Social Media Specialist

Reconnect with audience through emotional storytelling.

What I Bring to the Table?

I help brand win attention with empathy, not noise. My goal is to craft content systems that resonate emotionally, perform consistently, and align with your business objectives across every touchpoint of the social ecosystem.

Here's how I get it done:

Phase 1: Discover the Insight

Goal: Uncover emotional tensions and unmet needs that drive engagement.

Before planning content, I get clear on what actually matters to brand audience, not just what’s trending.

I dig into:

• Audience mindsets: age, life stage, behaviors, pain points, daily tensions
• Social listening: comments, hashtags, DMs — the places people are honest
• Competitor content: what’s working for others (and where Richell can stand out)
• Existing page performance: what deserves a second life
• Tone of voice: whether it speaks with brand audience or at them
• Match global creative and brand guidelines

✦ On Richell’s Facebook, I found that real-mom stories brought 3x more engagement than bottle feature posts. That insight flipped the entire strategy — and made the audience the hero.

Phase 2: Share the Strategy

Goal: Translate insights into a modular content ecosystem aligned with business and brand.

I design:

• A content system: emotional storytelling, education, testimonials, product spotlights
• Platform-specific strategies (Meta ≠ TikTok ≠ IG — I adapt each)
• Visual rules: layouts, colors, formats for brand consistency
• Content calendars: built with moments that matter and space to jump on trends
• KPIs that reflect actual value: shares, saves, clicks — not vanity metrics
• Cross-functional sync: aligning social with product, CS, trade, and media

✦ For “Give Some Space,” I built 3 core storytelling pillars: “Daily Life Tension,” “Pet Comfort,” and “Home Harmony.” Every post connected to one, creating story, rhythm, and recall.

Phase 3: Execute with Precision

Goal: Bring the plan to life across channels, formats, and moments.

I manage creative briefing and asset direction to ensure nothing is random. Every output ties back to strategy, brand tone, and business goals.

Activities Include:

• Reels/TikTok Production: Short-form storytelling optimized for hooks, pacing, and retention
• Carousel Copywriting: Educational content and product tips in scroll-friendly format
• KOC/KOL Seeding: Influencer mapping, outreach, gifting kits, and performance tracking
• PR Integration: Coordinated story drops for major launches or key moments
• Photo & Video Shoots: Concepting and briefing based on platform needs (e.g., square vs. vertical, visual hierarchy)
• Community Engagement System: Comment reply tone, inbox support guidelines, and surprise-and-delight programs
• Paid Campaign Integration: Ensuring paid assets align with organic storytelling (so they feel native, not intrusive)

In “You Are My Star,” poetic captions and real mom–baby visuals created emotional resonance.

Posts weren’t just seen. They were felt. People shared stories, not just emojis.

Phase 4: Measure, Learn & Scale

Goal: Turn scroll data into growth decisions.

I track, test, and evolve content continuously to stay responsive and effective.

Activities Include:

• Weekly/Monthly Reporting: Deep dives into top posts, content themes, timing, and follower insights
• A/B Testing: Test hooks, thumbnails, caption formats, CTA placement, hashtags
• Trend Looping: Identify emerging content trends and adapt them for your brand voice
• Mid-campaign review + content pivoting
• End-of-campaign wrap with clear learnings + next-step recommendations

In “You Are My Star,” performance data showed moms saved tip-focused posts more than emotional ones. Increased educational content by 40% and saves rose 2.3×.

In “Give Some Space,” ASMR-style content doubled watch time. Shifted focus mid-campaign and 2× organic reach by the end.

What you get (and why it works)