Content Creation: I created viral reels, carousel posts, and Stories to amplify Oak's brand story and drive app downloads. I led all phases of content production, from storyboarding and scripting to filming, appearing on camera/sourcing talent, editing, graphic design, and caption copywriting. I used tools like CapCut, Adobe Premiere and Photoshop, and Figma. 

• 30 Reels
• 11 carousel posts
• +200 Stories

Content Strategy: I researched competitors and comparators and refined Oak's brand voice and tone for social. My content centered around 3 main pillars: community (highlighting the Oak value proposition), education (app tips, ski tips, safety tips, etc), and sustainability (driving climate action through campaigns like). 

A/B Testing: I utilized Instagram's trial reels feature to conduct A/B testing to ensure that we were putting our strongest content forward. I tested different 3 second hooks, post captions, and storylines.

Partnerships: I led partnerships and content collaborations with leading brands and influencers in the outdoor space, from Mammut and Powder Guide to pro skiers like Nikolai Schirmer and IFMGA guides like Dave Searle.

Sustainability Campaign: I partnered with pro skier Nikolai Schirmer to launch the SkiFossilFree.org campaign — a petition to get organized skiing to stop taking sponsorship money from fossil fuel companies. This campaign included an awareness reel, email campaign, and follow up Instagram Stories. Oak drove over 1,000 signatures on the petition.

DEI: I pushed our content to be more inclusive by casting a variety of local talent and showing that everyone belonged in our community. Additionally, by appearing and speaking in some of my videos, I pushed back against stereotypes that skiers and mountaineers can only be men.