Caitlin Joseph

• 42% — YoY Engagement Rate Increase Across Meta Channels
• 2.5 Million — Total Organic Impressions During Event Week
• 35% — Lift in LinkedIn Followers During Campaign Period

US Foods wanted to extend the reach and impact of its Food Fanatics Live Las Vegas event beyond in-person attendees. The goal was to transform a trade event into a digital storytelling moment that captured the creativity, innovation, and energy of the chef community while maintaining brand consistency across multiple social channels.

I developed a comprehensive organic content strategy that emphasized behind-the-scenes storytelling, chef partnerships, and live coverage. My approach combined real-time short-form videos, chef interviews, and highlight reels optimized for Meta, Instagram, and LinkedIn. I collaborated with internal creative teams and on-site talent to ensure that every post captured the authenticity and emotion of the event.

I expanded the visibility of Food Fanatics Live nationwide, deepened chef and customer engagement, and established a repeatable social framework for future US Foods events.

• 58% — YoY Engagement Growth on Meta
• 17% — Increase in Online Donations Compared to the Prior Year
• 1.3 Million — Organic Impressions Across All Social Channels

Umpqua Bank needed to raise awareness and donations for its Warm Hearts Winter Campaign, a seasonal initiative that supports local shelters and food banks. The challenge was to re-energize an existing annual campaign, reach younger audiences, and inspire participation amid digital fatigue and competing nonprofit messages.

I created a refreshed social media strategy centered around community storytelling and local impact. We highlighted nonprofit partners, real donation stories, and regional milestones using a mix of short videos, carousels, and boosted posts. Collaboration with local creators and community organizations helped expand reach, while cohesive messaging across Meta and LinkedIn maintained a consistent, heartfelt tone.

I strengthened Umpqua’s reputation as a purpose-driven brand, boosted donations, and built lasting relationships with community partners and local nonprofits.

• 60% — Increase in Engagement Rate on Video Content
• 2.2x — Higher Click-through Rate than Previous Campaigns
• 25% — Lift in Post Saves and Shares

Imagine Learning wanted to elevate brand trust and connection with educators by sharing authentic classroom stories. The challenge was to craft content that felt authentic and relatable while still showcasing the innovation behind the company’s Curriculum-informed AI tools, striking a balance between human connection and product credibility.

I led the creative direction for a nationwide educator-driven content series, developing video scripts and post copy tailored for Meta, LinkedIn, and X. Each asset highlighted genuine educator experiences and measurable classroom outcomes. The campaign strategy blended storytelling and education, aligning every message with the brand’s tone and accessibility standards while optimizing performance across all channels.

I humanized the Imagine Learning brand, deepened educator engagement, and established a scalable storytelling model used in future campaigns.