Currently, I lead social media at Shinola, where I oversee organic social strategy for a multi-category lifestyle brand rooted in craft, design, and Detroit heritage. My role spans platform strategy, content direction, influencer partnerships, and cross-functional collaboration—ensuring social supports broader brand goals while remaining culturally fluent and platform-native.
Prior to Shinola, I spent nearly four years at Handcar, progressing from Social Media Strategist to Head of Strategy. There, I partnered closely with clients across industries to develop and execute social and influencer strategies from the ground up—owning everything from go-to-market planning and creative direction to analytics, optimization, and client leadership. I managed teams, led pitches, built internal processes, and helped position the agency as a strategic partner rather than a service vendor.
Earlier in my career, I spent several years as a Store Manager at The North Face, leading a high-volume flagship location. That experience shaped my approach to marketing: deeply customer-centric, operationally grounded, and results-driven. Managing large teams, hitting aggressive sales goals, and collaborating with corporate partners gave me a firsthand understanding of how brand, product, and experience connect in the real world.
Across roles, I bring a strategic mindset, a strong editorial voice, and a practical understanding of how social media functions as both a brand and business tool. I’m especially focused on building systems that scale, content that feels human, and strategies that respect the intelligence of the audience.