01↗
Brand Strategy
Positioning, messaging frameworks, and audience segmentation that help brands stand out in crowded categories.
Brand and Social Strategy · Est. 2014
Strategy for brands
that want to be talked about.
I'm Christi — a brand and social strategy leader helping brands understand people, culture, and attention to build relevance and drive growth.
§ 01 — Practice
What I do.
Four ways I help brands turn culture and audience truth into business outcomes — usually some combination of them, never in a vacuum.
02↗
Social Strategy
Platform strategy, content ecosystems, and organic-to-paid systems designed for the way people actually use social today.
03↗
Audience Insights
Social listening, cohort development, cultural intelligence, and consumer research that uncover what people really think.
04↗
Brand Workshops
Turning messy business questions into clear strategic direction through collaborative working sessions.
§ 02 — POV
The more specific the audience, the more universal the insight.
§ 03 — Receipts
Selected work.
01
Bayer / MiraLAX
Healthcare · Social StrategyChallenge
Constipation is one of the most stigmatized health conditions — most category marketing leans on symptoms and product benefits, creating a sea of interchangeable messaging.
Approach
Built a cohort-led social strategy rooted in how people actually talk about digestive health — through relationships, routines, travel, and intimacy. Reframed the category around connection, not clinical fix.
Result
38.5M organic impressions, 1.4M engagements, and 552K shares in the first four months — turning a stigmatized topic into a culture-led growth case study.
02
Sounds True
Wellness · Product PositioningChallenge
A multimedia spiritual publisher launching a membership product into a niche category where every competitor promised personal transformation in the same way.
Approach
Positioned Sounds True One as a trusted companion — not another wellness 'resource' — under the platform Inviting You Inward, with comms principles built around taste, ongoing exploration, and human connection.
Result
A clear positioning platform and four addressable audience profiles that gave the brand a distinctive voice in a crowded mindfulness category from day one.
03
HubSpot
B2B · Social StrategyChallenge
Against a sea of sameness in B2B marketing, HubSpot wanted to become one of the most relatable, relevant, and recognizable brands on social — a bar set by B2C, not B2B.
Approach
Used Platforms and Culture analysis to surface a generational shift: younger employees bringing their personal selves to work. Built a Cohorts-led content engine of IYKYK humor, cultural quips, and edutainment.
Result
Q1 2024: 8.1M impressions (vs. 6.7M benchmark), 27.7K avg impressions (vs. 22.5K), 3.3% engagement (vs. 2.7%), and 18.2% full video view rate (vs. 13% industry avg).