The starting point.
The project began without an audience or a commercial operating model. I was responsible for finding an editorial direction, learning how to develop the account, and turning demand into a manageable business.
What I did.
- Managed account identity, content curation and editing, publishing, audience interaction, and performance monitoring.
- Developed repeatable approaches to account presentation, niche research, content testing, and audience growth.
- Adapted the editorial focus based on demonstrated audience demand.
- Sold promotional placements and handled inquiries, negotiations, and payments directly.
- Negotiated and completed the sale of the brand.
Selected outcomes.
- Grew the page from zero to approximately 1.5M followers over a little more than three years.
- High-performing posts exceeded 40K likes, with video views in the millions during the growth period.
- Built demand for three daily promotional placements, regularly fully booked during peak periods.
- Completed the brand sale in August 2021 and retained a professional relationship with the buyer’s leadership.
This was where audience development became a business discipline: content, consistency, commercial relationships, and ownership.