Social Media and Digital Marketing Strategy

Having worked at several top entertainment companies, and as a freelance strategist working with content creators and emerging brands, I’ve helped shape tremendous growth of many social media channels, across all platforms. Some of my favorite case studies are featured here.

 
 

Netflix Anime

I was brought on the Netflix Anime team as the younger “Gen Z” voice behind the brand to provide a little fun, perspective, and ideas on trends within the larger anime community. During my tenure we went from about 150,000 YouTube subscribers to over a million, on track to the 2.69 million they have today. Additionally, during my time with Netflix, we launched the Netflix Anime Twitter account and took it from 0 to 150k over a similar period.

We utilized a combination of content strategies and collaborative relationships to increase our reach. A lot of early partnerships were with top anime influencers and a few anime related news outlets, as well as with VIP talent from the actual animation industry side. I led the early brand voice for social media to feel organic, fluid, and personable, leading to a lot of earned viral moments. My voice can still be felt in the brand today as I was the primary handler for the accounts; posting, replying to comments, and engaging directly with the fans.

Skybound Entertainment and surrounding IP

I was initially hired into Skybound as a digital content producer, aimed at producing and marketing for their digital media ventures, including the Spike and Mike Festival of Animation, YouTube channels, and some scripted podcasts. When I was promoted to being the Senior Manager of Video Production though, I moved into a much more marketing production focused role, supporting all marketing campaigns and producing everything from paid and organic social, to trailers, to PR packages, to behind the scenes content, and so much more.

My skill for crafting video content from all kinds of angles was incredibly helpful as it came to establishing one of the biggest up and coming entertainment IPs today, Invincible, as a truly organic, viral social media community. There were tons of memes, trends, and viral moments built up around the story, landing somewhere in the 100s of millions in impressions. As Invincible grew, we got to take this brand to even more ventures, especially in video games, including; Invincible presents: Atom Eve, Invincible in Fortnite, and Invincible VS.

My skills across social media trends, digital marketing, and a knack for building entertainment properties served me well in this role. I led a team of 3 at one point, plus many vendors, to completion on dozens of campaigns and hundreds of assets, all with creativity and brand growth at the center. This leadership provided the building blocks for all creative projects, editorial and brand guidelines, project management efficiencies, and, most importantly, forever brand love from the fans for the insider scoops we gave them along the way.

Analytics and Content Strategy

In the last few years I’ve taken on consulting and freelancing work with a few content creators and small brands that I know could see real impacts on their work. Some of the things I help these channels out with are retention, analytics driven insights, and refining content.

Since I started consulting I’ve helped numerous clients turnaround dozens of pieces of content with a keen set of eyes that identify weak hooks, weak retention, and lots of mismatched packaging. I’ve produced hundreds of pieces of content and tracked hundreds of hours of content performance. I utilize this large database of information I’ve gathered to help inform content creation decisions, packaging decisions, and marketing strategy decisions to major success for my clients.

This graph demonstrates the inflection point of a piece of content that I identified a few key problems for a creator. When fixed, this video saw a 1100% increase.

Trash Taste Podcast

One of my favorite properties I got to work on was my time with the Trash Taste podcast; At the time we were trending across YouTube, Twitch, Reddit, and all social as a top creator led podcast during the pandemic. Weekly episodes during this time averaged 2 million views, frequented the front page of Twitch, and garnered business partners 100s of millions of impressions on their sponsorships.

I was brought in as the sole creative producer behind the show to collaborate with the talent to come up with new ideas, lead their creative production, and ultimately drive growth on the channel. My content with them has over 1 billion lifetime views, most of which are from primary source channels, and has gone on to inspire a lot of growth within the anime content community and creator podcasting. Additionally, I also accompanied the group on a cross-country comedy show tour in the United States and Canada, adding to the overall impact with an in-person community demographic that’ll never forget those experiences.