Premier Protein
I owned social and web strategy for Premier Protein, scaling Instagram by over 1.3K% and increasing Facebook engagement 780%. From campaign ideation and paid social execution to site relaunches and vendor management, I led cross-functional efforts that drove measurable digital growth.
Always-On Social
Led day-to-day channel strategy and execution, building an in-house influencer network, activating engagement-driven initiatives, and directing external creative partners to ensure a consistent, high-impact brand presence across platforms.
“Fan Flavorite” Campaign
Led the concept and execution of the FY18 “Fan Flavorite” national social and digital campaign in support of a new product launch, extending the initiative into a fully developed interactive quiz experience that I managed end-to-end. I sourced and managed 70 influencers, coordinating a cross-platform rollout that encouraged audiences to visit the site and take the quiz in order to share their results across social.
The campaign combined influencer storytelling, social amplification, and an interactive digital experience to drive product discovery and engagement around Premier Protein’s flavor lineup.
Campaign Results
3.6M total reach across influencer content
93 pieces of Instagram content published by influencers
9K new Instagram followers gained over a six-week period
12K page views on campaign landing page
Influencer & Ambassador Program
Developed and launched Premier Protein’s in-house influencer program to expand brand awareness and drive authentic social advocacy within the fitness community. I identified and recruited 50 influencers across multiple tiers, managing partnerships that generated a mix of evergreen content, social posts, and live-streamed activations. Combined, the ambassadors represented an estimated 1M+ audience reach across their channels.
The program was structured using a tiered “pyramid” model, designed to balance reach, engagement, and authenticity:
Program Structure:
30 Super Fans (under 15K followers): passionate community members who generated authentic word-of-mouth advocacy within niche communities
19 Content Creators (15K-100K followers): established creators producing high-quality social content and driving consistent engagement
1 social star (300K+ followers): a recognizable personality delivering high-impact visibility
Several ambassadors sourced through the program were later featured in national advertising campaigns and product packaging, extending their role beyond social media and into broader marketing initiatives.
→ View National Ad
Content Hub Development
Led the development and launch of PremierProtein.com’s content hub, overseeing creative direction, QA across desktop and mobile, and CMS implementation , including publishing 50 ambassador bios and six evergreen articles.