I’m a social media and brand marketing leader who creates
distinct voices, relevant content, and communities
people ACTUALLY want to join.
How can we make this relevant again?
For Urban Decay’s Naked Palette relaunch, I built a social-first tease-to-reveal system across Instagram, TikTok, and Reddit, using nostalgia, an ‘accidental’ product leak, platform-native storytelling, and community conversation to make the return feel culturally inevitable
Led the social story behind a cult product’s return: a tease-to-reveal arc, an ‘accidental’ product leak, nostalgia-led conversation, and coordinated community management across Reddit, TikTok, and Instagram. Creator content was syndicated into organic channels, while Pass the Baton connected beauty generations: OG YouTube beauty influencers passed a metaphorical baton shaped like the Naked Palette to today’s TikTok beauty influencers.
Established and executed distinct community voices for P.F. Chang’s and Youth To The People: playful, fast, product-smart, and fluent in Gen Z language without sounding forced. Proactive commenting, cultural participation, viral replies, social listening, and real-time escalation made each brand more visible, strengthened sentiment, and turned comment sections into an extension of organic content people wanted to keep engaging with.
Across Lancôme, IT Cosmetics, Urban Decay, Maybelline, P.F. Chang’s, Patrón, and more, I served as the agency’s trend guru. Each week, I curated industry-specific trend reports with clear recommendations for content strategy, then shared emerging signals in a dedicated Slack channel called #irenstrends so teams could move quickly. The work connected trend research to brand-right strategy while building our ability to anticipate what was coming next, not just react to what was already popular.
Led a team of direct reports through an assembly-line social newsroom for the amfAR Gala at Cannes. I designed the workflow and assigned clear roles across Getty Images intake, asset selection, real-time strategy, captioning, talent collaborations, partner approvals, hashtags, and publishing. Throughout the night, I made editorial calls, unblocked approvals, and coached the team in real time, turning red-carpet moments into a fast, polished live narrative aligned with the event’s advocacy mission.
I’m chronically online with a strategist’s brain. I translate what people are sharing and talking about into social strategies that give brands a sharper voice and stronger relevance.
