About rachael
Rachael is a organic social media expert, revenue-driven, cultural visionary who loves to build brands social presence from the ground up.
Hi, I'm Rachael.
I'm a social media strategist, content consultant, and UGC creator with 8+ years scaling social for some of the most recognized brands in entertainment, media, publishing, and consumer wellness — including Weight Watchers, Condé Nast (Allure), Roc Nation, and POPSUGAR. My work lives at the intersection of cultural relevance, creative experimentation, and measurable revenue and I've spent my career proving that organic social isn't a "marketing function." It's where brands earn trust, build community, and drive real growth.
The credentials.
As Head of Social at WeightWatchers, I built a team from zero infrastructure and turned owned social into a $5.7M earned-media revenue driver in the first nine months establishing social as a primary growth channel across the org. At Allure (Condé Nast), I grew Instagram to 1M followers and drove +220% YoY Facebook traffic through a video-forward, culturally fluent editorial strategy. At Roc Nation Distribution, I directed social and email marketing across a 20+ artist roster, generating 7,000+ net new followers in under 18 months. Before that, I produced and hosted franchise content at POPSUGAR and built creative teams from the ground up at Healthy Roots Dolls. From C-suite partnerships to community management strategy, I've architected the full stack of modern social.
What I do now.
Today, I partner with brands, founders, and marketing teams as a fractional social strategist and consultant — building content strategy, scaling audiences, defining brand voice, and translating cultural moments into business outcomes. I also create as a UGC partner for brands I genuinely love, which keeps me grounded in what actually performs in the feed (not just what looks good on a deck ;)). That dual lens operator and creator is what I bring to every engagement. Whether you need a go-to-market playbook, a community-first growth strategy, or content that converts, I've sat in every seat that matters.
Why I do this.
I started in social back when "social media manager" wasn't a real job title and I've stayed because the work keeps evolving. Platforms shift, formats change, algorithms reset, but the fundamentals are the same: pay attention to culture, build something worth following, and treat the audience like people, not impressions. I'm here to help brands do exactly that.
If you're building something and you want a strategist who can write the playbook and execute it — let's talk.
You may view my professional portfolio here.