AidData, Communications Associate (2024-Present)
The Challenge: When I joined, federal policy shifts threatened AidData's funding and we needed to find new audiences. But our digital outreach was stale. I had no ad budget and was immediately considered the multimedia and social media expert on the team.
My Approach: Align with leadership on target audiences. Systematize digital output via weekly 'Map Mondays' and 'Table Tuesdays' posting. Prioritize video as the primary content format. Focus on compelling stories in funder outreach.
The Results:
- More than 30 videos produced.
- 78% increase in impressions on X; 100% increase in engagement rate on Facebook; 500% increase in impressions on LinkedIn, 40% increase in LinkedIn followers, and 400% more site traffic from social media compared to peer brands.
- Collaborated on multimedia content with the BBC, the Gates Foundation, and the National Bureau of Asian Research (NBR).
- Social media design led to editorial support on our major “Chasing China” report.
My Takeaway: Producing content about dense topics requires genuine comprehension. Then, integrating AI into every part of my workflow—from scripting, to video editing, to social media copy, to iteration—accelerates output and fosters meaningful engagement.
Freelance, Digital Content Producer & Strategist (2022-Present)
The Challenge: Without institutional support, I've had to build trust quickly with clients who often lack multimedia experience and are unclear about their desired outcomes, then deliver polished work on ad-hoc timelines.
My Approach: Clarify goals and expectations with a creative brief before the project begins. Communicate my process along the way to ensure alignment and avoid costly revisions.
The Results:
- Edit short-form video explainers with captions and help design social media strategy for a soccer training company with 601k followers across Instagram, TikTok, & YouTube to drive engagement to conversion to their AI-powered training app.
- Created behind-the-scenes video and developed a digital distribution strategy for a photographer on a Financial Times shoot.
- Recorded and edited a weekly podcast series featuring conversations between elected officials and college students.
My Takeaway: Stories move people, but collaboration takes a shared vision. Especially on ad-hoc engagements, an agreed-upon brief creates the transparency necessary for creative freedom.
Virginia Association of Broadcasters, Intern (VAB) (2024)
The Challenge: As a summer intern at WMBG radio, I wrote and produced ads for 20+ industries I’d never worked in while editing a weekly podcast and managing and expanding their social media presence.
My approach: I structured my week around recurring programming. This rythm freed up my time to build out their TikTok, refine ad-copy based on research, and experiment with more complex audio design in Adobe Audition.
The Results:
- The ad series I wrote, recorded, and edited for FM 93.5 on behalf of Rambo Research and Consulting won “Best Advertisement: Small Market Radio” at the 2025 Virginia Association of Broadcasters Awards competing against all Virginia Radio professionals.
My Takeaway: Learning technical skills is straightforward, but creating client value requires understanding their competition and goals, then building systems that free time for iteration.
William & Mary, Honors Fellow & Research Assistant, (2021-2024)
The Challenge: To make dense findings land with non-expert audiences. I lead a 4-person data collection team on an analysis for state officials and independently completed a demographic analysis for a non-profit.
My Approach: Created a review process to catch and correct data errors ahead of delivery. Prioritized visually engaging research outputs for stakeholders.
The Results:
- Findings presented to the Office of Governor via Canva graphics.
- Non-profit used my research findings to update their approach.
- Won 2nd prize in a 3-minute thesis presentation competition and the Psychology Department’s “Award for Excellence in Community Service” upon graduation
My Takeaway: Data-heavy research may be empirically valid, but to get uptake with key stakeholders, you need compelling stories.
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