At a Glance
Key Results
- #1Ranked in engagement among Power Five programs
- 2.6M+Total interactions on Instagram in 2018 (#2 nationally)
- 20M+Impressions generated by Nike x Jordan Brand Launch
The Challenge
During my tenure with Michigan Athletics, we wanted to deepen engagement with fans across all sports – not just through scores and highlights, but through storytelling, culture, and consistent creative identity. Social media was the frontline for this mission – and it needed to operate at the scale and energy of 31 programs.
The challenge was massive: build a best-in-class social strategy that could engage millions year-round while honoring the traditions of one of the most iconic brands in sports.
The Approach
As Digital Strategy and Creative Lead, I owned the full spectrum of Michigan Athletics’ social media – from long-term vision to daily execution. I personally executed on the Football, Men’s Basketball and General Athletics accounts, while delivering strategy and creative elements to the rest of our team to execute on the 28 other sports accounts.
Social Strategy
Created annual and seasonal playbooks to align tone, cadence, and creative approach for each sport.
Content Execution
Managed 365-day content calendars and oversaw daily execution for flagship accounts.
Creative Leadership
Directed design systems and branding for digital use – building graphic templates and creative guardrails.
Team Oversight
Managed a team of contributors across departments to ensure a unified voice.
Nike x Jordan Brand Launch
20M+ Impressions
Final Four Run
Real-time Storytelling
#1 in Engagement
Consistently Top Tier
My Signature Move
Turning a powerhouse athletics department into a storytelling machine – one post, campaign, and playbook at a time; and one that was always running 24-7-365.