Narrative Direction
Role: Communications Strategist & Digital Growth Lead
Overview | Strategy & Execution
The organization required a more unified and sustainable digital presence—one capable of supporting expanding initiatives, engaging diverse audiences, and operating effectively across teams and platforms.
Led the launch and long-term growth of the Foundation’s digital communications ecosystem by defining channel strategy, content pillars, and editorial direction across social, newsletters, and digital campaigns. Established scalable content systems, workflows, and governance to ensure consistency, efficiency, and narrative alignment. Integrated newsletter strategy as a core owned-media channel, strengthening audience relationships beyond social platforms.
Partnered closely with internal teams to align digital storytelling with organizational priorities, translating mission-driven work into cohesive, multi-channel narratives that drove sustained audience growth and engagement.
3.4M+
Organic impressions (4-year period)
+299%
Organic audience growth(4-year period)
+2,838%
Video views growth
Newsletters & Internal Communications
Editorial storytelling and internal messaging designed to build alignment, trust, and ongoing connection across the organization
External Newsletter
Internal Communications
Digital Communications
Integrated digital initiatives and long-form video storytelling, including YouTube, that translate organizational priorities into cohesive, multi-channel narratives.
Campaign Ecosystem: video → social → newsletter → community touchpoint
Campaign Impact
3.9M impressions (+99%)
271K engagements (+90%)
6.9% engagement rate
12.8K link clicks (+64%)
Channel strategy and content systems driving consistent, values-aligned storytelling and audience engagement across platforms.
