Plot

Plot is next-gen social listening built for the video era.

We analyze content across TikTok, Instagram, and YouTube Shorts to extract real insights — not just text-based mentions. Top brands like L’Oréal, Tory Burch, the Empire State Building, and OpenAI use Plot to grow organically and stay ahead of what’s actually happening online.

Head of Marketing

Creative Advisor

Slate

Slate exists because social teams have always had to make do with scraps—hacking together tools built for other industries, and never quite tailored to the pace and polish expected of them. The goal is to give those teams something better which is a software designed specifically for how social actually works.

Advisor

OpenPhone

Manager, Social Media and Community Manager

A fast-growing startup, OpenPhone redefines business telephony with its app-driven system, aiming to simplify and democratize business communication. The aim is to help businesses build better relationships with their customers.

OpenPhone's first Social Media & Community Manager, who is responsible for crafting the OpenPhone narrative, establishing a distinctive brand voice, and fostering a thriving community, all while delivering content that's insightful, engaging, and memorable.

Year-One Milestones:
- LinkedIn: Grew followers by 404.91%, initially started at 2100.
- TikTok: In 6 months, gained 6000 followers, garnering 20.9k likes.
- Developed a comprehensive social support escalation process for enhanced customer experience.

Social Media & Community Manager

PandaDoc

PandaDoc is an all-in-one document workflow automation platform. They empower rapidly scaling teams by streamlining the creation, management, and digital signing of documents, from proposals to contracts and beyond.

Key Achievements:

Data-Driven Audience Amplification:
- LinkedIn: in 6 months achieved a 225.6% surge in followers, growing from an initial 17,810 to 58,200.
- Instagram: Witnessed an 88.9% boost in followers over the same period.

Targeted Content Resonance:
- LinkedIn: 150% increase in audience engagement.
- Instagram:  130.5% jump in user interactions.

Social Media Manager

Diesel Direct

The first Social Media Manager at Diesel Direct, I didn't just manage social channels — I redefined them. As one-half of an agile two-member marketing team serving a workforce of 600, the weight of brand amplification and digital resonance rested heavily on our shoulders.

Brought on board as a consultant, I spearheaded the mission to address the driver shortage challenge through a meticulously crafted social media strategy. With an all-encompassing approach, I architected and fine-tuned campaigns aimed at boosting brand visibility and driving recruitment across pivotal platforms: LinkedIn, Facebook, and Instagram.

Achievements:

Social Growth in 6 months:
- Instagram: + 3260% 
- Facebook: + 107%

Strategic Initiatives:

- Led the recruitment video campaign from inception to analysis, ensuring brand alignment and resonance.
- Developed a comprehensive application tracker system, enhancing recruitment streamlining.
- As a key member (1 of 4) on the company's website overhaul squad for the brand refresh project, played an instrumental role in orchestrating brand photography, fortifying Diesel Direct's visual identity.

Social Media Lead

American Benchcraft 

Premium leather goods company. Responsible for social presence on Instagram and Facebook using both paid and organic advertisement, along with influencer marketing and giveaways.

Social Media Strategist

Social Media & Community Manager @ OpenPhone

I didn’t enter marketing through a formal program. I built my career inside the social feeds. I was the first social hire at five different companies, each time starting from zero. No brand guidelines. No playbooks. Just business goals, a blank calendar, and me figuring it out as I went.

Working that way taught me how to move fast without being careless. I could spot patterns before there was data, and I was able to make things resonate, especially when no one’s handed you the language yet. Everything I know, I had to teach myself. And that scrappiness shape my approach. It’s what made me enthusiastic about startups.

Now, I’m a Head of Marketing. But I still operate like a practitioner. I still believe that good marketing is earned, not manufactured. And I still wrestle with what it means to do this work well—in a profession that rewards speed, but rarely stops to ask what we’re building long-term. I care a lot about trust. I care about storytelling with a spine. And I really, deeply, truly care about helping social and brand teams feel like they’re doing work that matters...not just content that performs.

You won’t find playbook jargon or polished frameworks here. I write openly (and often) about the realities of leading marketing in my newsletter, TheseChapters. It’s a space for people who are figuring out the tension between growth and integrity, especially those who, like me, didn’t get here by playing it safe.

If you’ve ever felt like the job was both wildly creative and quietly existential then you're my kinda people. Let's connect!

You know what’s funny? For an industry built on connection, social media has never really had an award that feels fully connected.

When we came up with the idea for Plot's Golden Thumb Awards, it was because we really wanted to celebrate the people, brands, and campaigns that actually make this space what it is. I've had a personal vendetta against awards that required entry fees, and a stacked committee full of biases. And I always wondered why someone didn't just create a platform for peers recognizing peers.

Sooooooo we made one.

Over the past few weeks, hundreds of nominations came in across 10 categories—from the best social media series to the best social media newsletters. We combed through each nomination to make sure it fit, and today, I'm very excited to share the nominees with you all.

Voting’s officially open -> https://lnkd.in/ex5gCEpx

You’ll see some familiar faces, and memorable campaigns that screenshotting and sharing with your friends. This experience has been a reminder of just how much creativity and heart exists in this industry.

Voting closes Friday, November 21, and winners will be announced soon after.

Congrats to all the nominees!! Your campaigns, your content, and everything y'all worked so hard on… you made this insane year worth scrolling for.

Christina Le

A digital promotional graphic for Plot’s Inaugural Golden Thumb Awards. The image features a collage of blurred nominee photos and brand logos — including Canva, Lyft, Warby Parker, Frida, Hilton, and others — arranged around bold yellow text in the center that reads “Plot’s Inaugural Golden Thumb Awards: Nominated by the Community.” The overall design has a celebratory, social-media-inspired aesthetic with a mix of creators, brands, and campaign imagery.

I find it really endearing when you can actually hear someone through their writing. LIKE WHEN THEY’RE ECSTATIC! Or when they’re so unamused/unimpressed. Or when they’re in a tiny, frantic spiral and the sentences start breaking apart because they’re freewriting in fragments and everything’s practically falling out all at once because how can they possibly keep it all in!!!

Writing is expression.

And in this new age of ai-everything, it makes me overwhelmingly sad and nostalgic for the days when people didn't feel the pressure to strip away their own flavor just to sound impressive.

Head of Marketing @ Plot ツ

Making content takes juice. Like… actual juice. Brain juice, soul juice, the "why do I have to use 5 tools for this????” juice.

So we’re talking about it over lunch, and you should come hang with us.

I’ve been deep in the Slate universe these past few months. Close enough to see how the product works, but also close enough to watch the team build from their own personal scars as former social media marketers

My POV sits somewhere between creator brain and the social media manager with limited resources, and the thing I keep coming back to is this: I’m tired of stitching a bunch of tools together just to make one piece of content look good—Slate gets that.

And because it’s me, Eric, and Christina are hosting… let’s be very clear..this will not be one of those corporate coded “webinars” where someone reads bullet points off a screen. We don’t have that level of audacity. Or patience. 

It's gonna be like a lunch break where we talk shop, share what's working (and what's delusional), and show the stuff that actually makes social teams faster.

If that sounds like your vibe, come through: https://lnkd.in/gF8STyc5

Graphic promoting Slate’s Lunch N Learn event. A bright, playful layout featuring bold text that says “Lunch N Learn” with a subheading about content creation and social teams. The design includes a stack of colorful lunch containers, a can of seltzer, and graphic doodles, giving it a fun, casual, creator-friendly vibe.

Friday thoughts.

Taught myself a new edit yesterday.

thoughts that run through my head:

- is this stupid? 
- do they think it’s stupid?
- will it make me seem stupid?

Video marketing looks completely different than it did five years ago.

In 2020, I was tasked with making a hiring video. We drove around to different towns, filming CDL drivers in their trucks. It took days to capture, about $15k to produce, and weeks of my life cutting B-roll into social clips. I had to watch and rewatch all the footage just to find the right highlights. It was tedious, to say the least.

Fast forward to today—I could do that same project in a day with just me, myself, and the right tools.

I’ve always been skeptical of AI because so much of what it produces feels soulless. But I can’t deny how much it’s lowered the barrier to entry for small teams and solo marketers who need to move quickly. It’s made video feel accessible again.

I contributed to VEED.IO ’s Ultimate Guide to Video Marketing (because AI), sharing how marketers can create faster without losing their sense of craft or story.

It’s not about being pro- or anti-AI. It’s about figuring out how to stay human while the tools keep getting smarter.

Check out the full report here: https://bit.ly/47Sv78S 

#Sponsored #VEEDpartner

Portrait of Christina Le, Head of Marketing at Plot, wearing a bright yellow jacket against a pastel gradient background. Text on the image reads: “THE ULTIMATE GUIDE TO VIDEO MARKETING …because AI.” Below her photo is a quote that says, “Video provides an easier lift for brands to represent themselves in a specific way compared to written content, where interpretations can vary.” The image includes the VEED logo in the top right corner. 

2 days left to vote on who you think deserves a Golden Thumb!!!

When I started this, I wasn’t trying to build some major community initiative. I was thinking more selfishly on all the years I've spent, as a social media manager, doing work that didn’t go anywhere because I didn’t have the brand name or the budget to make it happen.

That’s really it. No deeper strategy.

I remember looking at award submissions and thinking, “Okay, well, that’s not for people like me.” Because everything about the process made it so obvious who it was for. There's always some kind of entry fees. Or you see folks tap into their PR teams to help nudge. Then it's the same big shot logos who have built in equity. It just gets kinda old pretending any of that is neutral.

So I wanted something that felt less, idk, predetermined?

Which is why I didn't go for judge and jury and instead tapped into the crowd of folks who actually understand the job enough to be like, “yeah, this content was effing amazing.”

What surprised me was how many people turned up for this. I didn’t expect the nominations to come in the way they did. And honestly, the reactions from the nominees have been the best part!! You can tell when someone genuinely didn’t expect anyone to notice their work and watching that land for them was the icing on the cake.

If you nominated someone or voted or even just said you liked this idea, thank youuuuu. This whole thing has reminded me why I wanted to do this in the first place. Hours of vibecoding is WORTH it! 

Anywayssssss, here are some of my favorite posts from some of the nominees.

Plot's Golden Thumb Nominees

Years ago, when I was running social at PandaDoc, I was trying to figure out what building “community” actually meant in business. And I remember watching HubSpot be used as a prime example of brands that were crushing it.

So when I moved to OpenPhone (now Quo) and had “community” baked in my title, I felt really out of depth. And it was around that time I got formally introduced to Christina Garnett,. She was at HubSpot developing community-led growth strategies and basically building the playbook the rest of us were trying to reverse engineer. She was also twitter-famous (marketing twitterers will know). A totally intimidating combination.

But from the moment we actually got on a call, I knew why everyone looked up to her. She was warm, present, and wildly generous with her advice. She is truly the kind of person who gives you something practical that you can use immediately. I still reference her “town square” analogy when I talk about brand building: don’t just show up when you have something to announce, show up because you genuinely care about the people there.

We’ve stayed in touch online as our careers have grown, but what I admire most is that her values haven’t changed. So when she asked me to contribute to her book on transforming customer-brand relationships, I genuinely couldn’t believe it. Me?? Contributing to HER book??

A FULL circle moment.

The book arrived today, along with a note I’ll probably keep forever. I’m so proud of her. This book is exactly who she is: practical, thoughtful, and readers can immediately tell that eveyrthing she shares is rooted in real experience. It also features so many brilliant voices in our industry, and if you’re picking up one marketing book this year, make it this one!

Congratulations, my friend. You earned this. And I’m better for knowing you.

taplio

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