Experience Strategist & Social Lead
+ Social Media Community Manager
January 2022 - July 2024
Following graduation, I joined TBWA\WorldHealth as their first Social Media Community Manager, overseeing community management and engagement across agency accounts. As my role grew, I transitioned into an Experience Strategist and Social Lead, helping shape holistic, insight-driven strategies centered on the customer journey and meaningful brand interactions.
TBWA\World Health
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TBWA\World Health ⊹ ࣪ ˖
The Role: Experience Strategist and Social Lead
As the Experience Strategist and Social Lead, I led customer-centric strategy for Moderna, helping shape and guide social conversations around the COVID-19 vaccine. I leveraged social listening, market research, and journey mapping to analyze public sentiment, identify key conversation drivers, and inform real-time campaign strategy across both consumer and HCP audiences.
By translating insights and cultural trends into actionable direction, I helped drive informed, empathetic, and impactful messaging—ensuring campaigns remained relevant, responsive, and effective in increasing engagement, trust, and overall campaign performance.
The Role: Social Media Community Manager
As the Social Media Community Manager, I managed and grew digital communities for our client, Bluebird Bio, supporting their mission to revolutionize the gene therapy space. I leveraged content management and moderation tools to foster meaningful, empathetic conversations—creating space for patients navigating sickle cell disease to feel seen, informed, and supported.
Additionally, I partnered with internal teams to develop and execute social campaigns, while identifying strategic partnerships that amplified reach and strengthened connection between the brand and its patient community.