As the Brand Marketing Lead for Calm I lead both creative and strategy across all socials. We have developed the tone of voice, creative direction etc. for TikTok, Facebook, Instagram, YouTube Shorts, Youtube and Threads. I also lead marketing for larger brand campaigns, licensing & partnership marketing, creator & community initiatives, internal campaign launches (ie. Celebrity Sleep Stories) and new product launches (ie.Calm Sleep).
Managed a community of over 9.6M followers
Launched a new app Calm SleeP
248K+ follower growth on instagraM
132.4K+ follower growth on TIKTOK
862K Follower growth across all social platforms
277.6M+ Organic impressions
3230 pieces of organic content
Evergreen CONTENT
It’s no secret that social media feeds are bad for mental health. Meeting our audience where they were, we created social first practices to allow our audience to make their scroll more mindful, all while experiencing our in app content.
Breathe Bubbles introduced them to various breath work techniques, moments of calm allowed them to discover meditation, do nothing timers brought stillness, while bi-lateral beats, colored noises and soundscapes introduced them to the power of mindful sound. We also tapped into words that reframed daily life and validated rest and intention such as bloomscrolling and hurkle-durkle.
137 .1M impressions across Facebook | 72.1M impressions on Instagram | 66M impressions on TikTok | 2.3M impressions on Linkedin
REACTIVE CONTENT
Our reactive content was built on acknowledging that Calm can not exist without the stressful realities of life. We tapped into cultural moments and trends that made our audience feel seen in the pressure of over-optimization culture.
We also found organic opportunities where our brand intersected with culture and our audience’s interests.
Rob Mac and Ryan Reynolds have has a bit going for years of over the top birthday gifts. This year Rob gave Ryan his very own Calm video. The video generated over 1M impressions (most of which were from a new audience)
TALENT COLLABORATIONS
Through social listening we found that Bryan Millar Walker was being asked in almost every video to do a Calm Sleep story. We surprised his audience by taking their advice and creating one.
BROADCAST CHANNEL
5 Days of Mattering with Jennie Wallace
We worked with author Jennie Wallace to create a series about finding your purpose coinciding with her new book Mattering - The Secret to a Life of Deep Connection and Purpose. We wrote and recorded 5 days of exercises for our community to participate in. Over the course of the program we grew our broadcast channel by over 2K subscribers and created an intimate community around our in app content release.
INTRODUCTION
DAY 5: RELIANCE
DAY 4: INVESTMENT
DAY 1: IMPORTANCE
DAY 2: ATTUNEMENT
DAY 3: IMPACT
IN APP CONTENT
IN FEED COLLAB POST
We created a real community around our brand and established meaningful connections with creators who continued to share and advocate for Calm within their own communities.
We partnered with AutoCamp and AllTrails to create an in person creator event encouraging people to reconnect with nature and themselves in celebration of mental health day.
IN PERSON CREATOR EVENTS
WORLD MENTAL HEALTH DAY: GET OFFLINE AND GO OUTSIDE
3
Days
91
PoSTS PUBLISHED
15.5K
INVESTMENT
22K
SOCIAL MEDIA VALUE
13
GUESTS
460K
IMPRESSIONS
Events included: Yoga and meditation with Mel Mah, Forrest Bathing with Dr. Hackenmiller, Hike in Sequoia, Fireside chat: Mental Health & the Outdoors featuring Mel Mah, Dr. Hackenmiller, and Sanni McCandles Honnold, Reflective journaling with Sanni McCandless Honnold, Closing session: yoga & meditation.
I am the Brand Marketing Lead across YouTube’s content for the following handles (everything posted from April 2025 - present)
