Social Strategy + Campaigns

My Approach:

Build platforms people actually want to belong to, and scale them with intention.

Staff Picks: Community-Led Growth & Filmmaker Storytelling

Revitalizing a Legacy Creative Community

I led social strategy for Vimeo Staff Picks, a 20-year-old legacy filmmaker community, during a pivotal period of revitalization after years of stagnant growth. My approach centered on community-first storytelling: showing up physically at festivals and screenings, elevating filmmakers beyond their films, and creating space for behind-the-scenes, collaborative, and interview-driven content.

Working closely with the Staff Picks curation team, I helped amplify early-career and first-time filmmakers, contributing to career-defining visibility for creators who would go on to major industry recognition. This work spanned tentpole annual campaigns including Best of the Year, the Short Film Grant Program (with Nikon and RED), and a 2x Webby Award-winning Generation Vimeo.

I’ve had the opportunity to collaborate directly with filmmakers and artists including Oscar-winner Ben Proudfoot, Oscar-nominee Sean Wang, and cultural icons such as Jon Mulaney, Richard Kind, and Talking Heads, reinforcing Staff Picks as both a tastemaker and a trusted creative platform.

Instagram Ecosystem Rebuild & Audience Migration

From Legacy Community to Scalable Brand Platform

I led a year-long rebuild of Vimeo’s Instagram presence, redesigning our channel strategy to better serve distinct audiences while preserving an existing, deeply loyal creative community. Rather than collapsing everything into a single brand feed, I architected a two-account ecosystem: maintaining @vimeostaffpicks as a filmmaker-first cultural hub, while launching @vimeo as our official brand channel to support product, business, and storytelling needs.

This included developing entirely new content pillars and series, a phased migration plan, and audience education strategies to ensure continuity, trust, and growth across both accounts. The result was a clearer brand narrative, stronger engagement signals, and a foundation built for long-term scale without sacrificing community integrity. The new @vimeostaffpicks account broke through years of plateaued growth, achieving +320% YoY net new followers and a +2,126% YoY increase in average engagement, reaching 4.8%.

LinkedIn as a Growth Engine

Scaling Through Data-Led Social Strategy

I repositioned LinkedIn as one of Vimeo’s primary growth channels, shifting it from a passive distribution platform into a high-performing engine for brand authority and audience expansion. Using data-backed testing, I introduced executive thought leadership, employee storytelling, and platform-native formats designed to reward consistency and relevance.

By aligning content strategy with business priorities — and empowering internal voices — we surpassed our annual growth target by the end of Q2, achieving +25% YoY follower growth and exceeding our stretch goal of 200K followers (+60K in under a year). This work demonstrated how social can drive both scale and credibility in a professional context.

REFRAME Conference: End-to-End Social Strategy

Designing a Moment Before, During, and After the Event

For Vimeo’s flagship conference, REFRAME, I built and led a comprehensive social strategy spanning pre-event promotion, real-time coverage, and post-event storytelling. Drawing from insights and performance learnings from the prior year, I refined our creative workflows, prioritized high-performing content formats, and deepened collaboration with our creative team to move faster and more intentionally.

By focusing on cultural relevance and strategic partnerships — including speakers like 2 Chainz — we significantly expanded reach and engagement. The campaign delivered a 105% increase in engagements, 337% increase in impressions, and a 161% increase in mentions year over year, all while maintaining 100% positive sentiment.

Founder-Led Social Strategy

Building a Brand Through a Singular, Human Voice

At Kathy Kuo Home, I led founder-led social strategy, positioning the brand’s founder as the authentic voice and creative authority across social platforms. I ghostwrote all first-person captions, developed a cohesive narrative voice, and directed original video content that elevated her as a thought leader in the design space.

This work required deep brand immersion — translating personal perspective into scalable content — while aligning founder storytelling with business growth. The result was a more human, trust-driven social presence that strengthened both the founder’s personal brand and the company’s cultural relevance.