The Juice Plus+ Company
Senior Director, Global Social Media · 2025–present

Mandate: Rebuild the Juice Plus+ digital footprint, turning an under-developed social presence into a multi-channel content, creator and commerce engine that works across global markets.

Starting point: Mostly static and hi-fi posts cross-posted to Facebook and Instagram with no channel segmentation. No influencer program, no TikTok, no reporting history, and a content calendar kept in a spreadsheet.

Leadership

• Built the operating model from the ground up: restructured social headcount to build a U.S.-based team, assembled an agency and creator bench, and introduced performance reporting for the first time

• Expanded the brand across Meta, YouTube, LinkedIn and TikTok with channel-specific strategy and a 158-post monthly organic cadence

• Refreshed the brand's look on social — brighter, lifestyle-led and product-forward — and unified profiles across every channel into one recognizable presence

• Creative directed, sourced and produced social photo and video shoots as needed, from concept and talent to final assets

• Launched TikTok, Shop and the brand's first influencer program from a zero base

• Built a cost-efficient UGC engine feeding organic, paid media, web and email

• Led real-time social coverage of every U.S. event, conference and leadership summit, from concept and on-site filming to editing and same-day publishing
  

Business impact (Aug 2025 – Aug 2026 vs. prior year)

• Published output up 340% to 2,200+ posts across the network

• Engagements up 101%; video views up 149% to 5.7M

• Net audience growth up 85%, reversing follower churn

• Click-through rate up nearly 7x; link clicks up more than 1,600%

• TikTok: 236 videos and 2.3M impressions since the October 2025 launch

• Influencer program: 17 creators delivered 65 posts and 1.7M organic impressions in the program's first pilot campaign

• Sourced a UGC pipeline at about $246 per video; amplifying it in Meta ads lifted ROAS 30% month over month, a clear shift in paid performance (Aug 2026)