Selected work · 2023–2026
Work
Selected work across campaign distribution, editorial systems, audience analysis, and measurement design. Each entry shows the decision, the operating mechanism, and the result, with my contribution separated from the team’s.
Case studies
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The amplification finding: NFL My Cause My Cleats 2025
13 player stories, 14.1M organic views, and the analysis showing four league-amplified stories drove 78.6% of them.
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The control system behind a six-day Super Bowl week
41 pieces across 130 placements in six days, live collaboration tracking across partner channels, and a post-by-post analysis showing that collaborator fit and timing mattered more than tag count.
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The article-to-social operating system
A two-day standard, a format decision gate, and a partner handoff rebuilt around what partners can actually amplify.
Published work, live
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
A first-use mixed-media carousel with three narrative architectures and the risks priced in before the build.
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A 50,000-comment sentiment analysis
Treating a Beast Philanthropy comment section as primary audience data: 2,270 call-to-action responses, themes mapped.
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Instagram Highlights + UTM redesign
A static brand surface turned into a tracked distribution layer: five highlights, defined jobs, UTM on every CTA.
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 →