Samsung Mobile us: Social Media

In January of 2021, I received what we internally call a “field promotion” to Creative Director over all social media for Samsung Mobile US. I was tasked with righting the ship after a PR disaster so we didn’t lose the account. That required creating a team and whole-cloth processes to make sure all work going out the door was to spec and on time; essentially, building the plane as we were flying it.

We’ve not only perfected the process but matured it, applying strategic learnings to an ever-expanding roster of business. Since becoming Creative Director, we’ve expanded into new channels, grown existing ones, and been a major sales driver across multiple lines of business. My team now creates and manages KPI-busting work in paid and organic channels, for B2C and B2B clients, in Facebook, Instagram, Twitter, TikTok, Snapchat, Reddit, YouTube and (once in a blue moon) Twitch.

In short: we had to produce premium work for a major brand on tight timelines (often next-day or day-of), ranging from high-performance copy-only tweets to chat community management for live events (which I often handled myself) to how-to videos and ongoing creative series. We did all that on time and under budget, and saw consistent performance increases month over month, year over year.

The posts are pretty cool, too. In fact, I wrote some of the highest performing copy-only posts in the Twitter account’s history, mostly on the fly. Once a copywriter, always a copywriter.