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What I've Been Working On

Social Campaign: Reframing Codecademy for Technical Certification

Goal: Show that Codecademy has expanded beyond coding courses to certifications in cybersecurity, cloud, and IT too.

 

My role: Led the social activation strategy for the new certification prep courses, creating a campaign that announced the launch while sparking conversations about why certifications matter (and how to get started).

 

What I did:

  • Built a cross-platform content plan with announcement posts, video explainers, and carousels.

  • Made human-centered videos answering real learner questions like “Are certs worth it?” — helping make a traditionally intimidating topic approachable.

  • Tailored messaging for TikTok, Instagram, LinkedIn, and YouTube Shorts to fit each audience.

 

Why it worked: Balanced credibility with approachability. Learners felt seen, engagement soared, and Codecademy earned a foothold in a new space without losing its voice.

Video Content: Building Codecademy's Video Strategy

Goal: Make Codecademy feel alive on video (accessible, timely, and fun!) and meet learners where they scroll.

 

My role: In 2023, I built Codecademy’s first social video strategy, handling everything from concepting and scripting to filming, editing, and publishing. I even became the face of some content while learning the mechanics of what works on each platform.

 

What I did:

  • Launched TikTok presence to over 1M impressions in one year with an 11.1% engagement rate.

  • Created platform-native videos across TikTok, Instagram Reels, and YouTube Shorts.

  • Experimented with educational explainers, mini tech history lessons, product announcements, and skits based on trends and audience insights.

  • Built a nimble, scalable video process using Kapwing, Instagram's Edits, and CapCut.

  • Linked video work to bigger campaigns and product priorities.

 

Why it worked: Turned Codecademy’s social presence from static to story-driven, giving the brand a consistent visual voice and new ways to connect with early-career learners.

Cultural Moments: Authentic Participation in Internet Culture

Goal: Show up authentically in internet culture. We’re not trying to chase every trend, but find moments that genuinely connect to what our learners experience.

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My role: Monitor trends across social platforms like TikTok and Instagram, along with plan for big cultural moments like award shows and holidays to spot opportunities where Codecademy could participate in ways that felt natural and true to our community.

 

What I did:

  • Stayed plugged into what was happening online (from Barbie Movie buzz to Met Gala fashion to everyday meme formats) and asked “Does this make sense for us?”

  • Moved quickly when the answer was yes, usually executing within hours while maintaining brand voice and quality.

  • Prepared proactively for big moments like movie premieres and award shows, creating content in advance to publish when the moment peaked.

  • Kept it simple and authentic. No overpolished corporate content, just memes and formats that felt native to each platform.

  • Knew when to sit out. If a trend felt forced or didn’t connect to real learner experiences, we skipped it.

 

Why it worked: We weren't afraid to take risks or have a point of view. By moving fast but staying authentic, and knowing when moments weren't worth jumping on, I transformed Codecademy from a learning platform into a brand that genuinely understood internet culture. The consistent engagement (25K-50K+ per campaign) proved that cultural fluency builds deeper connection than educational content alone.

Writing for Social: Voice, Value, and Real Connection

Goal: Use social copy and scripts to meet audiences with the right tone, help new learners feel less alone, and make research scroll-stopping.

 

My role: Wrote social copy and video scripts across brand voices and platforms, from Instagram carousels for beginners to LinkedIn posts supporting major campaigns. Always keeping content clear, helpful, and human.

 

What I did:

  • Codecademy: Pitched and shaped Instagram carousels for self-taught learners — balancing clarity, empathy, and encouragement.

  • Skillsoft: Supported research and product campaigns with executive-facing LinkedIn copy — professional, yet energetic.

  • Wrote scripts for short-form videos on TikTok, YouTube Shorts, and Instagram Reels — educational, conversational, platform-native.

  • Turned complex topics into sharp, accessible copy that drives engagement and shareability.

  • Collaborated with product, content, and brand teams to bring campaigns to life.

 

Why it mattered: Words shape the experience. These pieces built community, clarified brand voice, and drove impact — including a Skillsoft post that earned 16K+ engagements and Codecademy TikTok videos that reached 1M+ impressions in the first year.

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