I'm Sam. Ten years deep in brand social and creator partnerships, six inside the AI tools before most people knew their names. I set the strategy, write the brief, design the system, and hold the standard. Editors, agencies, and creators plug into that, not the other way around.
“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.”
One specialist covering what usually takes three hires: the strategy, the creative direction, and the systems underneath them. Here is what that looks like day to day.
I go deep on the craft: how each platform actually behaves, what a creator deal is worth, what a brief has to say to get the right video back, where AI belongs in the workflow and where it flattens a brand. That depth is the product. I own the strategy, the voice, and the standard every asset has to clear, then build the systems that make it repeatable. Editors, agencies, and creators plug into that, and leadership gets numbers they can act on.
Three things I believe about this job right now. More of it 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. Get it wrong and no budget saves it.
I hand the repetitive 80% to the machine: research, first-draft briefs, tagging, and the reporting that used to eat a day a month. Then I put it to work on the numbers, reading sentiment, share of voice, and what actually moved a metric, so leadership gets answers instead of a dashboard. That buys time for the 20% that makes a brand worth following. The day the voice itself gets generated is the day the audience stops believing it.
Social, creators & AI · Ten years in
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, for brands in beauty, wellness, footwear, entertainment, and tech. Most recently I was Head of Social Media at BioProtein Technology, where I owned brand voice, creative standards, the creator program, and executive reporting.
I've worked inside AI tools since before most of them were products, and I've built them into real workflows on real teams: research, creator briefing, production, and reporting. I don't use them to replace taste. I use them to make room for it.
Outside. The ocean, as often as I can get to it. I dive, freedive, surf, and bodyboard, and I've done it on three continents.
Inside. New technology, the AI tools before they have names, and whatever I'm building with them that week.
In between. A camera that goes everywhere with me, a passport that gets used, and music from the moment I wake up.
None of it is on the resume. All of it shows up in the work: curiosity, taste, and a lot of time spent in other people's worlds.
See it on Instagram
If you need someone who already knows this work cold, not a generalist learning it on your budget, I'd like to hear about it. Email is fastest, and I reply quickly.
