Marketing & Digital Strategy Portfolio

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

Executive Impact: Driving 10M+ Reach & 35MM+ Views in Digital Advocacy

The Challenge:

Mobilizing millions of potential voters through social-first engagement in a rapidly shifting political landscape

• Creating viral, shareable content that transcended traditional campaign messaging
• Implementing a data-backed strategy that sustained engagement growth at an exponential rate while scaling internal operations

The Strategy:

Data-Driven Content Engineering

• Developed a psychology-based content strategy leveraging behavioral triggers and A/B testing to optimize engagement
• Executed agile digital storytelling, seamlessly blending policy messaging with high-retention creative formats

AI-Optimized Viral Content Execution

• Designed and deployed real-time engagement tactics to boost virality within the first 15 minutes of content publication
• Utilized carousel posts, strategic hashtagging, and trend-driven storytelling to sustain engagement velocity

Scalable Cross-Platform Social Growth

• Led full-funnel optimization for TikTok, Instagram, Facebook, and Twitter, ensuring multi-platform synergy
• Built a reproducible content strategy, successfully scaled across multiple accounts with different messaging and demographic targets

Leadership & Team Growth

• Managed and trained a 15-person team, coaching internal teams on viral content frameworks and data-driven growth tactics
• Performance of strategies secured new stakeholder investments, enabling expansion from 15 to over 95 employees across three teams, each benefiting from the content infrastructure developed

Impact & Results:

• 10M+ total reach across campaign social media channels
• 6M+ weekly views, sustaining peak engagement
• 5.9M new viewers acquired within a single reporting period
• 35MM+ total views across managed accounts, with a 30% month-over-month increase
• 77,185% growth in engagement, setting new virality benchmarks
• 46,258% increase in profile traffic, fueling voter awareness and advocacy
• Secured stakeholder investments, leading to the launch of two additional initiatives under the organization

Why This Matters:

• Redefining Political Digital Marketing: Architected a scalable internal framework that trained teams and expanded operations from 15 to over 95 people across three divisions in just five months, setting a new industry benchmark for political digital engagement
• Scalable Impact: Demonstrated how data-driven storytelling, behavioral marketing, and real-time optimization can drive viral momentum and sustainable audience growth
• Leadership in Action: Beyond content execution, engineered a system for digital influence at scale, trained internal teams, and drove operational expansion, ensuring long-term strategic success

What This Means for Future Employers:

If you're seeking a visionary marketing leader capable of architecting high-impact, data-driven engagement strategies at scale, let's connect. The methodologies developed are applicable to any high-growth brand aiming to dominate digital engagement, drive revenue, and expand market influence.

With expertise in digital transformation, audience growth, and viral marketing, I am the VP, CMO, or Global Marketing Lead your brand needs to achieve exponential impact, category leadership, and sustainable growth.

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

African Station and African American Weekend: Paris Olympics 2024

Crafting a Unified Brand for a Global Cultural Celebration

The Challenge:

• Establish a compelling, cohesive brand identity for Africa Station and African American Weekend at the Paris 2024 Olympics, celebrating African and African American culture on the world stage
• Drive international visibility and attract global visitors to Saint Denis, positioning it as a cultural epicenter
• Foster pan-African unity through a shared narrative that honors the continent’s rich heritage and diaspora influence
• Overcome logistical and creative complexities, ensuring seamless execution of a large-scale, multi-stakeholder event

The Solution:

Designing an Immersive Brand Experience

To meet this challenge, I developed and executed a holistic branding strategy, integrating visual storytelling, digital engagement, and cross-sector partnerships to create an experience that resonated with a global audience.

Project Scope:

Leading Marketing & Design for a High-Impact Initiative

Brand Identity & Narrative Development

• Conceptualized a comprehensive brand identity system reflecting the cultural richness of African and African American heritage

• Designed a visual storytelling framework that wove together historical, artistic, and contemporary narratives to create an immersive experience

Digital & Social Media Strategy

• Led multi-platform digital engagement, managing content creation, strategic messaging, and community interaction

• Drove audience growth and event awareness, optimizing reach through data-driven insights and targeted engagement strategies

Visual & Environmental Design Execution

• Oversaw all visual branding elements, from logos and promotional graphics to large-scale event signage and environmental installations

• Ensured seamless brand consistency across print, digital, and physical spaces, elevating the event’s aesthetic impact

High-Level Strategic Partnerships

• Collaborated with key stakeholders, including Mayor Mohamed Gnabaly (Île-Saint-Denis), Olivier N’Guessan, La Maison de l'Afrique, and Amber Clifford of Murai Consulting

• Aligned multi-organization objectives to strengthen sponsorships, media visibility, and event credibility

Website & Digital Infrastructure

• Designed the event’s official website, serving as a central hub for information, registration, and engagement

• Prioritized user experience (UX) and accessibility, ensuring a seamless and visually compelling digital presence

Impact:

A Groundbreaking Cultural Platform on the Olympic Stage

• Attracted a significant daily audience, with peak events drawing substantial attendance
• Designed and executed high-impact storytelling and brand activations, positioning Africa Station as the premier Olympic cultural diplomacy initiative
• Secured strategic media partnerships and sponsorships, elevating global visibility for African representation at the Olympics
• Strengthened brand partnerships, securing institutional support and long-term collaborations

This initiative not only celebrated African and African American culture but also set a new standard for cultural representation at global events, demonstrating the power of cohesive branding and strategic collaboration.

Impact Visualized:

Lisboa Criola x Gulbenkian Museum 2023

Elevating Cultural Impact for Jardim de Verão 2024

The Challenge:

• Enhance the cultural significance and visibility of Jardim de Verão 2024 at the Gulbenkian Museum, celebrating diverse expressions through music, cinema, and discussions
• Craft resonant messaging and a cohesive digital strategy that honors the event’s historical importance while boosting audience engagement

The Solution:

Developing a Strategic Storytelling Framework

• To achieve these objectives, I devised a comprehensive approach that combined visual content, social media engagement, and narrative development to amplify the event's reach and impact.

Project Scope:

Leading Marketing & Design for a High-Impact Initiative

Photography & Videography

• Captured the festival’s vibrancy, performances, audience interactions, and immersive atmosphere to drive visual storytelling

Social Media Marketing

• Co-led the optimization of digital strategy, ensuring event narratives were cohesive, compelling, and widely distributed across platforms

Messaging & Cultural Authenticity

• Collaborated directly with music curator Dino D’Santiago to refine the messaging framework, ensuring narratives translated effectively across languages and cultural contexts

Brand Story & Legacy Positioning

Centered the event’s storytelling on two landmark anniversaries:

•50th anniversary of the 25th of April (Carnation Revolution)

•100th anniversary of Amílcar Cabral’s birth

Designed messaging that positioned Jardim de Verão 2024 as a catalyst for future cultural solidarity and expression

Impact:

Enhancing Event Visibility & Audience Engagement

• Attracted over 6,000 new followers across social platforms
• Achieved more than 500,000 additional Instagram profile views during the campaign
• Positioned Jardim de Verão 2024 as a leading cultural festival in Portugal

Why This Matters:

This project transcended traditional event promotion by shaping cultural narratives, enhancing digital impact, and preserving legacy storytelling. Through strategic content marketing and immersive storytelling, Jardim de Verão has been established as a pivotal event in cultural diplomacy and historical commemoration.

Looking for a marketing director who can elevate cultural storytelling, brand impact, and audience engagement at scale? Let’s connect.

Impact Visualized:

Video Production for Strategic Marketing Campaigns

🌍 Global Ethnographic Research & Digital Brand Strategy

Video Summary

Leveraging Global Ethnographic Research for Digital Influence

The Challenge:

• Explore cultural identity and social dynamics through a global ethnographic research project
• Apply these insights to personal brand development, digital storytelling, and audience engagement
• Achieve significant social media growth and establish a creative agency partnering with leading global institutions

The Solution:

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 esteemed clients such as Vocal Media, the Gulbenkian Museum, the Olympics, and the City of Saint Denis.

Why This Matters:

This project exemplifies the fusion of academic research, digital engagement, and brand innovation. By integrating ethnographic insights with audience psychology, I developed a scalable content framework that drives viral impact, brand authority, and strategic partnerships.

Seeking a marketing leader with a unique global perspective on digital influence, audience growth, and cultural storytelling? Let’s connect.

Video Summary