My feed is my biggest research tool. I don’t just scroll for entertainment. I look for patterns. I spend a lot of time in the 'Creative Center' to see which sounds are actually peaking and check the hashtag to see what’s moving the needle for e-commerce.

Honestly, what draws me in is how social media has turned marketing from a one way billboard into a real conversation. I love the 'human' side of it how a well crafted post or a genuine influencer shoutout can make a brand feel like a friend rather than just a company. I’m obsessed with the psychology behind what makes people stop scrolling. Whether it’s a perfectly aesthetic product shot or a witty caption that hits just right, I love the challenge of creating content that actually connects with people’s daily lives. For a brand like Candier, which is all about vibes and personality, I see social media as the perfect playground to build a community, not just a customer base.