Selected work · 2023–2026
Selected work
These projects share a problem. The story was usually strong enough; the path it had to travel was the part that needed designing, and that is where most of the decisions below live. Campaign distribution, editorial systems, audience analysis, and measurement design.
Case studies
-
The amplification finding: NFL My Cause My Cleats 2025
13 player stories, 14.1M organic views, and the analysis showing four league-amplified stories drove 78.6% of them.
-
The control system behind a six-day Super Bowl week
41 pieces across 130 placements in six days, live collaboration tracking across partner channels, and a post-by-post analysis showing that collaborator fit and timing mattered more than tag count.
-
The article-to-social operating system
A two-day standard, a format decision gate, and a partner handoff rebuilt around what partners can actually amplify.
Published work, live
More work
-
Newsletter operations
Story selection and packaging for two newsletters; one reframed story doubled its click rate against baseline.
-
Format strategy for an AI × music campaign
The partnership’s first mixed-media carousel, with three routes through the story and a licensing fallback written before the build.
-
A 50,000-comment sentiment analysis
Treating a Beast Philanthropy comment section as primary audience data: 2,270 call-to-action responses, themes mapped.
-
Instagram Highlights + UTM redesign
A static brand surface turned into a tracked distribution layer: five highlights, defined jobs, UTM on every CTA.
History degree, editorial roots, three years running distribution for a national content partnership across NFL, NBA, music, and film campaigns. Based in New York. More about me →