Marketing & Digital Strategy Portfolio

Harris-Walz Presidential Campaign | Social Media Strategy & Digital Growth Lead

Program Excellence: Coordinating Initiatives Achieving 35M+ Views

The Challenge:

• Coordinate multiple social media workstreams across a rapidly scaling political campaign
• Develop repeatable frameworks that enable consistent quality as team grows
• Maintain program efficiency while expanding from 15 to 95 team members

My Contributions:

Framework Development & Knowledge Transfer

• Created viral content playbooks adopted by 60+ team members across multiple pods
• Documented best practices for A/B testing and audience segmentation
• Built content templates that ensured brand consistency across diverse messaging

Cross-Functional Coordination

• Collaborated with strategists, designers, and video editors to maintain content pipeline
• Facilitated daily standups and weekly performance reviews with pod leaders
• Streamlined approval processes reducing content turnaround time by 40%

Performance Optimization

• Implemented testing protocols that increased engagement by 77,185%
• Developed content workflows tracking KPIs across multiple accounts
• Identified high-performing content patterns replicated across team accounts

Program Impact:

• Contributed to 35M+ total views across managed accounts
• Supported team scale from 15 to 95 professionals through systematic knowledge sharing
• Created sustainable content systems still in use across the organization
• Achieved 46,258% increase in profile traffic through coordinated optimization

Why This Matters: This experience demonstrates my ability to build scalable program infrastructure, coordinate diverse teams, and create systems that maintain quality during rapid growth—essential skills for managing large-scale social media programs.

My proven methodologies that contributed to the Harris-Walz campaign's viral success.

Africa Station: Paris Olympics 2024 |

Program Manager

Managing Complex Multi-Stakeholder Programs with €1.5M Budget

The Challenge:

• Coordinate marketing operations across digital, experiential, and partnership channels
• Manage relationships with government officials, sponsors, and creative teams
• Deliver measurable attendance and engagement metrics within budget constraints

Program Management Approach:

Stakeholder Coordination

• Managed weekly touchpoints with Mayor Mohamed Gnabaly's office
• Coordinated between 30+ team members across creative, operations, and partnerships
• Developed communication protocols ensuring aligned messaging across all channels

Operational Excellence

• Implemented project tracking using Asana and Google Workspace
• Created contingency plans for weather, attendance, and technical issues
• Managed vendor relationships for video production, saving 20% on external costs

Data-Driven Adjustments

• Set up real-time analytics dashboards using Google Analytics and Hootsuite
• Pivoted strategy within 48 hours when initial metrics underperformed
• Achieved 3,000+ peak daily attendance through rapid program optimization

Results:

• Successfully managed €1.5M budget with 5% under-budget delivery
• Coordinated 30+ team members across multiple workstreams
• Established frameworks for future cultural programs at international events

Impact Visualized:

Gulbenkian Museum |

Digital Program Coordinator

Executing Cultural Programs Through Strategic Coordination

Program Scope:

• Managed social media operations for Jardim de Verão festival 2023
• Coordinated with artists, curators, and museum staff
• Developed content strategy honoring historical anniversaries: •50th anniversary of the 25th of April (Carnation Revolution) & 100th anniversary of Amílcar Cabral’s birth

Team Coordination:

• Worked with photographer/videographer teams to capture event content
• Collaborated with curator Dino D'Santiago on messaging alignment
• Managed content calendar across Instagram, Facebook, and YouTube

Measurable Outcomes:

• 6,000 new followers through coordinated campaign execution
• 500,000+ Instagram profile views during program period
• Established repeatable framework for future cultural events

Impact Visualized:

Video Production for Strategic Marketing Campaigns

Watson Fellowship | Independent Program Management

Video Summary

Managing Complex Research Program Across 6 Countries

Program Excellence:

• Independently managed $40,000 budget across international locations
• Coordinated with 60+ interview subjects and local partners
• Delivered quarterly reports to foundation board on schedule
• Produced multimedia content achieving 4M+ views

Applied Learning: The cross-cultural insights gained now inform my approach to managing diverse audience segments and understanding community dynamics—critical for social media program management.

The Result:

Integrating Cultural Insights into Digital Strategy

As a Thomas J. Watson Fellow, I conducted immersive research examining the intersections of culture, identity, and digital influence. This initiative bridged theoretical understanding with practical application, testing how cultural narratives translate into digital engagement and audience psychology.

Project Scope:

Leading Marketing & Design for a High-Impact Initiative

Ethnographic Research Across Multiple Countries

• Conducted in-depth cultural analysis to understand identity perception, media influence, and engagement triggers in global communities

Application to Digital Strategy

• Utilized research findings to craft resonant content strategies that foster audience connection and digital influence

Personal Brand Development & Social Media Growth

• Applied insights to develop scalable digital storytelling methodologies, employing A/B testing, viral triggers, and trend analysis to optimize content performance

Impact:

Establishing a Research-Driven Creative Agency

• Expanded TikTok following to over 70,000 users through strategic, research-backed content creation
• Achieved a viral post reach exceeding 6 million, with more than 1.6 million likes, demonstrating high-impact audience engagement
• Founded ADEOSHY Studios, a creative agency collaborating with clients such as Vocal Media, the Gulbenkian Museum, the Olympics, and the City of Saint Denis.

Core Competencies for Program Management

Technical Capabilities

• Video Production: Eliminate need for external vendors, reducing program costs
• AI Implementation: Participated in multiple hackathons, bringing automation expertise
• Data Analytics: Transform metrics into actionable program improvements

Operational Excellence

• Framework Development: Create scalable systems adopted across teams
• Workflow Optimization: Streamline processes for maximum efficiency
• Cross-Functional Coordination: Unite diverse teams toward common goals

Proven Impact

• Managed budgets from $40K to €1.5M while communicating with project stakeholders
• Coordinated teams from 15 to 60 members
• Delivered programs achieving 35M+ views and 77,185% engagement increases

What I Bring to Senior Program Management

With expertise in program operations, team coordination, and scalable system development, I deliver the operational excellence and collaborative leadership needed to drive successful social media programs. My unique combination of technical skills, cultural insights, and proven frameworks ensures programs not only meet metrics but create lasting organizational value.

Let's connect to discuss how my program management experience can strengthen your social media operations and team performance.

Video Summary