Client: Department of Health and Human Services (via Crosby Marketing)

Role: Social Media Manager

Timeframe: 2020, contract

Platforms: Facebook, Twitter/X, Instagram, LinkedIn

The challenge: Educate the public on a novel virus — and how to protect themselves — in the middle of one of the most politically volatile climates in U.S. history.

The strategy: Every piece of content had to be grounded in something more credible than instinct. No claim went out — a tweet, a comment reply, a proposal — without research behind it, tied to a study or data point that justified it.

What I did

• Built and managed the yearly editorial calendar across all HHS social channels, prioritizing observances for full production vs. amplification

• Wrote content plan proposals and creative briefs, then managed the full production lifecycle with two copywriters (myself included) and two designers

• Shepherded content through two rounds of client review before publication

• Oversaw publishing and community management across all platforms — roughly two organic posts per platform per day

Results

• 800% increase in average engagements per post, year-over-year, across all platforms

• 1B+ impressions and engagements across paid social

• Four industry awards for campaign effectiveness