Role: Community Specialist, Content & Engagement (full-time)

Challenge: Hulu Originals needed deeper, organic fan conversation across social channels around new releases. The Marketing team was already sending swag to top fans, but the program lacked a social-driven component to identify new superfans and measure its online impact.

What I Did:

• Created and led the social integration process for the program, enabling Hulu’s social agents to identify high-value fans through interactions on social media.

• Designed the end-to-end operation: recipient identification, DM outreach, address collection, swag sending, and social monitoring for replies and public posts.

• Developed community-first campaign copy, including emails, X (formerly Twitter) and Instagram posts, and engagement guides for social agents to interact with fans.

• Collected and analyzed ROI metrics by tracking social shares, user-generated content, and sentiment.

Impact:

• Expanded Marketing’s reach beyond pre-selected lists to include socially active Hulu fans.

• Created a repeatable framework and resources that allowed the team to replicate the program over 5+ content campaigns during my time at the company, including Bob Ross Paint Kits, Huluween, and Holiday Sweaters for various Hulu Originals.

• Increased organic social mentions, UGC, and positive sentiment around Hulu Originals.

• Provided measurable performance data that shaped the strategy for future surprise-and-delight activations.