Repositioning a national wellness brand on social and building the creator program and reporting system behind it.
ClientBioProtein Technology
RoleHead of Social Media
Year2025–2026
LocationTampa, FL
The brief
A national health and wellness brand with a premium product, a premium price, and a social feed that was 100% memes. The memes got views. They didn't build trust, keep anyone around, or convert, and the gap between how the brand looked online and what it cost on the shelf was the problem. I was brought in to own brand and social strategy: reposition the feed to match the product's place in the market, build credibility and retention into every post, and give leadership a read on performance they could trust.
What I did
I repositioned the brand across Instagram, TikTok, and Facebook toward a premium, editorially consistent standard, then authored the 2026 brand guidelines so the whole org could hold it. I built and led a 65-creator ambassador program end to end (recruiting, briefing, whitelisting, collaboration posts, rotation calendars), including a 40-brief video library that keeps 13 ambassadors publishing on schedule. I set the creative standard for in-house editors, designers, agency partners, and creators, rebuilt creator briefing around Foreplay and competitor ad-library data, and put every asset through an Airtable calendar and claim-review system before it published. On the reporting side, I automated daily through quarterly performance reporting with AI and Make.com and trained senior leadership on the AI tools we used.
Why it matters
Leadership got same-day visibility into brand performance instead of a monthly deck. The team spent its time on creative decisions instead of manual updates. And the brand finally looked like the premium product it sells.
“Particularly adept at adopting emerging technologies and finding practical ways to incorporate new tools into his work.”
The result
A premium brand standard the whole team could hold, a 65-creator program supporting roughly $400K in annualized revenue, and 12 hours of manual reporting a month handed to automation.
