charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries, known for revolutionary storytelling and innovative marketing approaches in the nonprofit sector.

Responsibility: Develop and lead social media strategy for charity: water

Responsibility: Own social media roadmap and maintain daily calendar

Responsibility: Partner with Brand Partnerships team

Collaborated with Brand Partnerships team to develop and execute social media strategies supporting key relationships with brands like Whoop, Vuori, and Aveda, while maintaining authentic storytelling.

Attended & facilitated meetings to work on strategically supporting relationships with partners while maintaining brand aesthetic & voice

Responsibility: Collaborate on inspiring and engaging content

Led content strategy for major campaigns including EOYG '23

Recorded voiceovers for paid & organic content including their narrative ad placements & Aveda campaign video

Initiated "Did You Know" video series with Brand team

Developed self-sufficient video production workflow

Ideated compelling content to support various "heat moments"

Assisted in establishing Jira request cycle for repurposing paid content

Responsibility: Work with Creative Team on copy and videos

- Established bi-weekly meetings with Copy Lead

- Created streamlined content request system

- Developed optimization guidelines for social content

- Built efficient feedback loops with creative stakeholders

- Maintained consistent brand voice across channels

Responsibility: Set KPIs and report to stakeholders

- Implemented comprehensive weekly, monthly, and quarterly reporting

- Delivered regular presentations at Marketing and Growth Monthly Share Out

- Maintained consistent 100K+ weekly reach (peaks of 229K+)

- Tracked and reported on campaign performance, with the most recent being EOYG '24 campaign:

Pioneered two successful video series:

Created efficient video production workflows

Established guidelines for platform optimization

Developed systematic repurposing approach

- Met regularly with MarComms team to align consumer email, major email, SMS & product (website) updates with organic social, when appropriate

- Created efficient content review processes though conversations with the brand & content team & the project managers who managed requests

- Led bi-weekly meetings with Copy Lead

- Created content briefs and guidelines

- Maintained consistent brand voice

- Established efficient review process

- Developed systematic video request process

- Built relationships with filmmakers and editors

- Streamlined asset sharing and feedback

- Created clear briefs for content needs

- Established monthly trend analysis meetings

- Shared social media insights and performance data

- Gathered community feedback and common questions

- Integrated supporter insights into content strategy

- Coordinated responses across all platforms (social, email, phone)

- Created consistent messaging for supporter inquiries

- Developed shared understanding of community needs

- Built feedback loop for content optimization

Created comprehensive FAQ Notion document covering:

This document was included into the request templates to reduce confusion and standardized content specifications across teams

Integrated Loom video walkthroughs in content requests

During my tenure at charity: water, I had the privilege of not just managing social media, but helping transform how a globally recognized nonprofit connects with its community. By focusing on sustainable processes and cross-team collaboration, we didn't just hit metrics – we created lasting systems that elevated our storytelling capabilities.

Key Learnings:

Building efficient systems enables creativity to flourish

Strong cross-team relationships are the foundation of successful content

Video content, when approached strategically, can scale without straining resources

A balance of planned content and real-time engagement drives authentic community growth

Beyond the numbers and strategies, what stands out is how we made social media more human – whether through educational "Did You Know" videos that sparked curiosity, transparent behind-the-scenes content that built trust, or partnership stories that amplified our impact. We proved that with the right systems and storytelling, social media can be both efficient and deeply engaging.

Pioneered two transformative video series:

Transformed video content delivery, producing 20.7 pieces weekly (4.1x industry standard)

Maintained 7.2% average engagement rate while scaling reach to 100K+ weekly

EOYG '24 campaign success: +286% YoY on launch day, contributing to $4.9M total raised

Giving Tuesday performance: +56% YoY through strategic content planning