I will focus on building organic engagement by creating content that feels native, emotional, and community-driven rather than overly promotional. For Companion Candles specifically, I would lean into storytelling that highlights the bond between people and their pets, cozy everyday moments, and the impact of the "giving back" culture. On the content side, I would create short-form videos (IG Reels and TikTok) prioritizing relatable hooks, trending sounds, and visually satisfying moments (ex: lighting candles, pet interactions, aesthetic routines). I would also incorporate UGC-style content to make the brand feel authentic and approachable.To engage audiences, I'd actively interact through comments, DMs, polls, and story features to create two-way conversations! Building recurring content series (e.g., “pet + candle of the week” or “comfort rituals”) would allow Companion Candles to encourage consistency and return engagement. For influencer growth, I focus on micro-influencers who align with the brand’s values (ex: pet lovers, lifestyle creators, cozy/home content). I would truly prioritize genuine relationship-building, personalized outreach, gifting experiences, and long-term partnerships over one-off and "clout chasing" posts so that the content feels natural and trusted.

As Social Media & Marketing Chair for DB3, the all-male K-pop dance team on campus, I achieved a +1,479.9% increase in accounts reached and a +19,000% growth in engagement by strategizing and executing culturally fluent, platform-native content as part of a marketing campaign for upcoming fall semester auditions. I managed the Instagram calendar, directed creative photoshoots, and wrote on-brand captions that reinforced voice and shareability. At Michigan REACH, a club for aspiring social media creators and artists, I grew Instagram followers by 150% in two months by leading a six-member team through vlogs, interviews, recaps, and educational content—demonstrating my ability to work independently and collaboratively with diverse teams. In both roles, I helped foster an online community by actively engaging with followers and responding to all comments and messages. Please check my portfolio (https://bryanjoaportfolio.my.canva.site) for a more in-depth explanation and deliverables!