Challenge: After creating a new, more premium visual identity and new brand positioning for Tonal, we needed to translate both to social and support key marketing goals of driving awareness and building content that actually moved the needle on consideration and perception.

My role: Senior Manager of Brand Marketing, which included managing Tonal’s social channels, strategy, and team.

Approach: Transformed Tonal's organic channels into a destination worth returning to.

To do that, we gave social a clear north star: be the home for progress toward a longer, healthier life. That meant prioritizing content that actually educated, inspired, and empowered` our audience, organized around three pillars (product, lifestyle, community) and mapped to distinct audience segments, so a member chasing visible results and a member chasing long-term health each got a version of the story built for them.

• Evolved the audience, content, and channel strategies, to reflect Tonal’s new brand positioning, brand-new segmentation, marketing objectives, and new business priorities.

• Established creative approach and community management principles with my team, empowering them to own their functions.

• Reviewed, gave feedback on, and approved all content before it went live and guided the content calendar to keep everything grounded in the new brand strategy and positioning.

• Established measurement strategy and monthly reporting cadence.

• Worked closely with influencer marketing lead to align ongoing approach.

Result:

• 350M+ impressions in under a year.

• Exceeded the prior year’s net follower growth by ~6x year-over-year on Instagram with positive monthly follower growth over 14 consecutive months.

• 2 months of views in 2025 outperformed the entirety of views in 2024 on YouTube

• Outsized engagement on Linkedin (13x the industry benchmark).