Here are some of my recent projects.
Led TikTok-first content strategy and creative direction to shift Liv’s account from search-dependent discovery to algorithm-driven growth. In 85 days, the strategy generated 2M total post views, 82% For You Page traffic, and ~940% month-over-month growth.
LIV RITCHIE
- Visibility shift from search-driven to algorithm-driven: 82% For You Page traffic
- Views acceleration: 115K → 609K → 2M total post views (Aug–Oct 2025)
- Growth impact: ~940% month-over-month growth within the partnership window
- Audience expansion: 3,480 new followers and 967,000+ new viewers
- Engagement: 13% engagement rate (vs typical industry average ~5–7%)
- Discovery over echo chamber: 98% of viewers didn’t follow Liv yet (new audience reach)
Outcomes
- Repositioned content for algorithm distribution: stronger hooks, tighter pacing, higher retention, and repeatable “series” formats
- Maintained consistent audience focus (93% female, 83% ages 18–34) and tailored messaging accordingly
- Expanded format versatility so multiple formats consistently hit the same demographic while improving watch time + conversion behavior
Strategy
- Content was search-dependent (55–79% search traffic) with slow, steady growth (~16.7K average monthly views)
- Sensitive subject matter needed to be handled with emotional intelligence while still performing algorithmically
- Needed repeatable formats that could scale without losing brand integrity
Challenges
Liv’s content was performing steadily but relied heavily on search traffic, meaning people had to find her — the algorithm wasn’t serving her broadly. I rebuilt the content strategy around algorithm signals (watch time, format, retention, repeatable series), tightened audience targeting, and guided a consistent publishing system that moved her from search-driven reach to For You Page distribution.
Project Synopsis
Led digital rebrand and social growth strategy for North Point Pediatrics to modernize their online presence and build trust with families. Achieved +887% Instagram reach, +246% Facebook engagement, and +66.7% website traffic from social in 7 months.
NORTH POINT PEDIATRICS
- +887% Instagram reach over 7 months
- +246% Facebook engagement
- Individual posts reaching up to 8.5K people
- +66.7% increase in website traffic from social medi
- Transformed a minimal online presence into a consistent, growing digital brand that builds trust with families
Outcomes
- Redesigned and rebranded the website to improve usability, clarity, and trust
- Created cohesive branding assets across digital touchpoints
- Developed and executed a strategic social media content plan tailored to parents and caregivers
Strategy
- An outdated digital presence that didn’t reflect the quality of care provided
- Inconsistent branding and messaging across platforms
- The need to communicate medical information clearly while remaining warm and parent-friendly
Challenges
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North Point Pediatrics needed a cohesive digital presence that felt modern, approachable, and trustworthy for parents while clearly communicating medical information. I led a full website rebrand, developed new branding assets, and implemented a strategic social media plan focused on education, clarity, and community connection.
Project Synopsis
Video production support for a community-driven festival, creating engaging event-focused content for social and promotional use.
ATLANTA MUSHROOM FESTIVAL
- A library of high-quality video assets for ongoing promotion
- Strong engagement on event-related social content
- Visual documentation that extended the life of the event beyond the festival dates
Outcomes
- Planned and captured short-form and long-form video content on-site
- Filmed educational moments, vendors, and community interactions
- Delivered edited assets optimized for social and promotional use
Strategy
- Capturing a multi-day, fast-moving live event
- Translating an in-person experience into engaging digital content
- Creating usable assets under tight timelines
Challenges
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Atlanta Mushroom Festival brought me on specifically for video production to capture the energy, education, and community behind the event. My role focused on producing high-quality video content designed to support promotion, documentation, and post-event visibility across digital platforms.