As the Digital Media Manager/Social Media Lead I spearheaded social media strategy and content direction for Daniel’s Leather, bringing more intention and structure to their digital presence. 
 

Daniel’s already had the culture, my job was figuring out how to translate that energy online in a way that could actually grow. Content was being made, but there wasn’t much structure behind how it all connected, so I focused on bringing more intention to how the brand showed up digitally.
 

I built systems for how content was planned, organized, and produced, connecting shoots, creators, and posting in a more efficient way. I leaned into storytelling that showed the brand beyond just the product. I used data to guide decisions instead of guessing what would work. With a largely female audience, I shifted the content to feel more aspirational and intentional in how women were represented. It was always about finding balance between keeping things authentic and giving them direction. 

I grew following on Instagram by 20K+, increased engagement by 18%, and contributed to over $100K+ in sales through content-driven strategy.