NBC10 Philadelphia is a major NBC affiliate serving the Greater Philadelphia area. I joined the digital team and led social media strategy to build out their short-form video presence and help define how the brand showed up on platforms like TikTok and Instagram.
I launched the newsroom's TikTok account and created a strategy focused on building trust and authority with a targeted campaign of local reporter led stories and man-on-the-street videos that I shot and edited myself to directly interact with their audience.
Launched the newsroom's TikTok account
Produced 5+ short-form videos, graphics, and social posts weekly across TikTok and Instagram
Led scripting, editing, and publishing of platform-native vertical video content
Created original explainers and news breakdowns translating complex local stories for social audiences
Helped shape NBC10's vertical video voice from the ground up
Grew TikTok to nearly 100K followers in under a year
35% increase in audience interactions
700+ pieces of published content over two years across four platforms
^^Video I produced, edited ad scripted based on a written article and using in-house video and graphics
click below for video examples
^^example weekly analytics report
Justin Resells is an eBay reselling educator creating content for small business owners, side hustlers, and aspiring entrepreneurs. I was brought on to repurpose his YouTube videos into short-form content, and manage and grow his presence across TikTok, Instagram, and Facebook through consistent short-form video content and data-driven strategy.
Edited and published 30+ short-form videos per month across TikTok, Instagram, and Facebook
Wrote hook-driven intros, captions, and structured storytelling tailored to each platform's native format
Conducted A/B testing on video hooks, formats, and posting cadence to improve engagement and inform creative direction
Tracked weekly performance across all platforms and delivered analytics reports with insights and recommendations
36.9K total views in a single week
4.4% average engagement rate (industry average is 1–3%)
289% increase in Facebook video views week-over-week
click below for video examples
