United Airlines
Social Media
Iโve overseen Unitedโs social media presence for over four years, transforming the company from a standard legacy brand to a leader in cultural relevance.
Social media management
Our always-on social strategy is based on striking the perfect balance between cultural relevancy and brand ownability. When we can relate to our audience in meaningful ways while seamlessly integrating brand messaging, thatโs when we find the most success.
We take a creator-first mindset and a community-driven approach to everything we do on social, from simple plane pics to trending content to larger social activations.
Role: Creative and channel strategy lead. Strategic framework, creative direction, production, calendar planning, posting, community management, reporting, paid social and influencer.
Grew Unitedโs social media following by 2MM in just 3 yearsReduced social posts by 34% but increased views by 45%, engagements by 167% and shares by 296% YOY (2024-2025), focusing on quality over quantity.Generated 38 earned media hits featuring social media content in 2025Launched Unitedโs organic Threads and Reddit accounts
Jonathan Bennett
โMean Showgirlsโ Oct. 3 collab
On October 3rd, we asked, โWhat would break the internet?โ It started by spotting a golden opportunity to partner with Jonathan Bennett โ the original โAaron Samuelsโ from Mean Girls โ who we learned is a genuine fan of United, flying the airline for years and regularly tagging us in his Instagram Stories.
But then a glittery orange plot twist hit: the worldโs #1 recording artist announced that her new album, The Life of a Showgirl, would drop that same day. Headlines like โWatch Out Mean Girls, It Seems Oct. 3 Is Now Taylor Swiftโs Dayโ captured the drama. We faced a choice: move forward as planned and risk being overshadowedโฆ or pivot to turn this cultural collision into an even bigger moment.
Overnight, a new script was refined and made ready for the shoot at LAX.โฏ We merged the worlds ofโฏMean Girlsโฏ andโฏShowgirl,โฏ weaving in copyright-safe cues, like orange sparkles and a playful showgirl cameo, as Jonathan anxiously searched for someone to ask him the legendary question: โWhat day is it?โโฏโฏ
15.5 million organic views (United's highest viewed social post of 2025)27X above instagram benchmark and 25X above tiktok benchmark
272 thousand organic shares8 earned media placementsShorty Awards Gold honor and Silver Honor
