Led content and creative strategy for Instagram for Business' social channels, shaping educational and original content to support small and medium businesses during COVID-19.

Key Results:

• Account growth: 2M → 9M followers in a year

• Engagement: +134% increase in positive sentiment & engagement

• Campaign Reach: Season for Shops reached 115M users, generating 878K engagements

• Awards & Media: TogetHER series won the 2021 Brand Film Awards U.S. and received global media coverage

• Launched multiple content franchises to support SMBs with practical tools and storytelling formats during COVID-19, including Tips & Tutorials, Business Spotlight, Trending and Support SMBs.

• Tutorials on Reels became the channel's best-performing content of the year.

• Led the seasonal campaign #BuyBlackFriday across IGB channels, special campaign supporting Black-owned businesses.