Jägermeister

In 2025, I led social strategy, tone of voice, and creative direction for Jägermeister across key campaigns and cultural moments. While I did not personally produce the final assets, I defined how the brand showed up on social and guided creative teams on what should be made, how it should feel, and how it should land on platform.

A core part of my role was shaping and evolving Jägermeister’s social tone. I established a clearer, more confident voice rooted in humor, cultural awareness, and social-first instincts, ensuring consistency across formats, creators, and moments. I pressure-tested concepts, refined messaging, and directed creative toward formats that felt native rather than overly branded.

Working closely with production teams, editors, and creators, I helped steer content from concept through posting, advising on pacing, framing, captions, and timing. This approach led to multiple viral moments, a more than 500% increase in engagement, and organic follower growth of over 40,000 across platforms in 2025.

I also supported real-time engagement and ongoing performance review, helping identify what resonated and scale those learnings across future content. The result was a stronger, more culturally fluent social presence for Jägermeister and a measurable shift in how the brand connected with its audience throughout the year.