MISSION
To take ownership of the Center’s social media strategy and content production across five platforms — Instagram, Facebook, LinkedIn, YouTube, and TikTok — building a consistent, mission-driven content operation where one hadn’t fully existed before.
OUTCOME
Over 18 months, I developed the content strategy, created 70–80% of the content myself (concepting, shooting, editing, writing captions), and led a contracted social media manager who handled scheduling and facilitated the Center’s Influencer Collective program. The results, compared to the prior 18-month period, tell the story:
• 3M+ impressions (up 1,700% from 171K)
• 146K engagements (up 1,100% from 11.7K)
• 2M video views (up 7,800% from 25K)
• 110K reactions & likes (up 1,100% from 9.5K)
• 9.5K shares (up 462% from 1.7K)
• 11.8K link clicks (up 403% from 2.4K)
• 6.46% engagement rate (up from 4.38%)
• 68.5K followers (up 36% from 50.3K)
• 2,299 posts published (up 151% from 916)
ROLE(S)
Social Media Lead
Content Strategist
Content Creator
Video Producer
Copywriter
SOCIAL HANDLE CHANGE
One of the most strategic moves during this period was leading the transition of the Center’s social media handle from @ctr4chr to @civilandhumanrights across all platforms.
This was a brand alignment decision that brought the social presence in line with the Center’s URL and full name, improving recognizability and making the brand easier to find and share. I developed an awareness campaign to prepare the audience for the change, including an email blast that drove over 2.6K visits to each social channel and 2.8K visits to the website.
The timing was intentional... rolling out in October 2025, just weeks before the Center’s November 8 reopening after a ninemonth closure for a two-wing expansion, so it positioned threbrand as part of a larger new chapter.
SOCIAL HANDLE CHANGE
Beyond the day-to-day content work, I co-launched the Center’s Influencer Collective with the Chief Marketing & Communications Officer and contracted manager.
My role was to help develop the program criteria, onboarding initial influencers through an introductory webinar, creating the visuals for promoting the program and the webinar presentation, recommending influencers for outreach, and strategizing how to pair specific influencers with specific promotions.
I also implemented ManyChat DM automation on influencer-related posts to attract and convert new creators into the program seamlessly.
The contracted manager recruited and briefed influencers and managed the majority of content approvals, with select pieces coming to me for final sign-off on brand alignment and museum-specific guidelines.
