Social Media Strategist
Strategic. Bold. Creative.
Social media that drives real impact — not just impressions.
Chan Zuckerberg Initiative
Led the end-to-end social media strategy for CZI's brand relaunch to Biohub — spanning both brand channels and executive accounts. From narrative development through rollout and real-time optimization, built a cohesive plan that ensured the transition felt intentional, credible, and momentum-building. Activated leadership voices, aligned messaging across platforms, and turned the moment into a sustained growth engine — resulting in the highest-performing social video in CZI's history.
Chan Zuckerberg Initiative
Launched and built Priscilla Chan's Instagram from the ground up in 2024 — defining her voice, content pillars, and long-term executive platform strategy. In just over 100 posts, the account has grown to nearly 400,000 followers, with average post reach of 250K–500K+ and engagement rates of 5–8%+. Simultaneously developed her thought leadership on LinkedIn, building a cohesive executive brand that converts social attention into real-world influence.
Chan Zuckerberg Initiative
Conceived and led an award-winning climate storytelling initiative — an interactive Carbon Dioxide Removal website plus a video series in partnership with ATTN. Combined long-form education, short-form social video, and a multimedia graphics series. The interactive site won a Webby Award; social rollout drove tens of millions of impressions with engagement rates well above benchmark and broad amplification by climate communities and partners.
Chan Zuckerberg Initiative
Developed and led high-impact evergreen science storytelling content across brand and executive channels — translating complex research into accessible, visually compelling, platform-native content. Built narrative frameworks that balanced credibility with curiosity, helping breakthrough science travel beyond academic audiences and into mainstream feeds.
Code for America
Led social amplification of Code for America's GetCalFresh tool — reframing public benefits as a right, not a handout. Ran paid advertising that reached millions, and worked with county partners to expand the program from one county in California to all 50 states in less than a year. Drove measurable upticks in tool usage through empathetic, barrier-breaking storytelling that met people where they were.
FWD.us
Built FWD.us's social voice from the ground up — growing the Facebook community from a few thousand to 1M+ followers in one year. Led multiple viral campaigns including "To Immigrants With Love" and "Informed Immigrant," centering lived experiences of immigrants and families to humanize policy debates and mobilize advocacy at scale.