Tell me about a specific campaign or content series you planned and executed that improved a brand’s social performance. What was your role, how did you define the target audience and brand voice, which platforms did you prioritize, what metrics did you track, and what were the measurable outcomes?

I led a 12-week content series for a mid-size SaaS HR platform called “Customer Behind the Hire.” I owned strategy, editorial calendar, scripts and coordinated a team of two designers and one videographer. We defined the audience as HR leaders and hiring managers (age 28–45) and set a confident, helpful voice—practical tips, real stories, zero jargon. We prioritized LinkedIn for long-form case studies, Instagram Reels for bite-sized tips, and YouTube Shorts for repurposed clips. I tracked impressions, engagement rate, CTR to demo sign-up, and MQLs. Over three months engagement rose 82%, organic reach grew 120%, CTR to the demo page increased from 3.2% to 6.8%, and we generated 45 qualified leads — a 28% higher demo-to-trial conversion than the previous quarter.