Video Producer/Strategist · New York City

Case Studies

Selected creative challenges and how I approached them

· 2022-2026

1B+ Organic Views

Modernizing a Legacy Brand

Role: Global Lead, Organic Social

The Challenge

Came onto established brand with floundering social media presence (stuck below 25K TikTok followers) with goal of increasing impressions and followers.

Execution & Scope

Retrained video producers & social managers, developed/deployed custom analytics, player-coached to drive massive increase in cadence and engagement.

Deliverables

Thousands of videos published per year, 30Xed audience, 50xed annual video views to 500M+/year. Launched Learn Spanish vertical to generate qualified leads.

3M+ AIO Impressions

"How to Learn Spanish Fast" SEO Play

Click to Play

36 Opt-ins

Direct-Response Reel

Play

UGC

Learner Journey

Play

· 2019-2022

+220% YouTube Revenue YoY

Overcoming Key Man Risk

Role: Head of Video

The Challenge

After departure of star talent (John Green) before my arrival, audience engagement and YouTube revenue plumetted. How could we reconnect with audiences to drive meaningful engagement on a limited budget?

Execution & Scope

Overhauled worfklows, working with staff writers/editors behind & in front of camera. Installed test-and-learn approach and developed talent/audience relationships through live videos, new series, and interactive community features.

Deliverables

Increased output 150% with smaller team, more than 3xed YouTube Revenue, hundreds of millions of annual views across platforms. Conceived & produced new winning series/formats like "Food History."

200K+ Watch Hours

"Food History" Series

Click to Play Series

· 2010-2015

Annual org. budget and cash reserves each grew 200%+

Turning a founder-led non-profit into a lasting changemaker

Role: Media/Marketing Manager, later Associate Director

The Challenge

Joined a community arts non-profit whose mission had diverged radically from original conception. How could we set the organization up to creating meaningful change for young artists for years to come?

Execution & Scope

Created new budgeting practices to support teaching work, piloted and helped fundraise for youth arts education programs that continue to run to this day, participated in organizational rebranding.

Deliverables

Dance Theatre Etcetera (founded as a dance company, but long since pivoted to arts education in Red Hook, Brooklyn) was eventually renamed Hook Arts Media. The org. was set up for financial stability and continues to serve thousands of young people annually.

Program Initiative & Direct Impact

Digital Connections — Advanced Filmmaking & Media Fellowships

A multi-tiered, paid youth film and digital production fellowship providing students from historically disinvested communities with hands-on camera operation, narrative development, and industry-standard post-production training.

Explore Digital Connections on Hook Arts Media

Workforce ModelPaid Student Fellowships

Core CurriculumDocumentary, Narrative & Editing

Community FocusRed Hook & NYC Transfer Schools

Alumni TrajectoryIndustry Placements & Film School