As Senior Manager of Social at CNET, I led a team of content creators and drove growth and engagement strategies across platforms, building a combined audience of over 10 million followers. I oversaw the production of organic and sponsored social video series for TikTok and Instagram Reels, achieving milestones like a 230% increase in TikTok followers in a matter of months and surpassing the 1 million Instagram followers milestone in my first year on the job. Collaborating with cross-functional teams, I developed impactful content and translated performance insights into successful strategies, with a focus on social video expansion.

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• Social video strategy & direction: Led the creation and execution of organic and sponsored video series for TikTok and Instagram Reels, leveraging talent, editing, and storytelling resources to produce impactful content that drove rapid audience growth. I spearheaded team brainstorming sessions to develop innovative concepts, capitalized on emerging TikTok trends, and provided strategic oversight for all creative work. Video series I helped direct included an 84-day holiday campaign, a show about futuristic technologies called WTFuture, a how-to series, product reviews, and more.
   

• Instagram: Oversaw a successful rebrand of CNET’s Instagram presence, transforming the account into a vibrant, engaging platform that grew to over 1 million followers. I managed a team of content creators, providing creative and strategic direction to ensure high-quality, on-brand content, and edited nearly all copy to maintain a consistent tone and voice. I also spearheaded efforts to optimize performance on Instagram Reels, led initiatives to refine visual aesthetics, developed a cohesive content strategy, and fostered meaningful community engagement.
   

• Snapchat Discover channel development: Developed and managed CNET's Snap Discover channel, WTFuture, curating engaging content to reach younger audiences and expand the brand’s social footprint. We gained 60K subscribers within the first few months of its launch.
   

• Live event coverage: Led real-time social media coverage for high-profile live events such as CES and Apple’s annual iPhone launch, collaborating across teams to coordinate video from the field, synchronize article publishing schedules, and ensure seamless execution of timely and impactful coverage. Orchestrated rapid, high-quality content delivery by crafting and editing engaging Twitter threads, carousels, videos, and captions.
   

• Research & reporting: Conducted in-depth research for an article and video exploring population migrations from cities during COVID-19, and supported the production of additional long-form research-based video content.