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For over ten years, organic social was my bread and butter. No budget? No problem! I mastered the platform details, taking advantage of every single organic feature to present the content and information in an entertaining, engaging way.
I learned to work on the fly in the eight years I worked in professional sports. The name of the game was producing a (very, very) high volume of quality content on a (very, very) quick turn. We’re talking turning around a post with a video highlight within 5 minutes of it happening - on three different platforms, with an on-brand witty caption tailored to that platform’s audience and limitations. 140 characters? Not a problem.
In this industry, there was no shortage of content. Between game highlights and photography, off-ice community events, sponsor-driven content, ticket sales quotas, and mascot shenanigans, it was more of a question of prioritization and scheduling than trying to fill out a content calendar. Juggling what paid the bills - ticket sales and sponsored posts - with awareness drivers and fan-driven content prompted me to create strategy documentation as well as managing our project management system.
From there, I moved over to owning the social strategy for an apparel brand. No longer could a post go from conception to live in 30 seconds; working for a publicly-traded global corporation, there were more legal guidelines and approvals required. Realizing that, I utilized the volume-driven skills I had developed and spearheaded the implementation of a project management system to help with the approval process. This system was adopted by other groups, which allowed for greater alignment than ever before; social posts and emails would now contain the same content on the same day despite being managed by two different marketing silos.
While maintaining the pre-existing drumbeat of planned content, I used my background in pro sports to make the entire Wrangler social team more agile and reactive. We may plan 2-8 weeks in advance, but if Kendrick Lamar is wearing bell bottom jeans at the Super Bowl (sorry Legal, I mean Big Game), we’ve got content approved and ready to go the next day.
My organic social content has been featured on Sports Illustrated, ESPN, Grantland, Yahoo! Sports, NHL Network, ESPN’s Sportscenter, TSN’s Sportscentre, Sportsnet, The Athletic, NBC Sports, and NHL.com. I have had Hockey Hall of Famer Jeremy Roenick talk about one of my social posts on national TV. There’s definitely a gravity you feel when a great post (or major mistake) can make international news.