At Grove Collaborative, I managed social strategy and content creation across TikTok and Instagram, helping drive a 107% increase in TikTok followers through strategic planning and platform-native content. I led the TikTok content calendar from ideation to execution, ensuring a consistent stream of trend-aware, engaging videos that aligned with brand and marketing goals. In addition to organic social, I supported performance marketing initiatives focused on customer acquisition and retention, helping align paid and organic strategies to maximize reach and overall campaign impact.