. I managed UGC creator partnerships and community to keep the brand presence feeling authentic and engaged. I also led live event coverage at a brand activation at New York Fashion Week, placing a skincare brand in a fashion context that resonated.

✦20.5% follower growth in the first three months. Fast results, not a slow build.
✦Produced viral videos in both 2023 and 2024, each crossing 1M+ views.
✦Managed UGC creator partnerships (20+ creators at a time) to keep community content authentic and brand-aligned.
✦Led live event coverage at New York Fashion Week, showing that skincare belongs in a fashion moment.

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