DIRECTOR OF SOCIAL MEDIA
Brand Context
Rigby Pets is a DTC pet wellness brand redefining how modern pet parents approach daily treating through organic, human-grade pouches. When I joined, the brand was in its early stages of building a social presence and needed clear strategy, stronger ad creative, and a deeper connection with its audience.
Role and Focus
As Director of Social Media, I lead content strategy and execution across platforms with an emphasis on brand alignment, storytelling, and scalable systems for growth across both organic and paid. My work spans creative direction, community partnerships, and performance-driven ad production.
Scope of Work
Strategy and Direction
-
Design and implement cross-platform content strategy
-
Direct creative campaigns to grow awareness and engagement
Content Creation
-
Produce static and video ad content optimized for Meta Ads
-
Film and edit branded content for TikTok, Instagram, and YouTube
-
Curate and schedule a consistent publishing calendar
Partnerships and Community
-
Build and manage a UGC creator network, from sourcing to negotiations
-
Oversee usage rights and contracts for influencer and creator content
-
Foster relationships that deliver authentic brand representation
Account Management
-
Maintain consistent brand voice across all social platforms
-
Track and analyze performance metrics to optimize campaigns
Current Impact (as of August 2025)
-
Increased monthly sales by 240% in five months
-
Produce ad creatives and UGC that outperform previous benchmarks by 2–3x in CTR and engagement
-
Manage a UGC creator network delivering a steady pipeline of content for organic and paid use
-
Run Meta ad campaigns achieving 500%+ ROAS on top-performing creatives
-
Developed a full-funnel creative testing system that informs all future content and ad production
