I've been working in social media since 2015, leading strategy, content direction, and community growth across global brands and multi-channel ecosystems.

I currently lead social media strategy across global brand and category channels at Patagonia, and manage the team responsible for executing content across all channels and category verticals — including Climb, Snow, Surf, Kids, Worn Wear, Trail Running, Fly Fishing, Mountain Biking, Workwear, and Brand — supporting a combined audience of 11.9M followers. Over the past year, that ecosystem generated 250.4M impressions and 7M engagements, with audience growth of 423,355 followers and an 88.6% YoY increase.

I also build and develop the teams behind the work, creating environments where people grow, take ownership, and do their best thinking.

My focus has been building systems that turn scale into consistent, replicable growth rather than isolated wins. Prior to Patagonia, I worked at UTR Sports where I built a structured social strategy grounded in replicable content formats, clearer platform roles, and a consistent publishing framework, shifting the organization from inconsistent posting to a system where growth was predictable, performance was trackable, and social fed directly into broader marketing objectives. Monthly audience growth rates nearly tripled as a result.

That experience shaped my approach to building social not as isolated channel management, but as a system connected to audience behavior, performance, and broader business objectives.