house of macadamias

house of macadamias

Content Director | 2025–Present

Objective
Transform House of Macadamias from a low-visibility brand account into a high-performing, education-driven social growth engine on Instagram and TikTok.


Strategy

  • Lead short-form strategy rooted in trend forecasting, humor, and pattern interruption to simplify nutrition education and drive top-of-funnel awareness.

  • Build repeatable content series to increase retention, follower growth, and sales conversion.

  • Partner cross-functionally with paid media and sales teams to align organic content with launches and revenue targets.

  • Conduct ongoing performance analysis (views, watch time, saves, shares, follower conversion) to refine and scale winning formats.

Instagram Growth via signature series: “Eating X Be Like…”
!! please view content examples HERE and HERE

  • Created the recurring Reel series “Eating X Be Like…” combining relatable cultural commentary with top of funnel product positioning.

  • Increased monthly Instagram views from ~5K to 2M+.

  • Grew followers by 66%, helping the brand reach its long-term milestone of 10K followers.

  • Built a repeatable viral framework generating consistent 20K–3M+ organic views per Reel.

  • Generated 6M+ cumulative impressions from the series alone.

TikTok Growth via signature series: Visual Ingredient Breakdowns
!! please view content examples HERE and HERE

  • Created a carousel series using AI-generated visual renderings to visualize the ingredients and their respective amounts in ultra processed foods and then position macadamia products/recipes as healthy alternatives.

  • Increased monthly TikTok views from ~500 to 1.5M+.

  • Doubled followers since the series rollout.

  • Strengthened brand authority by translating granular health science and ingredient concepts into highly shareable and savable, consumer-friendly content.

  • Generated 7M+ cumulative impressions from the series alone.


Revenue Impact

  • Aligned social strategy with product launches and campaign drops.

  • Saw 5x increase in organic revenue on amazon shop and website around times of viral content spikes.

  • Provide organic-first discount codes through manychat auto-dms, link in bio, and CTA’s on final slide of carousels.