Social Operations to Growth System with Strategy Playbooks

Snapshot

Redirected Social Operations to Growth System with Iterative Strategy Playbooks: Leading Team Expansion, Strategy, Research, Creative, Content, Platform Tactics, Martech, and Campaign Execution to Drive Conversions and Boost Brand Engagement.

My Role & Leadership

I led the end-to-end social media transformation at 1871, driving strategic growth, engagement, and content scalability. My leadership spanned:

• Social Strategy & Execution: Developed a structured, audience-focused content system aligned with 1871’s business objectives.

• Team Development & Leadership: Built and scaled a cross-functional marketing team, including content creators, designers, and strategists.

• Content System & Playbook Creation: Established content pillars, workflows, and playbooks to streamline execution and ensure long-term impact.

• Organic & Paid Growth Strategy: Focused on high-value organic content, using paid ads strategically to amplify key launches and events.

• Cross-Functional Leadership: Worked with senior leadership, product, and community teams to align social initiatives with growth goals.

Key Results & Impact

📈 430% increase in social following (LinkedIn: 15K → 78K, major growth on Instagram, TikTok, X)

📈 80% organic growth, with only 10% from paid ads

📈 25% increase in website traffic, directly impacting product inquiries & memberships

📈 30% increase in event sign-ups from social-driven campaigns

📈 Built a scalable content system that continues to drive engagement and brand visibility

Challenge

❌ No established social strategy – Content was sporadic and lacked a structured approach.

❌ Limited internal resources – Only one social media specialist; no dedicated marketing team.

❌ Lack of audience segmentation – Needed distinct messaging for founders, corporate partners, and investors.

❌ No long-term content system – Required a scalable, repeatable model for consistent execution.

Approach & Execution

✅ Developed a Content Pillar System – Organized content into anchor content, educational posts, community-building, and brand awareness.

✅ Created a Social Growth Playbook – Built frameworks, workflows, and best practices to ensure teamwide consistency.

✅ Audience Segmentation Strategy – Tailored content for early-stage founders, growth-stage startups, corporate partners, and investors.

✅ Optimized Content for Engagement – Launched interactive content, video series, and short-form storytelling.

✅ Balanced Organic & Paid Growth – Prioritized community-driven organic growth, with strategic ad spending for major launches.

Growth & Iteration

• Phase 1: Defined strategy, developed content pillars, and built a structured content calendar.

• Phase 2: Scaled execution with a cross-functional marketing team and audience segmentation.

• Phase 3: Optimized based on data insights, increasing engagement and refining content strategies.