Learning how people actually change

What made Thrive unique was the premise. This wasn’t standard content marketing. Every campaign had to do two things at once: deliver measurable media outcomes for the brand and authentically serve the audience’s wellbeing. That dual mandate forced a kind of strategic discipline that most media roles don’t require — you couldn’t just optimize for clicks. You had to optimize for trust.

I managed paid campaigns for 20+ major brand partners across Facebook, Instagram, Google Ads, YouTube, Twitter, LinkedIn, and Snapchat. But the role was as much about client relationships as it was about platform execution. I served as a client advocate, helping senior marketing leaders at major brands understand how to navigate and leverage Thrive’s partner ecosystem — translating our audience insights and editorial credibility into media strategies they could defend internally.

• Spearheaded paid media and partner content amplification, including pre-sale development and post-sale implementation of content distribution strategies for brand partners
• Set up and optimized high-investment paid campaigns for 20+ major brand partners across all major social and search platforms
• Served as client advocate, helping senior marketing leaders navigate and leverage Thrive’s brand partner offerings
• Analyzed and reported brand content, social media, and on-site performance — regularly presenting performance analysis to major brand stakeholders including C-suite executives
• Facilitated marketing and media insight-gathering and knowledge-sharing, both internally and with external partners
• Reached audiences across 200+ organizational partnerships in the moments when behavior change was most possible

Thrive was where I learned that the best media strategy doesn’t just reach people — it reaches them at the right moment. The behavior change framework fundamentally reshaped how I think about audience receptivity, message timing, and the difference between attention and impact.