Building Reddit into a durable growth channel for the world's most interesting brands.

Challenge. Brands treated Reddit as a risk instead of a growth channel, with no clear operating model or measurable outcomes.

Role. Program Lead, in-house at Reddit and advisor to consumer, SaaS and Web3 clients.

Strategy. Built end-to-end Reddit programs: audience mapping, subreddit strategy, content cadence, moderator relationships, KPI framework and internal enablement across marketing, product and support.

Challenge. Brand accounts sounded corporate, drew downvotes, and had no persistent presence in the subreddits that mattered.

Role. Community strategist and voice architect for enterprise and creator brands.

Strategy. Designed Reddit-native voice guides, engagement calendars and moderator partnerships. Trained internal teams to show up as humans, participate in relevant threads, and build durable brand affinity.

Challenge. Reddit threads increasingly outrank brand-owned content in Google, ChatGPT, Perplexity and AI Overviews, but brands were invisible in those answers.

Role. AEO/GEO strategist bridging community content and answer-engine visibility.

Strategy. Mapped high-intent queries to Reddit surfaces, structured thread content for LLM ingestion, coordinated with SEO/PR to seed authoritative posts, and monitored citations across AI answer engines.

Challenge. Reddit ads underperformed because creative and targeting ignored how Redditors actually behave in-thread.

Role. Campaign strategist across organic seeding and paid amplification.

Strategy. Built integrated campaigns: native organic posts, AMA-style activations, conversation ads and community takeovers. Tuned creative to subreddit culture, layered in first-party audience signals, and closed the loop with post-campaign sentiment.

Challenge. Support issues and buying questions were surfacing on Reddit faster than they hit official channels, with nobody responding.

Role. Social support and community-led sales program designer.

Strategy. Stood up Reddit-based support and pre-sales workflows: response SLAs, tone guidelines, escalation paths, and looped-in product and CX teams. Integrated with existing helpdesk and CRM tools for reporting.

Challenge. Fast-growing communities were exposed to spam, brigades and moderation burnout, threatening trust and brand safety.

Role. Moderation architect and automation lead.

Strategy. Designed moderator ops: rulebooks, escalation trees, AutoModerator configs, bot tooling, and human review layers. Introduced AI-assisted triage for report queues and integrated workflows with internal tools.

Challenge. Founders and executives wanted Reddit AMAs, but most attempts stalled at low engagement or PR blowback.

Role. AMA producer and executive comms partner.

Strategy. Ran AMAs end-to-end: subreddit selection, moderator alignment, pre-briefs, live coverage, and post-AMA amplification. Prepared executives with tone, sensitivity and follow-up plans.

Challenge. Leadership had no reliable signal on how Reddit was actually shaping perception, churn or purchase intent.

Role. Insights lead across listening, sentiment and executive reporting.

Strategy. Deployed listening stacks combining native Reddit analytics, third-party tools and manual analyst review. Delivered monthly executive reports tying Reddit signals to product, marketing and CX outcomes.

Challenge. Reddit strategy lived in silos, disconnected from brand, product, PR and support, so nothing compounded.

Role. Fractional program lead across marketing, community, product and CX.

Strategy. Embedded with client leadership to align Reddit strategy with brand goals, coordinate cross-functional squads, and translate community insight into decisions the rest of the org could act on.