Professional Experience
Social media strategist and content creator with extensive experience developing and executing content strategies for brands across industries. Background includes in-house roles, freelance work, and creator partnerships, with a focus on audience growth, brand alignment, and performance.
SOCIAL CONTENT MANAGER
Rakuten
Apr 2025 - Dec 2025
San Francisco, CA
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Led video-first social content strategy for the Collective Voice product across TikTok, Instagram Reels, and Threads to support creator education and affiliate marketing initiatives.
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Planned, produced, edited, and published short-form video content aligned with brand voice and marketing goals.
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Analyzed performance metrics (engagement, retention, saves, shares) to optimize content strategy.
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Supported creator education efforts including webinars, live sessions, and ongoing educational content.
Highlights:
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Drove a 25.3-point increase in engagement rate (1.7% → 27%) through data-driven content iteration and format optimization.
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Drove a 43-point lift in 5-second retention (4% → 47%) through hook and pacing refinement.
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Positioned Collective Voice as a trusted creator resource, driving a 356% increase in saves and shares.
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Supported campaigns and educational initiatives reaching over 6.7 million creators since April.
SOCIAL MEDIA COORDINATOR
Newsela
Apr 2022 – Mar 2025
Remote
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Implements content creation processes for exploring Newsela products directed to student and teacher consumers.
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Creates and develops audiences to execute marketing emails, programs, webinars, and campaign tactics.
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Manages Facebook, Instagram, Twitter, LinkedIn, and Threads social media platforms.
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Creates video assets for all social media posts and analyzes data for results, insights, and social listening to inform strategies and initiatives.
Highlights:
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Ownership of live event coverage of Twitter and Instagram stories with 132,000 total impressions in 4 days and 40 times more engagement than prior campaigns.
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Increased brand awareness by over 34% since the start.
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Increased productivity by 300% by implementing a cross-functional social media strategy process and content calendar, delivering top-performing campaigns.
SOCIAL & COMMUNITY MANAGER / FOUNDER
Apr 2016 – Mar 2022
Social Media Sof Academy
Remote
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Built social media strategies from the ground up with small businesses and business franchises founded on local market research, competitor analysis, and content analysis, delivering consistent, compelling content.
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Conducted ~100 talks, workshops, and seminars on social media marketing techniques, including an Instagram Marketing Conference and TikTok Marketing Conference in Asia.
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Increased engagement rates for successful business enterprises in the Philippines by at least 200%, including ABS-CBV, Coral Manila, and G Adventures by delivering a more focused strategy and content creation.
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Researched and implemented influencer campaigns for B2B and B2C clients, and provided content recommendations.
Highlights:
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Attracted 5,000 followers within one week by launching a San Francisco Instagram account with things to do and created videos reaching two million and 500,000 views, respectively.
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Instructed over 250 business owners and entrepreneurs on building their own unique social strategy.
SOCIAL MEDIA MANAGER
Oct 2020 – Mar 2021
EOI Digital
Remote
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Delivered social media strategy process by defining key objectives, defining the audience, its behaviors, interests, and demographics, developing top-line messaging about the brand and business, posting content, and measuring results.
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Evaluated analytics to inform campaigns and content creation for eleven clients in different market sector verticals.
Highlights:
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Managed social media campaigns and hashtag strategies for each channel, increasing engagement rates by up to 200%.
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Increased engagement rate by 217% and click-through rate by 80% for Wilson Consulting Group Digital Safety Campaign.
As seen on
Worked with
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