Working as the lead liaison between MassMutual and creative production teams, I developed a holistic strategy that aligned business goals with content execution. My responsibilities included:

• Partnering with the client to define objectives and audience segments.

• Selling in the concept, birthday-themed messaging tied to life planning—within creative, strategy, and budget constraints.

• Coordinating production logistics, talent scheduling, and content planning to bring the idea to life.

We executed premium-quality social and feed creative, including stop-motion and POV-style experiences—engaging formats that stopped thumbs mid-scroll. Assets included Facebook Instant Experience formats and short, attention-grabbing social reels. Every element wove in storytelling and linked life milestones to MassMutual services.

On the media side, I advised on targeting strategies and ad unit selection optimized for acquisition funnels. I supported the client in reviewing performance data and worked with team members to iterate creative based on early insights, and maintaining clarity about scope, costs, and delivery.