Same approach, different worlds. Here’s how it’s played out.
Healthcare, higher education, B2B SaaS — every one of these started with the same question: what’s the real story, and how do we make it go everywhere?
Fewer Moves, Greater Movement
Hoag’s social space was noisy — high volume, low signal. I audited every platform, untangled the content systems, and rebuilt the structure around story, audience, and editorial governance.
The counterintuitive bet: post less. Curate content tied to quarterly calendars aligned with business priorities. Every piece designed to reflect Orange County’s coastal communities and belong in their daily scroll.
By mid-2025, the feed felt different. Each post carried weight. The data painted the proof — and the principle: fewer moves, greater movement.
WildCaff Runs Free
Christian McCaffrey’s 2015 season was a masterclass in motion. I built the digital campaign and content system to match — clear lanes for every platform, a custom hub updated weekly, and a production rhythm built for the speed of college football.
Twitter drove tempo. Facebook carried depth. Instagram owned identity. Premium galleries and cinematic recaps turned each game into an episode in a larger story. By December, a local storyline had become a national conversation.
The Heisman run was the spark. The system became the standard — the foundation for how Stanford showed up digitally for years after across all 36 varsity sports.
Humanity, Caught in Motion
At City of Hope’s Orange County campus, I developed an integrated content framework that bridged clinical credibility with human storytelling across patient, caregiver, and community audiences.
One story captured the methodology perfectly: a fire chief arriving for his final chemotherapy session, unaware that dozens of colleagues were waiting. What began as a simple idea grew into a coordinated effort — creative partners, media teams, and hospital staff working in quiet sync. The result became a national story on ABC World News.
One narrative. Multiple formats. Audiences across every channel. The system at work.
One Narrative, One System
A PE-backed Customer Success platform had substance but lacked narrative clarity. Complex regulatory inputs, multiple stakeholder audiences, and a sales process that started from scratch every conversation.
I built a proprietary Brand Messaging Matrix that unified scattered inputs into a single, actionable narrative. Then designed the content delivery system that translated strategic pillars into shippable content — ensuring consistency across executive, sales, and digital channels.
The result: repeatable workflows that enabled thought leadership at scale without adding headcount. One story, engineered to travel through every touchpoint.
Your story is probably closer than you think.
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