When we joined Audible, we faced a unique challenge: how does an audio-first content company show up meaningfully in a highly visual, fast-moving social landscape? We led and managed the global social and influencer strategy, building the channel strategy from the ground up and establishing the global team as a hub of excellence rooted in the fan communities already thriving across BookTok. We launched and grew TikTok from zero to nearly 1M followers in less than a year, while building genuine, authentic engagement with the book community. We created globally resonant series, repeatable formats, events, and influencer partnerships with talent including Brooke Averick, Brittany Broski, Yung Gravy, Oliver Mills, and Ayamé Ponder—integrating creators seamlessly into the content and building a full-funnel content studio designed for social. We then developed toolkits and frameworks that enabled local markets to adapt the work for their audiences while contributing to one cohesive global brand story.

The strategy shifted Audible from promoting audiobooks on social to showing up as an active participant in book culture, creating a scalable global model that drove audience growth, fandom, cultural conversation, authentic community engagement, and earned media. The work was featured by ADWEEK and ultimately helped earn Audible a place on ADWEEK’s 2026 Brand Genius Creators list, recognizing the brand’s cultural impact, community building, and innovative approach to immersive storytelling.