About

As the social media and digital client lead for the U.S. Department of Health and Human Services (HHS), I developed HHS’s first social media content strategy, planned and executed its first paid social media campaign, managed and scheduled content, and consulted on crisis communications during the COVID-19 pandemic. Our content strategy was a mix of organic and paid campaigns to promote specific initiatives, and “always on” content to promote prevention and awareness topics, events, and general health information.

A year after I was hired for this role, the pandemic hit and I was propelled into one of the most important social media jobs in the world. Suddenly, HHS and my team were tasked with educating an entire nation about COVID-19, how to protect themselves, and how to navigate rapidly changing guidance, all during one of the most politically charged moments in U.S. history.

So how do you communicate clarity, trust, and calm at a time like that? It wasn’t easy, but with thorough research, reviews, quality checks, and an obsession with detail and process, we steadily churned out high-quality content and campaigns designed to educate, not alarm. The result? An 800% increase in average engagements, +1 billion impressions and engagements, and multiple awards for the effectiveness of our campaigns.

My time with HHS wasn’t just about COVID, though. We developed and promoted content on many topics, including mental health, women’s health, and substance abuse - especially opioid addiction. In fact, I planned and executed HHS's first ever paid social media campaign aimed to raise awareness of the risks of opioid use while increasing brand awareness of HHS, resulting in a 280% month-over-month increase in impressions.