Starbucks
Teavana Community & Brand Experience Manager
Teavana came to me mid-rebrand β new products, new positioning and a social presence that hadn't kept up. The community was disengaged, the brand voice was inconsistent across platforms and there was no operational framework governing how the brand showed up in real-time: how it responded, what it approved, how it handled product questions or influencer inquiries. My first task was to assess and build the infrastructure before the content strategy could mean anything.
I created the Teavana Community Moderation Guide β a comprehensive editorial and community operations document covering platform-specific response frameworks for Twitter and Instagram, brand voice and tone standards, UGC acquisition protocols, product FAQs and influencer and media inquiry handling. That document became the operating standard for the brand's online community. From there I overhauled content across channels, developed the social strategy for the global rebrand launch, managed creator and influencer relationships including a Super Bowl LIII partnership with Stefon Diggs, and partnered with Bustle on an Art Basel pop-up activation.
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