Social Media Strategy
& Content Direction

As a digital-first company, Article relied on social media to build brand awareness, tell product stories, and create meaningful connections with customers. I led the social media strategy and creative direction across Instagram, Instagram Stories, Facebook, Pinterest, and the Article Blog, overseeing content development from concept through production.

Working with a small cross-functional team, I developed content strategies that supported product storytelling, launches, influencer partnerships, and seasonal campaigns. Every photoshoot was planned with a multi-channel mindset, creating a flexible asset library that could be repurposed across social, campaigns, product education, and digital experiences.

Instagram Stories became the cornerstone of the social strategy. Publishing three Stories each week (150+ annually), we treated every Story as a micro-campaign, building scalable content that extended across multiple channels. I developed content frameworks, streamlined production workflows, and established an iterative process for measuring performance and refining the creative approach.

This strategy helped grow Article's Instagram community from 45,000 to more than 800,000 followers, transforming the platform into a primary channel for brand discovery, engagement, and product storytelling. As social platforms evolved, the strategy evolved alongside them. We tested emerging formats, learned from performance insights, and continuously adapted content to better connect with our audience.