Social Strategy
We don’t sell the illusion of senior agency credentials and then hand work to a junior team. Engagements are led hands-on by someone who has built and run social strategy for both global enterprises and high-growth challengers.
At The Coca-Cola Company, co-created their social media operating system and led a 50-person embedded team leading strategy and content for Coca-Cola, Diet Coke, Sprite, Fanta, Smartwater, POWERADE, vitaminwater, Gold Peak, Fuze and Peace Tea.
Enterprise transformation work included 3M’s global social governance audit across hundreds of brand and product channels, and helping Topgolf evolve from fragmented regional accounts into a centralized media ecosystem.
Platform leadership spans paid and organic social, across performance content, integrated campaigns, always-on programming, social SEO, real-time, and community management and engagement.
Track record includes launching FedEx on TikTok, helping AARP reach Gen X audiences, repositioning Bayer Consumer Health brands (Alka-Seltzer, Astepro, Aspirin), guiding Neutrogena star power , and developing social strategies for Guardant Health, Georgia Lottery, EA Sports, Epic Games, and emerging brands like TruBar and ShopRunner.
The focus remains consistent: social strategy built to drive business outcomes.
Outcomes for Growth
Strategic Advantage
Identify where audiences actually spend attention and build social systems that convert interest into sustained engagement and demand.
Cultural Resonance
Embed your brand into the conversations, creators, and communities shaping culture , turning moments into meaningful brand participation.
Operational Clarity
Turn platform complexity into clear operating models, content systems, and performance frameworks that drive measurable growth.
How It Works
01
Discovery
Audit current social performance, content, audience data, competitive presence, and cultural signals to establish a baseline of strengths, gaps, and growth opportunity. Identify platform-specific performance realities and audience behaviors and interests.
Inputs: Social analytics, audience data, content archives, paid/organic performance data, competitive social audit, brand positioning, campaign calendar, media performance, brand lift studies, brand trackers, brand plans.
Outputs: Social Diagnostic Summary, Performance Gap Analysis, Audience & Platform Opportunity Map.
02
Interrogate
Pressure-test current social assumptions and clarify the role of social in driving awareness, engagement, acquisition, conversion and loyalty. Identify audience belief systems, content whitespace, and growth tensions. Explore platform roles and opportunity.
Inputs: Discovery findings.
Outputs: Social Role Definition, Audience Interest Architecture, Strategic Tensions Framework, Social Opportunity Provocations.
03
Define
Establish the core social strategy architecture, including audience prioritization, platform roles, and content principles. Define what social must uniquely do within the broader marketing ecosystem.
Inputs: Validated audience insights and prioritized opportunities.
Outputs: Social Strategic Framework, Audience Clusters, Platform Role Matrix, Social North Star & KPI Blueprint.
04
Develelop
Translate strategy into executable systems and activation models. Build the operating playbook required to drive consistent performance and cultural relevance.
Inputs: Approved strategic architecture.
Outputs: Content Ecosystem Architecture, Editorial & Content Pillars, Creator Partnership Model, Community Framework, Social Activation Roadmap, Measurement Framework.
05
Refine
Stress-test the strategy with stakeholders and ensure alignment across paid, PR, brand, and experiential teams. Refine sequencing, investment priorities, and performance benchmarks.
Inputs: Draft social roadmaps and operating models.
Outputs: Refined Social Roadmap, Implementation Plan, Investment & Resourcing Recommendations.
06
Deliver
Codify and present the final social strategy for internal adoption and activation. Prepare executive-ready documentation and rollout tools.
Inputs: Final aligned strategy.
Outputs: Final Social Strategy Deck, Executive Summary, Activation Blueprint, KPI Dashboard Framework.