About:
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The Scene in Black social accounts are an audience-first platform from HBO Max that celebrates the influence, creativity, and power of Black culture and storytelling. As part of HBO Max’s commitment to serving diverse audiences, Scene in Black was created to uplift Black voices on screen, behind the scenes, and within the community. Through editorial-style content, thoughtful commentary, and talent-driven storytelling, the platform positioned HBO Max as a culturally fluent brand and significantly increased engagement across underrepresented and growth-driving segments. From legacy films to buzzy new releases, Scene in Black connects with its audience through authenticity, celebration, and meaningful conversation.
My role:
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As the Audience Strategy Manager for the Scene in Black account, I led digital strategy and day-to-day execution across social platforms. Working closely with our in-house multicultural marketing team and HBO Max stakeholders, I evolved and maintained the brand voice, created culturally relevant copy, and built out platform-specific content pitches that aligned with key cultural moments, priority titles, and talent features. I also reported performance analytics weekly and monthly, managed community engagement, and collaborated with creative producers to deliver polished, high-performing content. My work aimed to strengthen the account’s connection with its audience while ensuring that each post contributed meaningfully to the brand’s overall mission of representation and celebration.
About:
Duster is an action-packed Max Original brought to us by J.J. Abrams and LaToya Morgan, set in the gritty Southwest of the 1970s, following the unlikely partnership between a getaway driver and a fearless FBI agent on a mission to take down a growing crime syndicate. As a fresh title with no built-in audience, the series posed an exciting challenge: how do you make a brand-new show feel like a must-watch in a crowded content landscape? The social strategy leaned into storytelling with edge and humor, designed to spark curiosity and build fandom from the ground up.
My role:
As the sole social strategist on Duster, I was solely responsible for developing the creative pitches presented to the HBO Max team. Joining the account during a critical launch window, I had to quickly get up to speed and craft a strategy that introduced Duster to our multicultural audiences in a compelling, culturally resonant way. With no existing fan base to rely on, I leaned into trend forecasting, pop culture references, and clever crossovers with other Max titles to drive awareness and attract viewers. From crafting tone-of-voice to building community appeal, my work laid the foundation for a social presence designed to grow interest, spark conversation, and convert viewers into fans.
