Content & Video
I lead content strategy across multiple brands, but AHSID, a 5,849-follower healthcare nonprofit, is where my heart fluttered and my strategy thrived. At AHSID, I developed a content framework that started with validation before information. Validation led all of my work: editorial calendars, copy direction, asset selection, publishing workflows. I created repeatable content structures (opening with emotional resonance, then layering clinical information) and trained the team and healthcare providers to apply them consistently.
The result: Replies increased by 200%, engagement jumped from 3.8% to 5.3%, saves climbed by 57%, and profile views grew by 23%. My approach continuously evolved in response to platform updates, cultural trends, and performance insights. When Instagram's algorithm favored video, we shifted. When we discovered that personal stories outperformed information carousels, we reorganized content ratios. I maintain visual consistency through guided asset selection, evolving templates, and standardized publishing workflows, ensuring every post is optimized and launch-ready across channels.
When I took over BMH's Instagram, it had 200 followers and wasn't driving engagement. I conceptualized and built Black Maternal Health Week of Tampa Bay’s Instagram Strategy from the ground up by identifying a gap in how the community engaged with maternal health advocacy and then creating a repeatable format for the research fellows at USF.
The result: Incorporating their new knowledge, some content I created, and scripts for the Birth in Color podcast scaled the account to 802 followers (301% growth) with dramatically higher engagement. More importantly, the credible social presence attracted local news coverage and positioned BMH as an authoritative community voice, which directly led to program grant renewal.
