When I arrived at Nestlé, it was clear its polished, corporate social content wasn’t connecting with audiences who came to platforms like Instagram and TikTok to be entertained. I led the charge in centering real people, recognizable brands, and relatable moments by rebuilding an audience-first creative process from the ground. This meant leading insight-driven brainstorms and driving execution across pre-pro, shoot, and post. Over two years, my team consisting of a designer, copywriter, videographer, and video editor, leaned into lower-fi, personality-driven content that worked within a highly regulated, multi-stakeholder environment.
The result: in 2025, Nestlé drove 67M social video views (+81% YoY) and 594K+ engagements (+55% YoY) across Instagram, TikTok, YouTube, and LinkedIn. This built on a 2024 baseline where engagement more than doubled, and the brand ranked #1 among its CPG peer set on TikTok. Beyond platform growth, the work contributed to a measurable shift in perception. Nestlé was named the #1 Most Admired Employer in its U.S. peer set by Morning Consult and recognized by Forbes as a top employer for new graduates.
Nestlé USA
May 2024
CONTRIBUTION
Creative Director
Producer
TEAM
Group Creative Director: Ameesha D.
Copywriter: Olivia H.
Videographer: Kyle B.
Video Editor: Orlando S.
Graphic Designer: Sofia F.
Insights and Analytics: Lexi S.
HUMAN > CORPORATE
Corporate content tends to speak at people. Social content works when it feels like it’s coming from someone. Across platforms, content that features people drives stronger retention and interaction because it feels immediate and relatable. Less advertising and more participation, we brided the gap between Nestlé and how people actually experience content day to day.
PASSING THE PHONE
By leveraging this trending format for International Women’s Day, we literally redistributed voice and visibility of our women employees, showing equity in action rather than stating it.
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INTERNS Q&A WITH THE CEO
Marty Thompson was appointed the new CEO in 2025. Featuring him in a casual Q&A with former interns signals transparency and access to leadership early on in their careers. This format also positions our CEO as approachable and invested in developing future talent.
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BUILT FOR THE FEED
Social media content must be able to hold attention to be distributed by the algorithm; otherwise it disappears into the void. We reformulated ideas to have stronger hooks, faster pacing, and entertaining or trending payoffs. Attention is currency and our goal is retention.
MY FAVORITE COWORKER
People emotionally integrate brands into their daily life, especially when it comes to coffee rituals. We dialed up the idea by anthropomorphizing Coffee Mate Cold Foam as a work bestie who never leaves your side (and who your friends find hilarious).
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THE FRONT, STUNNING ✨
We used this trending sound to show off natural bliss’ rebrand and new flavors. The rebrand was driven by a business need to stand out on shelf next to competitors, while also signaling its better-for-you qualities to health-conscious consumers. “The side, beautiful” showing the creamer’s 4 ingredient promise couldn’t have been more perfect to hit on that note.
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ON REPEAT
I realized the effectiveness of building simple, repeatable concepts that could evolve, scale, and show up consistently in-feed. Standing up an episodic content systemm in addition to our one-off trending work, allowed us to create impact more efficiently— especially to achieve an always on approach for employer brand storytelling. Enter: Cool Jobs. Nestlé is unique in having some of the coolest roles for product development, and this format allowed us to get our audiences interested.
THE COOKIE QUEEN
Featuring a real product developer for America’s favorite chocolate chip cookie humanizes innovation behind this house-name brand. It also shows the craft and expertise that’s put into the work, educating audiences about non-obvious career paths in food.
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SWICY FLAVOR MAESTRO
This format is versatile enough to talk about multiple iconic brands at once. Here we spotlight Sam’s expertise in balancing spicy and sweet flavors across Maggi, Carnation, and La Lechera, to showcase the sensory skill and cultural fluency behind the products people love.
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BUILT FOR ENGAGEMENT
I pushed my team to produce content worth saving, sending, or watching again. High engagement rates signals active audience interest and content utility. For a CPG, it may also indicate a higher probability of converting our viewers to consumers. This meant getting tight on payoffs that are equal parts educational and entertaining.
CHOCOLATE CHIP CHEESECAKE
At over 1,200 saves, this video features a craveable recipe from a real chef to inspire people to use Toll House cookie dough in new ways.
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PUMPKIN CREAM CARNATION COFFEE
This video, at just under 2,400 saves, is the most-saved content piece across Nestlé social channels to-date. The recipe meshes the seasonal craving of pumpkin with everyday coffee rituals, combining approachability with indulgence and giving our viewers something to make at home.
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NAVIGATING CONSTRAINTS
Making good social work looks easy, but there’s so much to consider with a globally regulated house of brands. Every piece of content had to work within legal, brand, and stakeholder constraints. The tension between these constraints and our social audience’s appetite spontaneity and humanity shaped our creative approach: simpler ideas, clearer storytelling, and formats that can move quickly without losing integrity.
BEHIND THE SCENES OF RECYCLABLE COFFEE MATE
Combining sustainability, recycled plastics, and a newly-opened factory was a bureaucratic yarn ball. As the masterbrand, my team was uniquely positioned to tell this story in a way that the brand team could not. So in 51 seconds, we zoomed across the factory floor to trace the journey of a rPET pellet into a finished Coffee Mate bottle. And yes, the script was checked by 12 different legal people. And yes, we ran every frame through factory management.
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BEHIND THE SCENES OF DIGIORNO WOOD FIRED PIZZA
This was DiGiorno’s first major crust innovation since 2013. Our goal was to showcase the quality considerations that went into this innovation, upending preconceptions of frozen food. This meant getting a chef on board, talking to the brand marketers, and aligning with our PR counterparts on what could/could not be shown or said. The result is something everyone was happy with, including our audience — who topped the charts in views for both Instagram and TikTok.
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