Selected work · 2023–Present
Selected work
Most of these projects began with something already worth seeing: a film, an article, an interview, or a campaign idea. My job was to decide how it should meet an audience, get the right people to carry it, and learn from what happened next.
Case studies
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The amplification finding: NFL My Cause My Cleats 2025
Four of 13 player stories drew 98.1% of a 14.1M-view organic program, and the difference was which ones the league posted. The analysis changed how the next cycle was planned.
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Three packages, three outcomes: NFL My Cause My Cleats 2024
The first cycle. Three player stories at the same quality bar, packaging and partner coordination across five platforms, and one team that liked the post and uploaded nothing.
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The control system behind a six-day Super Bowl week
41 pieces across 130 placements in six days. I pressure-tested the plan, tracked partner responses as posts went live, and used the post-by-post results to recommend a better mix for the next cycle.
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The article-to-social operating system
A two-day workflow that chose the social format early and handed partners live posts they could share immediately.
Published work, live
Editorial packaging · Spurs × Lindy Waters III · June 2026
More work
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Newsletter operations
Story selection and packaging for two newsletters; one reframed story doubled its click rate against baseline.
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Format strategy for an AI × music campaign
The partnership’s first mixed-media carousel, with three ways through the story and a fallback ready if the music rights failed.
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What 50,338 YouTube comments could actually tell us
A counted response to a prompted phrase, a qualitative map of the unprompted discussion, and a clear account of what the retained evidence could not prove.
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Instagram Highlights + UTM redesign
Five highlights with defined jobs, consistent CTA cards, and a trackable link on every ask.
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Publishing package: Spurs × Lindy Waters III
The headline set, description, and social copy around a documentary film, over a partner-tag map of seven accounts across four platforms.
History degree, editorial roots, three years running distribution for a national content partnership across NFL, NBA, music, and film campaigns. Based in New York. More about me →