Viral Social Moments
I love building campaigns that make people stop, watch, share, and talk. My work in social and digital has always been about finding the spark: the hook that captures attention, the audience insight that makes it land, and the strategy that turns a good idea into real momentum. I started my career growing audiences on social media at Guinness World Records (a multi-entertainment brand), by translating cultural moments into content people actually want to engage with.
Over time, that grew into larger B2B and B2C campaigns across product marketing, brand partnerships, paid media, e-commerce, and integrated go-to-market launches. Whether I’m shaping the social strategy, building the digital rollout, or helping a bigger campaign come to life, my favorite challenge is turning attention into meaningful brand conversion.
How One Tweet Led to Sold Out Purchases
THE STORY
While managing North American social media for Guinness World Records, I spotted a major cultural signal before it fully broke mainstream: BTS’s explosive fan response after their AMAs performance. The next morning, I went through the newest Guinness World Records book, which was actively being promoted for sale, and found that BTS had a featured record their fans did not seem to know about yet. I turned that discovery into a real-time social commerce moment: a celebratory tweet that congratulated the band, tapped directly into the AMAs conversation, used the right tags and fan behavior, and included a tracked purchase link to the book before posting.
THE RESULTS
The post became the most circulated tweet in company history during a key selling period, generating 200K+ engagements and turning one timely social insight into a major product sales driver. BTS fans immediately began sharing the record, celebrating the achievement, and buying the book, leading to sellouts across bookstores and online retailers in South Korea and other international markets. With an estimated 75,000 books sold, the moment drove approximately $1.9M in retail sales impact using organic content, increased web traffic, and proved how powerful social strategy can be when cultural timing, audience obsession, product relevance, and conversion thinking collide.
A Well-Thought Out Instagram Stories Strategy Led to a Snapchat Show Deal
THE STORY
Before Instagram Stories and Snapchat-style vertical content became standard for brands, I helped Guinness World Records move early into a new era of social storytelling. I built the North American Instagram Stories strategy from the ground up, using daily content, repurposed video, record-breaking moments, and platform-native storytelling to make a legacy media brand feel current, playful, and built for mobile audiences. That early work was recognized by PRNEWS, which named Guinness World Records one of four brands using Instagram Stories well and praised the content as “great storytelling.”
THE RESULTS
That early platform growth strategy helped unlock an entirely new revenue opportunity. Snapchat approached Guinness World Records to create a recurring Snapchat Discover series, turning what began as experimental vertical social content into a monetized media product with a dedicated audience and a 50% ad revenue share. The initiative expanded the brand’s social production resources, created a new income stream, and proved that a legacy media brand could move quickly, adopt emerging platforms early, and turn audience behavior into real business value.
The Meta Live Frontier Paved the Way for Mastering Programming and Retention
THE STORY
When Facebook was investing heavily in Live video, Guinness World Records was selected as one of the media brands helping prove what the format could become. As part of the North American digital team, I helped support a recurring live programming strategy built around real-time record attempts, talent moments, audience participation, and platform-native engagement. My role sat at the intersection of content planning, talent coordination, live audience engagement, and performance learnings. I helped shape programming ideas around timely cultural moments, supported outreach and segment planning, mapped Lives into the broader social calendar, and worked with the team to understand what kept audiences watching, commenting, voting, sharing, and staying engaged in real time.
THE RESULTS
The program turned Guinness World Records into an early example of how a legacy entertainment brand could use live social video like a modern broadcast channel. By testing hooks, audience prompts, interactive tools, talent formats, and retention strategies, we helped build a repeatable live content model for a platform that planned up to 40 Guinness World Records Live videos per month. That momentum later evolved into Beyond the Record, a Facebook-commissioned five-episode Facebook Watch series that transformed the live programming learnings into a more polished, produced entertainment format. The work proved that Guinness World Records could create scalable platform-native content with audience demand, brand value, and long-term monetization potential.