Creator + Briefing Management

I oversee and guide a roster of 3–4 UGC creators for Anheuser-Busch’s NÜTRL, shaping monthly content strategies, creative concepts, and social-first storytelling informed by evolving cultural and digital trends.

A key part of my role is identifying and selecting creators whose content style, personality, audience, and on-camera presence naturally align with the NÜTRL brand. I lead the onboarding process, ensuring each creator understands the brand’s voice, creative expectations, content pillars, and strategic goals while maintaining the authenticity that makes creator-led content perform on social.

From initial concept development through final execution, I provide creators with detailed creative direction—including content concepts, hooks, text overlays, filming guidance, and platform-specific recommendations—to create content that feels native to TikTok and Instagram while authentically connecting with Gen Z audiences.

My work spans both large-scale cultural moments and evergreen UGC, with creator content developed around event activations including Ultra Music Festival, CMA Fest, Lollapalooza, Governors Ball, and the 2026 FIFA World Cup. Below are examples of organic social concepts where I led creative development and provided end-to-end direction, from the initial idea and strategic objective to creator briefs, text overlays, filming direction, and final execution.