Projects
Below is a sampling of the projects I've led which encompass my expertise in social media strategy, thought leadership, issue advocacy, online organizing, and shaping narratives.
Elevating Brands & Thought Leadership
From combating misinformation and hate speech to amplifying the disproportionate impact of COVID-19 on Black communities and centering the demands of Black voters during the 2020 Democratic primary and general election, I shaped and executed Color Of Change's social media strategies for its Media Culture Economic Justice campaigns and oversaw the growth of President Rashad Robinson and Vice President Arisha Hatch's digital thought leadership.
Online to Offline Organizing
I worked closely with organizers to grow and develop the content of the Voices of Amazon Instagram page, an account where we shared anonymous and real stories from Amazon Associates, with the aim of building worker power. Similar to leveraging Facebook Groups to build community and organize individuals across worksites, this organizing partnership was solely focused on building a content and organizing strategy rooted natively on Instagram.
Building Worker Power
From day one, I led and managed a full-scale digital organizing campaign to mobilize and engage 40,000 child care providers (i.e. a new bilingual website, provider Facebook group, email & SMS program, and digital ads) in partnership with SEIU and AFSCME. After a 17-year fight providers won with 97% of the vote in 2020, as a result, Child Care Providers United officially became California’s first child care provider union. This was a massive win for child care providers, but it was also a huge win for the countless low-income families across the state of California who rely on these providers for child care.
Launching A Brand & Building an Audience
End Poverty in California (EPIC) was founded by former Mayor of Stockton, Michael Tubbs, in early 2022 to end poverty in California by elevating the voices of people experiencing it, creating and implementing bold policies rooted in their needs, and advancing a state agenda focused on equal opportunity for all. Joining ahead of the organization's launch, I served as EPIC's digital strategic partner, working to build a digital program from the ground up and shaping the organization's social media, email and website presence. After the launch, I continued to serve as their digital strategist by growing its social media presence and audience, refining the organization's online visual story, and elevating the thought leadership of Michael Tubbs and EPIC President, Devon Gray.
Transforming Philanthropy
Since 1980, Northern California Grantmakers mobilizes philanthropy to build healthy, thriving, and just communities in Northern California. Serving as their interim Senior Communications Manager, I oversaw the digital content creation of the organization including CEO Corner, Mic Drop, Practice Lab, and Asking for a Friend. I also oversaw programming online promotion, digital strategy (weekly and monthly newsletters, graphics, social media, and video), and special projects and announcements such as the 2024 Annual Conference. With my leadership, we continued to build the organization's digital infrastructure of data and analytics and online engagement.
Making a Splash
As the Asian American Women’s Political Initiative prepared to scale a new national program to elevate and support Asian American women leadership in politics, I built a digital strategies plan that leveraged organic social media, paid digital ads and email marketing to fundraise for and generate quality leads for the organization.
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Meeting the Moment
Working to support COVID Survivors for Change’s national grassroots mobilization efforts, I helped build digital strategies on the fly to raise awareness and engage COVID Survivors for Change online community members ahead of awareness and action marches and safe gatherings to weeks of action across all 50 states.
Leveling up on Social Media
Working with Stop AAPI Hate, I conducted a thorough audit of their social media channels and landscape analysis of peers in order to help the organization reach its communication and organizational goals for the year. As part of the audit, I delivered a set of strategic recommendations to help elevate their thought leadership, brand story, and increase audience engagement.
Shifting Narratives & Getting out the Vote
I ran and helped shape a full-scale bilingual creative paid and organic digital program with The Othering & Belonging Institute, working immediately to start cutting videos, conceptualizing and setting up ads and putting in place creative and feedback processes to engage over 15 civic engagement groups—all aimed to turnout and persuade low-propensity Black, Latinx, and Indigenous voters to vote early and safely during the 2020 election.
Working across six battleground states including Arizona, Michigan, Wisconsin, Nevada, Georgia, North Carolina, our campaign reached over 600,000 voters, produced 122 pieces of creative and delivered above-benchmark scores in almost every battleground state we ran ads in.
