All things social.
I approach social media as a storytelling and advocacy tool, not just a platform. My work blends strategy, creativity, and audience insight to create content that connects with people and drives action.
From growing platforms to building campaigns, I focus on content that is timely, engaging, and rooted in purpose, turning complex issues into stories people can understand, share, and respond to.
Case studies.
Growing a TikTok Audience for Advocacy
Social Media Strategy & Content | Alaska Wilderness League
Challenge
When I began, Alaska Wilderness League had no TikTok presence and no defined strategy for audience growth or content planning. Messaging existed, but it wasn’t reaching new or younger audiences where they were most active.
Approach
I built and led TikTok from the ground up, developing a strategy rooted in platform trends, audience behavior, and algorithm insights. I established a consistent posting cadence, created a lightweight content calendar, and prioritized short-form video that translated complex environmental policy into clear, compelling storytelling.
The content was designed to feel native to TikTok, leveraging trends, sound, and format, while maintaining the integrity and urgency of advocacy messaging. I continuously tracked performance and iterated in real time to refine what resonated.
Results
Within one year, I grew AWL’s TikTok following from 500 to over 2,000, more than doubling the audience, while significantly increasing reach, engagement, and visibility among new audiences.
Social Media Campaign | Alaska Wilderness League
Challenge
As federal protections for the Western Arctic were rolled back, 82% of the National Petroleum Reserve–Alaska was opened to drilling, putting 23 million acres of critical habitat at risk. Legislative pathways to stop it were limited. The pressure point wasn’t in Washington, it was in the corporate boardroom.
Approach
I created and led the NoArcticLicense campaign to shift the battleground from policy to corporate accountability. The strategy leveraged coalition networks, sending weekly action toolkits to partners, including Protect Our Winters (POW), so their audiences could amplify the message and put coordinated pressure on oil companies.
The toolkits identified key corporate targets (e.g., ConocoPhillips, ExxonMobil), outlined where they were active, and provided clear messaging for public engagement. Content translated complex environmental and Indigenous rights issues—like threats to Teshekpuk Lake and caribou habitat—into concise, shareable, platform-native posts. Each action contributed to a tangible reputational cost for corporations pursuing Arctic extraction.
Results
NoArcticLicense converted awareness into visible, coordinated pressure. Following each toolkit release, target companies, including ConocoPhillips and ExxonMobil, saw their social media channels flooded with public comments calling out Arctic drilling plans.
This sustained, high-volume engagement disrupted their controlled messaging environments, elevated the issue in front of their audiences, and reinforced reputational risk as a real cost of pursuing Arctic extraction.
#NoArcticLicense Social Media Campaign
Cultivating Advocacy with Pattie Gonia
Organic Influencer Partnership | Alaska Wilderness League
Challenge
When I joined Alaska Wilderness League, we had no budget for influencer partnerships. One of my goals was to expand our reach to younger audiences and connect Arctic Refuge advocacy to broader environmental messaging, without paid sponsorship.
Approach
I identified Pattie Gonia as a key potential partner whose audience aligned with AWL’s mission. I conducted research to find personal connections and found that Pattie has ties to Alaska through her father. I used this insight to craft personalized outreach.
Over several months, I consistently emailed Pattie’s team, sharing AWL’s Arctic Refuge campaign materials and demonstrating alignment with her messaging. When Pattie’s DC tour included a drag show, I seized the opportunity to invite her to our offices for a direct conversation. This effort paid off: although we couldn’t offer a paid partnership, her team invited our staff to attend her show as free sponsors. At the event, we met Pattie, discussed Arctic Refuge issues, and she amplified our campaign to her audience.
Results
The partnership resulted in tangible community growth and visibility:
AWL gained 50+ new email sign-ups from attendees eager to take action.
The Arctic Refuge campaign reached a new, younger audience aligned with environmental activism.
The relationship has continued organically, with ongoing collaboration and shared campaign outreach.