Social Media Content Strategy
Owned the social media content operation, strategy, and content creation workflow for the Jai Institute for Parenting's social media accounts (namely Instagram, Facebook, YouTube, and LinkedIn). Grew the niche educational Institute brand's audience from 2000 followers to 100K+ in 3 years, transforming it into a channel that over 50% of converting applicants attributed as how they found the brand and signed up for the coaching program.
Social Media Campaigns
Long-term influencer partnership program: Destini Ann x Jai Institute
Two-year collaboration with top parenting influencer Destini Ann Davis. Owned content strategy, caption writing, and publishing coordination across Instagram, Facebook, and YouTube. The campaign was one of the top contributions to Instagram becoming the brand's primary discovery channel and source of customer acquisition. Top videos reached over 1-3 million views, and the entire campaign drove millions of views across social media and video platforms.
Top-performing videos on Instagram:
Top-performing videos on YouTube:
UGC influencer partnerships: Instagram Parenting Influencers
Collaborated with parenting and personal growth influencers that went through the Jai Parent Coach Certification Program in real time. Owned content strategy, influencer communication, and publishing coordination across Instagram, Facebook, and YouTube. The campaign created social proof and brand awareness for the Jai Institute for Parenting and its certification program.