Paramount
(BET, BET+, VH1)

Overview
As Vice President of Social Media Marketing, I led the social media strategy across BET, BET+, and VH1. I oversaw multi-platform tentpole campaigns, original content development, influencer activations, and multi-million-dollar partnerships—driving massive audience growth and positioning BET as a leader in culturally resonant storytelling. My work integrated creative, strategy, and revenue goals across internal and external stakeholders.

Challenge
BET and VH1 needed to modernize their digital presence, scale content output, and lead the cultural conversation across platforms—all while maximizing ROI, supporting sales goals, and managing brand voice consistency across three distinct properties. The challenge was to unify strategy, elevate creative, and drive growth—organically and through strategic partnerships.

Strategy

• Platform Growth & Brand Strategy: Developed and implemented a unified social strategy across BET, BET+, and VH1. Led the creation of a cohesive voice, content architecture, and publishing rhythm. Oversaw agency alignment to consolidate workflow and reduce costs.

• Tentpole Campaign Leadership: Directed social campaigns for key franchises including the BET Awards, Hip Hop Awards, NAACP Image Awards, and Soul Train Awards—owning planning, content rollout, live coverage, and post-event amplification.

• Original Content Development: Co-executive produced Ms. Pat Settles It...With Your Favorite Influencers (Webby Honoree) and Sistas' Salon to drive awareness and tune-in for network premieres. Additionally, oversaw the development of For the Fellas—a two-time Webby Honoree and social-first original series that blended celebrity, humor, and cultural storytelling to drive engagement and generate millions in sponsorship revenue.

• Influencer & Talent Strategy: Co-built and launched BET's first ambassador content program (Culture Class) and led influencer campaigns tied to premieres, cultural moments, and social impact messaging.

• Strategic Partnerships: Secured exclusive content deals and ad credits with Meta, TikTok, X, and Snapchat—driving audience expansion and platform prioritization for tentpole activations.

• Process & Budget Optimization: Managed a multi-million dollar annual budget across BET, BET+, and VH1. Streamlined operations by consolidating agency partners under a single AOR, increasing output and driving significant annual cost savings.
  

Results

• Audience Growth & Engagement: Delivered billions of video views and drove triple-digit year-over-year growth across key engagement metrics. TikTok performance saw exponential increases, further solidifying BET's cultural relevance across platforms.

• Campaign Performance: BET Awards became the #1 Most Social Primetime Program across platforms. Social campaigns significantly contributed to increased tune-in, awareness, and revenue performance across the brand portfolio.

• Original Series Impact: For the Fellas and Ms. Pat Settles It...With Your Favorite Influencers earned Webby recognition and helped position BET Digital as a leader in social-first storytelling. For the Fellas also secured major sponsorship investment and cross-platform engagement.

• Partnership ROI: Negotiated platform partnerships and ad credit deals with Meta, TikTok, X, and Snapchat—driving campaign reach, reducing costs, and deepening BET's visibility across key digital ecosystems.

• Operational Efficiency: Oversaw a multi-million dollar marketing budget and led agency consolidation efforts, resulting in increased output and substantial annual savings for the organization.