Provided digital and social media strategic counsel for the brand’s ongoing worldwide social media content strategy focused on protecting public lands and driving its target audience – self-described outdoors ‘dirtbag’ eco-activists – to take meaningful actions.

Developed Patagonia’s global social media ‘Center of Excellence’ – social media playbooks, operational guidelines, training curriculum, measurement, and reporting framework – to support the brand’s expansion of its marketing team and ensure all global social media activities fit the brand’s voice, values, and master strategy.

Built the brand’s social media measurement framework; reported monthly and quarterly on social media KPIs, providing insights into content and channel performance, and making strategic recommendations for future campaigns.

2016 - 2020