LinkedIn 💼
Providing strategic direction for video content & end-to-end social event marketing support
Live from the LinkedIn Studio at Cannes Lions:
The Rise of the Professional Creator
In June 2025, I provided on-site support for our LinkedIn Studio at Cannes Lions. Hosted in the Carlton Cannes, we partnered with Adobe on an onsite video activation, highlighting the power of Adobe Express for video editing, while doubling down on LinkedIn’s prioritization of in-feed video.
In our studio, we welcomed the leading voices in B2B—from decision-makers and executives, to thought leaders and influencers. I worked closely with our production and editing team to provide strategic feedback, allowing us to share bespoke video assets with our customers, and across our channels, in real-time.
We promoted our livestreams via Event Ads, allowing us to both democratize our content to a larger audience while serving our audience livestream content before, during and after Cannes Lions. By leveraging Event Ads, we outperformed our on-platform benchmarks for livestream views, attendees and engagement rate. No surprise, our livestream highlighting the rise of the professional creator (below) saw the most engagement across the board.
LinkedIn at IAB NewFronts:
Sizzle Reel
In May 2025, LinkedIn made its debut at IAB NewFronts to share major announcements around our product roadmap. I was tasked with leading marketing and promo end-to-end—from crafting on-platform social coverage, to equipping execs and sales leads with enablement kits. I also partnered closely with our host, influencer Allie K. Miller, on her branded on-platform video.
Working closely with our video agency, I provided guidance and editorial oversight for a series of short-social videos—from the sizzle reel (below) to keynotes from our internal leadership team.
Leading social strategy alongside hands-on content creation
LinkedIn at ADCOLOR:
In 2023, I partnered with the Diversity, Inclusion and Belonging (DIBs) team at LinkedIn to craft a short social recap video highlighting our presence at the ADCOLOR conference and awards.
Working alongside the DIBs team and leveraging user-generated content, I crafted a short video with a dynamic voiceover to showcase our activation and key takeaways.
Launch of BrandLink:
Ahead of IAB NewFronts, I partnered with our communications team on a series of social posts, highlighting LinkedIn creators involved in the BrandLink program.
I worked closely with cross-functional partners to gather vetted quotes and headshots and then built out a ‘flipbook’ or carousel to be shared on-platform. This repeatable social format garnered high engagement and was an easy way to highlight the product launch in an accessible, dynamic way.
LinkedIn x StackAdapt content series:
In early 2025, LinkedIn partnered with StackAdapt on a series of sponsored posts across the LinkedIn for Marketing social channels. From on-platform articles, to a series of short, social videos, this content rollout highlighted the importance of human-AI collaboration in storytelling and ad campaigns, with a CTA around StackAdapt’s solutions.
In partnership with our content team and sponsorship team, I crafted a concise script, filmed a short social video via Riverside and edited the video in Canva.
This Week in Marketing Newsletter:
In April 2022, I helped launch the first LinkedIn for Marketing on-platform newsletter, This Week in Marketing, gaining more than 1 million subscribers over two quarters.
Working with our editorial team, we published nearly 50 editions in a year, on a weekly basis.
University of California 📚
Experimenting with new content and channels
We want to return to this TikTok:
In the fall of 2021, I worked with students across the UC campuses to craft an original TikTok, encouraging folks to get vaccinated upon the return to campus.
After gathering solely user-generated content from across the nine UC undergraduate campuses, I edited and published our first TikTok on the UC channel, elevating the voices of our students, rather than sharing a polished, heavily UC-branded piece of content. It’s worth noting that we were also the first verified UC handle.
Leveraging community conversations to inform content strategy
Fig. 1 - What’s the difference between Hispanic, Latino and Latinx?:
In timing with Hispanic/Latinx Heritage Month in 2021, I worked with our video team to explore the origins of the terms ‘Hispanic,’ ‘Latino’ and ‘Latinx.’ These terms are always evolving and, rightly so, generate conversation beyond an academic environment.
The post itself spoke to comments that were made from our audience on social around using the term ‘Latinx.’ In addressing the origins of these words head-on, the post demonstrated that rather than taking the bait of previous social comments, we instead used them as a catalyst for a larger conversation around identity, featuring a UC Berkeley researcher and expert on the topic.