Read the room. Build accordingly.
Social has a handful of principles that hold no matter the industry, and I know them well enough to apply them anywhere. What changes is the specifics, the audience, the platform, the culture, and I go deep on those fast enough to build a plan and come up with ideas that actually break through. I use data to prove what's working and change course when it isn't. Sometimes that means building the systems and tools, AI included, that let a small team do more with less.
I started close to the customer, then moved through community and social into brand building. The audience instinct came from talking to the people behind the profiles, not just from the analytics.
Krak: Launch it, keep it relevant, make it make sense.
Social Lead for Krak, Kraken's new money app. Built the social function from zero across X, TikTok and Instagram, covering GTM, channel strategy, voice, editorial POV and growth. The brief: launch an unknown brand, earn cultural relevance between product moments, and make crypto-born financial products simple enough for mainstream adoption.
Systems / AI: three systems, one loop.
I use AI to compress the operational parts of social without outsourcing the judgment. I built three connected systems around that principle.
01 · The Agent Team
Purpose-built agents by content pillar, grounded in brand voice and audience.
02 · The Data Loop
Performance feeds the next round of briefs and the leadership reporting cadence.
03 · The Social Calendar
Purpose-built visibility and workflow infrastructure for the team.
The team needed better visibility than spreadsheets and shared docs could provide, so I built a tool around the way we actually worked. This is a working copy with placeholder posts.
Inky: Zero to community.
Built Inky's X presence from post one. As Kraken's gamified trading app, Inky sat at the intersection of gaming and crypto, so I built its social identity around the culture both audiences shared. The goal was a distinct editorial point of view that could resonate with crypto natives while remaining accessible to newcomers, with creators helping bridge the two. Behind it: a 40+ creator/KOL program, coordinating content and partnerships to grow awareness and community.
Super Bowl content, built for a trading audience
Trading culture in the language of internet culture
Borrowed format, Inky's own point of view
Merch, not an afterthought
The Inky identity in motion
Crypto culture, gamified
The swipe-to-trade mechanic, in one clip
Sign-up to first swipe, gamified end to end
Kraken: A content engine, week over week.
Produced and directed serialized video for Kraken's main channels, including This Week in Crypto and Kraken in 60. Performance insights fed directly back into the content strategy, shaping what we made next and how each series evolved.
Creative Execution: Behind the strategy. In the work.
From behind the camera to in front of it. I turn ideas into platform-native content and bring them to life on the ground. Below: vox pops and real-time coverage from the Williams Racing Fan Zone in Miami.