how I work
what I use
My approach is part instinct, part insight, and always rooted in clarity, culture, and results. I blend structure with creativity, research with real-world trends, and performance goals with storytelling that actually connects. Whether I’m launching a campaign, building a creator strategy, or writing a brief that hits, I follow a framework that flexes with the moment and scales with intention.
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Here’s how I bring ideas to life:
listen & learn
Before I touch a content calendar or ad dashboard, I study the space. I dig into the brand voice, audience behavior, competitor landscape, and platform trends. Whether I’m auditing an executive’s LinkedIn presence or identifying what’s working for TikTok UGC in a product category, this phase is about absorbing and observing with purpose.
tools:
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TikTok Creative Center
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Use the Trend Discovery and Top Ads dashboard to spot emerging formats, popular audio, and performance benchmarks
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Sprinklr Dashboard Insights
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View sentiment analysis, top hashtags, and conversational volume to guide tone and timing in campaigns
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Meta Ad Library / Platform Insights
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Analyze competitor spent, creative formats, placements, and performance to shape your paid strategy
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Social Listening Tools (via Sprinklr, Later, Emplifi, etc.)
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Track real-time audience conversations, themes, and brand sentiment to feed into your briefing and content strategy
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build the blueprint
This is where strategy turns into structure. Once I’ve absorbed the insights, trends, and audience behavior, I map out the full campaign framework—what we’re saying, who we’re saying it to, where it shows up, and how it connects.
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Whether I’m writing a creative brief, designing a content calendar, or shaping a paid media plan, I make sure every piece ladders back to the goal and works together like a system.
Campaign Architecture:
full story arc, platform mix, content cadence
tools: google Slides, canva, powerpoint
influencer casting:
talent research, audience fit, vibe match
tools: Airtable, Google Sheets, excel, Fohr, creator market place, social blade
KPI Mapping & Planning:
defining success metrics tied to business goals
tools: Google Sheets, Sprinklr, Excel
Content Strategy Decks:
messaging pillars, formats, and creative direction
tools: google Slides, canva, powerpoint
Paid & Organic Platform Plans:
why we use TikTok, LinkedIn, IG, etc.
tools: Meta Ads Library, TikTok Creative Center, business managers
execute & adapt
Once the blueprint is approved, it’s go time. This is where everything comes to life, whether it’s launching a paid campaign, producing short-form content, reviewing influencer submissions, or aligning with cross-functional teams. I focus on execution that’s clean, collaborative, and culture-aware.
But I don’t just hit publish and hope. I track performance in real time, listen to audience feedback, and adapt on the fly when needed. If something needs to shift, I shift it without losing momentum or the message.
Launch Paid Media Campaigns across TikTok, Meta, Pinterest, Snapchat, and Google
tools: TikTok Ads Manager, Meta Ads Manager, Google Ads, Pinterest Ads
Publish and Monitor Organic Content across coordinated calendars and platforms
tools: Sprinklr, Platform Schedulers, Airtable
Respond to Performance in Real Time by optimizing copy, creative, or spend
tools: Live dashboards, Sprinklr, Meta and TikTok platform tools
Review Creator Content to track submissions, give feedback, and manage approvals
tools: Google Drive, Notion, Email, Instagram DMs, TikTok messages
Create and Edit Social Assets like reels, statics, carousels, and short-form video
tools: Final Cut Pro, CapCut, Canva, Adobe Premiere
Coordinate with Creators and Internal Teams for smooth production and delivery
tools: microsoft sheets, Gmail, Slack, Docs, Shared Drives
report & refine
Once a campaign is live, I’m already thinking about what we can learn from it. I don’t just track numbers, I translate them into stories: why something worked, what resonated, what missed, and how we can evolve.
I build dashboards that go deeper than vanity metrics. I look at engagement quality, creator performance, platform behavior, and content lifecycle to give brands and teams insight they can actually use. The goal isn’t just to report on what happened. It’s to refine what happens next.