How I got here
I started managing social accounts in 2022 the way most people do — one client, no process, figuring it out post by post. What changed everything was the first time a client asked me not "how many likes did we get" but "how many customers came from this."
That question reshaped how I work. I stopped treating platforms as separate creative exercises and started treating them as a single distribution system, with content as the input and business outcomes as the only metric that mattered.
Since then I've worked with wellness studios, hospitality groups, fashion labels, fintech startups, and B2B SaaS teams — different audiences, same discipline: know exactly who you're talking to, say something worth their attention, and measure whether it moved the number that matters.
Today I run a focused practice, taking on a small number of clients at a time so every account gets the attention it would from an in-house hire — minus the ramp-up time.
