Texas Humane Legislation Network

Role: Lead Social Media Strategist & Creator

As the lead social media strategist for Texas Humane Legislation Network (THLN), I managed the end-to-end campaign process from concept to execution to performance analysis across multiple digital platforms.

I developed campaign messaging and content strategies aligned with organizational priorities, translated legislative and advocacy goals into audience-focused social content, and oversaw content planning, creation, scheduling, and publishing across Facebook, Instagram, LinkedIn, TikTok, X, Threads, and YouTube.

I also monitored campaign performance in real time, analyzed engagement and audience trends, and used data-driven insights to optimize content strategy, improve reach, and strengthen audience engagement.

This full-funnel ownership resulted in significant year-over-year growth in impressions, engagement, audience growth, and link clicks, demonstrating my ability to lead integrated social campaigns from initial strategy through final reporting and optimization.

Results

• Led cross-platform social media strategy for Texas Humane Legislation Network, growing THLN’s digital audience to 32.6K followers and generating 2.7K net new followers year over year.

• Scaled THLN’s organic content reach to 2.75 million annual impressions, delivering 242% year-over-year growth through audience-focused content, campaign messaging, and platform optimization.

• Increased total audience engagement to 207K+ interactions (+198% YoY) while also improving engagement rate and content efficiency across channels.

• Produced and managed 354 posts across Facebook, Instagram, LinkedIn, TikTok, X, Threads, and YouTube, increasing publishing volume by 39% without sacrificing engagement quality.

• Drove measurable action from social content with 7,014 link clicks, supporting traffic, advocacy education, and campaign awareness goals.

• Strengthened THLN’s video content performance, generating 225K+ video views across platforms and expanding visibility through Facebook video, Instagram Reels, TikTok, and YouTube.