House Settlement
Led social strategy and execution for @UW_Athletics’ proactive NCAA NIL campaign during the historic House settlement, planning ahead and responding in real time to position UW as one of the first programs to address the news across five platforms.
Dawgs Unleashed / NIL
Operated as the external mouthpiece of Dawgs Unleashed, the University of Washington’s official NIL and influencer marketing program. Focused on delivering core messaging, highlighting brand opportunities for student-athletes, and positioning Dawgs Unleashed as both a recruiting tool and a resource for building student-athlete brands, while supporting UW’s broader commitment to NIL.
Revenue generation
Revenue generation is a central focus for UW Athletics digital strategy, with social media and the GoHuskies app used to drive ticket sales, ticket packs, season renewals, and merchandise. I manage day-to-day strategy and execution across platforms, creating timely content and push notifications that connect fans directly to purchase opportunities.
This includes collaborating on the adidas partnership to feature new merchandise drops and brand collaborations, ensuring products are presented in ways that resonate with fans while supporting sales. By aligning storytelling with direct calls-to-action, our digital channels consistently contribute to ticketing and merchandise revenue.
Corporate Partnerships
Partnerships play a key role in UW Athletics’ digital presence, with social media serving as a primary platform for delivering contracted partner content. As social lead, I work closely with Learfield’s Husky Sports Properties team to plan, execute, and track partnership activations across channels. This includes launching new partnerships, building content plans that align with contractual requirements, and integrating partner messaging into the broader UW Athletics digital strategy.
Fundraising
As social lead across 20 channels, I directed strategy and execution for Go BIG! for Washington Day, a pivotal fundraising campaign supporting Husky Athletics’ transition into the Big Ten. Through consistent messaging, creative storytelling, and platform-specific engagement, the campaign connected donor impact directly to student-athlete success and inspired fans and alumni to contribute.
The campaign generated 165 organic posts, reaching nearly 487,000 impressions and more than 290,000 video views. Content drove 14,693 engagements at a 3.0% engagement rate, delivering an estimated $15,713 in social value. Most importantly, the collective effort of Go BIG! for Washington Day helped raise over $1 million in support of Husky Athletics.
