Everyone wants to show up.
The trick is knowing how to belong.
Social isn’t one-size-fits-all. What works on TikTok won’t necessarily work on Instagram, and what gets people talking organically may not work as paid content.
I start with the platform, the audience and the behaviour, then build the creative from there. The goal is always the same: make the work feel like it belongs in the feed, rather than a brand trying to break into it.
Good organic social starts with knowing what people actually want to see, not just what a brand wants to say. I look for the hook, the human angle and the reason to engage, then shape it for the platform and the moment.
I build paid creative around the platform, placement and the way people actually consume content. The goal is to make every ad feel native enough to earn its place in the feed, not just another piece of branded baggage.
I led and implemented a refreshed AIR MILES Twitter strategy built around what the platform and its audience actually rewarded. We shifted toward daily, engaging content that earned interaction and helped the brand stay visible in followers’ feeds.