Work / Jenius Bank
Instagram evolution → human-first,education-led channel.
Led the multi-year evolution of Jenius Bank’s Instagram from campaign-led brand content into a repeatable, audience-first approach that balanced education, lifestyle storytelling, partnerships, and community within a regulated environment.
Context + role
What this was, why it mattered, and what I owned.
Jenius Bank needed organic social that could build trust over time in a category where audiences are skeptical and compliance is real. The goal wasn’t “more content.” It was a channel with a clear job to do: educate, humanize, and compound.
- •Owned organic social strategy + creative direction.
- •Built scalable content systems (formats, cadence, governance).
- •Led influencer strategy + execution (briefing → approvals → publishing).
- •Partnered cross-functionally (brand, product, compliance, agencies).
Move beyond campaign-led posting into a channel people trust and return to.
Highly regulated environment; accuracy + approvals without killing speed.
Repeatable pillars, formats, and workflows to ship consistently and learn.
What we put in place
A repeatable engine built on formats, workflow, and governance.
Content pillars + format library
- •Education series designed for comprehension (not jargon)
- •Lifestyle integration that still taught something
- •Community prompts that earned participation
- •Partnership formats that didn’t feel like ads
Operating cadence
- •Weekly planning loop (what ships, who owns, why it matters)
- •Clear inputs: brief templates + hook standards
- •Fast feedback loop with fewer revisions
- •Monthly learnings → format adjustments
Compliance-ready workflow
- •Approvals built into the system (not as a last-minute blocker)
- •Language guardrails + accuracy checks
- •Versioning + documentation for repeats
- •Creator approvals process that preserved authenticity
Selected Work
Leading creative direction, story-boarding, and strategy across multiple projects.
- •I can lead creative across product, education, and BAU content.
- •I turn complex topics into clear, approachable stories people understand.
- •I design content systems that hold up across formats, platforms, and moments.
I’ve spent my career working in spaces where trust isn’t optional and earned slowly. This work reflects how I make informed decisions, move efficiently, and keep the audience at the center. It’s the approach I bring to every channel I help to shape and grow.
What changed
Results that are seen and felt.
- →Grew the Instagram profile by 300% YoY (4× increase), transforming it from a lightly maintained channel into a core brand and growth touchpoint.
- →Led Instagram strategy for major brand partnerships, including PPA and MLP, owning how large-scale sponsorships showed up organically and credibly on the profile.
- →Drove a major evolution of the profile experience, from normal posts to integrating brand strategy, visual identity, and editorial clarity resulting in intentional positioning and strategic posts.
Next
Trying to build a sustainable brand presence on social?
Let’s talk about what it looks like to move beyond campaigns and into systems that scale.