In 2025, the responsibilities of my team at Tripadvisor expanded to include paid social creative and influencer marketing strategy.

Through the creative application of our social media strategy, we developed campaign-leading creative; social delivered consideration lift nearly double our campaign benchmark.

When exposed to the full funnel, ad performance greatly improved, with CVR improving by more than fifty percent with double-digit CTR improvements.

I believe creating and nurturing environments where novel, unexpected ideas can thrive is key to my work, and is something I am passionate about. 

An example of this is #currents, a cross-functional, writer's room-style Slack channel where teams can share, without judgement, out-of-the-box ideas and opportunities.

This environment allowed us to capture the hearts of BTS fans and generate headlines for Tripadvisor's rebrand.

Guided by our strategic framework and enabled by a collaborative, social-first culture, my team has been able to repeatedly bring Tripadvisor into cultural moments before they peak. 

This has included being the first brand to partner with rising social sensations The Welsh 5 and @dinewithkent, and being the driving force behind hit TikTok show, "The Group Chat," going to Costa Rica.

Utilizing AI-powered tools, I developed a moderation workflow that allowed our team to protect our community and brand from inappropriate and fraudulent comments at scale across tens of millions of ad impressions each month. 

In 2025, this workflow reviewed nearly three hundred thousand cases, flagging tens of thousands of questionable comments and auto-moderating hundreds of high risk code of conduct violations, protecting our community, brand, and partners.