Portfolio.
Digital marketing and social media success stories.
2026 Projects
“Behind the Work: Conversations with Berkeley Law Faculty” Series
Objective: Bridge the gap between complex legal scholarship and public understanding by humanizing faculty members for a broader audience.
The Strategy: Directed the full creative lifecycle, from scouting faculty and managing agency partnership to overseeing logistics and publishing.
The Outcome: Produced 8 high-quality video deliverables, resulting in a 4.4% engagement rate, 84,472 in total reach, and 66,810 video views.
The Objective: Maximize community engagement and showcase institutional impact during the school’s biggest annual event.
The Strategy: Designed an end-to-end digital strategy featuring real-time event coverage, high-grade multimedia assets, accessibility-focused captioning, followed by a paid strategy to increase reach.
The Outcome: Achieved a 9.2% engagement rate (a significant YOY increase) with 260,655 in total reach and 15,482 post link clicks.
Commencement Coverage
Student Profile
The Objective: Create a narrative-driven feature on a student carillonist to increase reputation and drive engagment.
The Strategy: Managed end-to-end video production, including everything from interviewing to editing. Coordinated cross-departmental efforts to ensure synchronized publication across law and university-wide channels.
The Outcome: Featured on the university’s main campus page, driving substantial reach and exercising cross-functional partnership.
TikTok Engagement Rate: 6.9%
Facebook Engagement Rate: 2.6%
Threads Engagement Rate: 3%
Selected Past Projects
2022
Drove $1X.1 M in Incremental Revenue with 11x ROI from International Women’s Day Campaign
Client: Meta/Facebook
Campaign: #SheMeansBusiness 2022 International Women’s Day
My Role:
Marketing Manager Lead
Defined the creative strategy for a globally aligned campaign
Directed the development of a new web homepage, including copywriting, visual design, and site structure
Coordinated with regional policy teams and a creative agency to ensure seamless web homepage execution
Collaborated with a data scientist to analyze campaign results and provide actionable insights
Presented campaign outcomes to leadership
Channels:
Web, Social
Deliverables:
Brief and Web homepage:She Means Business
Results:
Revenue Impact: $1XM in incremental revenue with 11x ROI
Performance Lifts:
+7.5% in 28-day revenue
+1.5% in engagement
+5.7% in monthly active advertisers
Disclaimer: Actual figures are available upon request for relevant inquiries.
“Rachael is an excellent strategic partner, for both the APAC Economic Impact Policy work and the global #SheMeansBusiness policy team. Her partnership was invaluable and really came through during International Women’s Day, where she helped to drive the first ever global XFN collaboration and alignment for the company’s first global cultural moment.”
“Rachael has been highly collaborative, responsive and receptive to input from regional and country program leads to develop a hub that can serve as a global source of truth, while maintaining enough flexibility to showcase local partnerships and resources depending on local needs.”
2021
Produced the First-Ever Facebook Elevate #BuyBlack Summit, Generating 100K+ Views and Positive SMB Feedback
Company: Meta/Facebook
Campaign: #BuyBlack Summit
My Role:
Marketing Manager Lead
Developed the strategic brief and summit vision, leveraging data and insights to define the target audience, creative direction, and execution strategy
Managed budget allocation, secured talent and speakers, and approved panel questions, scripts, and campaign graphics
Coordinated cross-functional teams and agencies to ensure alignment with the summit’s cohesive vision
Communicated key updates to leadership and reported campaign metrics and outcomes
Deliverables:
Live Summit Production (BRIEF & VIDEO):
Watch the summit here:#BuyBlack SummitChannel Marketing Campaign (COPY AND GRAPHICS):
Promoted summit registration through a multi-platform campaign
Results & Feedback:
Impact: Over 100K views and widespread engagement
Small Business Owner Testimonials:
“This is so inspirational! This summit just shifted my energy around the biz that lives in me! Thank you!” – Kelly K.
“This is an amazing summit thus far! Great advice and speakers.” – Kamari C.
2019
Driving Job Creation with Facebook Jobs, Generating 56K+ New Job Postings
Company: Meta (Facebook)
Campaign: Facebook Jobs
My Role:
Lead Marketing Strategist
Designed and launched compelling Facebook Jobs content
Developed go-to-market strategy to drive awareness and engagement
Collaborated cross-functionally with product, sales, and partnerships teams
Optimized campaign performance through data-driven insights
Created content that contributed to a 12.5% increase in total jobs inventory in top markets
Deliverables: Social Media Content Strategy & Campaign (BRIEF, COPY)
Channels:
Social: Facebook, Instagram
Search: Google
Display
Results:
Campaign Performance:
New Job Postings: 56K+
Market Impact: Contributed to 12.5% of total job inventory in top markets
Recognition: Awarded Power of Partnerships award by Meta's Chief Revenue Officer
2023
First Coordinated Marketing Campaign Drives Awareness for Nonprofit, Achieving Over 42,000% Increase in Reach
Company: iFLY Youth
Campaign: End-of-Year
My Role:
Social Media Strategist
Developed channel strategy and set campaign budget
Defined creative direction and designed graphics
Managed organic and paid social posts across Facebook, Instagram, and LinkedIn
Monitored and optimized paid ads based on performance insights
Reviewed analytics and reported campaign outcomes
Tools Used:
Canva, Meta Business Suite
Deliverables: Social Media Marketing Strategy and Campaign (BRIEF, COPY AND GRAPHICS)
Channels:
Social: Facebook, Instagram, and LinkedIn
Results:
Campaign Performance:
Reach: 29.7K (+42,328.6%)
Views: 53.7K (+27,021.2%)
Page Visits: 130 (+490.9%)
2020
#BuyBlack Friday: A Global Movement Supporting Black-Owned Businesses
Company: Meta (Facebook)
Campaign: #BuyBlack Friday (2020-2022)
My Role:
Campaign Founder & Lead Marketing Strategist
Conceptualized and launched #BuyBlack Friday, a global initiative supporting Black-owned businesses
Managed a $10M budget, leading cross-functional teams across marketing, partnerships, and media
Expanded the campaign internationally to Brazil & Australia, increasing engagement and sentiment toward Meta’s business products
Coordinated a team of nearly 200 people, overseeing execution across multiple markets
Led media collaborations and high-profile promotions to maximize impact
Tools Used:
Meta Business Suite, Facebook Live, Facebook Shopping, Facebook Ads Manager, Instagram
Deliverables: Integrated Marketing Strategy & Campaign (BRIEF, COPY, CREATIVE, LIVE EVENT)
Channels:
Social: Facebook, Instagram
Live Broadcast: Facebook Live
Paid Media: Facebook Ads, Instagram Ads, Display
Results:
Campaign Performance:
Reach: 20M+ people
Business Impact: Supported hundreds of Black-owned businesses, with some seeing 1300%+ sales growth
Expansion: Scaled from the U.S. to Brazil & Australia
Industry Recognition:
Shorty Award – Best Use of Facebook Live
Webby Award – Interview/Talk Show Social
Cannes Lions Shortlist – Creative eCommerce
Speaking Engagements & Recognition:
Featured speaker at Sheryl Sandberg’s internal fireside chat for all Facebook employees
Invited by The Female Quotient as a featured panelist on inclusive business practices
Guest speaker on Sky News podcast: George Floyd: Individuals Step Up Their Fight for Inclusivity
2017
Local TV News Content Creation: Digital & Social Video Production
Company: WJAX/WFOX Action News Jax
Campaign: Digital & Social Content Production
My Role:
Produced and edited digital and social media content for a local news station using Adobe Premiere Pro
Developed and edited a video series featuring the station’s chief meteorologist, increasing audience engagement
Wrote, produced, and co-edited a community events web show for Facebook Live, enhancing the station’s local presence online (WATCH)
Optimized video content for social media platforms, ensuring maximum reach and engagement
Tools Used:
Adobe Premiere Pro, Facebook Live, Social Media Analytics, DSLR Cameras, Final Cut Pro
Deliverables:
Video Series, Social Media Content, Facebook Live Show, Community Engagement Strategy
Channels:
Social Media: Facebook, Twitter, Instagram
Live Broadcast: Facebook Live, Station Website
Results:
Increased viewer engagement on the station’s Facebook page through compelling video storytelling
Expanded digital reach by optimizing video content for social sharing
Boosted community participation in local events through the web show
2014-2017
Freelance Photography Business
Company: Self-Owned Photography Business
Campaign: Professional Portrait & Event Photography
My Role:
Operated a small photography business, providing high-quality images for clients
Shot graduation photos, professional headshots, and couples photoshoots using a Canon 7D
Retouched images using Adobe Photoshop, enhancing lighting, color balance, and composition
Managed client consultations, shoot scheduling, and post-production editing to deliver polished final images
Tools Used:
Canon 7D, Adobe Photoshop, Natural & Studio Lighting
Deliverables:
Graduation Photography, Professional Headshots, Couples Photoshoot.
Channels:
Social Media: Facebook Business Page (VIEW WORK SAMPLES)
Results:
Captured and delivered stunning, high-quality portraits tailored to clients’ needs
Built a strong client base through word-of-mouth referrals and social media marketing
Developed a versatile photography portfolio, showcasing expertise in portrait and lifestyle photography
2013
Nature Photography Portfolio
Company: Independent Photography Project
Campaign: Landscape & Nature Photography
My Role:
Captured stunning nature photography using a Canon 7D, focusing on landscapes, wildlife, and natural elements
Developed a cohesive photo album showcasing vibrant, high-resolution images
Experimented with lighting, composition, and depth of field to create visually striking photographs
Tools Used:
Canon 7D, Natural Light Techniques
Deliverables:
Curated Nature Photography Album
Channels:
Photo Album: Flickr
Results:
Created a visually compelling nature photography collection
Enhanced photography skills in composition, lighting, and digital editing
