Led immi’s organic social from August 2023–March 2025, helping grow Instagram from 109K to 215K followers (97% increase).
I managed an agency before taking ownership of organic social in August 2023. I led strategy, ideation, the writers’ room, and the content workflow, working with designers, creators, and a virtual assistant. The virtual assistant helped maintain our Notion kanban board and supported manual community operations.
immi needed a clearer voice and a more consistent flow of ideas. We planned almost all content several weeks ahead, which meant missing timely trends and cultural moments. Without a guiding document, the content didn’t always reflect the brand’s personality.
Bringing social in-house gave us a chance to draw on the team’s cultural insights, product launches, and customer conversations.
I defined a playful, culturally plugged-in Asian American persona to guide our humor, references, visuals, and tone. I also documented three content pillars to keep ideas focused:
Inspired by the South Park writers’ room, I brought social, design, and brand teammates together every week for a one-hour session.
Each session followed four steps:
Behind those results, the writers’ room generated 15+ posts on a rolling 1–2-month idea pipeline, with room to add culturally relevant content. We also moved from agency support to in-house publishing without a gap in posting.
The best ideas were already in the room. Teammates noticed different trends and brought different perspectives. A dedicated space to share them made the content stronger.
Clear direction made collaboration easier. A shared persona and content pillars helped us choose ideas and give useful feedback.
A good process leaves room to react. A bank of planned ideas kept publishing moving while giving us space for timely cultural moments, which often became our best-performing content.
