Building Content Systems Brands at Zolay

B2B Social Manager & Strategist

Variety

Zolay works across very different types of brands, which means there’s no single playbook.

I worked on:
- All Raise, a nonprofit in the venture capital space
- Casa Mexico, a tequila brand
- Arthur Murray, a long-standing dance company

Each one had different audiences, different goals, and different challenges.

Instead of forcing the same approach on every client, I focused on building a simple system for each one.

That meant:
- Getting clear on the audience first
- Understanding how each platform actually works
- Creating a few strong, repeatable content directions
- Making sure everything tied back to real goals, not just engagement

Cross-Client Strategy
- Led content and brand strategy across multiple clients in different industries
- Adapted approach based on audience, business model, and brand maturity
- Balanced consistency in process with flexibility in execution
- Translated complex or niche industries into clear, engaging content

Content Strategy & Direction
- Built content strategies tailored to each client’s goals and audience
- Defined content pillars, themes, and campaign direction
- Shifted clients from reactive posting to structured, intentional systems
- Developed editorial calendars and long-term content planning

Messaging & Brand Voice
- Refined and clarified brand voice across different clients
- Simplified complex messaging to make it more accessible and human
- Ensured consistency across platforms while maintaining brand nuance
- Helped brands move away from generic or overly corporate language

Content Creation & Storytelling
- Wrote and edited social content, campaign messaging, and brand copy
- Developed narrative-driven content that aligned with each brand’s identity
- Translated strategy into actual content that performed
- Contributed to visual direction, storytelling approach, and creative execution

Platform Strategy & Growth
- Built platform-specific strategies based on how audiences behave on each channel
- Prioritized platforms and content types based on algorithm changes, data, and client needs
- Focused on engagement quality, not just volume
- Used performance patterns to guide content direction and platform focus

Community & Audience Focus
- Shifted content toward audience-first and community-driven storytelling
- Identified what audiences actually cared about and built content around it
- Highlighted real people, real experiences, and real outcomes
- Strengthened connection between brand and audience

Campaigns & Content Systems
- Created repeatable content formats and frameworks for consistency
- Supported campaign development across multiple clients
- Built systems that made content easier to scale and maintain
- Ensured content tied back to real business goals

Performance & Optimization
- Analyzed content performance across platforms
- Identified patterns in high-performing content
- Adjusted strategy based on real engagement data
- Focused on shares, saves, and meaningful interaction over vanity metrics

Cross-Functional Collaboration
- Worked with internal teams, clients, and stakeholders across accounts
- Aligned content with broader brand, marketing, and business initiatives
- Communicated strategy clearly to non-marketing stakeholders

Multi-Industry Application
- Applied strategy across nonprofit, consumer, and legacy brands
- Adjusted tone, structure, and approach based on industry context
- Maintained strategic consistency while adapting execution

More content wasn’t the answer.

Most of these brands didn’t need to post more. They needed to be clearer about:
- Who they were
- What they were saying
- Why it mattered to their audience

Once that clicked, everything else became easier to build.

Overall Approach
- Built content structures that made posting more consistent and less reactive
- Created repeatable formats so teams weren’t starting from scratch every time
- Helped shape tone and messaging so it felt more natural and clear

All Raise
- Focused on community and visibility
- Highlighted real people, wins, and milestones
- Shifted content toward formats that people would actually share and save

Casa Mexico
- Moved away from generic product content
- Built a more culture-driven direction around food, environment, and real-life context
- Focused on making the brand feel more grounded and less staged

Arthur Murray
- Simplified the messaging to make it feel more approachable
- Focused on making dance feel accessible instead of intimidating
- Balanced tradition with a more modern content style

Ongoing Optimization
- Paid attention to what people actually engaged with
- Adjusted content based on patterns, not guesses
- Focused on quality of engagement, not just numbers

Good content isn’t about doing more.

It’s about being clearer, more intentional, and more connected to the people you’re trying to reach.

That applies whether you’re working with a nonprofit, a consumer brand, or a legacy business.

- Generated 2.1M+ impressions and nearky 200K+ engagements across platforms
- Established repeatable formats that consistently delivered 30–50%+ engagement rates on top-performing posts
- Content became more consistent and easier to scale
- Messaging became clearer across very different types of brands
- Each brand ended up with a direction that actually fit them, not a template

- Content lacked a consistent system across platforms
- Messaging needed to serve multiple audiences (founders, investors, partners)
- Strong community, but under-leveraged in storytelling
- Data and impact were not consistently translated into engaging content
- Platform strategy was not fully optimized for growth or shareability