We led Weight Watchers’ global social and influencer strategy with one goal: make an iconic brand feel cool, current, and culturally relevant to today’s audience. We evolved WW’s social presence with more people-first content, sharper cultural relevance, and a bolder, social-first identity—developing repeatable franchises, recipes, edutainment, trends, and creator-led storytelling people wanted to watch and share. We also evolved the brand’s approach to talent, strategically casting creators who became real WW members and could tell authentic stories in their own voices, from earnest transformation to education and humor. Across it all, we connected organic, paid, influencer, and measurement into one integrated strategy built to drive both conversation and business impact.