Work

Case files.Systems, decisions, results.

Deeper looks at how strategy turns into repeatable execution. Each case links to a full breakdown under /work/*.

Index

This page is an overview. Each project links to a deeper, decision-level case study.

Start with Jenius for the clearest view of systems + scale.

Instagram evolution → human-first, education-led channel

Led the multi-year evolution of Jenius Bank’s Instagram from campaign-led brand content into a scalable, audience-first system balancing education, lifestyle storytelling, and trust.

Organic strategyContent systemsInfluencer programRegulated environment

Outcomes

→Clear channel role + repeatable content system
→Influencer program built and operationalized
→Stronger long-term brand building (not spikes)

Open case

Jenius BankCampaign

Mind Money Connection → research-led brand storytelling

Translated real consumer insights about money into clear, human stories used across social and brand, built to earn trust in a regulated category.

Brand platformResearch translationAudience insightOrganic social

Outcomes

→Built a repeatable research-to-content storytelling framework
→Aligned cross-functional partners (research, legal, PR) around the work
→Helped shift tone toward credibility, empathy, and clarity

Open case

Jenius BankOngoing

Influencer program → credibility without losing control

Built and scaled Jenius Bank’s influencer program across product launches, feature education, and live activations without sacrificing accuracy or authenticity.

Influencer strategyCreator operationsComplianceEducation

Outcomes

→Clear creator roles + selection criteria
→Repeatable briefing and approval workflow
→Authentic, platform-native content at scale

Open case

Jenius BankLive event

Pickleball partnership → real-time organic execution

Led organic social strategy and real-time execution for Jenius Bank’s pickleball partnership, combining planned content with on-the-ground storytelling.

Live coveragePartnership activationReal-time contentInfluencers

Outcomes

→Strong engagement across Stories and feed
→Brand showed up organically within a new community
→Influencer integrations felt natural and credible

Open case

Jenius BankMulti-month

Executive Brand Marketing → leadership voices people trust.

Led executive brand marketing for Jenius Bank, turning leadership POVs, interviews, and real conversations into human, confidence-building social content grounded in empathy and credibility.

Executive storytellingPOV developmentLinkedIn strategyCompliance partner

Outcomes

→Elevated executive social performance beyond brand-led posts
→Positioned leaders as credible, human voices customers could relate to
→Built scalable systems for faster execution without losing authenticity

Open case

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