Shifting Creative Strategy for Stressless
A significant shift in Stressless's content strategy gives a more lived-in aesthetic for American audiences.
Hi, hello!
I've crafted, refined, and executed social media strategies for globally renowned brands for 15+ years. From launching the University of Tennessee's social presence in 2009 to working on Clio Award-winning campaigns as part of AdAge's 2025 Agency of the Year, I've built my career on turning brands' voices into measurable engagement and cultural relevance.
Award-Winning Campaigns
A Few Social Samples
Am I Having a Good Day?
235K organic views, 850 engagements on FB
The Emoji We Deserve
659K organic views, 29K engagements on IG
Paste Your Clipboard
10.5K organic views, 615 organic engagements on Threads
Pantry Full of Beans
17K organic views, 441 organic engagements on Threads
Welcome to Dukechella
140K organic views, 9.8K organic engagements on IG
Breaking News
400K organic views, 4K organic engagements on FB
Boca Raton Bowl of Beans
45.8K organic impressions, 225 organic engagements on X
Dog Tax
32.3K organic views, 67 organic engagements on YT
Obsessive Finger Washing
18K organic views, 664 organic engagements on YT
Two of the Greats
There's just something about coming home sweet home and being with family. 🧡
Autumn Leaves (Taylor's Version)
Autumn leaves falling down like pieces into place. 🍂
Don't Step on the Seal
Who Wants to Tell them?
Welcome to Rocky Top, Kevin!
A Thanksgiving Spread
Thankful for our Vols today and every day. Also, pie. 🧡
Vols Win!
We will not apologize.
Who?
Media Coverage
College acceptance provides a meaningful chance
My social posts of a student reacting to his UT acceptance generated national media coverage.
Peyton Manning crashes University of Tennessee online class
To boost student morale in the spring of 2020, I promoted a series of highlights from notable alumni and friends surprising students in their online classes. One famous face outperformed the rest.
He was bullied for his homemade University of Tennessee T-shirt. The school just made it an official design
UT received international coverage after I engaged with a Florida teacher on Facebook about a boy in her class who was bullied for his homemade UT shirt.
Daniel Tosh makes joke about looking like Lane Kiffin, Tennessee responds with perfect tweet
A response I wrote to comedian Daniel Tosh was featured on his Comedy Central show, "Tosh.0," and covered by national media including USA Today's FTW and CBS Sports.
Tools, Platforms, etc.
Experienced editing in-platform as well as with:
- CapCut
- Canva
- Photoshop
- Adobe Express
- Adobe Firefly
Fluent in third-party social management, measurement, and listening tools including:
- Sprout Social
- Brandwatch/Falcon
- Emplifi
- Dash Social
- Quintly
- StatSocial
- RivalIQ
- Meltwater
Project management tools used include:
- Asana
- Monday.com
- HubSpot
- Trello
Education
Bachelor of Arts in English, 2004
Concentration: Creative Writing
Jefferson City, Tennessee