Past Campaigns

To support Workers United's mission of unionizing every climbing gym in the country, I spearheaded the digital identity for their project, Climbing Workers United. My focus was on humanizing the voices of climbing workers through storytelling, and capturing their experiences and grievances to build a narrative of solidarity and strength.

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I acted as the main Content Creator and strategist: filming, photographing, and editing quick-turnaround assets that kept the page as a leading voice for US-based climbing workers. Beyond content, I stepped into a Creative Director type role, where I developed and led workshops on brand voice and strategic messaging to ensure our campaign impact remained consistent and powerful across all channels.

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The Impact:

• Rapid Growth: Scaled user acquisition by 200% in less than four months through high-impact organic content and aggressive engagement strategies.

• Brand Authority: Established a distinct, recognizable aesthetic that effectively bridged the gap between outdoor lifestyle and labor advocacy.

To scale the Organized Power in Numbers (OPIN) presence in Arizona, I spearheaded a multi-channel growth strategy using their grassroots local movement, Take Back Our Homes and building their presence on social media.

 

By assisting OPIN's field team with the campaign and developing a B2B (non-profit to local non-profit) social media toolkit, I enabled partner organizations to share a unified brand message. I acted as a "Partnership Manager," initiating collaborations with elected officials and high-profile advocates to drive traffic to our onleine and offline events.

 

• Growth: Scaled Arizona from the #5 to the #1 ranked state for social media following.

• Partnership: Managed a volunteer moderator group to maintain high community sentiment and engagement in the private group page.

• Conversion: Successfully converted digital followers into real-life supporters, which helped in the passing of two major city ordinances in Tucson and Phoenix.

I led the digital content strategy for the Fired Up! Initiative, focusing on high-production storytelling to drive viral awareness. By partnering with organizations like Jobs with Justice, I managed the cross-promotion of video content that humanized disenfranchised delivery drivers at Amazon's Palmdale location. I acted as both a Content Producer and a Social Media Campaign Manager, ensuring that every digital asset was optimized for maximum reach and donor conversion.

• ROI: Helped in raising $1M+ in donations through strategic video promotion, paid social media ads, and digital outreach.

• Content Strategy: Produced impactful video assets that served as the cornerstone for a national fundraising effort. Furthermore, I created B2B toolkits for national organizations to use to push the campaign forward.

• Cross-Channel Synergy: Successfully integrated digital content with the efforts of the workers on the ground to help my team create a 360-degree campaign.

I served as a core decision-maker in a full-scale organizational pivot, overseeing everything from logo selection to the social media rollout. To ensure a successful launch, I acted as a PR & Outreach Lead, pitching the new brand to over 30 nonprofit leaders to secure Day 1 support. My strategy was focused on maintaining audience retention while introducing a modern, refreshed identity.

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• Virality: Led the launch campaign, resulting in one of the highest-engagement posts in the platform's history.

• Scaling: Achieved a measurable increase in follower count (at least 15%) during the transition period.

• Brand Authority: Secured 20+ strategic partnerships with organizations and pro-labor leaders alike to assist in announcing the new brand.