In 2020, I joined the Global Business Marketing team at Facebook as a Senior Content Strategist for @instagramforbusiness social channels. My team was responsible for rebranding IGB, and I helped them introduce a new always-on content strategy to help small businesses launch and grow their businesses online during these challenging times.
I launched the IGB educational franchises Tips and Tutorials, and developed content calendars to help their audience get started with Instagram and stay culturally relevant. My goal was to create approachable and inspiring content that helped to demystify Instagram’s most complex features and products, such as Shops, Stories, Reels and Ads, and to provide resources that would enable users to create their own best-in-class content that would stand out within their online communities.
I also optimized the existing spotlight franchise to continue highlighting small businesses that were successfully growing on Instagram, and ideated and introduced new franchises such as Liked By, TutoReels and Trending.
In addition to leading the creative strategy of their always-on content, I headed IGB social strategy to amplify major brand campaigns and global initiatives, such as Buy Black Friday, Summer of Support, Tag In, and the Instagram Shopping Holiday Campaign.
