Philosophy
I build and run brand content engines end to end — strategy, concept, photography, editing, community, and paid — for craft beverage brands operating in some of the most regulated categories in social. Across a heritage brewery at national scale, a growing multi-location brand, and a startup in an emerging category, I've turned social accounts into real growth channels: millions of views, engagement that beats industry benchmarks, and communities that convert and stay.
What sets my content work apart:
The brand is ambient; the audience's life is the subject. Awareness content isn't a product ad — it's a moment the audience recognizes as their own, with the brand living inside the scene. That's what earns the share, the save, and the follow.
I own the whole stack. I concept, shoot, edit, and publish — so the vision never gets lost in a handoff, and brands get premium creative output without premium creative spend.
I prioritize platforms by return, not vanity. Working in regulated categories means knowing where a brand can actually compound equity and where it can't (see the platform note below).
Community is retention. Growth that lasts comes from a community that feels seen, not from chasing one-off virality.
Across accounts: a 60,000+ community grown and re-energized at Highland with a 12.92% Instagram reach engagement rate (4–12x the industry standard); multiple posts past 1–3 million views; +8,000 followers in nine months at Appalachian Mountain Brewery; and a regulated-category startup built from a near-standing start — all with photography and creative direction I produced in-house.
Case studies: Highland Brewing Company · Appalachian Mountain Brewery · AMB Taprooms (Mills River & Boone) · Modern Alchemist
A note on platform strategy:
Every brand I've managed has lived in a regulated category — alcohol, THC, CBD — and that reality shapes platform strategy. TikTok's content and advertising policies routinely flag, restrict, or remove compliant category content, which makes sustained brand-building there inefficient and unpredictable. Rather than pour resources into a platform actively working against the category, I concentrated energy where the brand could actually compound equity — Instagram and Facebook — while keeping a TikTok presence for the moments it could break through (the Highland Tartan Army reel pulled 23K TikTok views on its own). Prioritizing platforms by real return, not vanity presence, is a strategic decision — not a gap in the work.