Starting from a neglected social media presence, I was tasked with enlivening our entire social media strategy with a set of specific KPIs that implied a greater brand presence and better brand sentiment. I leaned into a social-first strategy, developing short-form video and batching content in collaboration with program mangers who had, previously, been left out of messaging. From 2022 to 2025, our social accounts all saw exponential audience growth, YoY rise in engagement rates, and increased click through rates.