CLIENT CASE STUDY
Option B was Sheryl Sandberg's follow-up to Lean In, a book about grief, resilience, and finding strength after loss. I was the second full-time hire at the Sheryl Sandberg and Dave Goldberg Family Foundation tasked with turning the book into a living initiative, OptionB.Org.
I built the social presence from the ground up. That meant establishing the brand look and feel, creating a content strategy across all channels, and adapting long-form material from the book and website into social-first assets people could engage with. I operated largely independently—pitching, executing, and iterating until we found our voice. It laid the groundwork that is still present to this day.
For building a community around grief, divorce, illness, and other life adversities, I researched best practices for sensitive online spaces, consulted subject matter experts, and wrote a set of community guidelines designed to protect people sharing some of the hardest moments of their lives. Over three years, I grew and managed seven Facebook support groups with a combined following of 920K+, and grew the Instagram audience by 63% while maintaining 40%+ engagement over six months.
I also ran campaigns end to end. My proudest one was a partnership with lettering artist Lauren Hom around the #OptionBThere program that I single-handedly spearheaded. I developed the concept, managed the collaboration, and executed the rollout, which drove 790K+ impressions and a 182% spike in followers during the campaign.