Now at Rastegar Property Company
Ten years building brands people actually follow: the strategy, the creative direction, the creator programs, and the AI systems underneath them.
10 yrsin brand social
65creators in one program
3TikTok platform firsts
Brands and teams I've worked with
Running organic social across every account, and building the AI systems that keep it moving.
See the project ›“He has a strong understanding of user psychology, content trends, and what makes people stop, watch, and engage.”
“Particularly adept at adopting emerging technologies and finding practical ways to incorporate new tools into his work.”
“Sam builds social media strategy the way a good operator should: audience first, platform mechanics second, tooling third.”
“He’s fluent with the current generation of AI tools and, more importantly, he knows which problems are worth pointing them at.”
“He worked with the team at CreatoRev to exponentially scale the investments made by brands across TikTok and YouTube.”
A few of the short-form videos I've directed for brands.
Three things I believe about this work right now. More on LinkedIn.
Every team got the same AI tools at the same time, so the feed is fuller than ever and most of it sounds the same. Making content got cheap. Making content worth watching didn't. What's scarce now is knowing what a brand should say, who should say it, and when to say nothing.
Follower count is the least useful number in the deal. What matters is whether the audience trusts this person or just follows them, and whether they'd say this about the product if nobody paid them. Get the casting right and the content writes itself.
I hand the repetitive 80% to the machine: research, first-draft briefs, tagging, and reporting. Then I put it to work on the numbers, so leadership gets answers instead of a dashboard. That buys time for the 20% that makes a brand worth following.
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 specialized in social and creator strategy in-house, at an agency, and as a consultant.
I've worked inside AI tools since before most of them were products. I don't use them to replace taste. I use them to make room for it.
Working on something in social, creators, or AI? I'm always up for a good conversation. Email is fastest.
