Launching social media for a Fortune 100 aerospace brand

The mission? Differentiate Lockheed Martin's space portfolio from the other defense-heavy segments of the business, in order to better compete with new, loud entrants to the space industry like SpaceX and Blue Origin. As part of the rebrand for Lockheed Martin Space, I led the research, development, launch, and management of the @LMSpace Twitter/X handle, growing the following 290% in under four months. This was a first-of-its-kind social media account for the brand, as Lockheed Martin had never opened a business segment-specific social media account before. After meticulously researching where our target audience (space enthusiasts) spent the majority of their time, and what type of content resonated most with them, I was able to convince the CCO of Lockheed Martin to give us the green light.

The launch of the Twitter/X handle was a huge success, with custom space-specific branding, graphics, video, tone and voice, that differentiated us from the rest of the Lockheed Martin business and our competitors. In months, we had signed on five space industry influencers to work with us on bespoke content, had covered NASA's Artemis I launch with tailored content on the handle, and had not only built a following, but a true community around space topics and how Lockheed Martin, with its decades of experience in the industry, added value to the story.

In 2022, I won a PRSA Bronze Anvil Award for the Twitter/X account, which had revolutionized the way that a defense brand might talk online about fun, less stuffy topics (like space). Since then, we've seen other industry competitors attempt to mimic what we did with the @LMSpace Twitter handle, and the content team and pipeline I stood up for the handle has only grown and scaled.