Social Media * Getty Images
The Role:Social content strategy, channel ownership, copywriting, audience engagement
The Problem:Getty Images’ social channels were struggling to drive meaningful engagement. While the content was informative, it often felt distant—failing to connect with audiences in a way that reflected how brands actually think, work, and communicate day to day.
The Solution:The approach shifted from broadcasting to conversation. By speaking directly to audiences as peers rather than positioning the brand as an authority talking at them, the content focused on relevance—what mattered to their businesses, their creative decisions, and their daily workflows.
The Execution:I developed and owned social content across multiple Getty Images channels, centering posts around data, cultural moments, and insights that brands could actually use. The strategy balanced value-driven content—industry trends, research, and timely events—with lighter, more human moments to show range and approachability. The result was a feed that felt informed, current, and conversational, designed to earn attention rather than demand it.
