Ways to work together · 03
Social & Creator Capability
Build the strategy and internal capability to make social and creator marketing a connected business advantage.
Discuss this engagementBring me in when
This is where I’m most useful.
- Social is treated as a publishing calendar instead of a source of insight and growth.
- Creator work is fragmented across brands, agencies, and one-off campaigns.
- The organization needs clearer governance, roles, and decision rights.
- Leadership wants to invest but lacks a practical operating model and measurement approach.
What the work creates
- A clear role for social and creators within the broader brand system.
- A social-listening practice that informs decisions, briefs, and creative opportunities.
- An operating model across internal teams, agencies, platforms, and partners.
- Governance and measurement that make the capability easier to scale.
How I work
Senior thinking. Hands-on leadership.
Diagnose
Assess strategy, talent, partners, tools, workflows, governance, and measurement.
Design
Define the operating model and the role social and creators should play.
Enable
Build briefs, decision frameworks, partner practices, and team confidence.
Scale
Create repeatable ways of working that can flex across brands and business needs.
Straight answers
What clients usually ask.
Does this include both social and influencer marketing?
Yes. I can connect owned social, listening, influencer and creator partnerships, paid support, agency roles, governance, and measurement so they operate as one capability.
Is this campaign support or capability building?
Sometimes the immediate need is a campaign. Other times, every brand and agency is working differently. I can solve the live brief, build the capability, or do both in sequence.
How does social listening support brand activation?
Minivations started with a fan behavior we found through social listening. The signal became a brief, then a content series and broader Xfinity platform. That is the opportunity: listening should change what the brand does.
Social listening into brand growth
A fan behavior became Xfinity Minivations.
Social listening surfaced the idea, which grew into a cross-functional content series and broader brand platform with 6M+ video views.
See the workSelect remote-first engagements · Available to travel
Tell me what cannot wait.
Share the business need, the timing, and what is getting in the way.
Talk with Monica