The work
Onboarding a New Team to Systems That Work
The situation: Broc Shot was scaling fast and bringing on their first real team. The scrappy workflows that worked with just a few people, tracking projects through email and texts, navigating deep folder systems and multiple platforms for creative files, wasn’t going to cut it anymore. They needed systems that could support growth.
What I did:
Onboarded 7 team members to Asana (project management tool), and built dashboards for critical departments so everyone could see project statuses and deliverables in one place instead of hunting through messages.
Wrote 10+ Standard Operating Procedures (SOPs) to streamline workflows and delegation of tasks.
Moved creative and video assets into a visual content management system, so they could navigate files quickly and pull content into documents, Canva, and video projects without diving through layered folder systems.
The results: Creative file retrieval dropped from 20+ minutes per project to under 5, and the team got back hours they could use for growth-focused work.
Tags: File System Setup, Project Management Tool Setup, SOP Development, Team Onboarding
Skincare Content Development on a Budget
The situation. Dr. Loretta Skincare’s brand relaunch was months away, but the ad budget was already tight. We needed paid social ads that performed now, but couldn't blow money on expensive production when everything was about to change anyway. The challenge? Make what we already had—existing video, UGC content—work harder with fresh creative direction and copy.
What I did. As Head of Digital + Content Strategy, I brought paid social creative back in-house instead of outsourcing it. Facilitated the production of fresh copy and ad scripts, and built a content matrix to streamline how we delivered paid media assets. I made our existing content library do more while keeping brand voice tight.
The results. 20% increase in traffic in the first 3 months. Budget saved by not producing new content from scratch, which we then reinvested into influencer campaigns that built our asset library even further for future ads.
Tags: Content Calendar Planning, Workflow Management, System Setup
Freshpet Multi-Platform Content Management
The situation. Freshpet was producing content across multiple formats: sales materials, retailer training, social content. And they needed someone who could manage the creative chaos. Think coordinating creative partners, freelance videographers, animators, and keeping everything on-brand while hitting deadlines. Maybe that sounds familiar?
What I did. As Senior Content Strategist, I hired the right creative partners, art directed shoots (on-set and remote), wrote scripts and copy, and managed production from brief to final edit. The whole operation, all organized and on-strategy.
The results. Year-over-year site traffic growth. 70% average video completion rates on social. And most importantly? A content system that actually worked.
Tags: Project Management, Remote Team Delegation, Content Planning, Team Communication, Team Training Development, SOP Development
Simple App Content Design System
The situation. Simple's weight loss app had inconsistent copy everywhere. Writers calling features by the wrong names, giving users bad directions, creating small but constant moments of confusion. The guidelines were outdated and writers were working with unclear direction.
What I did. Built the team's first Content Design System. Created fresh copy guidelines for product features and scientific terminology. Became the liaison between Product, Design, Copy, and Brand to get everyone aligned.
Results. 40% reduction in Figma comments and meetings previously wasted on copy debates. Clearer writing that reduced user cognitive overload and moved people through the app faster. One source of truth for app terminology that writers could actually reference.
Tags: SOP Development, Process Optimization, Team Communication + Onboarding, Project Management
