When I joined MeatEater’s content team as the head of social media, there was a huge opportunity to evolve our presence. Some platforms needed revival, content strategy needed refining, and there was room to inject more creativity, distinct tone, and engagement. Since then, we’ve been building a stronger, more dynamic social presence that truly connects with our audience.
My approach to social media centers on creating content that’s not just seen—but shared. Reach means little without real engagement. By leaning into relatable, entertaining content, we drive conversations, encourage sharing, and expand our audience beyond the usual bubble.
BUILDING THE DIGITAL CAMPFIRE THROUGH CLEVER SOCIAL MEDIA.
At MeatEater, sharing the pursuit is what drives our social media. From the first cast to the final bite, we capture the stories that define a life lived outdoors. Whether it’s hunting, fishing, cooking, or conservation, our content brings the wild to those who live for it—keeping traditions alive and the campfire burning.
APRIL FOOLS.
Social media is all about tapping into cultural moments in creative ways. When I got my hands on a handful of behind-the-scenes shots of Steven Rinella from a past production, I immediately saw the perfect setup for an April Fools’ Day cologne ad. The result? A post that racked up 400K in reach, over 20K engagements, and 300+ comments—proof that a good laugh goes a long way.
SMOKE IT SLOW THIS 4/20
According to Forbes, nearly 40% of U.S. cannabis consumers treat April 20th like a holiday. Even more surprising, the CDC reports that 52 million people use cannabis.
One of the reasons I joined the MeatEater team was to bring fresh ideas—some that challenge the norm. I wrote this skit to authentically tap into the social holiday, staying true to the MeatEater brand while adding our unique spin.
The result? It resonated with audiences across all platforms, earning over 3K shares on Instagram alone.
MAKING HISTORY COME ALIVE IN FUN WAYS.
With a new audiobook of MeatEater’s American History set to release in early 2025, we set out to build social buzz around Steven Rinella’s latest project. Partnering with our publisher, Steven, and research assistant Randall Williams, PhD, I focused on what always performs best: content that drives engagement.
The result was a multi-platform carousel series highlighting essential items of mountain men—a nod to the themes in the book. The campaign brought in over 400,000 in reach and more than 30,000 engagements across Facebook, X, Threads, and Instagram.
STANDING UP FOR CONSERVATION
STANDING UP FOR CONSERVATION
2025 marked the beginning of a troubling trend—an increasing number of threats to our nation’s public lands. From the quiet transfer of federally managed areas to state control, to proposals aimed at converting wild spaces into private land leases or commercial developments, the year set a precedent for what could become a systematic dismantling of public access and conservation efforts. These actions pose serious risks not only to the health of our ecosystems but also to the traditions and freedoms that define our outdoor heritage.
Leading the social charge at a conservation-driven organization can put a lot of pressure on you to perform to ensure our show of support is being heard throughout.
In doing so, on April 9th, 2025, MeatEater and our family of companies, along with nearly 60 additional outdoor brands came together in the name of public lands through the Brands For Public Lands coalition through the Conservation Alliance to help combat these attacks on our public lands.
